Media Communication

What is a Message? A simple statement Supports goals of your organization An idea you want to get across Not necessarily a “sound bite” Something you repeat

Examples of Key Messages “Built by GM, Backed by GM and warranted by GM” Our employees are our #1 resource We leave the earth a little greener than we found it. We solve our own pollution problems Safety is a core value – not a priority

Developing Messages Convene stakeholders Identify goals Discuss audiences to reach Brainstorm statements to support goals Create three simple messages Use analogies or other techniques to make them memorable

Fielding Media Calls You may not have to take the call immediately Find out the topic, deadline and reason for the request Develop messages Respect the deadline Suggest another spokesperson if you cannot answer the request

Preparing for the Interview Identify the interview topic Learn the context (what type of story, other sources, opposing viewpoints, etc) Research the media (audience, style of coverage, story length, other stories on topic, reporter background, etc.) Anticipate tough questions and prepare counterpoints Will interview be live or recorded? (for broadcast only)

Conducting the Interview Assume the audience is ignorant Don’t use industry jargon or acronyms Do use examples Stick to messages (don’t say too much!) Don’t fall for the “dead air” trap Be calm Don’t get defensive Be yourself

Delivering Your Messages SHOW EMPATHY! Don’t feel you must answer every question (bridge to messages) Ask for clarification on “muddy” questions Don’t answer hypothetical questions Restate question if necessary Correct inaccurate information Be proactive if necessary

Broadcast Interview Tips Be concise (5-10 second sound bites) Sound authoritative Smile and look upbeat Avoid excessive body language Don’t look around while on camera Repeat messages

What to Wear for TV Interviews Solid Colors Avoid bright white No busy patterns No heavy or distracting jewelry

After the Interview Make sure the tape has stopped and the microphone is off Send a thank-you note to the reporter Immediately provide anything promised Make sure reporter has needed info (photos, fact sheets, logo, etc.) Offer to provide additional information Review and critique coverage (were messages delivered)

Dealing with Inaccurate Stories Do not get emotional Ask for a correction Contact editor as a last resort

More Advice You are never “OFF THE RECORD” The reporter is not your friend! Avoid “no comment” (bridge to messages refer question to another authority, etc.) Don’t ask to see the article before it runs Every interview is an opportunity to build a relationship.