winning the media game the powell group 4514 cole avenue, suite 1200 dallas, texas
TRANSCRIPT
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Winning the Media Game
The Powell Group4514 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
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