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Dave Thompson, Oregon DOT
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Tell your story
in a thought-provoking
and technically truthful way
Dave Thompson, APR
Oregon Transportation Research and Education Consortium
Friday Transportation Seminar Series
3/7/2014
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n
3/7
/20
14
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n1
Wh
y ta
lk to
the
me
dia
?
…w
he
re w
e g
et o
ur n
ew
s…4
Pe
w R
ese
arch
Ce
nte
r, 10
/20
13
55
%
•Pro
vid
e e
xpert p
ers
pectiv
e
•Rais
e a
ware
ness
•Change a
ttitudes
•Build
trust
•Build
bra
nd
•M
anage re
puta
tion
•In
cre
ase
em
plo
yee m
ora
le/re
tentio
n, p
ublic
mtg
. atte
ndance, c
usto
mer s
atis
factio
n
Wh
y ta
lk to
the
me
dia
?1
or m
ore
of…
5
Tod
ay
’s talk
•D
ave
’s 7 ru
les o
f inte
rview
ing
•In
tervie
w m
ech
an
ics
•Yo
ur m
ind
set
•M
essa
ge
me
tap
ho
r
9
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n2
1.
Tell th
e tru
th
2.
Eve
rythin
g is o
n th
e re
cord
3.
Co
mm
un
icate
clea
rly
4.
Talk
ab
ou
t wh
at yo
u k
no
w
5.
Re
me
mb
er th
e h
at yo
u’re
we
arin
g
6.
Exp
lain
“no
com
me
nt”
7.
Be
pre
pa
red
Da
ve’s 7
rule
s of in
terv
iew
ing
10
Tell th
e tru
th
Cre
dib
ility is pe
rson
al:
It’s yo
urs to
lose
11
Eve
ryth
ing
is on
the
reco
rd
If you
do
n’t w
an
t it qu
ote
d…
Do
n’t sa
y it
12
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n3
Co
mm
un
icate
clea
rly
•A
ctive vo
ice
•S
ho
rt sen
ten
ces
•1
tho
ug
ht=
1 se
nte
nce
•
13
Talk
ab
ou
t wh
at yo
u k
no
w
“I d
on
’t
kn
ow
…”
14
Co
rolla
ry: DO
N’T
talk
ab
ou
t wh
at yo
u d
on
’t kn
ow
Talk
ab
ou
t wh
at yo
u k
no
w
“be
cau
se
tha
t’s no
t my
su
bje
ct m
atte
r e
xpe
rtise.”
“I d
on
’t
kn
ow
…”
15
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n4
Talk
ab
ou
t wh
at yo
u k
no
w
“be
cau
se
tha
t’s no
t my
su
bje
ct m
atte
r e
xpe
rtise.”
“Bu
t I’ll find
o
ut a
nd
ge
t b
ack
to yo
u.”
“I d
on
’t
kn
ow
…”
16
Re
me
mb
er th
e h
at yo
u’re
we
arin
g
•Yo
u’re
spe
ak
ing
for yo
ur o
rgan
izatio
n…
•D
ON
’T sp
ea
k fo
r an
y o
the
r org
an
izatio
n
→→
17
Exp
lain
“no
com
me
nt”
“I’m g
uilty
”
—o
r—
“I’m ly
ing
”
“I ca
n’t o
r
wo
n’t
an
swe
r…”
19
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n5
Exp
lain
“no
com
me
nt”
“Bu
t he
re’s
wh
at I d
o
kn
ow
…”
“I ca
n’t
an
swe
r tha
t
ye
t…”
21
Exp
lain
“no
com
me
nt”
“Bu
t he
re’s
wh
at I d
o
kn
ow
…”
“Be
cau
se w
e
follo
w a
fair
pro
cess.
He
re’s h
ow
it w
orks...”
