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