how not to meet the media - knea not to meet the media facilitated by cynthia menzel kansas nea...
TRANSCRIPT
HowNOT
to Meetthe
Media
Facilitated byCynthia Menzel
Kansas NEA Communications Director785-232-8271 -- [email protected]
Notes
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Framing & Message Development
What do people want to know?Who are you (as it relates to me)?
Frame your local coalition/ organizationWhat are you advocating (What do you do as it relates to me)?
“My” issues of interestActionPersuade, not necessarily educate
In Framing an Organization…Who are you (as it relates to me…)?What do you stand for/do?What are you doing?
In Framing an Issue…Explain and clarify issue (validate their understanding of the issue)What is the Association position?What are you doing or plan to do?
Framing BenchmarksIn your “room” there must be:
Action, PassionUSD (Understandable, Salient, Descriptive)Resonates across all audiencesImpact on teaching and learning
RemindersPush the association message by telling your storyTarget your audienceBring it back to children
3Kansas NEA Framing Exercise ‘02
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Kansas NEA Framing Exercise ‘02
Bridging
Kansas NEA Framing Exercise ‘05
Kansas National Education Association
Making public schools great for every child
Quality Public SchoolsStrengthening the
Teaching ProfessionImproving the
Well Being of Members• Read Across America
• Lobby/Political Action
• CommunityConversations
• “How To...” forparents/public
• Work with news media
• News/articles aboutmembers, teaching,education issues
• Message training forKansas Teachers ofthe Year
• Work/network withbusinesscommunications
• Publications/Web site
• State Board of Ed
• Lobby/Political Action
• Professional Develop-ment Council (PDC);Licensure
• I Can Do It, MasterTeacher workshops;stress release, wellness
• Work with newsmedia
• News/articles aboutteaching, NCLB, IDEA
• Message training forKansas Teachers ofthe Year
• Bargaining (NBC,PDC)
• School Funding --Lobby/Political Action
• Legal rights
• Health insurance
• Work with newsmedia
• Stress release, timemanagement, financialplanning, wellness
• Bargaining (salaries,benefits, NBC, PDC)
• Bargaining training --Mods 1 - 4; crisis PR,IBB
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Framing Worksheet First: What’s my goal, or what’s my purpose? What am I trying to accomplish?
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Second: Who is my audience? Voters, EA members, community leaders, parents?
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Third: What’s my main message? What is the association’s position on this issue? Message main point, the single-most important thing someone should know:
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Three supporting points that help make the case:
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o ___________________________________________________________
o ___________________________________________________________
o ___________________________________________________________
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o ___________________________________________________________
o ___________________________________________________________
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o ___________________________________________________________
o ___________________________________________________________
o ___________________________________________________________
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Write unto others as you would have them write unto you.
In case you have not stopped lately to appreciate your luck in growing up with a language called English, dip into these verbs. Winners all.
smother whiz ooze squeal glide danglehover screech skid boo limp crushglimmer shoulder streak snap squeak bruisescowl sparkle hug whistle slash stopslither scrape lasso doze stab twirlbump wiggle spur whip slobber curlsmash tickle lunge mutter giggle bag sniff smolder squeeze cement flare scootsquelch plead spark swelter snatch dragstamp clutch crunch douse grab skipcrackle dump tease stretch pinch barkcringe gambol punch gape lope cowerslap hiss saunter elbow grunt purrleap sneak whirl tiptoe slink twist hunch stick yank shove wink sweep wheeze flip squirt straddle dart snapscoot blink gaze tingle lick fussshimmer twitch lisp spit tangle whine stutter hum grumble poke dodge waddlegrouse peer squat rickle prance crash punch drip gallop munch pat cuddledart mope knead flutter kneel nudgemuzzle flit stoop swipe snooze flicker
More verbs:
Tip: Paint pictures in your readers’ minds, avoid awful lead approaches, and rethink tired topics.
