Chapter 13 - Media Management 1 Inviting Media Response: The Press Release  Present sufficient news  The news must be real news  The news must have a local interest  Use the direct message approach  Avoid buzz words, acronyms, and jargon  Include all required mechanical elements  The appearance must be flawless  Customize your release to different media  Use the Internet to your advantage  Video press releases Rules to follow in preparing press releases

Chapter 13 - Media Management 2 Make the Best Use of a Press Conference Determine whether a press conference is necessary Pick the right location Choose the right time  Organization must communicate immediately when a crisis occurs  Allow for media deadlines when choosing a time Be prepared

Chapter 13 - Media Management 3 Make the Best Use of a Press Conference Additional items to consider for a successful press conference:  Provide a conducive atmosphere for the media  Prepare statements and handouts in advance  Pay attention to who is invited  Arrange for support people to be available (experts)  Prepare supporting visual aids  Keep the conference concise and short  Follow up by phone with those media not present

Chapter 13 - Media Management 4 Media Interviews Preview the circumstances of the interview before it begins:  Determine the reason for the interview  Check out the reason for the meeting  Decide if you are the right person for the interview  Anticipate media appearances  Avoid a negative mind-set  Supply reporter with clearly organized material  Present information in a polished and professional way

Chapter 13 - Media Management 5 Media Interviews Preview the circumstances of the interview before it begins:  Recognize your rights  You have a right:  To check a reporter’s credentials, know the reasons for the interview, and the nature of the questions to be asked  Not to discuss certain information  To have your viewpoint fairly represented in an interview  To establish attribution rules with a reporter before the interview

Chapter 13 - Media Management 6 Media Interviews Preview the circumstances of the interview before it begins:  Develop a media initiative  Consult with corporate communications or public relations department  Develop a proactive attitude and prepare to meet with media  Become more media conscious  Develop contacts with editors and reporters  Build good relations with these individuals

Chapter 13 - Media Management 7 Media Interviews Prepare for the interview  Analyze your dual audience  Reporter  Public  Recognize the difference between print and broadcast media  Organize your thoughts  Organize your words  Consider the delivery style you will use

Chapter 13 - Media Management 8 Media Interviews Prepare for the interview  Anticipate the topics and questions  Make the story new – add to listener’s knowledge base  Make the information interesting  Make the story relevant – word material so listeners can relate to it  Make the story understandable – avoid jargon  Make the story memorable – frame your ideas with a metaphor or story

Chapter 13 - Media Management 9 Media Interviews Prepare for the interview  Develop your responses  Lead with the most important news  Use the public position  Word your message with care  Use positive words  Build strong transitions and bridges  Develop a plan for handling the tough and tricky questions  Turn negative questions into positive answers

Chapter 13 - Media Management 10 Media Interviews Prepare for the Interview  Be aware of additional concerns  Do not respond to unchecked statistics  Do not use a “No Comment” comment  Do not answer with a simple “Yes” or “No”  Be careful about stating your personal opinions  Tell them if you do not know the answer  Never stonewall a position  Avoid talking off the record  Record your own interview  Always tell the truth

Chapter 13 - Media Management 11 Media Interviews Practice  Spend time reading out loud the responses to your anticipated questions  Practice with your staff and colleagues  Have staff ask questions in the style of a reporter  Repeat any questions you answer wrong until you give the correct response  Practice until you feel confident of your ability to answer any question a reporter might ask

Chapter 13 - Media Management 12 Media Interviews Performance techniques to use  Dress for the occasion  Keep your cool; maintain a calm appearance  Be ready for the spontaneous questions  Let your body talk; avoid defensive-looking body language  Try to ignore the cameras  Display confidence in your voice

Chapter 13 - Media Management 13 Media Interviews Post-interview evaluation questions  Evaluate your performance after each press or media interview  Information gathered will prove valuable when preparing for future interviews  Go through your check list alone and with your staff and colleagues  Take careful notes