Media Skills for Professional Planners & Redevelopment Administrators November 5, 2010

Media Skills forMedia Skills for

Professional Planners & Professional Planners & Redevelopment AdministratorsRedevelopment Administrators

November 5, 2010November 5, 2010

Presented by Rick Oppenheim, APR, CPRCPresented by Rick Oppenheim, APR, CPRC

RB OPPENHEIM ASSOCIATESRB OPPENHEIM ASSOCIATES

Working Effectively Working Effectively with Today’s Mediawith Today’s Media

Why Effective CommunicationWhy Effective Communicationis Essentialis Essential

Knowing how to work effectively with the media provides you with the skills and tools thatenable you to:

Be an effective spokesperson Take control of the interview process Differentiate your organization Garner more and better media coverage Handle difficult media relationships

The Value of Effective PublicThe Value of Effective PublicCommunicationCommunication

Building public relationships

Affecting perceptions, impressions and awareness levels

Educating, informing, motivating and influencing the target audience

Secure/enhance support, convert/neutralize opposition

Why Public Communication is Why Public Communication is Important to YouImportant to You

Influence attitudes and behaviors Create awareness Solicit support Promote the value of your organization Increase “customers”

Effective communication plays an important rolein helping you achieve your mission, whether it is to:

The Importance of The Importance of PlannedPlanned Communication Communication

Proactive Proactive ModeMode

Strategic

Intentional

Planned

Reactive Reactive ModeMode

Haphazard

Unplanned

Crisis/Response

Know Your AudienceKnow Your Audience

Some questions to ask as you plan yourcommunication activities: Who are your audiences? How important is each audience? What responses do you want from your target audiences? What are their perceptions of the organization or activity? What other attributes characterize these audiences?

– Demographics– Geographic– Size– Psychographics

The Importance of MessagingThe Importance of Messaging

Clarity Consistency Credibility Coherence

When crafting an effective organizational or campaignpositioning statement, look for the 4 C’s:

Guidelines for CraftingGuidelines for CraftingKey MessagesKey Messages

Use cause and effect Know your audience and make your messages

relevant to them

Differentiate yourself from other projects, organizations or competitors

Create an “elevator” speech Identify 5-8 key messages that communicate essential

points of the organization, project or issue Review, revise & memorize

Key points for crafting messages:

Florida Redevelopment Florida Redevelopment AssociationAssociation“Positioning Statement”“Positioning Statement”

waswas

““Building Better Building Better Communities”Communities”

now isnow is

““Transforming Spaces.Transforming Spaces.Revitalizing Places.”Revitalizing Places.”

Florida Redevelopment Florida Redevelopment AssociationAssociation“Elevator Speech”“Elevator Speech”

Founded in 1974, the FRA is a not-for-profit Founded in 1974, the FRA is a not-for-profit organization dedicated to assisting organization dedicated to assisting

Florida professionals and volunteers in Florida professionals and volunteers in revitalizing their communities. FRA’s revitalizing their communities. FRA’s

mission is to provide a forum for its more mission is to provide a forum for its more than 300 members to share knowledge than 300 members to share knowledge

and common experiences regarding and common experiences regarding redevelopment opportunities and issues, redevelopment opportunities and issues, encourage adoption of legal and financial encourage adoption of legal and financial

tools and programs favorable to tools and programs favorable to community redevelopment and serve as community redevelopment and serve as

a statewide clearinghouse for a statewide clearinghouse for redevelopment information.redevelopment information.

Florida Redevelopment Florida Redevelopment AssociationAssociation“Key Messages”“Key Messages” The Florida Redevelopment Association and its The Florida Redevelopment Association and its

members are committed to transforming spaces members are committed to transforming spaces and revitalizing places throughout the state.and revitalizing places throughout the state.

Redevelopment efforts by Community Redevelopment efforts by Community Redevelopment Agencies, Downtown Redevelopment Agencies, Downtown Development Authorities and Main Street Development Authorities and Main Street Programs are essential for the overall health and Programs are essential for the overall health and growth of Florida’s communities.growth of Florida’s communities.

Redevelopment is not just about building new Redevelopment is not just about building new structures, but about preserving and revitalizing structures, but about preserving and revitalizing current community establishments.current community establishments.

