Winning the Media Game The Powell Group 4514 Cole Avenue, Suite 1200 Dallas, Texas

OVERVIEW How we view the media Dealing effectively with reporters Communicating during a crisis Things to remember Let’s do some interviews!

5 Keys to Winning the Media Game Understand the media Have an agenda Deliver compelling messages Prepare Practice, practice, practice

Understanding the Media

How you might view the media Intimidating They’re out to get me! Not truthful Only looking for bad news

What makes news? Winners and losers Heroes and villains Criticism and controversy Trend or change New, unusual, different

Things we might be fearful of You’ll look stupid or, worse yet, make your company look stupid You don’t have a solid message You forgot the message you had You’re not prepared for the tough questions

“Always tell the truth; then you don’t have to remember anything.” --- Mark Twain

How the media sees most of us We don’t want them at our locations We try to hide the truth - even when it’s good! We’re arrogant We won’t teach them about our business

What’s important to a reporter Deadlines Accuracy! Their reputation Honesty Good sound bites

Have an Agenda Determine whom you want to hit (your audience) What you want to hit then with (your message) Develop messages - two or three things you intend to say whatever the questions Have a solid grasp of the approved Q&A

Have an Agenda Cont’d. Keep it narrow and specific Communicate something important Define your communications goal Determine the one point you want to get across

“I am now ready to give the answers I have prepared for your questions.” --- Charles DeGaulle “Do you have any questions for my answers?” --- Henry Kissinger

Compelling Messages Only two or three Brief Accurate Simple

Support Your Messages Facts Examples Experts Statistics (sparingly)

Blocking and Bridging Don’t ignore or evade the question Address the topic of the question Asked about a problem, talk about a solution Never say “no comment” If you can’t comment, explain why

For questions you can’t answer You don’t know the answer Someone else is better suited to answer You don’t understand the question Question that calls for speculation

Blocking and Bridging Examples “It’s our policy not to discuss _____ specifically, but I can tell you………” “Let me put that in perspective…….” “I think what you’re really asking is…….” “What’s important to remember, however,…….” “What’s most important is ……” ”What I really want to talk to you about is…..” “I don’t know about that, but what I do know is …….” “The real issue here is …..”

Headlining Make the most important point first Think like a journalist Use deductive reasoning Back it up with facts or “proof points”

Headlining: Some Examples “The most important thing to remember is…” “The real issue is…..” “It boils down to these three things…..” “Let me make one thing perfectly clear…””

Prepare

Preparing for an interview List your key messages Anticipate questions Prepare answers Have some knowledge of the reporter

Anticipate the worst The toughest question will be asked.

Rule of Silence Never say anything you don’t want to read in the newspaper, see on television or hear on the radio.

Practice, practice, practice

Practice Prepare list of questions Prepare best answers in language/tone you’re comfortable with Rehearse Review Revise your answers

Ten Tips Use simple, direct answers Repeat yourself Pause Shut Up Avoid jargon

Ten Tips Cont’d. Don’t say “no comment” Don’t repeat a negative Tell the truth Keep your cool Be yourself

Your Bill of Rights - you have the right to: Know the topic Know the format Buy time Have time to answer the question Correct misstatements Use notes Record the interview

You DO NOT have the right to: Know the questions in advance See the story in advance Change your quotes Edit the story Expect your view to be the only one

Print vs. Broadcast PRINT Longer, more detailed interview Possibly more knowledgeable reporter Questions may be repeated in different ways to get response Chance to correct a misstatement

Print vs. Broadcast RADIO Emphasis on delivery - voice, inflection, pace Need to speak “visually” OK to use notes

Print vs. Broadcast TV Short, simple answers are crucial Emphasis on appearance and technique

Believability - the 3 V’s Verbal - your words Vocal - your tone, projection and resonance Visual - your non-verbal body language 93% of your message is non-verbal behavior - tone of voice, facial expression, body position THE POWELL GROUP CAPABILITIES CAPITAL ONE BANK

Television Tips Be yourself Dress conservatively - avoid stripes, checks, high contrast colors, no big jewelry Talk to the interviewer, not the camera Speak in a conversational tone Smile when appropriate If your news is serious, be serious THE POWELL GROUP CAPABILITIES CAPITAL ONE BANK

Telephone Tips Buy prep time if possible Establish as “interview setting” - clear your desk and close the door Use notes Keep message points in front of you Speak distinctly Use short declarative sentences THE POWELL GROUP CAPABILITIES CAPITAL ONE BANK