Media Training Session for:

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Media Training Session for
Association of Contingency Planners
 / Connecticut
Presented by
92 Hopmeadow Street Simsbury CT, 06070 P (860)
408-1590 F [phone] www.baldwinmedia.net
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The Media has its agenda Whats yours?
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Presented by Ann Baldwin Baldwin Media
Marketing 92 Hopmeadow Street Simsbury, CT
06070 [phone] www.baldwinmedia.net
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The Media has its agenda
Video squeeze box for Bad Examples video (if
possible on switcher)
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Newsrooms
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Television Newsroom
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Television Newsrooms are Complex Organizations
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Television Newsroom Daily Procedures
745 am Telephone conference production meeting
930 am Review overnight news 1000 am Production
meeting Reporters Photographers assigned to
stories 1200 pm Noon Newscasts 1245 pm Field
crews report on content of their stories 130
pm Producer outlines newscast rundown 300
pm Afternoon editorial meeting Afternoon shift
arrives and given assignments preparations for
5, 550 and 6p.m. newscasts 5-630pm Evening
newscasts 630 pm Pro-mortem of newscast
performance 700 pm Preparations for late-night
newscast 10 or 11pm Late-night newscast
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Newspapers are also Complex Organizations
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Newspaper Daily Procedures
General 1000 am Discussion of developing
stories 200 pm Budget submitted- summary of
reporter stories 400 pm Placement of stories
Front page- Top story Connecticut page-
Secondary location Cover of local sections-
Zoned Cover of Interest Sections- All
zones Reporters Morning Organization Editors -
Discuss stories 200 pm Reporters submit budget
summary Deadlines Vary with editors Stories Ideas
generated by regular coverage of beat, tips,
mandatory and enterprise stories
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Deadlines

• Usually end of the day
• Non-breaking news 600pm
• Breaking news Midnight

Various deadlines depending on time of newscast
Hourly news updates
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Interviews
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Attitude Behavior Candor CREDIBILITY

• Credibility is defined as a source of honor
• Credibility is personal
• Having credibility means that you are
  believable, trustworthy reliable

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Attitude Behavior Candor CREDIBILITY

• Trust is nontransferable
• Trust speaks to your integrity
• When others have confidence in you they are open
  to your influence

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Communications Preparation Keys to Successful
Messages

• Form a communications team
• Organize Maintain a complete file system with
  updated information
• Create a Media Plan
• Effective Communication begins with YOU

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Communications Preparation Keys to Successful
Messages

• Keep your team informed
• Watch for changes in the message
• What changes need to be made to achieve your
  goals?

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Got the Message - Get the Message!
What is your key message? What is the background
and historyof that message? What is the best way
to getthe message out?
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Got the Message -- Get the Message!

• Focus on your organizations key messages
• A successful campaign requires a specific and
  detailed plan
• Getting your message to the public takes a lot
  more work

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Got the Message -- Get the Message!

• Make sure your message is understood internally
• Be familiar with your communications material

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Got the Message -- Get the Message!

• Be comfortable with the material
• When preparing your message there are a few
  basic questions that need to be asked and answered

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Being Interviewed
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Interviews TV Radio Interviews

• Speak clearly but keep a fast pace
• Practice eliminating ums and uhs
• Speak in soundbites of 20 sec. or less
• Know when to stop talking
• Never get the point of answering with a simple
  yes or no

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Interviews Print Interviews

• Low-key friendly interviews with a print
  reporter are the most dangerous
• More of what you say can, and usually, will be
  printed

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Interviews Print Interviews

• Rehearse summing-up complex answers and
  repeating key points
• Dont memorize answers. Have a few memorable
  catch phrases when possible.