Florida Redevelopment Florida Redevelopment AssociationAssociation“Key Messages”“Key Messages” Redevelopment brings many benefits to a community. Redevelopment brings many benefits to a community.

It can provide increased commerce and investments, It can provide increased commerce and investments, affordable housing, crime reduction and a wealth of affordable housing, crime reduction and a wealth of culture and entertainment.culture and entertainment.

Redevelopment has the ability not only to beautify a Redevelopment has the ability not only to beautify a community, but to engage a community’s residents community, but to engage a community’s residents and business owners.and business owners.

Redevelopment is a wise investment, especially Redevelopment is a wise investment, especially during tough economic times. Floridians recognize during tough economic times. Floridians recognize that Community Redevelopment Agencies (CRAs) that Community Redevelopment Agencies (CRAs) work in their community’s best interests, developing a work in their community’s best interests, developing a common vision and ensuring the long term vitality of a common vision and ensuring the long term vitality of a city.city.

Types of Media - TraditionalTypes of Media - Traditional

Print Have set deadlines and concentrate on details Interviews may take place in person or on the phone

Television Time is critical Think sound bites

Radio Short interviews Again, think sound bites

Types of Media – Non-Types of Media – Non-TraditionalTraditional

“New” Media Internet Media Web sites Blogs Podcasts Social Media (YOU become the “broadcast center”)

– Facebook– Twitter– MySpace– LinkedIn– YouTube

Working with the MediaWorking with the Media

To effectively work with the media you must:

Know which ones to target (the publications, stations, bloggers)

Become familiar with the types of stories published or aired

Identify the news value/peg/hook of your story

Identify staff contacts that may cover your story (beat, self-

interest, previous work)

Power Tools Power Tools

Press Release Written to heighten the editor’s interest

The five Ws (and H) should be prominent

Media Advisory Mainly used for events where there is a photo

opportunity or something the press can actually attend

Written in bullets instead of paragraph form and includes:– The primary contact– The five Ws

Power ToolsPower Tools

Typically 60-, 30-, or 10-second free radio and television advertisements

Mainly used by government, charitable and non-profit organizations

Competition for air-time is intense

Usually scheduled when stations cannot fill time with paid advertisements

Can “seed” with a paid schedule (supplemented with in-kind)

Public Service Announcements (PSAs)

Power ToolsPower Tools

Media Kits Pitch Letters Fact Sheets Backgrounders Op-Eds (guest columns, letters-to-the-editor) Blogs Social Media Postings Press Tours (on-site; in newsroom or studio) News Conferences

Other tools:

Conducting a News ConferenceConducting a News Conference

Timing: mid-morning is best

Content: newsworthy statements presented by a high-ranking spokesperson

Physical Arrangements: access to electricity and away from distracting noises

A news conference is an excellent means for disseminating news to allA news conference is an excellent means for disseminating news to all

media at the same time. Some tips include:media at the same time. Some tips include:

News Conference Check ListNews Conference Check List

Be sure a news conference is needed

Notify press in a timely manner

Invite other officials as appropriate

Brief your staff and spokesperson on the subject and schedule

Assign physical responsibilities such as:– Room reservations– Podium with banner– Tables/Chairs

News Conference PreparationNews Conference Preparation

Obtain written statements for spokespersons (bulleted points preferred)

Provide charts, diagrams, photographs and background information as appropriate

Develop anticipated questions and answers for the spokespersons

Give advance copies of materials to communication team

Ensure that all materials are approved for release

Tips for Media SuccessTips for Media Success

1. Choose the right media

2. Understand what makes news

3. Know your media

4. Get to the point

5. Don’t confuse advertising with editorial


6. Call early but DON’T call often

7. Create news

8. Think outside the soapbox

9. Paint a thousand words

10. Be an all-star pitcher


11. Find the local angle

12. Pick a peg

13. Be a know-it-all

14. THINK LIKE A JOURNALIST!

15. Consider DIY “media bypass”

When the Media CallWhen the Media Call

If you haven’t had a chance to prepare for an interview…

DON’T GIVE AN INTERVIEW ON THE SPOT!

