meeting the media, made painlesssevereweather.wmo.int/tcfw/.../28_mediatraining... · meeting the...
TRANSCRIPT
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Meeting the Media,
Made Painless
WMO – March 10, 2017
Dennis Feltgen
Public Affairs Officer
NOAA Communications & External Affairs
National Hurricane Center
Miami, Florida
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Broadcast Meteorologist (1974-2002)
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Nothing but the basics…
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Nothing but the basics…
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Nothing but the basics…
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Microwave
SNG
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Live From the Hurricane!
Gloria, 1985 Gilbert, 1988
Andrew, 1992
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NOAA Communications
CNN SITUATION ROOM
CBS EVENING NEWS ABC WORLD NEWS
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NOAA / NHC Communications
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MEDIA PARTNERS
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What We’ll Discuss Today
•Media realities in 2017
•Tips to prepare for & conduct a media interview
• Developing your message
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Media Realities
•The “news cycle” is 24 / 7
•Shrinking news staffs & budgets
•Pack journalism
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DIFFERENT FORMATS AND SETTINGS
On the scene
Satellite interviews
Phone & print
VIP event
Multiple interviews
Skype
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What The Media Wants from You
•Accessible
•Reliable
•Credible
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What The Media Wants from You
Faster!
short deadlines
Quicker!
10 min. vs. an hour
Cheaper!
easy access equals less cost
Graphics
provide a visual
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Why Do We Bother ?
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“AP is on the line..” Now what?
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Prepare for the Interview
•Frame the story
•Create “The Message”
•Remember, an interview is a performance
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Frame The Story
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Creating the Key Messages
● Main thing you want to
say – clear and concise.
● What’s the one sentence
you want the reporter to
walk away knowing?
● The “why should I care”
or “how does it affect
me” information.
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Creating the Key Messages
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Delivering the Message
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Delivering the Message
NO!
NO!
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Delivering the Message
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Delivering the Message
RELAX !
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Delivering the Message
- Get the message out in an animated way such that the reporter follows you
- Stay in relative control of the interview
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Some Examples
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CBS Early Show Sept. 22, 2005
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CBS Early Show Sept. 22, 2005
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Preparation: The Bridge
● Bridge Lines: ● The point is …
● The important thing is …
● The thing to keep in mind is …
● What’s key here is …
CORRECT THE REPORTER:
*The fact is …
*The truth of the matter is…
*The real question is …
*The real focus should be …
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Steering the Story
• Preconceived notions
• Separate fact from fiction
• Be clear
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Steering the Story
• Reporter knows what occurred, but not how.
• Separate fact from fiction
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CBS Early Show – Mar. 24, 2004
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CBS Early Show – Mar. 24, 2004
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What if I don’t know?
Talking about a subject that is
outside your area of expertise ● “I don’t know” is an acceptable
answer
● Refer reporter to another person or
organization
● Don’t answer “what if” questions,
avoid speculating
● But you are an EXPERT and know
more than reporter
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Everything is on the record
too comfortable
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Everything is on the record
too comfortable
If you don’t want to see it in print, in a tweet, hear it on
the radio or or watch it on TV – don’t say it!
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The Golden Ticket
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Skype Interview Tips
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S-K-Y-P-E ●S – Shine a light!
● We need to see your face
clearly
● Avoid back lighting
● Avoid shadows from a light
above or below you
● Think about background –
add a logo
● Dress appropriately
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S-K-Y-P-E ● K – keep focused on the
camera!
● Talk to the camera like
it’s a person.
● Even when the reporter
is asking a question,
you are on camera.
● Avoid funny faces,
scowling. Try to look
“engaged,” practice
active listening
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S-K-Y-P-E
● Y – Yes. Or No.
● Your answers should
be more than just
“yes” or “no.”
● And your answers
should be short –
10-15 seconds.
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S-K-Y-P-E
● P – Plan what you want to say.
● Have talking points.
● Focus on key messages.
● Plan how to bridge back to your talking points if they
ask you something out of the blue.
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S-K-Y-P-E ● E – End it smoothly.
● When the reporter says “thank you” respond with
something short and simple like “my pleasure.”
● SMILE
● Keep your eye on the camera until the light is off!
DO NOT say
ANYTHING off topic
until you know the
microphone is OFF!
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Remember to …
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Remember to..
• Stay “on the
record” • Stick to the
reason for the interview
• Be engaging
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Remember not to…
• Recite a laundry list of details or facts
• Assume mic or camera is off
• Speculate
• Feel obligated to fill silences
• Show frustration
• Use humor
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Key Interview Devices
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A word about “Branding”
“WeatherReady Nation”
Use in preparedness messaging !
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A word about “Branding”
“WeatherReady Nation”
Do NOT use in an operational interview !
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Sometimes, you’re the story…
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Just remember…
•The camera never blinks.
•Steer the conversation
•Stay on message
•Keep it simple, short, factual.
•If you don’t know the answer, say so.
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ANY QUESTIONS ?
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FINAL EXAM