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Winning the Media Game The Powell Group 4514 Cole Avenue, Suite 1200 Dallas, Texas
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OVERVIEW How we view the media Dealing effectively with reporters Communicating during a crisis Things to remember Let’s do some interviews!
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5 Keys to Winning the Media Game Understand the media Have an agenda Deliver compelling messages Prepare Practice, practice, practice
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Understanding the Media
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How you might view the media Intimidating They’re out to get me! Not truthful Only looking for bad news
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What makes news? Winners and losers Heroes and villains Criticism and controversy Trend or change New, unusual, different
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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
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“Always tell the truth; then you don’t have to remember anything.” --- Mark Twain
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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
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What’s important to a reporter Deadlines Accuracy! Their reputation Honesty Good sound bites
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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
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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
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“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
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Compelling Messages Only two or three Brief Accurate Simple
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Support Your Messages Facts Examples Experts Statistics (sparingly)
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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
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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
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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 …..”
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Headlining Make the most important point first Think like a journalist Use deductive reasoning Back it up with facts or “proof points”
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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…””
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Prepare
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Preparing for an interview List your key messages Anticipate questions Prepare answers Have some knowledge of the reporter
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Anticipate the worst The toughest question will be asked.
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Rule of Silence Never say anything you don’t want to read in the newspaper, see on television or hear on the radio.
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Practice, practice, practice
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Practice Prepare list of questions Prepare best answers in language/tone you’re comfortable with Rehearse Review Revise your answers
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Ten Tips Use simple, direct answers Repeat yourself Pause Shut Up Avoid jargon
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Ten Tips Cont’d. Don’t say “no comment” Don’t repeat a negative Tell the truth Keep your cool Be yourself
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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
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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
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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
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Print vs. Broadcast RADIO Emphasis on delivery - voice, inflection, pace Need to speak “visually” OK to use notes
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Print vs. Broadcast TV Short, simple answers are crucial Emphasis on appearance and technique
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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
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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
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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
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