Working with the Media
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Transcript of Working with the Media
![Page 1: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/1.jpg)
Preparing Your Message
for the Media
![Page 2: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/2.jpg)
Establish Rapport
![Page 3: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/3.jpg)
Understandingthe Media
¨ Short deadlines¨ Time/space limitations¨ Competition¨ Reporters cover all topics
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Types of Media Work¨ Interviews¨ News releases¨ Contact lists¨ Fact sheets¨ Background information
![Page 5: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/5.jpg)
Before Accepting the Interview¨ What issues will be discussed?
¨ Who is the audience?¨ Who will do the interview?
¨ What are possible sidebar issues?
![Page 6: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/6.jpg)
Preparing for the Interview¨ Write out 3 brief positive points - mental 3x5 cards, key messages
¨ Have them ready for each possible issue
¨ Put your key messages up front
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Anticipate Likely Questions¨ Plan answers¨ Bridge to key messages¨ Return to message¨ Rehearse if possible
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For Surprise Interviews¨ Take a few minutes to plan
message¨ Get resources in front of
you
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Background Informationis Usually Welcome¨ Fact sheets¨ Other people¨ Conciseinformation
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The Interview
¨ Be positive;don’t repeat negatives
¨ Bridgeanswersto your key messages
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Be Confident;You’re the Expert
¨ The situation is under control
¨ Be comfortable with what you say
¨ Eye contact¨ Body language
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Avoid Speculation, Hypotheticals
¨ You can’t predict the future
¨ Don’t respond with personal opinions
¨ Respond to the current situation
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Avoid Technical Terms, Jargon, Acronyms¨ Use words and descriptions the audience will understand
¨ Don’t let the reporter’s knowledge cloud the level of your answer
![Page 14: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/14.jpg)
Don’t Say,“No comment”¨ If you can’t answer,explain why¨ “I don’t know, but I’ll find out for you”
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Nothing is off the
record
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On-camera Appearance
¨ Clothing¨ Glasses¨ Hats¨ Jewelry
¨ Distractions¨ Body movement and gestures
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Keep Answers toAbout 20 Seconds¨ Be concise¨ Speak conversationally
¨ Answer in a complete sentence
¨ Don’t feed the mike
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Keep Your Eyeson the Interviewer
![Page 19: Working with the Media](https://reader030.fdocuments.us/reader030/viewer/2022020723/5453e7b8af7959a4058b8651/html5/thumbnails/19.jpg)
Take Your Time¨ Take a few seconds to form your answer
¨ Start overor rephraseif you want
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After the Interview
¨ Don’t demand to review the story
¨ Offer to proofread
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Be Honest andAssert Yourself¨ Trust and credibility are difficult to rebuild once lost
¨ You can control the interview