8Kansas NEA Framing Exercise ‘05
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Bri
dg
ing
Wo
rksh
ee
tIf
we d
on
’t d
efi
ne “
it”
– s
om
eo
ne e
lse w
ill!
• G
ood
ques
tion.
..
• F
eel,
Felt,
Fou
nd...
• Y
ou a
re m
issi
ng a
n im
porta
nt p
oint
...
• A
sk a
que
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n
• H
ere’
s w
hat I
kno
w...
• H
ere’
s ho
w w
e fe
el a
bout
it...
• Ty
pica
lly, h
ere’
s w
hat h
appe
ns...
• H
ere’
s w
hat w
e’re
doi
ng a
bout
it...
• O
ur n
ext s
tep
is...
• T
he is
sue
is im
porta
nt b
ecau
se...
• U
se th
e pe
rson
’s n
ame.
..
Th
ey w
an
t to
ta
lk a
bo
ut
Ou
rM
essa
ge
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KN
EA C
omm
unic
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ns ‘0
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Brid
ging
Sta
tem
ents
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Brid
gin
gIf w
e d
on
’t defi
ne “it” –
so
meo
ne e
lse w
ill!
• G
ood question...
• Feel, Felt, Found...
• You are m
issing an important point...
• Ask a question
• H
ere’s what I know
...
• H
ere’s how w
e feel about it...
• Typically, here’s w
hat happens...
• H
ere’s what w
e’re doing about it...
• O
ur next step is...
• The issue is im
portant because...
• U
se the person’s name...
______________
______________
•Y
es
•N
o
•I k
now
h
ow
yo
ufe
el...
•A
ck
now
led
ge
q
ue
stio
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rm
essa
ge
1.___________________________
2. ___________________________
3. ___________________________
4. ___________________________
5. ___________________________
6. ___________________________
7. ___________________________
8. ___________________________
9. ___________________________
KN
EA Com
munications ‘06
Bridging Statem
ents
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Prepping for the Press
(Some Basic Rules to Follow For All Interviews) Research the facts and structure effective answers. Know what you want to communicate - and what you don’t want to communicate. Know the 3 basic points you want to make. Know if your message is to be positive or negative. Anticipate the “Why” and the “Worst” question and be prepared to bridge. Be well prepared, but don’t memorize your answers. Make it conversational. Personalize your answers and illustrate your point. Relax and think.
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Television Interviews o Forget the microphone and don’t lean over it as it will make you look stooped-shouldered. o Talk to the reporter, not the camera. o Talk in simple, short sentences. Don’t connect your sentences with “um” or “and.” o Give the statistics before and/or after the interview. Use only when key to the answer and then only in a very concise manner (ie: “Nebraska ranks 45th in average teacher salary.”) o Incorporate the reporter’s question into your answer. This allows the reporter can use a clip without having to set up what you were asked.
Example: Question: “How will the new law affect Nebraskans?” Answer: “The new law will affect Nebraskan in several ways…”
Appearance is important: You want to make your face the brightest spot on the screen. Here is a list of good colors and some tips for dressing for television.
o Green - dark emerald, soft olive o Blue - royal, navy o Gray - most shades o Purple - royal, dark violet, plum o Red - wine, burgundy, rose, not bright red! o Blues - typically look more intense on camera o No small, even patterns
How to Speak on TV: The FACE Formula
Feelings: Let the audience know what you are feeling.
Analysis: Give them your assessment of the situation. In one phrase or sentence, give them the bottom line. The audience wants your opinion on the subject.
Compelling C’s: Most television news stories revolve around at least one of these basic elements: catastrophe,crisis,conflict,change,crime,corruptionandcolor(humaninterest).
Energy: To be effective on camera, you must project energy and the conviction that you believe what you are saying.
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Telephone Interviews Although a phone interview is a quick and easy way for reporters to get information, this situation can present a number of concerns for the person being interviewed.
