CEO Media Training

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CEO Media Training

• The Michigan Credit Union League
• Mike Bridges, Director of Public Affairs
• 800-262-6285 x 246
• mjb_at_mcul.org

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CEO Media Training

• Agenda
• Understanding the media
• What is the media is looking for?
• What does the reporter know before the interview?
• Seizing the interview opportunity
• Every interview is an opportunity
• Preparing for the interview
• Interviewing for TV
• What to wear?
• Answering for TV
• Hands-on time in front of the camera
• Interviewing for Radio
• Preparing for a longer form interview
• Hands-on time for mock interview
• Interviewing for Newspaper
• Preparing for a newspaper interview
• Interviewing over the phone
• Pitching stories, Op-ed and letter to the editor

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CEO Media Training

• Understanding the Media
• What is the Media Looking for?
• The media needs timely content
• News rooms have been greatly downsized
• The less work for them the better
• Media is asked to do more with less
• Newspaper
• Provide facts, examples, quotes pictures
• Television
• Provide video ideas, interviews and facts
• Radio
• Provide facts, examples and other interview
  opportunities

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CEO Media Training

• Understanding the Media
• What the reporter knows before they call
• Most reporters are general assignment, meaning
  they do a variety of stories
• Most reporters know very little about the
  subject, unless they come up with the idea
• Many business reporters have a working knowledge,
  but very few understand a credit union
• The easier you make it for the reporter, the
  better the story will turn out

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CEO Media Training

• Seizing the interview opportunity
• Every interview is an opportunity
• Educate the reporter on the subject
• Educate the reporter on credit unions
• Shape your answers to tell YOUR message
• Take a political candidate approach and answer
  the questions YOUR way You have what they want
• Even if you feel uncomfortable doing an
  interview, put some talking points together for
  the reporter to reference

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CEO Media Training

• Seizing the interview opportunity
• Preparing for the interview
• Develop a short fact sheet about your credit
  union to keep on hand for any media calls you get
• Utilize media resource section of MCUL homepage
  to help prepare for the interview
• http//www.mcul.org/CU_Media_Resources_1846.html
• Do mock interview with someone beforehand
• Call Public Affairs at ext. 246 to discuss the
  interview, if you are nervous

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CEO Media Training

• Interviewing for TV
• What to wear?
• For women, always think color with blouses
• For men, always try to have a colorful tie handy
• For both, keep a jacket in the office
• For women, noticeable earrings and necklace look
  nice on camera Watch your local TV anchors or
  Katie Couric
• For men, a jacket always looks best, if possible.
  If not, a nice shirt or sweater vest

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CEO Media Training

• Interviewing for TV
• Answering for TV
• First and foremostBe energetic!
• Act like youre happy to be interviewed
• Be yourself
• Dont think! Talk comfortably
• Deliver your message clear and strong
• Only answer what you know, dont speculate
• Hands-on Training Time

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CEO Media Training

• Interviewing for Radio
• Preparing for long form interview
• Most radio interviews are between five and 15
  minutes long
• Keep your energy level up!
• Whenever possible, offer a second person to
  interview on the subject
• Personalize your answers whenever possible
• Bring along a little fact sheet with the points
  you want to make
• Shape your answers to bring out the points YOU
  want to make
• Hands-on radio interview training

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CEO Media Training

• Interviewing for Newspaper
• Preparing for a Newspaper interview
• Prepare a talking points document on your credit
  union
• Have it with you for a phone interview
• If time is an issue, have the reporter email
  questions and send them your answers or a quote
• Personalize the subject matter as best as you
  can, i.e. a member told me
• Offer a CU member or staff member for another
  perspective for the reporter
• Always invite the reporter down to the credit
  union
• Hands-on newspaper interviewing

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CEO Media Training

• Pitching stories, Op-ed and letter to the editor
• Pitching a Story
• Write a news release with quotes keep it to one
  page
• Email or regular mail between a week and two days
  ahead
• Follow up with a phone call
• Call newspaper in late morning or early afternoon
• Call TV station late morning, early afternoon or
  early evening
• Call radio show producer after their show is over
• Be prepared to give reasons why news media should
  cover your release

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CEO Media Training

• Pitching stories, Op-ed and letter to the editor
• Op-ed Stories
• Make the subject matter timely
• Write the Op-ed with a beginning, middle end,
  about 500 words
• Use the Op-ed to make a point and not as a
  marketing piece
• Use facts to back up your theme
• Have Op-ed come from CEO, board chair or member
• Send to editorial editor and give a follow-up
  call a few days later
• It may not be used for a few weeks

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CEO Media Training

• Pitching stories, Op-ed and letter to the editor
• Letter to the editor
• Make the subject matter timely
• Use as a tactic to react to a story or previous
  letter to the editor
• Keep the letter succinct and to the point, about
  150 words
• Dont make it a marketing piece for your credit
  union
• Have the letter come from CEO or board chair
• Send to the letter to the editor section
• Keep in mind - It may be edited

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CEO Media Training

• Understanding the media
• The best way to get the media is to build a
  relationship
• Invite reporter to meet with you as a way to get
  to know each other
• If you have something major, invite the editor or
  reporter to the credit union
• Offer to stop by the newspaper or TV station and
  meet with the reporter
• Show them you can be a source or expert for them
• Invite a reporter to lunch, golf outing or CU
  function

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CEO Media Training

• The Michigan Credit Union League
• Mike Bridges, Director of Public Affairs
• 800-262-6285 x 246
• mjb_at_mcul.org