Media Training 101 How to engage media to tell your story 0

Media Training 101How to engage media to tell your story

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Agenda

• What Makes a Good Spokesperson• Key Messages• Preparing for an Interview• Working with the Media• Press Releases

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What Makes a Good Spokesperson

• The Three Cs–Clear–Concise–Compelling

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An industry expert or leader who possesses:

• The Three Rs–Responsive–Reliable–Readily Available

Key Messages

• You may only get this one brief chance to be heard – make your point quickly.

• Keeps you on topic and focused on the end goal.• Use them as an opportunity, a foot-in-the-door, to

get more time to talk about the issue.• Broadcast media is quick. Interviews are brief,

narrowing your focus to the key messages will ensure you reach your end goal.

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Why use key messages?

Key Messages

• True - Don’t make things up.• Simple - Key messages are not mission statements.

Use language that would be appropriate for a friend or neighbor who is not a health-care professional.

• Memorable - Any normal person should be able to remember them.

• Persuasive - Your message should be able to influence the audience. Use your personal story.

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Writing your key messages

Key Messages

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Use AHA provided key messages for the issues

• Describe the issue of concern• Take some of the key facts and make them your own• Use your experience to tell the audience why the

issue is important and what they can do to help

Preparing for an Interview

• Understand the background of the interview:– What is the story about?– Who else is being interviewed?– What information will you be asked to provide?– What is the deadline?

• Review your key messages• Anticipate questions and practice answers• Practice

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• Negative Questions• Multi-Part Questions• Words in Your Mouth• Hypothetical Questions• Either/Or Questions• Not Knowing the Answer

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Handling Different Types of Questions


• Keep it short and simple• Expect strange questions• Ignore the reporter’s attitude and be pleasant• Avoid “No Comment” – Instead say “I can’t really

talk about that but what I can tell you is…”

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Interview Dos


• Use stories to make your points• Everything you say is on the record• Clarify questions you don’t understand• Use positive language• If you don’t know the answer, say so• Build “bridges”

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Interview Dos


• Repeat negative language• Say “No Comment” or reveal confidential

information• Say anything negative about your competition• Argue with the reporter• Lose your composure• Speak “off the record” – there is no such thing

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Interview Don’ts


• What’s most important to know is…• Let me also add…• That is not my area of expertise, but what I can tell

you is…• Another thing to remember is…• It is also important to point out…• What we are really concerned with…

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Building Your Bridge

Working with the Media

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Reporters need to know:• Who• What• Where• When• Why• How

If you can answer these questions while conveying your message points, you’ve helped the reporter and the AHA.


• The more information, the better. Offer to provide facts and figures in writing.

• Offer to respond to follow-up questions.• Offer photos or graphics to enhance the story.• Smile while you are talking.

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Interviewing with print media


• During a phone interview you risk being misquoted. Speak slowly and clearly.

• Turn off your cell phone, computer, blackberry – they are distracting and can pull your focus away.

• It is OK to say you don’t know, just refer the reporter back to the AHA staff or offer to look into the question and get back to them by their deadline.

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Interviewing with print media


• Talk to the reporter, not the microphone• Talk in pictures – describe events, places, people,

situations• Know the audience

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Interviewing with radio


• Speak clearly and slowly.• When doing a phone interview, stand up and smile!• Direct listeners to a Web site and phone number for

more information, multiple times.

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Interviewing with radio


• Ignore the camera and production staff. This is a conversation between you and the reporter.

• Talk to the reporter, not the camera.• Minimize movement – don’t rock, sway, or use large

hand motions.

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Interviewing with television


• Speak in sound bites. Typically, only about 10 to 15 seconds of your interview will be used.

• Assume the camera is always on.• Smile.

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Interviewing with television

• AHA communications staff– Reviews studies weekly and selects potential releases– Confers with science staff – Selects studies based on impact and interest

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Press Releases – What’s the Process?Step 1: Selecting the study

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Step 2: Writing the release

• AHA communications staff– Assigns the release to a freelance writer– Provides writer manuscript, abstract and notes from AHA

science staff

• Freelance writer– Interviews author(s) of study– Writes draft release and sends to AHA Communications staff

Press Releases – What’s the Process?

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Step 3: Review

• AHA Communications staff– Completes edits for factual content– Sends to Editorial Services for further editing– Sends to lead author for approval– Sends to AHA science staff for approval– Works with multi-media staff to develop video interviews,

podcasts, photography and infographics– Sends to Communications EVP for final approval


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Step 4: Publication and promotion

• AHA Communications staff– Posts release in embargoed online newsroom– Distributes embargoed release five days in advance of

confirmed publication– Posts release online once manuscript is posted and embargo

lifts


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Writing a Great Release What to say

• Focus on the primary finding or end point• Headline should be one line-- compelling, but not overly

dramatic• The lead should clearly state the single-most important finding• List results in first third of release and keep details of study

design later

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Writing a Great ReleaseHow to say it

• Write at an 8th grade literacy level if possible• Define medical terms and use common language• Quotes should add meaning and significance• Avoid long sentences• Use bullets for lists, especially stats

Questions?

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Documents

Media Training 101 How to engage media to tell your story 0