introduction to media training surfpac public affairs surfpac public affairs may 2014

Introduction to Media Training

SURFPAC Public AffairsMay 2014

Honor - Courage - Commitment

GROUND WE’LL COVER

Why talk to the media

News and news making

Preparing for an interview

Messages

Interview Techniques


WHY TALK TO THE MEDIA?

Should be seen as an opportunity

We want ownership of the issue

Funding, Recruiting, National Will, Sailor Morale


“The media are not an optional add-on to a modern operation -- today, dealing with the media is key to any operational success.”

-- Dr. Jamie Shea NATO Chief of Information

“I would no sooner do a media interview without preparing than fly a combat mission over Baghdad without preparing.”

-- Gen. Dick Hawley

former COMACC

WHY TALK TO THE MEDIA?


WHAT’S NEWS?

News Pegs

Suspense

Proximity

Immediacy

Conflict

Emotion

Consequence

Oddity

Prominence

Progress

Sex


TYPES OF INTERVIEWS

On the record -- “Mr. Smith said…”

Background -- “a Department of the Navy official

said...”

Deep background -- “a lawyer said...”

Off the record -- “………..”

Know and understand interaction


Morning Show

Edited Interview

Remote Interview

Confrontational Interview

Press Conference

TYPES OF INTERVIEWS


Look at the person who asks the question Respond to question with messages

-- Answer + Message = Response Limit response to a maximum of 60 seconds

-- Be succinct; Don’t use jargon Know facts and figures

Don’t speculate

RESPONDING TO QUESTIONS


Tell the Truth Be Yourself Don’t Argue; Rise above the Fray “No Comment” is not a response If you don’t know, just say so Correct and Protect the Record Keep up with the news Know the Rules of Engagement Use Public Affairs Guidance and Personnel

MEDIA TIPS


…MORE MEDIA TIPS

Be patient - pause and think about what you want to say

Think in sound bites Don’t repeat a negative Stay in your lane Always consider yourself “on the record” Avoid Navy jargon and acronyms Dress appropriately Know your messages


PREPARING FOR AN INTERVIEW

Dress and appearance Eye and Hand movements Facial expressions Posture Voice tone Relaxation tips Number one mistake on camera is lack of energy!


PREPARING FOR AN INTERVIEW

Know the media Knowledge level, style, interest areas Publication audience, format

Know your audience Internal, external Local, regional, national, international

Know your messages Prepare in advance Practice in advance


Messages are key bits of information you want your audience to know (10 - 20 sec soundbite)

Decide on the headline you want & practice out loud Write your messages down to better evaluate them

-- Must be short, memorable and relevant Accuracy Brevity Clarity

Repeat, your messages often!

DEVELOP MESSAGES


MESSAGES: THE SANDWICH

The Message Sandwich State your message Support your position

-- Explanation, Facts, Description, Rationale Restate your message

“Nike shoes are the best. They have been scientifically engineered for comfort and traction, and have set the standard for running shoes that are always in fashion. No shoes are better than Nike.”


“Hook” the reporter and audience Technique used to influence the questions you will

be asked Before the interview begins “hook” the reporter with

your key messages Make your point and drive the agenda; force

interviewer to follow your lead

“And that’s just one possibility…”

“We’ve done something no other

organization has ever done.”

MESSAGES: THE HOOK


“Bridging” to key messages Technique used to move from what the reporter

wants to discuss to what you want to discussDon’t wait for the “right” question

Deal with the question honestly, then logically bridge to your message.

“Yes... (Response) ... “let me explain…”

(Bridge to message)

“… is a good point,

but the real issue is…”

MESSAGES: THE BRIDGE


“Flag” what people should remember Technique used to emphasize your messages with

the audience Verbal highlight, foot stomp, Use voice and gestures to telegraph messages

“What you really need to know is…”

“If you remember one thing

today it should be. . . .”

MESSAGES: THE FLAG


Barrage of questions Answer the one you want to answer

Comparisons with others Length of answers Negative words or phrases

Don’t repeat negatives Promises

Repeat statement, but still not as a promise Speculation

Don’t speculate unless you thought it in advance

AVOID MEDIA TRAPS


Things to Remember

Biographical information (Where you are from, family info, etc.) Your job(s) on the ship Size of crew General mission of the ship Life on board the ship Navy life in general Ports visited, etc. (No future operational info) Why did you join the Navy? Personal and professional Navy goals Advice for young people about joining the Navy

Rule #1 – Stay in your lane


Things to Remember

How many ships should the Navy purchase? Which variant of LCS is better? Why is your ship always broken? Is the LCS program a waste of money? Etc.

Rule #2 – Avoid negative topics


GROUND WE’VE COVERED

Why talk to the media

News and news making

Preparing for an interview

Messages

Interview Techniques


“Public sentiment is everything. With

public sentiment, nothing can fail;

without it, nothing can succeed.”-- Abraham Lincoln

Conclusion

introduction to media training surfpac public affairs surfpac public affairs may 2014

Documents

honor courage

media interview

media news

interaction slide

interview dress

commitment morning

commitment ground

commitment whats news