Dealing With the Media Or... Do I really have to talk to that *#%&$ reporter again?

Thoughts on the Media Nothing is more important than your brand Everybody in your organization represents your brand in every conversation they have -- even with their neighbors on the street corner You need the media to be your ally, to help get your message out The media are not bad people.... Naïve? Maybe. Crafty? Maybe.... But not bad

More Thoughts If everything is fine, that’s not news (Notre Dame endowment figures, # of applicants, student-athlete graduation rates). Media are looking for something new, different, controversial (business school’s ranking falling, underage drinking arrests) News is recycled regularly -- what’s on TV or in the newspaper is also on several web sites so millions may see it -- much less chat rooms This is not brain surgery: -- Use your head -- Don’t be scared, Don’t be naïve -- Be smart and be effective

Even More Thoughts Don’t be afraid to say, “I can’t answer that” or “I don’t know” -- just don’t say “No comment” Think how your words affect those around you

The ABCs A -- Answer/address the question B -- Bridge to your message points -- TRANSITION C -- Communicate your message “Here’s what’s really important... “ “The bottom line is... “

Interview Techniques 1. Know your story 2. Use numbers (“fun facts”) 3. Use quotes 4. Look at it from the reporter’s perspective 5. Develop your messages -- make them positive and short

More Interview Techniques 6. Bridge to what YOU want to say 7. “Keep it in the box” 8. “An interview is no place for original thought” 9. Anticipate “dangerous” questions and have a “push-button response” 10. “Your answer is your answer”

Even More Techniques 11. Take control! 12. No negative language -- don’t repeat a negative question 13. No such thing as off the record 14. Instead, this conversation is for background -- no attribution 15. More information is relayed in walk to elevator than in interview itself

Speaking Techniques 1. Note cards -- build them up high near top of podium 2. Stand straight, shoulders back, deep breath 3. Negative question? No eye contact -- no debate 4. Machine gun questions? Pick the one you want to answer 5. Be careful -- be measured in responses --not too much information

More Speaking Techniques 6. Answer the question - then proceed 7. Active listening? No -- keep an even disposition 8. Push-button responses: Deliver in front of a mirror 9. Keep it short -- often we all say too much 10. Don’t be afraid to PAUSE and THINK

Know Your Messages Develop talking points  Company, Organization, Client Strengths  Unified Position