1. By: Jessica Waters Twitter: @OCmdPRgal

2. Exercise #1:

3. Exercise #2:

4. Exercise #3:

8. * The media is a conduit to our REAL audience. * We cant control the media, but we CAN manage our message. * Media outlets are a business.

9. * Media is no longer TV & Radio…. * EVERYONE is a reporter.

10. Types of News: * Hard News * Feature News * Editorials Types of Reporters: * General Assignment * Beat Reporters * Columnist

11. The media’s job is to inform the public: * In an easily understandable way… * In a more compelling way than the competition * By deadline (speed is paramount) * In a way that will draw viewers ….and in a way that will make MONEY for their company.

12. * If it bleeds, it leads. * Crisis is inexpensive to cover. * Emotion draws viewers. * 24-Hour “News” Channels NEED content. * News has become “infotainment” * Fight to be first….Not necessarily Right.

16. MEDIA NEEDS: * All the facts. * Great detail. * Timely information. * The best “CLIP” * A unique angle. * One of the “C’s” OUR NEEDS: * Facts that won’t jeopardize incident/investigation. * Controlled Release. * Consistent Message. * Protect Our Image. * Re-Assure Public.

17. You! You are a trusted, believable authority You are in a recognizable uniform (perception) You are accessible Whoever has an opposing opinion to you! Seeking controversy Self-professed “experts” and other media personalities. Victims, eye-witnesses.

18. News Release News Conference Interview 1. Print 2. Radio 3. Television 4. In-Studio

19. * Know your Media Policy * Anticipate Questions. * Project honesty & integrity. * Be calm in a crisis. * Be comfortable disagreeing. * Its OK to say “I DON’T KNOW” * Be a media consumer * Expect Criticism.

20. Create THREE Key Messages using Know your Target Audience Keep to the Facts Have back-up Information Available

21. PREPARE: Interview the Reporter Take time to prepare key messages Clarify known facts – DO NOT SPECULATE – DO NOT LIE! Stick to your messages REHEARSE: Review your statement Anticipate Questions

22. What do people want to hear? 1. Do you care? 2. What are you going to do? 3. What is going to change in the future?. Answer questions the way you want! Respond or BLOCK question BRIDGE to your messages

23. BLOCKING PHRASES That’s not correct Not Really… That’s a Hypothetical Question… That is irrelevant BRIDGING PHRASES The Truth is… In actuality… The Facts that we have right now are… What’s important now is…

24. 1. Never say “NO COMMENT.” 2. Dress & Act Professionally! 3. Check your Setting. 4. Be PREPARED & Have a PLAN! 5. Never go “Off the Record! 6. Accept Blame if its your fault. 7. Never Argue. 8. If you don’t know, say “I DON’T KNOW!” 9. Apologize if necessary. 10. Practice. Practice. PRACTICE.

25. Interview “Do’s” * Concentrate on the questions. * Pause before you answer. * Have hands & eyes visible * Let dead air stand. * Its OK to say YOU DON’T KNOW. Interview “Don'ts” * Don’t Speculate * Don’t give Opinions * Don’t repeat “buzz words” * Don’t forget KEY MESSAGE * DON’T LIE

26. Why should we use it? * Technology is making it easier for us to communicate our message to our target audience. * Public is seeking information on their own. * It’s a great way to connect to our community. * Allows us to disseminate information in “real time” * Two way Communications * It is NOT going away!

27. * A replacement for engaging the community. * A reason not to communicate in a timely, honest and open fashion with our regular media. * Only for “good news” or “fluff” stories.

29. 1 Goal 2 Tips 3 NO-NO’s 4 Tactics 5 Helpful Hints

30. 1 Goal : GET YOUR KEY MESSAGES TO YOUR TARGET AUDIENCE! 1 Goal : GET YOUR KEY MESSAGES TO YOUR TARGET AUDIENCE!

31. 2 TIPS To Remember: 1. The Media is NOT the Target Audience. 2. The Media Uses Tactics, You Should TOO! 2 TIPS To Remember: 1. The Media is NOT the Target Audience. 2. The Media Uses Tactics, You Should TOO!

32. 3 No-No’s: 1.Don’t Ignore the Crisis. Take the lead immediately if its “your” crisis. 1.Not Identifying your Audience. KNOW WHO YOU ARE TALKING TO! 2.Lack of Preparation resulting in Mixed Messages. PLAN PLAN PLAN! 3 No-No’s: 1.Don’t Ignore the Crisis. Take the lead immediately if its “your” crisis. 1.Not Identifying your Audience. KNOW WHO YOU ARE TALKING TO! 2.Lack of Preparation resulting in Mixed Messages. PLAN PLAN PLAN!

33. 4 Tactics: 1.Prepare! Interview the Reporter Know your Audience Have Key Massages 2.Manage Your Image. Dress Professional Beware of Background 4 Tactics: 1.Prepare! Interview the Reporter Know your Audience Have Key Massages 2.Manage Your Image. Dress Professional Beware of Background 3.Manage your Mouth. Bridge & Block Don’t Repeat “buzz words” It’s OK to say “I DON’T KNOW” 4.Monitor & Correct! Was the message conveyed correctly?

34. 5 Helpful Hints: 1. Be Proactive. 2. Respond Rapidly. 3. Be in control. 4. Keep message clear & consistent. 5. Admit Errors 5 Helpful Hints: 1. Be Proactive. 2. Respond Rapidly. 3. Be in control. 4. Keep message clear & consistent. 5. Admit Errors

35. Get the right information… To the right people…. At the right time… So they can do the right thing!