demystifying the media
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DEMYSTIFYING THE MEDIA. Tindley Accelerated Schools// 07.18.14. why, hello. If you don’t tell your story, someone else will. see the value. Working with the media. Be the expert; don’t be condescending Accessibility buys goodwill and trust - PowerPoint PPT PresentationTRANSCRIPT
DEMYSTIFYING THE MEDIA
Tindley Accelerated Schools// 07.18.14
why, hello
If you don’t tell your story,
someone else will.
seethe value
Demystifying the media 5
WORKING WITH THE MEDIA
» Be the expert; don’t be condescending
» Accessibility buys goodwill and trust
» Understand and respect the news media time frame
Demystifying the media 6
Demystifying the media 7
MAXIMIZING THE OPPORTUNITY
» Prepare by:
• Developing your key messages
• Remembering your audiences
• Using your institution’s name, rather than “We” or “I”
• Having facts and figures about the organization
Demystifying the media 8
COMMUNICATION MUSTS
» Control the interview:
• Sell yourself and the topic from the beginning
• Be succinct; don’t ramble
• Be comfortable with silence
• Be consistent and hold your ground
• Remember: No such thing as “off the record”
prepare the message
Demystifying the media 10
KEY MESSAGES
» What you want audience to remember and
the media to repeat
» Simple, quotable quotes – appeal to eye and ear
» Speak from your heart
» Strong messages reinforce your brand
» Identify THREE to communicate
If I can say just one
thing, what do I want people to
remember?
master the
interview
Demystifying the media 13
SPEAKING
» Use more energy, inflection and volume than usual
» Don’t fill space with “uh", um, ah, you know or OK —
pause instead
» Pauses can also be used to mark transitions in your
remarks, or to emphasize a point
» Don’t negate the interview by “collapsing” at the end
Demystifying the media 14
FIELDING QUESTIONS
» Anticipate questions from public/media
» Prepare appropriate answers
» Manage your message WHILE remaining honest and
transparent
in case of emergency
Demystifying the media 16
THINGS TO DO:
» Communicate quickly to stop rumors
» Show how the problem is being resolved
» Show concern and compassion
» Be available to answer inquiries
» Be accurate
» Correct or challenge inaccurate info – diplomatically
» Provide updates
Demystifying the media 17
THINGS TO MAKE IT WORSE:
» Play ostrich or wait until it’s public
» Expect reputation to speak for itself
» Stonewall the media
» Pass up opportunities to give info
» Speculate, immediately admit fault or spread blame
» Become the story
» Ignore feelings
» Have too many voices communicating
Demystifying the media 18
THE BOTTOM LINE
» Planning won’t guarantee success…
but NOT planning will all but guarantee failure
» Early, proactive response is best
» Ongoing communication is key to mitigate damage
and gain support
A reputation for a thousand years may depend upon
the conduct of a single moment.
interview practice