Getting Your Message Across

Tips for Working With the Media

Agenda

OverviewRole of Communication Office

RulesExerciseSummary

The Office of Communication and Technology

• Serves as the buffer between you and the media

• Should be the media’s first point of contact with the District

• Arranges all interviews and is informed of all information requests

Why Work With the Media?

Explain what we’re doing to improve

Dispel misinformation

Why Are the Media Calling Me?

• There is a crisis or controversy

• Good news or human interest

• Follow-up on previous stories

• Localization of state or national news

Rule # 1 – Be Realistic

• Know what makes a good story- timely - includes prominent person- human interest - effects people’s pocketbook- new programs - localization of a national story- unique

• Give them a reason to cover your feature stories

• Think about the interview before you get there

• Come up with 3-5 messages you want to get across

• Messages should be brief and memorable

Rule #2 – Be Prepared

• Neighborhood group claims library books contain bad language and adult situations and should be banned

• Work with those at your table to come up with 3-5 messages by brainstorming key words and splashing them on paper

• Combine best key words into messages

• Report out to group

10-Minute Preparing a Message Exercise

• Return media calls promptly

• Avoid saying “no comment”

• Speak in generalities when dealing with legal or confidential material

Rule #3 – Be Accessible

• Admit bad news and move on

• Don’t be afraid to say I don’t know

• If you promise to get back to the press with an answer, make good on that promise

Rule #4 – Be Honest

• Have something to say and try to make it memorable

• Speak in plain English

• If a topic is hard to understand, try using analogies

Rule #5 – Be Quotable

• Ask questions of the reporter

• To deliver your message and avoid answer questions designed to trap you, use transitional phrases like “That’s a good question, but what is really important is . . .”

Rule #6 – Be In Control of the Interview

• When you’re done answering a question, stop talking

• After the interview, suggest a story idea you would like covered

Rule #6 – Be In Control of the Interview

• Be friendly, not stuffy

• Stay away from jargon

Rule #7 – Be Liked

Rule #8 – Be Innovative

• Suggest trend and follow-up stories

• Go where no school has gone before (or at least has never told the media about)

Rule #9 Be Assertive

• Respond when the media gets it wrong- Write approved letters

to the editor- Demand a correction

• Understand that a story’s value depends on how much news there is that day

• Don’t allow the media to make a mountain out of a molehill

Rule #10 – Never Screw Up On a Slow News Day

• Employ these methods during your next media interview

• Critique your performance

Put What You Have Learned to the Test

Questions?