1. WORKING WITH THE MEDIA  Be honest and accurate  Stick to your key message(s)  State your conclusion first, then provide supporting data  Be Forthcoming to extent to decide beforehand  Offer the information you don’t have  Explain the subject and content.

2. WORKING WITH THE MEDIA  Stress the facts.  Give a reason you can’t discuss a subject.  Correct mistakes by stating you would like an opportunity to clarify.  Ask who will be conducting the interview.  Ask what subject they want to cover

3. WORKING WITH THE MEDIA  Caution them when you are not the correct person to interview because there are topics you cannot discuss (because lack of knowledge, etc.)  Inquire the format and duration  Ask who else will be interviewed.  Prepare and practice.

4. WORKING WITH THE MEDIA  Human interest stories  Bad news more than good news  People’s perspectives  Yes or no/safe or unsafe answers  Front-page news stories

5. PREPARING MESSAGE  Who?  What?  When?  Where?  Why?  How?

6. ANSWERING QUESTIONS  Be Prepared  Track Your Key Messages  Keep Your Answer Short and Focused  Practice Self-Management  Speak and Act Integrity  Explain the subject and content.

7. TEN DEAD SINS OF COMMUNICATION  Appearing unprepared  Handling questions improperly  Apologising for yourself or the organization.  Not knowing knowable information  Unprofessional use of audiovisual aids  Seeming to be off schedule.

8. TEN DEAD SINS OF COMMUNICATION  Not involving the participants  Not establishing rapport  Appearing disorganized  Providing the wrong content.

9. WORKING WITH MEDIA….