This document provides tips for public relations professionals on how to handle media interviews and effectively communicate messages. It advises preparing for interviews by understanding the reporter's questions, having key talking points ready, and anticipating difficult questions. It also discusses techniques like using anecdotes and statistics to support messages and bridging to redirect discussions. Visual cues are the most important factor in audiences' perceptions, followed by vocal tones and then actual words. The goal is to stay on message while addressing the reporter's questions in a positive, conversational manner.

1. Message and Media Training: How to build a message and stick to it Part II. Public Relations Workshop

3. When the media calls you Find out: who is calling, what the specific story is about, what they want a comment on and when their deadline is. FOUR SACRED WORDS: I’ll call you back (or, I’m on the other line right now, I have a couple of people in my office, I need to get more information, let me talk to someone who is more familiar with the issue.) Be prompt and prepared in your response. NEVER “No Comment” Try a bounce list

4. Audiences arrive at a conclusion about you and your message from: How You Look ? % How You Sound ? % What You Say ? %

5. Audiences arrive at a conclusion about you and your message from: How You Look 55% How You Sound 38% What You Say 7%

6. Appearance

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11. Common Reporter Techniques Hypothetical Not the Expert False Facts Phantom Authority Dart Thrower Machine Gun The Interrupter Paraphrase Negative Questions A or B Silence

12. Be prepared! Talking points Pick two or three messages to cover Answer worst questions in advance Use your credibility as an educator

13. Building a Sound Bite Proof 1 Third Party Validators Statistics Facts Studies Data Surveys Proof 2 Anecdotes Examples Analogies Surveys Third Party Endorsements

14. Interviews: Radio, Print, TV and new media Basic Rules: Research the facts Know your message What are your three basic points? Can you make your message positive? Anticipate “Why” or “Worst” questions Make it conversational Remember your proof points Relax. Silence is okay. The TRUTH QUADRANT

15. Bridging Pay the toll (acknowledge negative facts, then move on) DO NOT go in reverse. You have acknowledged the “negative”…it’s important to move forward. Move over to your message using a bridge Answer the question you want to answer Restate and redefine the line of questioning using bridges The bottom line is… The best part about this issue is... Three key points… What I really want your viewers to remember is… We really need to stay focused on the main point which is…

16. Radio Interviews: Tips Put energy in your voice Respond in complete sentences Don’t step on reporter’s questions Don’t use the reporter’s name in the answer Conducted on the phone or in person Using new media to promote radio communication Consider “Radio Tours”

17. Message Traps Don’t: Be defensive Over-clarify Get lost in the complexity Get lost in complexity Say “No Comment” Use “silver bullet” answers Say things that can be taken out of context Pretend to know the answer “ Never wrestle with a pig because you both get dirty and only the pig really enjoys it”

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