The Role of the SpokespersonThe Role of the Spokesperson

Understand the media and their needs Prepare for your interviews Have background information on the situation/issue at

your fingertips Know the facts and stick to them Deliver a consistent message

To serve as a spokesperson, you need to:

Types of Interviewers Types of Interviewers

“Machinegunner” Barrages you with questions

What you should do Listen to all questions Choose one that gets directly to the point Save negative questions until the end Don’t give control back to the reporter

Types of Interviewers Types of Interviewers

“Interrupter” Steps on your story by interrupting you

What you should do Graciously acknowledge the interrupter, but finish the

point Be sensitive to a reporter who interrupts you because

your answers are too long or unfocused

Types of InterviewersTypes of Interviewers

Tries “to put words in your mouth” Looking to put your story, point, or perception in a

nutshell May try to challenge you by presenting a different

perspective

What you should do Listen for paraphrasing tools Restate paraphrases you think are good summaries of

your story

“Paraphraser”

Types of InterviewersTypes of Interviewers

“Dart Thrower” Uses negativity to dislodge interesting negative quotes Tries to break down your story, but acts as loving and

kindas possible

What you should do Avoid responding in a negative tone and repeating

negative language Denial of a negative idea that puts words in your mouth

is very quotable (“When did you stop beating your wife?”)

The Interview - TipsThe Interview - Tips

Be clear and concise

Write down your key points

Make them brief

Make sure you can back every statement

Correct yourself immediately

Emphasize key points

Don’t respond to hostility

Don’t speak for someone else

The Interview - TechniquesThe Interview - Techniques

The First Question Sets the tone for the interview It’s your job to provide focus if reporter starts off with

an open-ended, weak or confusing question

Be Conversational Engage the reporter in a conversation Deliver your key message and state your case


Quotable Language Prepare comments that will make you stand out The best quotes can become headlines or get

prominent display within a story

Control Keep your composure, listen carefully and think before

you speak (OK to pause; OK to start over) Do not allow yourself to be baited or bullied


Body Language Affects your credibility Sit upright, still, use your hands, animate your voice,

make eye contact, be comfortable, show confidence

Blocking and Bridging Blocking- deftly avoiding an unwelcome or

inappropriate question Bridging- making a smooth transition from an

undesirable topic to one fitting your agenda

Interview TransitionsInterview Transitions

Just let me add…

Let me answer you by saying…

What that means is…

As I said…

That’s an important point because…

That’s not my area of expertise, but what I can tell you is…

And don’t forget…

Transitions provide the clarity and consistency needed toensure a smooth interview. Some transitions include:

Common Interview PitfallsCommon Interview Pitfalls

No Comment Tends to come across as evasive or an

admission of guilt Preferable to say, “I don’t have the answer at

this time” and explain why

Jargon Talk in layman’s terms If you have to use a technical term, give a

quick definition


On/Off the Record Puts your credibility at stake Best to always be on the record Just because you ask, doesn’t mean you get

(unless agreed to)

Fishing Don’t say too much to give reporters an

opportunity to fish Be honest and open, but don’t give away

secrets


He Said/She Said A reporter may attempt to create hostility

between yourself and your opponent or competitor

Speak your strengths and avoid mud-slinging

Loaded Questions Reporters occasionally ask questions on an

incorrect premise Use the phrase, “Actually that’s not quite

accurate, let me explain…”

Interview Do’s and Don’tsInterview Do’s and Don’ts

Do Discuss and determine

the type of questions you will be asked

Use facts and figures that reinforce your main points

Use illustrations and quotes to humanize your topic

Be sensitive to reporters’ deadlines

Be yourself

Don’t Over-answer or be afraid to

pause

Allow yourself to be provoked

Act like you know the answer

Assume the reporter knows more about your area than you do

Assume the interview is over

Lie… EVER

Additional TipsAdditional Tips

Tips for Print Interviews:

Following the interview, you can ask the reporter when they think the story will run

Do NOT ask a reporter to see the story before it runs

You can have the reporter repeat your quotes back to you to change something you have said before printing


Dress conservatively, avoid loud colors and big jewelry and don’t wear white

Arrive at the interview site early

If you have visuals, practice using them beforehand

Do not chew gum

Speak to the interviewer, not the camera; keep eye contact

Tips for Television Interviews:


Speak at your normal voice level

Never try to hold the microphone

Avoid deep sighs, yawns, squeaking your chair, etc.

