View
4.173
Download
0
Category
Preview:
DESCRIPTION
Citation preview
Message and Media Training: How to build a message and stick to it Part II.Public Relations Workshop
When the media calls youFind 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
Audiences arrive at a conclusion about you and your message from:
How You Look? %
How You Sound? %
What You Say ? %
How You Look55%
How You Sound38%
What You Say7%
Audiences arrive at a conclusion about you and your message from:
Appearance
Appearance
Appearance
Appearance
Appearance
Common Reporter TechniquesHypotheticalNot the ExpertFalse FactsPhantom AuthorityDart ThrowerMachine GunThe Interrupter
Paraphrase
Negative Questions
A or B
Silence
Be prepared!Talking pointsPick two or three
messages to coverAnswer worst
questions in advanceUse your credibility
as an educator
Building a Sound Bite Proof 1
Third Party Validators StatisticsFactsStudiesDataSurveys
Proof 2AnecdotesExamplesAnalogiesSurveysThird Party Endorsements
Interviews: Radio, Print, TV and new mediaBasic 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
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…
Radio Interviews: TipsPut energy in your voiceRespond in complete sentencesDon’t step on reporter’s questionsDon’t use the reporter’s name in the answerConducted on the phone or in personUsing new media to promote radio
communicationConsider “Radio Tours”
Message TrapsDon’t:Be defensiveOver-clarifyGet lost in the
complexityGet lost in complexitySay “No Comment”Use “silver bullet”
answersSay 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”
Thank You!skappalman@nea.org
Recommended