Leveraging Media

Stephanie Magill, MS, RD

DHHS Region X CMS

The Media

• Know your local media• How do they work and think• Short deadlines• Time limitations• Competition

What reporters want

• Access to news sources and information• Deadline/logistical needs considered• Concise and accurate answers• Corrections of erroneous information• Printed or visual materials for graphics

Before you accept the interview, ask…

• What is the deadline?• Who will interview me?• What is the thrust of the story?• Can you get back to the reporter?• What is the benefit/cost for the organization?

P.R.E.P

Plan

• Why: Develop an objective– What do you want the audience to know or do?

• Who: Know your audience• What: Develop three key messages (SOCO)

– Address why you are doing the interview and how this affects your audience

– Anticipate questions and issues

– Know your subject matter well

– Have your best answers ready

Rehearse

• Practice in front of colleagues• Record yourself if possible• Listen to the way you respond to questions

Edit

• Make changes based on feedback and input from others

• Avoid jargon• Add stories/examples to personalize

Psych

• Visualize your success• Keep breathing• Focus your energy on the reporter

Q and A prep

• “Oh no”• Dull question

• Tell me about your organization…

• What does your org do that might benefit our audience…

• Such as…

• Create bridges to get back to your talking points

Rules of Engagement

Tactics before responding

• Maintain eye contact• Listen to the complete question• Don’t interrupt• Pause before responding

Answer the questions

• Respond to what’s being asked, then bridge to your message

• Stay on topic (SOCO)• Explain your most important message first• Use summary statements, then explain• Use short, simple and specific statements

Answer the questions

• Pause after complete statements• Answer the question adequately then stop• Repeat statements you’ve already made if it

helps answer the question• Think before you speak• Be positive in response to negative questions• Tell the truth• Never speak “off the record”• Avoid “no comment” responses

Interviewer types

• Machine Gunner: asks too many questions you don’t know where to start• “You’ve asked me many interesting questions,

first I’d like to address…”

• Interrupter: jumps in before you can complete your response• Let the reporter finish, then… “before I answer

that, I’d like to complete my thought.”

Interviewer types

• Paraphraser: tries to put words in your mouth• “No, that’s not what I said, what I said was…”

• Unprepared interviewer: too vague that you have to provide lots of background• Steer the question in the direction you want, “By

your question, I think you’re referring to…let me explain…”

Bridging techniques

• “and let me add…”• “what you need to know ….”• “the important thing…”• “what I can tell you is…”

Flagging techniques

• “the key thing to remember…”• “the most important issue for us…”

Question Traps

• Either/or• Absent party• Incorrect information• Speculation

Voice

• Keep your voice strong and clear• Speak slowly• Avoid using inflections at the end of statements• Make it a conversation

Appearance

• Dress appropriate to your workplace• Avoid white and black, plaids and stripes• No nametags/badges• Limit jewelry, flashy items• Accept make-up if offered

Remember

• The audience• Don’t repeat negatives, turn them into positives• Anticipate questions and answers• Keep it simple• Focus on your key message