Don’t get flustered; stick to your guns

If you don’t like what you’ve said, ask if you can “try that one again”

Tips for Radio Interviews:

SummarySummary

Important points to remember:

Be prepared to deliver key messages and supporting information

Describe, differentiate and focus on the benefits of your program, project, organization, issue or position

Keep your cool, stay in control Be prepared to answer all questions Reinforce key points Learn to tell a story

SummarySummary

THANK YOU FOR TIME & ATTENTION

Questions?Questions?

Engaging & Engaging & Managing Effective Managing Effective Public InvolvementPublic Involvement

Venues for Public InvolvementVenues for Public Involvement

Civic Organization PresentationsCivic Organization Presentations

Public Meetings & ForumsPublic Meetings & Forums

Special EventsSpecial Events

First Steps

Identify participants that can be spokespeople and advocates

Create and/or gather support materials for presentations

Develop an organizational contact list of groups seeking speakers

Initiate & maintain contact with organizations (by mail, email and/or phone)

Civic Organizations

Groups seeking speakers may include: Professional associations (local chapters; builders,

developers, Realtors)

Special-interest groups (environment, business, faith-based, neighborhood/HOAs, PTOs)

Chambers of Commerce (and related groups; i.e., local Leadership organizations)

Social service-oriented organizations (e.g., Kiwanis, Rotary, Lions/Elks Clubs, Junior League, Women’s Clubs)

Public Meetings & Forums

Preparation Research and planning

Determine/craft key messages

Determine venues

Determine strategies & methods for engaging public

dialogue

Large group or clusters

Formal or informal

Develop presentation, materials & handouts

Presentation

Speech Script Notes Contemporaneous Number of speakes

Visuals PowerPoint Video Signs/Boards (on easels) Displays (standing, tabletop)

Getting Them There

Paid StrategiesPaid Strategies

Newspaper advertisingNewspaper advertising

Radio advertisingRadio advertising

Web banner adsWeb banner ads

Direct mailDirect mail

Print fliers and/or postersPrint fliers and/or posters

RobocallsRobocalls

Getting Them There

Free StrategiesFree Strategies Community CalendarsCommunity Calendars Public service announcementsPublic service announcements Civic group announcementsCivic group announcements Talk show appearancesTalk show appearances Press release (target traditional, online & 3rd party)Press release (target traditional, online & 3rd party) Media advisoriesMedia advisories BillboardsBillboards Public-access TVPublic-access TV City/County web sitesCity/County web sites

Getting Them There

New Media StrategiesNew Media Strategies

Email blastsEmail blasts

e-newsletter/ad blastse-newsletter/ad blasts

FacebookFacebook

EviteEvite

TwitterTwitter

Keeping OrderKeeping Order

Maintain calm (including your own)Maintain calm (including your own)

Allow contraries to speak, but not monopolizeAllow contraries to speak, but not monopolize

Announce formats & processes in advanceAnnounce formats & processes in advance

Ensure friendlies (recruit Ensure friendlies (recruit

friends/advocates/supporters)friends/advocates/supporters)

Focus on key messagesFocus on key messages

Divide & conquerDivide & conquer

Media ManagementMedia Management

Provide space, anticipate needsProvide space, anticipate needs

Provide prepared info (media kits, data, visuals)Provide prepared info (media kits, data, visuals)

Offer one-on-one interviewOffer one-on-one interview

Focus on key messagesFocus on key messages

Make your own photos, video, audio (“media Make your own photos, video, audio (“media

bypass”)bypass”)

Be a resourceBe a resource

Panel Discussion:Panel Discussion:

Working withWorking with

the Media, the Public &the Media, the Public &

Advocacy GroupsAdvocacy Groups

Thank you for joining us today.Thank you for joining us today.

RB OPPENHEIM ASSOCIATESRB OPPENHEIM ASSOCIATES

Media Skills for Professional Planners & Redevelopment Administrators November 5, 2010

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Transcript of Media Skills for Professional Planners & Redevelopment Administrators November 5, 2010