Media Training 101Or: Conquering the Camera

Conquering RadioConquering Print

John ChambersStrategic Communications Specialist

@_JohnChambers705-341-1108

Why should I care about the media?

• As municipal government leaders, you will have the opportunity to speak out on important issues

• You may be called upon to speak as experts about various municipal issues

• No one likes to do an interview and then feel as if they were misrepresented

The Media Game

• Like a sporting contest, media encounters are pressure-filled events with rules, time limits, and the occasional cheap shot.

• Succeeding at the game requires a strategy.• Ultimate goal is to communicate a message

that persuades skeptics or neutralizes the opposition.

Types of TV Programs

• News programming

• Public Affairs programming & talk shows

• Editorial responses

• Feature segments

Types of Radio Programs

• Live radio interview

• Taped radio interview

• Public Affairs show

• Talk radio

Types of Print Media

• Interview by reporter

• Letter to the Editor

• Opinion editorials

• Weekly newspapers

What is News?

• Something that is new, or• Something that is a new angle on an already

newsworthy topic.

• Media has a pervasive bias of negativity: the challenge is to break through with an aggressive, positive point of view.

Tips for Effectiveness

• Human interest: balance facts and figures with personal or emotional appeal.

• A picture is worth a thousand words.• Tailor the message to the particular

audience• Keep it simple: use uncomplicated but

interesting language.

Fatal Flaws!

• Off the record: no such thing.• “No Comment”: makes it look like you have

something to hide.• Off the cuff: you’re risking an outrageous

verbal faux pas• Missing a deadline: the news cycle moves

quickly; help the journalist meet deadlines.

Fatal Flaws! (Part II)

• Untruths: Don’t lie, the truth will come out; and dont withhold bad information, it will turn into a damaging, negative story.

• Dont pick a fight: reporters are neither friends nor enemies; they are professional colleagues.

Preparing for the Interview

Gather information ahead of time.* helps you to prepare* increases likelihood of your message

reaching the target audience

Preparing for the Interview (II)

• What is the type of media?• What is the topic?• What is the reporters angle?• Who is the reporter what is their style?• What is the nature of the story?• What is the deadline?• How long will it take?

Preparing for the Interview (III)

• Will it be live, live-on-tape, or edited?• When and where will it take place?• Who else is the reporter talking to?• When will the story air or be published?• Read the newspaper the day of the interview• Follow up with the reporter after interview

(thank you note, suggest future story ideas)

During the Interview

• Give the interview undivided attention• Set the ground rules at the beginning• Tape record the interview• Lead with the most important messages• Keep calm, cool, and collected• Dont respond to third-hand or unseen info• Always bridge to YOUR message

During the Interview (II)

• Say “I don’t know, but let me find out and I’ll get back to you” rather than winging it

• Never give personal opinions (speak to issue, message and goals)

• Do not respond to hypotheticals, stick to facts

• Keep it short and simple

During the Interview (III)

• Try to phrase things in the positive• Don’t try to be clever or glib• Be gracious• Don’t forget your audience

Difficult Questions

• Some questions can’t be given a straight answer, but to avoid the question looks bad too.

• “Block” a negative question by responding briefly in a non-specific way

• “Bridge” with a smooth transition. Change the subject to a positive message.

Blocking & Bridging Phrases

• “That’s an interesting question, and to put that in perspective…”

• “I don’t have precise details, but what I do know is…”

• “Let’s not lose sight of the key issue here, which is…”

• “The underlying question is…”

Potential Pitfalls

• Yes/No & Either/Or – Don’t choose - Explain• He said/She said – Don’t be drawn into

criticism• Loaded Questions – Don’t accept the premise

of the question• Rapid Fire – Keep cool, take your time

More Potential Pitfalls

• Speculation – Avoid making predictions• Don’t repeat the negative• Fishing – Never assume a journalist knows

anything• Over-Answering – Stick to your message,

and then stop talking

Posture for the Camera

• Sitting: Crossed at knee, or ankles crossed under chair.

• Standing: One foot in front of the other, weight on back foot

• Hands: for TV, keep hands in the “box” (below chin, between shoulders, above lower chest)

Facial Expression and Focus

• Smile! A slight smile will make you appear more engaging and sincere. Don’t smile if you are talking about a horrendous tragedy.

• Where do I look? Look at the reporter, not at the camera (unless a satellite feed)

• Steady eye contact: Look interviewer in the eye, don’t look around (makes you look shifty or dishonest)

After the Interview

• It’s not over until the reporter has left the building (or until you have)

• Review the interview and analyze what worked and what didn’t

• Send a word of thanks if the reporter did a good job, and suggest future story ideas

• Correct & comment on bad interviews

Why Have A Message Strategy?

• The interview is a forum to articulate ideas, advocate issues, debate opponents, and persuade key players

• To seize the moment, you must develop a message strategy before the interview

What is a Message Strategy?

• NOT a set of talking points or a slogan!• Combines slogans, sound bites, mission

statements, factual data, research, organization policy, operating procedures, etc. and the articulation of values, beliefs and vision.

• Successful message strategies are organized around a theme.

Forget process, talk action

• Process is important but boring• Action, people and results make news• Talk about the real world

Principles of Message Development

• CLEAR: 3 or 4 message points• CONNECT: Who is the audience and what

is the “ooh!” factor?• COMPELLING: make it interesting• CONCISE: sound bites• CONTINUAL: repeat the message (takes 7-

12 times to create awareness)

Staying on Message

• End answers on message to drive next question in your desired direction

• Bridge to message:Answer question, thenTransfer toMessage

(“What I can tell you is…”)

What is Your Message?

• 3 or 4 points• Focused around a theme• Remember the 5 C’s:

Clear, Connect, Compelling, Concise, andContinual