BASIC MEDIA TRAINING

2 Two-Way Street  The media needs you  You need the media

3 Preparing Your Message  Determine what is your message

SME Agency Head PIO

5 Basic Message Rule 27/9/3

6 Preparing Your Message  First, develop the main thrust of your message  Then, develop two or three points that your message comprises

7 Message Map

8 Media Contact  Press release  Press conference/media availability  Media initiated interview

9 Press Release  Short, but complete  Emphasize main messages  Contact information

10

11 Press Conference  Pick appropriate site and time  Send media advisory  Issue press release in conjunction with event

12 Media Advisory  Who, What, Where, When  Contact information

13 Know Your Media  Maintain an up-to-date e- mail, phone and fax list of all local media outlets  Get to know reporters

14 During An Interview:  Tell the truth — always  Use simple, direct answers — the basis for a sound bite  Avoid all jargon and acronyms

15 Preparing For The Interview  Anticipate the reporter’s questions  Prepare your responses and write them down

16 Make Your Message Compelling  Use simple, vivid language  Use facts and examples  Use statistics, but sparingly

17 Make Sure Your Message Gets Out  Use the reporter’s questions to make your points, but don’t be bound by the reporter’s questions  Find ways to build a bridge from the questions to your message

18 Examples of “Bridging” Statements  “That’s a good question. But the real issue here is...”  “I don’t know about that, but what I do know is...”

19 Examples of “Wrap Up” Statements  “The most important thing to remember is...”  “Here’s the real issue...”  “What I’ve said boils down to this…”

20 A Key To Success: Focus  Take time to focus your thoughts before the interview  Don’t allow interruptions during the interview  Remember, this interview is important

21 Crisis Behaviors  People seldom panic  Overwhelming majority of people act reasonably  Limited cognitive ability

22 Limited Cognitive Ability  Reduced attention span  Decreased concentration  Memory problems  Decision-making difficulties  Calculation difficulties  Confusion

23 Crisis Communication Requires:  Simplicity  Credibility  Verifiability  Consistency  Speed

24 Crisis Communication Priorities source: Center for Risk Communication