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Interviews Sensitive Interviews

• Establish that you recognize the importance of
  clear and responsible exchange
• Tape the interview
• Ask the reporter how the facts will be checked
  and that you expect them to be verified by a
  responsible source

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Interviews Sensitive Interviews

• If the sources do not have your facts or
  position, have them provided immediately so the
  source has the benefit of your input

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Media Interviews Practical Pointers ALWAYS

• Be prepared with relevant facts and information
• Keep your answers short and responsive to the
  question
• Provide fairly simple answers and phraseology

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Media Interviews Practical Pointers ALWAYS

• Say it uniquely when possible
• Be yourself and try to feel natural and
  comfortable
• Welcome naïve or seemingly hostile questions

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Media Interviews Practical Pointers ALWAYS

• State the facts and back up general statements
• Avoid off the record statements
• Tell the truth

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Media Interviews Practical Pointers ALWAYS

• Politely request that the interviewer maintain
  clarity in questioning and ask for a
  clarification when needed
• Slow down your response when faced with a
  barrage of questions
• Rehearse your interview beforehand

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Media Interview Tips Never, Never, NEVER

• Talk about things you know nothing about
• Bluff or lie
• Be afraid to admit you dont know the answer to
  a question
• Give the interviewer ammunition
• Go off the record

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Media Interview Tips Never, Never, NEVER

• Editorialize
• Get angry
• Offer personal opinion
• Use No Comment
• Beat around the bush

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Media Interview Tips Never, Never, NEVER

• Get trapped into statistics
• Look at the monitor
• Speculate
• Use technical jargon

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Interviews Media Interview Formats

• Usually On-Scene or Home Turf
• Be Brief
• May Involve Several Reporters Look at the
  Reporter
• Answer Each Question
• Avoid Negative Images

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Interviews Media Interview Formats

• Divide Time and Attention
• Maintain Your Space
• Watch for Live Microphones and Cameras

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Interviews Office Interviews

• Sanitize the Environment
• Allow Time for Setup
• Think in Soundbites
• Avoid Stiff, Bureacratic Settings
• Be Prepared for Lights, B-Roll

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Interviews Ambush Interviews

• Take Control
• Control Pacing, Questions
• Avoid Strong Emotional Reactions
• Know When to Stop Answering Questions

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Be Prepared Pre-Interview Check List
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Pre-Interview Checklist Preparing for Media
Interviews

• Request Interview Particulars
• Topic?
• Location?
• Name of Interviewer?
• Will there be other guests?

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Pre-Interview Checklist Preparing for Media
Interviews
Determine the Reporters Angle Select the
Organizations Best Spokesperson Set Ground Rules
and Stick To Them!
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Pre-Interview Checklist Preparing for Media
Interviews

• PREPARE!
• Set objectives
• Analyze your Prime Audience
• Know the Interviewer
• Know the Material Rehearse
• Use Visuals

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Top Ten List Characteristics of a Good Answer
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Top 10 Characteristics of A GOOD ANSWER

• A good answer is Honest
• is Stated Positively
• is Expressed in Laymans Terms
• is Specific
• is Concise

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Top 10 Characteristics of A GOOD ANSWER

• It has the main point up front
• Does not include more information than is
  necessary
• Does not repeat loaded or slanted words

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Top 10 Characteristics of A GOOD ANSWER

• Uses the opportunity to state the organizations
  point of view
• Does not sound antagonistic, evasive, or
  defensive

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Press Conferences
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Press Conferences When to Call a Press Conference

• Only if it will be of true service to the media
  and provide them with information they could not
  get by other means
• Consider the viewpoint of the media people first
• Called in case of major news or to ensure that
  all the media get the same message

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Press Conferences When to Call a Press Conference

• Keep media deadlines in mind when scheduling
• Check date to see if others are likely to be
  scheduling events or announcements on that date
• Convey essential information

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Press Conferences When to Call a Press Conference

• Be prompt and start on time no more than five
  minutes late
• Prepare materials such as handouts, news
  release, photographs
• Send the same news release to all media outlets

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Press Conferences Contacting the Media

