Introduction to Media Training SURFPAC Public Affairs May 2014
Introduction to Media Training SURFPAC Public Affairs SURFPAC Public Affairs May 2014.
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Transcript of Introduction to Media Training SURFPAC Public Affairs SURFPAC Public Affairs May 2014.
Honor - Courage - Commitment
GROUND WE’LL COVER
Why talk to the media
News and news making
Preparing for an interview
Messages
Interview Techniques
Honor - Courage - Commitment
WHY TALK TO THE MEDIA?
Should be seen as an opportunity
We want ownership of the issue
Funding, Recruiting, National Will, Sailor Morale
Honor - Courage - Commitment
“The media are not an optional add-on to a modern operation -- today, dealing with the media is key to any operational success.”
-- Dr. Jamie Shea NATO Chief of Information
“I would no sooner do a media interview without preparing than fly a combat mission over Baghdad without preparing.”
-- Gen. Dick Hawley
former COMACC
WHY TALK TO THE MEDIA?
Honor - Courage - Commitment
WHAT’S NEWS?
News Pegs
Suspense
Proximity
Immediacy
Conflict
Emotion
Consequence
Oddity
Prominence
Progress
Sex
Honor - Courage - Commitment
TYPES OF INTERVIEWS
On the record -- “Mr. Smith said…”
Background -- “a Department of the Navy official
said...”
Deep background -- “a lawyer said...”
Off the record -- “………..”
Know and understand interaction
Honor - Courage - Commitment
Morning Show
Edited Interview
Remote Interview
Confrontational Interview
Press Conference
TYPES OF INTERVIEWS
Honor - Courage - Commitment
Look at the person who asks the question Respond to question with messages
-- Answer + Message = Response Limit response to a maximum of 60 seconds
-- Be succinct; Don’t use jargon Know facts and figures
Don’t speculate
RESPONDING TO QUESTIONS
Honor - Courage - Commitment
Tell the Truth Be Yourself Don’t Argue; Rise above the Fray “No Comment” is not a response If you don’t know, just say so Correct and Protect the Record Keep up with the news Know the Rules of Engagement Use Public Affairs Guidance and Personnel
MEDIA TIPS
Honor - Courage - Commitment
…MORE MEDIA TIPS
Be patient - pause and think about what you want to say
Think in sound bites Don’t repeat a negative Stay in your lane Always consider yourself “on the record” Avoid Navy jargon and acronyms Dress appropriately Know your messages
Honor - Courage - Commitment
PREPARING FOR AN INTERVIEW
Dress and appearance Eye and Hand movements Facial expressions Posture Voice tone Relaxation tips Number one mistake on camera is lack of energy!
Honor - Courage - Commitment
PREPARING FOR AN INTERVIEW
Know the media Knowledge level, style, interest areas Publication audience, format
Know your audience Internal, external Local, regional, national, international
Know your messages Prepare in advance Practice in advance
Honor - Courage - Commitment
Messages are key bits of information you want your audience to know (10 - 20 sec soundbite)
Decide on the headline you want & practice out loud Write your messages down to better evaluate them
-- Must be short, memorable and relevant Accuracy Brevity Clarity
Repeat, your messages often!
DEVELOP MESSAGES
Honor - Courage - Commitment
MESSAGES: THE SANDWICH
The Message Sandwich State your message Support your position
-- Explanation, Facts, Description, Rationale Restate your message
“Nike shoes are the best. They have been scientifically engineered for comfort and traction, and have set the standard for running shoes that are always in fashion. No shoes are better than Nike.”
Honor - Courage - Commitment
“Hook” the reporter and audience Technique used to influence the questions you will
be asked Before the interview begins “hook” the reporter with
your key messages Make your point and drive the agenda; force
interviewer to follow your lead
“And that’s just one possibility…”
“We’ve done something no other
organization has ever done.”
MESSAGES: THE HOOK
Honor - Courage - Commitment
“Bridging” to key messages Technique used to move from what the reporter
wants to discuss to what you want to discussDon’t wait for the “right” question
Deal with the question honestly, then logically bridge to your message.
“Yes... (Response) ... “let me explain…”
(Bridge to message)
“… is a good point,
but the real issue is…”
MESSAGES: THE BRIDGE
Honor - Courage - Commitment
“Flag” what people should remember Technique used to emphasize your messages with
the audience Verbal highlight, foot stomp, Use voice and gestures to telegraph messages
“What you really need to know is…”
“If you remember one thing
today it should be. . . .”
MESSAGES: THE FLAG
Honor - Courage - Commitment
Barrage of questions Answer the one you want to answer
Comparisons with others Length of answers Negative words or phrases
Don’t repeat negatives Promises
Repeat statement, but still not as a promise Speculation
Don’t speculate unless you thought it in advance
AVOID MEDIA TRAPS
Honor - Courage - Commitment
Things to Remember
Biographical information (Where you are from, family info, etc.) Your job(s) on the ship Size of crew General mission of the ship Life on board the ship Navy life in general Ports visited, etc. (No future operational info) Why did you join the Navy? Personal and professional Navy goals Advice for young people about joining the Navy
Rule #1 – Stay in your lane
Honor - Courage - Commitment
Things to Remember
How many ships should the Navy purchase? Which variant of LCS is better? Why is your ship always broken? Is the LCS program a waste of money? Etc.
Rule #2 – Avoid negative topics
Honor - Courage - Commitment
GROUND WE’VE COVERED
Why talk to the media
News and news making
Preparing for an interview
Messages
Interview Techniques