“I ca
n’t
an
swe
r tha
t
ye
t…”
22
23
Objective
Audience
Message
Be
pre
pa
red
•Im
ag
ine
you
r he
ad
line
•P
ractice
spe
ak
ing
you
r key m
essa
ge
s
OU
T LO
UD
•R
em
em
be
r you
r de
sired
ou
tcom
es
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n6
•P
lace
�In
-stud
io
�S
plit-scre
en
�A
t the
scen
e
�Yo
ur p
lace
•K
ind
�Live
�Live
on
tap
e
�Ta
pe
d
•A
ction
�S
tatio
na
ry
�W
alk
& Ta
lk
�A
cting
25
Tod
ay
’s assu
mp
tion
Inte
rvie
w m
ech
an
ics
•H
ow
to
–B
rea
the
–S
tan
d
–U
se yo
ur h
an
ds, a
rms
–D
ress
•W
he
re to
loo
k
26
Ho
w to
bre
ath
eD
iap
hra
gm
27
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n7
Ho
w to
stan
d
31
Ho
w to
use
you
r ha
nd
s, arm
s
Ho
we
ve
r yo
u n
orm
ally
wo
uld
,
Exce
pt w
he
n th
ey
distra
ct
33
Ho
w to
dre
ss
38
Bu
sine
ssB
usin
ess
Un
iform
Un
iform
Ap
pro
pria
teA
pp
rop
riate
No
d
istractio
ns
! No
d
istractio
ns
!
It de
pe
nd
s!
Co
mm
on
sen
se;
situa
tion
ap
pro
pria
te
Co
mm
on
sen
se;
situa
tion
ap
pro
pria
te
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n8
Wh
ere
to lo
ok
Loo
k a
t the
pe
rson
ask
ing
the
qu
estio
ns
39
You
r min
dse
t
•Live
in th
e m
om
en
t
•M
ake
you
r po
int first, fo
rem
ost &
last
•F
lag
& b
ridg
e
42
Me
ssag
e m
eta
ph
or
•P
ain
t a p
icture
in m
y m
ind
•C
om
pa
re; th
en
con
trast
“He
re’s h
ow
it’s the
sam
ea
s
som
eth
ing
else
...
…a
nd
he
re’s h
ow
it’s
diffe
ren
t.”
46
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n9
Me
tap
ho
r exa
mp
le 1
Alb
ert E
inste
in (1
93
8):
“T
he
wire
less te
leg
rap
h is n
ot
difficu
lt to u
nd
ersta
nd
.
Th
e o
rdin
ary
tele
gra
ph
is like
a v
ery
lon
g ca
t. You
pu
ll the
ta
il in N
ew
York
, an
d it m
eo
ws
in Lo
s An
ge
les.
Th
e w
irele
ss is the
sam
e,
on
ly w
itho
ut th
e ca
t.”
49
Me
tap
ho
r exa
mp
le 2
OD
OT
OT
IA III h
igh
wa
y brid
ge
pro
gra
m:
“If th
ese
brid
ge
s we
re p
eo
ple
,
we
’d b
e th
row
ing
retire
me
nt
pa
rties fo
r the
m.
Inste
ad
, we
’re a
skin
g th
em
to
carry
mo
re v
eh
icles
at h
igh
er sp
ee
ds
an
d h
ea
vie
r we
igh
ts.”5
3
Me
tap
ho
r exa
mp
le 3
Traffic co
ng
estio
n a
nd
me
terin
g:
54
Wa
shin
gto
n D
ep
’t. of Tra
nsp
orta
tion
ww
w.yo
utu
be
.com
/wa
tch?
v=
8G
7V
iTTu
wn
o
OT
RE
C F
rida
y S
em
ina
r Se
ries 2
01
43
/7/2
01
4
"Ima
gin
e Yo
ur H
ea
dlin
e" D
ave
Th
om
pso
n1
0
Me
tap
ho
r cau
tion
s
•K
ee
p th
em
simp
le, to
the
po
int
–A
re th
ey
ea
sily u
nd
ersto
od
?
–A
re th
ey
go
od
an
alo
gie
s?
(Do
n’t stre
tch th
em
!)
–2
pa
rts: Co
mp
are
&C
on
trast
55
57
Tell yo
ur sto
ry!
Re
sou
rces
•A
nn
Wylie
, writin
g co
ach
http
://ww
w.w
ylie
com
m.co
m/
•B
rad
Ph
illips, “M
r. Me
dia
Train
ing
”
ww
w.M
rMe
dia
Train
ing
.com
•D
ave
Th
om
pso
n, A
PR
58
da
vid
hth
om
pso
n@
com
cast.n
et
@D
ave
T5
15
03
-62
4-7
40
1