• Send a press release/letter from the
  organization or public relations director to the
  person in charge of dispatching the reporter
• A follow-up call should be made to determine it
  the media plans on covering the event

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Press Conferences Contacting the Media

• News wires (Associated Press) can be used to
  reach most of the media statewide almost
  immediately
• Telephone or Fax is your best means of
  communication

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Personal Style
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Personal Communications Non-Verbal Communications

• Body language
• Gestures
• Eye Contact
• Be your own best critic

• Volume, Pitch, Rate
• Pronunciation Diction
• Slang and worse

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Crisis Communications
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Strategies for Crisis Communications Take Control

• Be aggressive take control
• Use the media as a tool to dispel any rumors
• Never speculate on the cause, cost, or future
  ramifications of a crisis

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Strategies for Crisis Communications Take Control

• Firmly establish the spokesperson during a
  crisis
• The most effective and decisive thing you can do
  is respond immediately

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Strategies for Crisis Communications Prevent Panic

• Understanding human nature is important
• Panic increases exponentially the longer people
  must deal with uncertainty
• Respond immediately
• Gear your statements to the most basic human
  needs first

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Dealing with a Crisis The Surprise Media Visit
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The Surprise Media Visit ALWAYS

• Have a member of the administration act as a
  traffic cop to help you field questions or
  prevent media from speaking to employees at
  random
• Have a specific and central prearranged space
  available for a crisis press conference

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The Surprise Media Visit Never, Never, NEVER

• Face a group of reporters alone
• Allow yourself to get pinned in a hallway,
  office, or work area
• Allow your emotions to affect your statement to
  the media

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The Surprise Media Visit Never, Never, NEVER

• Lie to a reporter just to get them off your
  back
• Allow yourself to shout or argue with a pushy
  reporter

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The Surprise Media Visit Never, Never, NEVER

• Release names of people involved in a crisis
  until after their families have been notified
• Turn the media away without a response or a
  statement

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Getting Your Message Out During a Crisis

• Keep alert to all the organizations and groups
  that are likely to become activists in your area
  connected with your field and crisis
• Assess objectively what the response of the
  media will be

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Getting Your Message Out During a Crisis

• Personalize and humanize the organization
• Low profile indicates secretiveness and breeds
  distrust

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Getting Your Message Out During a Crisis

• Be sure you have a clear understanding of the
  actual workings of all communications media
  involved
• Keep your constituents fully informed
  immediately of the issue and your position

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Media Relations The Golden Rule

• Deal with the media like you would want them to
  deal with you

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Media Relations Tips and Tricks

• The best defense is a good offense
• Stay on the affirmative
• Dont pretend to be perfect
• Honesty is always the best policy

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Media Relations Tips and Tricks

• You are not obligated to tell everything you
  know
• Knowing when to talk and when not to talk is
  essential
• Acknowledge the problem and take steps to
  resolve it quickly

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Media Relations Tips and Tricks

• If you are distant and hostile, you will get
  what you give
• Get to know people in the media -- their
  interests and needs
• Ask reporters for their advice if you intend to
  use it

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Media Relations Tips and Tricks

• Dont waste a reporters time
• Know the deadlines
• Dont manipulate release dates and times
• Treat all media fairly and equally

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Media Relations On and Off The Record

• Know what on and off the record means
• A reporter must acknowledge and agree to the
  conditions of off the record
• If you make a reporter scratch for their own
  stories and facts and figures, expect some of
  them to be wrong

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Presented by Ann Baldwin Baldwin Media
Marketing 92 Hopmeadow Street Simsbury, CT
06070 [phone] www.baldwinmedia.net
73
Interviews Media Interview Formats

• Usually On-Scene or Home Turf
• Be Brief
• May Involve Several Reporters Look at the
  Reporter
• Answer Each Question
• Avoid Negative Images

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Pre-Interview Checklist Preparing for Media
Interviews
Determine the Reporters Angle Select the
Organizations Best Spokesperson Set Ground Rules
and Stick To Them!