1. NOVEMBER 7, 2013 SMU Comm3310

2. ©2007 The Margulies Communications Group Most Common Mistakes  No media relations policy  Failure to screen interview request  Failure to anticipate and prepare for negative coverage  Too defensive  Spokesperson poorly trained

3. Don’t Ad Lib

4. ©2007 The Margulies Communications Group DON’T GET CAUGHT UP IN THE MOMENT Dallas Police

5. Don’t Get Caught Up In the Moment  Does not have to hold a press conference and this time  Begins speculating on what critics will say before they have said it  Appears to be excited and not in control  Someone else has to take over interview  Does not come out with something positive to say  Becomes defensive  Did not have to be there in the first place

7. Poor Preparation by Exxon CEO  Does not have something positive he wants to say  Allows interviewer to control the interview  Is testy, defensive and condescending  Argues over silly points  Wastes audience’s time  Does not move the issue forward  Does not send a positive message to his own employees and shareholders  Does not seem to be in charge

9. ©2007 The Margulies Communications Group A BETTER STRATEGY Boy Scouts of America

10. Stays Positive When Interviewer Isn’t Objective  Corrects facts without arguing with the interviewer  Has a clearly stated position  Makes positive comments about his organization  Does not allow himself to be pulled down rabbit trails  Does not argue with or make condescending comments about opponent in interview

12. Bridging is not Changing the subject “ Sure the plane crashed but it was right on time when it went down.” Ducking the issue “The real issue is all our other planes arrived on time today.”

13. ©2007 The Margulies Communications Group HOW THE PROS DO IT

14. Robert Crandall Ignores first negative question from David Brinkley Repeats core message – “our customers asked for this change” Bridges back to his key message three times when asked different questions that are off the issue he wants to address Calls reporters by name Is not angered by negative questions

16. When Bridging is Appropriate

17. Miss America  Becomes defensive instead of sympathetic  Larry King is pressuring her  Does not stay positive – I would love to tell you more Larry  Explain why you can’t answer a question  Ask his permission to talk about something else  Make him look like a bully if he doesn’t agree  STAY POSITIVE

19. HOW TO ADMIT A MISTAKE How the Pros Do It

20. Colin Powell  Acknowledges information he provided was incorrect  Does not act defensive  Shows genuine regret  Does not take the blame  Is not offended by the question

22. CALIFORNIA DA MISSES OPPORTUNITY TO BE THE GOOD GUY How to Frame a Tough Issue

23. California DA  Fails to ask himself what the audience wants to know about the issue  Take responsibility for someone else’s decision  Fails to frame issue in a way the public would support  Allows interview to go off on rabbit trails (a nurse in the room) because he isn’t addressing the central issue  Questions a master interviewer

25. ©2007 The Margulies Communications Group DELIVERS POSITIVE MESSAGE DESPITE NEGATIVE QUESTIONS University of Texas

26. UT President  Does not argue or point out stupid questions  Uses facts and statistics to refute each false claim  Appears friendly and confident during tough interview  Sticks to the topic and does not duck tough questions  Acknowledges the system isn’t perfect and that he is working to improve it.

28. Importance of Check Lists

29. ©2007 The Margulies Communications Group Screening Interview Requests  Reporter and publication  What is the story about?  Who else have you spoken to about this story?  What is our role in the story?

30. ©2007 The Margulies Communications Group Screening Interview Requests  What is your deadline?  What specific information are you requesting?  Why are you interested in this issue at this time?  Agree on time to call the reporter back

31. ©2007 The Margulies Communications Group After You Hang Up  Why is the public interested in the story?  Do I have enough information to comment?  Where can I get additional information?  Do I want to do an interview or issue a statement?  What are my goals or objectives for the interview?

32. ©2007 The Margulies Communications Group After You Hang Up  What are my must quotes?  What is the toughest question I can be asked and what is my answer?  Have I set guidelines for the interview?  Do I have an appropriate spokesperson?  How do I put my message in terms the average viewer, listener or reader will relate to and understand?