1. Noche de Ciencias (Science Night) Media Training Anna Vue, Cindy Cha Solsken PR October 4, 2012

2. Webinar Format Moderator Introduction Webinar Guidelines Mute all telephone lines State how questions will be asked Explain chat box Presenter Introduction Presentation

3. Today’s Objectives Media Training Overview Relevance to Noche de Ciencias Primary types of media (local news) News Angles, key messages, media pitching Approaching the press Interview techniques Q&A

4. Primary media types Generate media list – done! Focus on local news – localize your story Print (daily, community mag), Radio and TV Establishing rapport with journalists Learn about who you’re pitching!

5. News Angles Identify a local story What’s going on in your community? What’s happening this month? Anything happening at your school? Trends in local news? Nothing? Let’s create one!

6. Key Messages for Campaign & SHPE You are a unique chapter 1 of 50 chapters launching Science Nights throughout US Importance: part of a series of awareness events for K- 12 ensure Hispanic families are motivated and interested about Science, Technology, Engineering and Math careers, scholarships and support available by Society of Hispanic Professional Engineers 50 nights, encompassing student hands on activities and parent trainings in English & Spanish

7. Key Messages for Campaign & SHPE Value: Furthering SHPE’s mission. Changing lives by empowering the Hispanic community to realize its fullest potential and impact the world through STEM awareness, access, support and development. Part of a national campaign, in your neighborhood! Avoid industry terms – do not use STEM or SHPE if possible

8. Key Messages – developing your message Know your story – why Science Nights are important Come up with a message you want the reporter to remember What am I trying to achieve here?

9. Press release template, media pitch SHPE to provide a draft press release template Chapters to update accordingly Customize with your own student data, school information, contact details Create a 1 paragraph local pitch

10. Approaching the Press Know who you’re contacting Email press release first Press release template for Noche de Ciencias Follow-up Note: you represent your SHPE Chapter, not SHPE Inc. or the SHPE Foundation.

11. Understanding the media Reporters Are not out to misquote you or make you look bad Don’t have a hidden agenda – they’re looking for newsworthy info Will not provide you with a scripted interview – so be prepared! Will not allow you to edit or comment on the story prior

12. Interview Techniques Reporter has control of interview at all times Be prepared – anticipate questions Make your point in 20 sec. or less Use examples to clarify message Offer your story You can redirect the interview Say only what you want reported

13. Delivering Your Message If you feel like the reporter is: Trying to peg you to a hypothetical question - say you’re not familiar Asking several questions at once – respond with “let me answer this one first” to avoid getting overwhelmed Inaccurately paraphrasing you – clarify When the reporter is silent – stop talking

14. Delivering Your Message Preparing for an interview Broadcast Appearance is critical Avoid distracting colorful attire, fidgeting with your hands, not too much make up (but enough) Look at the interviewer, not the camera Phone or otherwise Pick a location that’s comfortable for you Make sure you’re on a landline without distractions It’s ok to have notes, but keep them brief

15. Rules of Engagement Confirm all interviews Return calls and emails promptly Remember that you both are benefiting from this Don’t be afraid to clarify if you feel the interviewer did not understand you If you say you’ll get back, you better get back to the interviewer! Send a follow up thank you – it’s ok to include a relevant clip that reinforces your message

16. Questions? Contact Info: Anna Vue, avue@solskenpr.comavue@solskenpr.com Cindy Cha, ccha@solskenpr.comccha@solskenpr.com (916) 595-8157