First, it is likely you will not be prepared to answer questions when you pick up the phone. Such on-thespot interviews are sometimesdifficulttohandle.Second, when you do an on-the-phone interview, you are not able to read the reporter’s face for reactions. This can only be done in a face-to-face interview. Finally, it is very easy to become distracted by your surroundings when you are interviewing over the phone. To have a good interview, you should be focused on the discussion at hand and be free of any outside distractions.
Tips for handling a media call
Thefirstandmostimportantruleofcontactistorememberfoursacredwords:I’LLCALLYOUBACK.Even though you may be called to respond to a small question, don’t feel you must answer on the spot.
Examples that you can use
…I’monanotherlinerightnow(or,Ihavesomeoneinmyofficerightnow)butifyougivemeanidea of what you want to talk about, I’ll call you back
– what is your deadline? … I’ll call you back as soon as I get more information… I’ll call you back after I’ve had a chance to look it over the information
Although you should be prompt to reply, release information only when you are sure of the facts and have time to fully prepare. By realizing the drawbacks of telephone interviews, you can now prepare yourself for the occasion when you are called on the phone to answer questions or make comments for a media report.
In-Person Interviews
If time permits and if possible, try to have the interviewer come to yourclassroomorofficefortheinterview.Youwillbemorerelaxedinfamiliarsurroundings.Oncethereporteristhere,createaninformalatmosphere by being polite and friendly.
Because people judge you by what you wear, be neat in appear-ance. Always dress professionally. Have a suit coat, jacket or an extra set of “church” clothes hanging behind your door at all times.
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Radio Interviews 1. Put energy into your voice. Don’t read a statement; it will sound like you’re reading. Instead, write downalistofideasandfillinexactwordingasyougo.
2. Respond in complete sentences. Mention the topic in the answer. (“We are having several open houses during American Education Week.”)
3. Don’t “step” on reporter’s questions. Leave short pauses to make it easier for the reporter to edit your comments. Don’t interrupt the end of the question.
4. Don’t use the reporter’s name in the answer to try to personalize the interview unless the whole conversation will be used. It makes it awkward for the station to use in a cut of the interview later.
5.Canbeconductedoverthephone or in person. Be aware of background noise.
Top Ten Tips for Interviews
1. Don’t use jargon. You won’t have a translator. 2. Never say, “no comment.” It makes you sound like you have something hide. 3. Bridge a question from where you are in the interview to where you want to be. 4. Anticipate the “worst question” you may have to answer and plan for that in advance. 5. Understand what you are going to say so that you can talk about the topic knowledgeably. 6. Prepare for your interview. If you need more time, ask for it. 7. Have a goal for the interview. What do you want to accomplish? 8. If you are in a room with a microphone or camera, always assume they are on. 9. There is no such thing as “off the record.” 10. Be honest. If you don’t know the answer say so. Tell the reporter you will get back to him or her with the answer as soon as you can. If you make a mistake in an interview, say so.
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News Release Notes 1. Keep it brief!
2. Send it electronically.
3. Double check for accuracy and completeness – make sure you include who, what, when, where, why. Inverted pyramid style still applies.
4. List at least one contact name and phone number.
5. Release (email, mail, deliver or fax) to print and broadcast media at the same time.
6. Allow plenty of time to meet deadlines.
7. Remember, embargoes may not be honored.
Letter-to-the-Editor Your role is important. As an Association member, you can:
AdvocatetheAssociation’smessagethroughYOURstory.Enhance the Association’s visibility on the editorial pages of your local newspapers and across the state. Respond to false attacks on public education, the Association, teachers and school employees. Raise and support positive education issues and information in your local newspaper and across the state. Help to keep track of local news, editorials and letters that should be responded to by someone in the Association.
