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Published byMadlyn Matthews Modified over 8 years ago
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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