2009 media training

TSTC AuthorityMedia Training

Agenda

• Initial Interviews• Media basics• What the PR Leader does for you• Preparing for Interviews• Critique of first interviews• Beyond the basics • Anticipating questions• Building your message• Transition & Control

Agenda

• Second interviews• Controlling interviews• Planning your message• Critiquing second round of

interviews• Wrap up, Q&A

Media Basics

• WIFM?– Payoff for TSTC– Third-party endorsement– More believable, don’t appear to be

“selling”

• Trade-off– Lack complete control– Must work on media’s timeline

Authority Concerns & Fears

Control• Exactness• Inaccuracy• Trap• Context• Misquoting• Authorization

Image• Rambling• Uncomfortable • Unknowledgeabl

e• Psyched Up• Response• Retractions• Rights

TSTC PR Leader’s Role• Relationship with members of Media

– Reporters, Assignment Editors, News Directors, Beat Reporters, Editorial Boards, etc.

• Understand the needs of Media– 22 minutes of news to fill morning, noon and

night– Different focus of each news time– Can discern newsworthiness of stories– Can choose timing for exclusives, news

conferences, pitches, news releases

Rules of Engagement• Respect – be honest, prepared,

SMILE• Body Language -- eye contact• Control -- clarifying Points• Telling Stories• Trust – ok if you don’t know• No Comment – Off the Record• Speak – think before you speak &

avoid negativity

Interview Basics

• Anticipate the questions• Poker face – control• Don’t restate negative• Don’t speak for other organizations• Don’t bring up extraneous material

Interview Basics• Roll with it.• If you can not discuss a topic, say so with

grace• Don’t talk down• Be positive and stick to the plan

Tips for Broadcast Interviews

• Do not wear loud patterns, all black or all white

• If you can, avoid wearing glasses• Appearance:

– Always have compact mirror and powder on hand

– Check teeth for lipstick– Buttons buttoned– Ties straight, sit on coat tail– Unless you are an entertainer, you

want people to focus on what you’re saying, not your clothes or hairstyle

TSTC Authority’s Role• Subject matter authority

– Provide cell phones, be reachable, be responsive to media requests from PR leader

– Look for national / local news connections

Preparing for Interviews

• Who is best authority for interview? President, PR Leader, Subject-matter authority

• Understand response time • No such thing as “off the record”

Preparing for Interviews (cont.)Speak first-person… what you know not for

othersTell your story to PR Leader, prune and

coachDon’t repeat offensive statementsGive direct, concise answers

Preparing for Interviews (cont.)

•Anticipate the Questions•Rehearse the Answers•Practice Controlling the Interview

Preparing for Interviews (cont.)

• Control interview• Don’t be afraid to say I don’t know

(but follow up)• Don’t be afraid to ask for clarification

or to restate an answer

Be A Good Interviewee

HOW you say it is more important

than WHAT you say•How you sound – 80% impact•Mannerisms – 90% impact

Critiquing First Interviews• What was effective?• What was distracting?• Reading reporters body language• Understanding reporters tone, pitch,

probing• On-camera/off-camera personas

Anticipate the Questions

1. Top of mind – obvious questions 2. Questions you wish they wouldn’t

ask3. Questions you would love to

respond to

Message MatrixNote: Create a unique message matrix for each interview

as audiences, publications, and story focuses vary

First, develop a simple, plain language communication statement (elevator message: 30-60 seconds/150 words).

Message MatrixThen, develop topics which support primary message along with

data/supporting points, examples and illustrative stories.

Topic 1 Topic 2 Topic 3

Message

Data Point

Examples

Story

Rehearse the Answers

Mentally or VerballyTalk it out with PR

LeaderPractice lay-persons

answer (no jargon, acronyms)

Set Communications Objective (matrix)

Remember you are the authority – be credible

Know Fact from FictionAvoid Polarizing Words

Be Memorable - Use Stories

Turning Negatives to Positives

Package and Bundle Use Power WordsUse Simple

LanguageStory-like

construction (more than facts)

Authoritative Language

• Allegiance• Concern• Dedicated • Emphasize• Experience• Important• Loyal

• Mission• Opportunity• Proactive• Protect• Proud• Responsible• Value

Transition & Control

• Minimalize and/or transition away from questions you wish they wouldn’t ask

• Lead with questions you would love to respond to

• Answer the obvious – top of mind questions

Transition Statements… A critical issue is …… Here’s another question …… I have heard that too. As a college, our

focus is …… Looking ahead …… Opinions can differ, we believe … … Our goal is …… That’s one view, ours is …… The facts say …… What’s even more concerning, …… What’s important to remember is …

Polarizing Words to AVOID• Be aware of context when using

polarizing words, such as– Afraid– Catastrophic– Helpless– Ignorant– Negligent

Turning Negatives to Positives

• Don’t hesitate to call … Please call• I can’t say… Here’s what’s

important • It didn’t happen that way … Here’s what

occurred • Not that again … Let’s move on• That’s not accurate… Here’s what is

accurate• This doesn’t usually happen On a regular basis, • Yes, but That’s partially true.

Becoming an Unforgettable Authority

• Be animated. • Engage your audience. • Be Logical -- Keep it in an order, alpha,

etc.• Remain positive.• Say it again and again.• Tell stories.• Top three points. • Use layman’s logic.

Second Interview Scenarios

• Explosion at Eastman – process operator injured

• Tornado takes down power

• Financial crisis – college affordability

• Student brought gun to class on Friday

• Longview DARR had forklift workplace injury

Critiquing Second Interviews• Transition & Control?

• Authoritative Language?• Polarizing words?• Turn negatives to positives?• Communications strategy?• Understandable?• Image building?

Load Up On News

• Look for connections• Read current news and events --

both online, TV and in print• Prepare for questions/answers based

on research

Become a Media Junkie

Exercise: Make a “wish list” of the various publications, ezines, blogs and programs in which you would like to be featured as a respected resource/authority/pundit.

Make special note of who the interviewers are, what they like to talk about.

Wrap Up, Q&A

• Most important lesson learned?• New knowledge gained?• Questions for further explanation

…

Copyright Texas State Technical College, all rights reserved. Published February 2009.

Questions?

Eliska S. Flores 254.867.3049

Final Interviews

• Tech worker shortage

• Unemployment rate rising

Reminders

First answer the questions you would love to respond to.Read the reporters body language.Focus on your communications objective.Transition out of trouble.Be authoritative and unforgettable.

Third Interview Critique

• Review communication objectives• Polish skills learned• Answer strategy

Final Notes / Homework

• Begin writing your Q&A and Talking Points document

• Complete your message matrix • Practice, practice, practice

– Anticipate “rude” or “clueless” questions and practice not becoming flustered

– Incorporate bridging technique– Offer succinct sound bites