Making yourself heard:

1
Making yourself heard Effective media
relations in the 24 hour news cycle SASFAA
Management Institute, December 11, 2004
2
Agenda

• The financial aid office and the press
• Preparing for interviews
• Print
• TV radio

3
The Financial Aid Office and the Press

• Challenges
• Financial aid, college admissions are complex
  subject matters
• Media can be rushed, ill-informed, simplistic
• Journalists sometimes gravitate towards
  controversial/bad news
• Current story environment can be hostile
• University press office may have different agenda

4
The Financial Aid Office and the Press

• Reactive
• Called to comment on trend story
• Called to comment on school-specific piece
• Asked to provide Administration statement on
  breaking news
• Proactive
• Wish to publicize positive achievement
• Desire to educate audiences about issues/resources

5
Todays Example

• University of Illinois at Urbana-Champaign,
  Chicago Tribune, December 7, 2004
• Tuition costs have risen sharply this year
• African-American enrollment is down nearly one
  third
• In response, your school has created a new grant
  program to cover all the costs of education for
  125 freshmen next fall

6
Reactive Scenario

• Reporter calls for comment on 32 decrease in
  African-American enrollment at your school
• Take your time, but respect deadlines
• Explore the piece and possible questions,
  determine your place in it
• Research the reporter
• Determine to what extent you can influence the
  story
• Decide whether to participate
• Prep for interview

7
Proactive Scenario

• You wish to publicize your new grant program,
  initiated in response to declining
  African-American enrollment
• Set your objectives
• Determine the audience
• Pick your medium and reporter
• Package the story
• Choose your medium of engagement press release,
  memo, meeting, press conference
• Prep for interview

8
Preparation

• Write your dream headline
• Hone your message
• Package the story
• Anticipate criticism
• Practice Q A

9
Define the Message

• You need to go into every interview with up to
  three messages
• Consistency is critical
• Keep it simple
• Our new grant program demonstrates our
  commitment to helping all talented students get
  the higher education they deserve
• America has a national problem with low-income
  students discouraged from pursuing a higher
  education. The University is making important
  strides in combating that problem.

10
Package the Story

• Develop supporting points, facts and figures
• Give a broader context historical trends,
  national picture, other similar cases
• Provide journalist with helpful surrogates

11
Print Interviews
12
Print Three Ways to Communicate with Your
Interviewer
On the Record Everything and anything you say can
be attributed to you in print Assume you are on
the record unless you specifically say
otherwise On Background Enables you to provide
info without having statements attributed
directly to you You can still be quoted as a
source Off the Record Explain a position or
issue without being quoted Provides context Use
off the record carefully your reporter is
going to want to attribute comments for
credibility
13
Print Controlling the Interview

• Print provides greater flexibility because of the
  background and off the record options.
• You will feel more at ease if youre in control.
  Dont let a reporter rush you control the
  tempo.
• Enumerate points to organize thoughts (i.e. first
  point, second point finally)
• Respect deadlines

14
Radio Television
15
Radio Types of interview

• Newscasts mostly headline with short
  statements by those involved.
• Call-in shows guests who are authorities on
  subjects and answer listeners questions
• Interview features, particularly all news or
  all talk stations

16
TV Types of Interview

• The Taped Interview
• The Live Interview
• In person/remote
• News Magazines
• Panel/Call-in Show

17
The Taped Interview

• Youre not in control of when you are on the air.
• Youre not in control of which sound bite a
  producer will choose to use. Average sound bite
  is 5.9 seconds, so you must answer every question
  as if it is the only question youll get.
• Use declarative, on-message sentences to answer
  every question. Try to avoid saying anything off
  message that can be misinterpreted.
• Take your time. Think through your answers. Ask
  to re-do the question if you need to.

18
The Live Interview

• Expect a pre-interview
• Youre more in control of what goes on air
• Reporters can surprise you with unexpected
  questions
• Use pivot techniques to return to your message
• Keep answers short give audience soundbites

19
Additional Preparation for TV

• Prepare mini-speeches that turn the
  conversation to your key messages, but dont
  rehearse remarks so much they sound pat
• Consider using visuals but check with producer
• Memorize a few facts and figures to use on air
• Have a few humorous lines

20
Other Considerations

• Dont sacrifice credibility for message you
  want to be asked back
• Frame answers in a positive fashion
• Refer to the interviewer by name
• Interviewers want colorful language, not
  bureaucratic jargon explain any terms that
  might be confusing
• Dont be put off if youre interrupted

21
Attire

• Avoid suits with stripes, checks or small
  patterns medium tone gray, blue, brown or mixed
  colors
• Wear gray or light blue shirts
• Muted necktie colors
• Avoid flashy tie clasps
• Make sure you have no stains on your clothing
  TV magnifies them

22
Questions Contact aslater_at_gloverparkgroup.com (20
2) 337 0808