DEMYSTIFYING THE MEDIA

Tindley Accelerated Schools// 07.18.14

why, hello

If you don’t tell your story,

someone else will.

seethe value

Demystifying the media 5

WORKING WITH THE MEDIA

» Be the expert; don’t be condescending

» Accessibility buys goodwill and trust

» Understand and respect the news media time frame

Demystifying the media 6

Demystifying the media 7

MAXIMIZING THE OPPORTUNITY

» Prepare by:

• Developing your key messages

• Remembering your audiences

• Using your institution’s name, rather than “We” or “I”

• Having facts and figures about the organization

Demystifying the media 8

COMMUNICATION MUSTS

» Control the interview:

• Sell yourself and the topic from the beginning

• Be succinct; don’t ramble

• Be comfortable with silence

• Be consistent and hold your ground

• Remember: No such thing as “off the record”

prepare the message

Demystifying the media 10

KEY MESSAGES

» What you want audience to remember and

the media to repeat

» Simple, quotable quotes – appeal to eye and ear

» Speak from your heart

» Strong messages reinforce your brand

» Identify THREE to communicate

If I can say just one

thing, what do I want people to

remember?

master the

interview

Demystifying the media 13

SPEAKING

» Use more energy, inflection and volume than usual

» Don’t fill space with “uh", um, ah, you know or OK —

pause instead

» Pauses can also be used to mark transitions in your

remarks, or to emphasize a point

» Don’t negate the interview by “collapsing” at the end

Demystifying the media 14

FIELDING QUESTIONS

» Anticipate questions from public/media

» Prepare appropriate answers

» Manage your message WHILE remaining honest and

transparent

in case of emergency

Demystifying the media 16

THINGS TO DO:

» Communicate quickly to stop rumors

» Show how the problem is being resolved

» Show concern and compassion

» Be available to answer inquiries

» Be accurate

» Correct or challenge inaccurate info – diplomatically

» Provide updates

Demystifying the media 17

THINGS TO MAKE IT WORSE:

» Play ostrich or wait until it’s public

» Expect reputation to speak for itself

» Stonewall the media

» Pass up opportunities to give info

» Speculate, immediately admit fault or spread blame

» Become the story

» Ignore feelings

» Have too many voices communicating

Demystifying the media 18

THE BOTTOM LINE

» Planning won’t guarantee success…

but NOT planning will all but guarantee failure

» Early, proactive response is best

» Ongoing communication is key to mitigate damage

and gain support

A reputation for a thousand years may depend upon

the conduct of a single moment.

interview practice