november 7, 2013 smu comm3310. ©2007 the margulies communications group most common mistakes no...

NOVEMBER 7, 2013

SMU Comm3310

©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

Don’t Ad Lib


DON’T GET CAUGHT UP IN THE MOMENT

Dallas Police

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

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


A BETTER STRATEGY

Boy Scouts of America

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

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.”


HOW THE PROS DO IT

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

When Bridging is Appropriate

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

HOW TO ADMIT A MISTAKE

How the Pros Do It

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

CALIFORNIA DA MISSES OPPORTUNITY TO BE THE

GOOD GUY

How to Frame a Tough Issue

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


DELIVERS POSITIVE MESSAGE DESPITE

NEGATIVE QUESTIONS

University of Texas

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.

Importance of Check Lists


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?


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


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?


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?

november 7, 2013 smu comm3310. ©2007 the margulies communications group most common mistakes no...

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