What newspaper editors look for when choosing which letters to publish Simplicity Reasonable length Interesting statistics A new “spin” on an old idea ClevernessHooks with current news Something to draw controversy Authoritative voices (include titles, degrees) Local angle
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Holding a “letter-to-the-editor” training session
Dedicate one hour of any Association committee meeting to this training. Have your administrator participate. Don’t mail the same letter to several papers at the same time. Pick your most desired target. If it doesn’t appear in a reasonable time, mail it elsewhere.
•••
Provide these during your
session
1. Key topics for letters. Try to stay timely. This makes it more likely the paper will publish your letter. Write in response to positive education stories, national education studies, or positive or negative editorials.
2. A few sample paragraphs, points to be made (and sample letters) to get folks started. You may have to help themfindTHEIRstorytotelltohelpillustratethemessage.
3. Background factual information if needed. Give them copies of editorials or letters they are responding to as well as facts, relevant statistics and historical information.
4. Writing tips. Like those you see here. You’ll want to dis-cuss them before folks begin writing.
5. A dictionary and thesaurus. Use the tools on the com-puter. Whatever you do, have someone proof the letter forspellingandgrammarerrorsbeforetheyarefinalized.Teachers are expected to be perfect, you know.
6. If you can, arrange to meet in a computer lab and work oncomputersforbetterefficiency.E-maillettersfromhomecomputer email addresses. If computers are not available, folks can hand write and sign the letters during your ses-sion. If that’s the case, have pen, stationary (several kinds if possible), stamps and envelopes available.
7.Rememberthateditorsusuallycalltoconfirmtheletterwas submitted by the author. Always include an email and phone number.
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The Nuts and Bolts of Writing Letters to The Editor
1.KnowtheRules.Eachnewspaperhasitsownrulesforlettersitwillpublish.Checktheletters-to-the-editor section where the requirements will be explained. If in doubt, just call the editor.
2. Stick to one or two points. Trying more than this gives short shrift to your arguments.
3. Be brief. Sometimes the best letters to the editor are only one paragraph.
4. Use simple words in declarative sentences.
5. Use personal experience and anecdotes. Stress things that touch the classroom and students.
6. Try to “connect” with the readers. Write your letter as if you’re saying, “I want what you want.”
7. Be upbeat. That tone tends to be more persuasive than one that scolds, blames or complains.
8. Try to incorporate these secrets to published letters: humor, solid logic, a picturesque outlook or unique approach to an issue.
9. Write as tightly and clearly as possible. The editor may edit your letter for readability, clarity, or just plain lack of space.
10.Youmighttrya“calltoaction”:“Callyourlegislatoraboutthis”;“Talktoyourchild’steacher,”etc.
11.Beneat.Checkspelling,grammar–carefully.Writeoncomputeroruseatypewriterifpossible.Handwrittenlettersarefine–iftheyareneat.
12. Just do it. Many perfectly good letters to the editor never get written because writers wait for a “pearl of wisdom” or the “perfect turn of phrase” or because they think what they have to say isn’t “profound.”Don’twaitforlightingtostrike.Justtellyourstoryassimply,warmlyandbrieflyaspossible. You’ll be surprised how eloquent you’ll be.
Golden Rule: Never repeat “their” message. Always use your message, your language, your values, your story.
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Remember the Media B’sBe Yourself Avoid technical jargon and fancy language
Be Comfortable Relax and remember you know more about the story than the one asking the questions
Be Honest Your credibility is crucial. Don’t jeopardize it
Be Brief Speak simply. It’s harder to be quoted out of context
Be Attentive Give the reporter your full attention
Be Personal Use personal stories or anecdotes; makes better copy and makes you look warm and engaging
Be Consistent Keep your goals for the interview in mind and stick to them
Be Energetic Keep the tone of your voice upbeat and conversational
Be Sincere Always avoid saying “no comment”
Be Humorous When appropriate, use humor; it promotes a friendly and confidentimage
Be Cool Maintain your composure. Don’t allow yourself to be baited