Messaging - PowerPoint Presentation

Slide1

Messaging

and the Media

August 19, 2016#FLCities2016

The Most Effective Ways to Work with the Media

to Keep Citizens Better InformedSlide2

What we will cover

Section 1: Why Talk with the Media?Section 2: Techniques You Can Use

Section 3: The Art of the InterviewSection 4: Strategies to Survive Hostile InterviewsSection 5: Discussion: How Would You Respond?On-Camera Interview Practice Slide3

Quality of Life PSAsSlide4

Quality of Life PSAsSlide5

Section 1

Why Talk with the Media?Slide6

Section 1:Why talk with the media?

Your city does great things every day. Let your constituents know! Work with the media to showcase: City highlights and milestones Stories that include a human interest angle Creative solutions to challenging issuesSlide7

Albuquerque Mayor Provides Jobs to the HomelessSlide8

Section 1: Why talk with the media?

To get your message acrossto the audience you want to reach There is only one reason to talk to the media:

To get a good news story –not to help promote your agendaThere is only one reason why a journalist talks to you:Slide9

Section 1: Why talk with the media?

The better the relationship, the better the coverage.Reasons to build a rapport with local media: They will come to you for comment and background They will be more interested in “soft” news stories Relationships – especially with leadership – provide greater access and positive coverageSlide10

Section 1: Why talk with the media?

Regardless of your relationship with the media, always know your rights.When dealing with reporters, you do not have to: Answer every question Participate without being prepared

Tell them more than you want Give them unlimited accessSlide11

Section 1: Why talk with the media?

On the record / Off the recordAssume that nothing is ever off the recordNever say anything to a journalist that you aren’t willing to see reportedYou cannot expect to put something “off the record” after you have said it

“No Comment” is seen as being evasive or guiltyBe wary of casual conversations before the formal interview starts… and after it ends!Slide12

Techniques You Can Use

Section 2Slide13

Section 2: techniques you can use

Your message needs to:Be defined by your objectiveTell your city’s storyGive you a pathway to successPrevent you from straying from “home base”Take the panic out of an interviewSlide14

Section 2:

techniques you can useKeep your focus.What am I going to tell them?

Think:Not:

What will they

ask me?Slide15

The Danger of Going Off MessageSlide16

Section 2: techniques you can use

Don’t be a victim of your own expertiseDraw analogies that others can relate toTell stories that put a human face on your message

Weigh in on challenging situations with positive storiesKeep it SimpleSlide17

North Charleston Police “Ticketing” Area ChildrenSlide18

The Art of the Interview

Section 3Slide19

Section 3:The art of the interview

The Interview Agenda

Deliver key messages

You as the Spokesperson

The Journalist

May focus on weakness, issues

Support messages with proof

Look to future, not past

Use positive language

Implied negative judgments

Access to information from many sourcesSlide20

Section 3: The art of the interview

Before the interview

Establish rapportAsk the reporter questions about the interview, his/her perspectiveIt’s better to pause after a question than give a “shoot from the hip” responseSlide21

Section 3: The art of the interview

During the interviewStay on messageBe warm, likeable, and energeticDon’t repeat a negative question in your answer

Don’t refer to previous comments by saying “As I said earlier …” or “Again, ...”)Slide22

Don’t Repeat a Negative QuestionSlide23

Section 3: The art of the interview

Watch the physical aspectsNegotiate the setting and termsMaintain unbroken eye contact with the interviewerDon’t look at the camera or grab the microphoneDon’t fidget and use gestures sparinglySlide24

Section 3: The art of the interview

Wrapping up the interviewReiterate your key messagesIntegrate your opening points into closing comments central to your themeMake it memorable – last impressions also count(particularly relevant if live broadcast interview)Slide25

Section 3: The art of the interview

Reporter questioning techniquesMachine gunningInterruptingStatements, not questionsYour “best friend”Hypotheticals

Threats and intimidationHe said-she saidLong pause after your responseSlide26

Strategies to Survive Hostile Interviews

Section 4Slide27

Top 10 worst interview quotesthat people actually said

5. I did not have sexual relations with that woman9. Yes, we share a basic concern that our product be safe enough for consumers

10. Embezzlement is such a harsh term for what we did ... 8. In fact, this ISN’T the worst accident our company has ever had7. On the upside, most of the victims were old anyways

6.

Most of those accusations were groundless4. It really depends on how you DEFINE criminal negligence3. Those 350 complaints are from disgruntled employees who are out to get us2. It’s

not like I shot the president

1.

No

commentSlide28

Section 4: strategies to survive hostile interviews

Technique: FlaggingEmphasize the point you want to make, not the response the reporter wantsThis helps reporters find a good sound bite“The most significant thing for people to know is that…”

“Let me make this point crystal-clear…”Slide29

Section 4: strategies to survive hostile interviews

Technique: The ClosedownUse it if a difficult question is repeatedDo not elaborate“I’m not going to respond to hypotheticals, but the fact of the matter is...”Slide30

Section 4: strategies to survive hostile interviews

Interview traps to avoidDon’t accept “what-if” hypothetical, absent-party, or trap questionsDon’t repeat a reporter’s negative wordsDon’t use jargonDon’t guess or speculate

Don’t let reporters use silence to coax additional information from you – when you’ve said what you wanted to, stopSlide31

Discussion:

How Would You Respond?Section 5Slide32

Section 5:City forced to furlough workersSlide33

Section 5:police help boy trying to sell teddy bearSlide34

Section 5:Orlando Mayor speaks on shootingSlide35

Interview practiceSlide36