2. Mouse over to play audio

6.  Commercial  Control  Credibility  Cosmetics What do you want the audience to remember? Have 3-4 key messages memorized! Have 3-4 key messages memorized! Be ready for your elevator pitch! Be ready for your elevator pitch!

7.  Commercial  Control  Credibility  Cosmetics Control – It’s all about attitude! Be confident YOU are the expert YOU are the expert YOU are prepared YOU are prepared YOU will help someone become more aware of your agency/program. YOU will help someone become more aware of your agency/program.

8.  Commercial  Control  Credibility  Cosmetics Credibility – It’s about 3 things: Don’t ever lie/guess Don’t ever lie/guess Stay in your lane! Stay in your lane! Don’t lose your cool/patience. Don’t lose your cool/patience.

9.  Commercial  Control  Credibility  Cosmetics Cosmetics – Seeing is believing! Body language conveys the real you. Body language conveys the real you. What’s behind you is important. What’s behind you is important.

11.  Why does the reporter want to interview you?  What will you discuss, to whom and for what reason?  Do your homework! Research!  What are your 3 key messages?  Practice  Rehearse, be confident, anticipate tough questions.

12.  Perfectly acceptable to set rules before an interview.  Restrictive rules may reflect lack of transparency or trust.  Consider length of time to be a governing ground rule.  Recording the conversation?

13.  Answer the question!  Share your message early and often  Avoid jargon & Avoid personal opinions  Remember: you are talking to residents  Be friendly & courteous  Silence is golden

14.  Listen to the reporter’s entire question. Understand it. Clarify if needed.  Pause – Select key points. Keep eyes up.  Present – Repeat question in answer. Respond. Stop talking when you’ve answered the question to your satisfaction. Don’t ramble.

15.  Ask if the interview will be live or on tape  Use conversational tone  Speak concisely  Don’t ramble. Don’t try to fill “dead air”  Keep your notes in front of you!

16.  Ask the reporter what questions they’ll ask you  Check your appearance  Know what is behind you.  Speak to the interviewer. Ignore the camera.  Hand gestures acceptable.  Assume camera and microphone are always on.

17.  Can be done in person, on telephone or email responses.  Follow up to check understanding.  Don’t assume you will be able to see article before it goes to print.

18.  Provide any data/statistics/photos you agreed upon.  Verify with reporter you were understood.  Read/watch completed interview.  Share the coverage if you like it!

19. Situation: The South Florida Executive Board is having a job fair and you are representing your agency. A television reporter comes up to you and wants to interview you for a news story on the event.

20.  Thank you for reviewing this primer. Please contact the S FL FEB office for more information about the follow-on in- person media training offered through the FEB Public Affairs Committee.  South Florida Federal Executive Board  Phone: (954) 792-1109  E-mail: info@southflorida.feb.gov