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Chapter 13 - Media Management1
Inviting Media Response: The Press Release
Present sufficient news The news must be real
news The news must have a local
interest Use the direct message
approach Avoid buzz words,
acronyms, and jargon
Include all required mechanical elements
The appearance must be flawless
Customize your release to different media
Use the Internet to your advantage
Video press releases
• Rules to follow in preparing press releases
Chapter 13 - Media Management2
Make the Best Use of a Press Conference
Determine whether a press conference is necessary
Pick the right location Choose the right time
Organization must communicate immediately when a crisis occurs
Allow for media deadlines when choosing a time Be prepared
Chapter 13 - Media Management3
Make the Best Use of a Press Conference
Additional items to consider for a successful press conference: Provide a conducive atmosphere for the media Prepare statements and handouts in advance Pay attention to who is invited Arrange for support people to be available (experts) Prepare supporting visual aids Keep the conference concise and short Follow up by phone with those media not present
Chapter 13 - Media Management4
Media Interviews
Preview the circumstances of the interview before it begins: Determine the reason for the interview
Check out the reason for the meeting Decide if you are the right person for the interview
Anticipate media appearances Avoid a negative mind-set
Supply reporter with clearly organized material Present information in a polished and professional way
Chapter 13 - Media Management5
Media Interviews
Preview the circumstances of the interview before it begins: Recognize your rights
You have a right: To check a reporter’s credentials, know the reasons for the
interview, and the nature of the questions to be asked Not to discuss certain information To have your viewpoint fairly represented in an interview To establish attribution rules with a reporter before the
interview
Chapter 13 - Media Management6
Media Interviews
Preview the circumstances of the interview before it begins: Develop a media initiative
Consult with corporate communications or public relations department
Develop a proactive attitude and prepare to meet with media
Become more media conscious Develop contacts with editors and reporters Build good relations with these individuals
Chapter 13 - Media Management7
Media Interviews
Prepare for the interview Analyze your dual audience
Reporter Public Recognize the difference between print
and broadcast media Organize your thoughts
Organize your words Consider the delivery style you will use
Chapter 13 - Media Management8
Media Interviews
Prepare for the interview Anticipate the topics and questions
Make the story new – add to listener’s knowledge base Make the information interesting Make the story relevant – word material so listeners
can relate to it Make the story understandable – avoid jargon Make the story memorable – frame your
ideas with a metaphor or story
Chapter 13 - Media Management9
Media Interviews
Prepare for the interview Develop your responses
Lead with the most important news Use the public position Word your message with care Use positive words Build strong transitions and bridges Develop a plan for handling the tough and tricky questions Turn negative questions into positive answers
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Media Interviews
Prepare for the Interview Be aware of additional concerns
Do not respond to unchecked statistics Do not use a “No Comment” comment Do not answer with a simple “Yes” or “No” Be careful about stating your personal opinions Tell them if you do not know the answer Never stonewall a position Avoid talking off the record Record your own interview Always tell the truth
Chapter 13 - Media Management11
Media Interviews
Practice Spend time reading out loud the responses
to your anticipated questions Practice with your staff and colleagues
Have staff ask questions in the style of a reporter Repeat any questions you answer wrong until you
give the correct response Practice until you feel confident of your ability
to answer any question a reporter might ask
Chapter 13 - Media Management12
Media Interviews
Performance techniques to use Dress for the occasion Keep your cool; maintain a calm appearance Be ready for the spontaneous questions Let your body talk; avoid defensive-looking
body language Try to ignore the cameras Display confidence in your voice
Chapter 13 - Media Management13
Media Interviews
Post-interview evaluation questions Evaluate your performance after each press or
media interview Information gathered will prove valuable when
preparing for future interviews Go through your check list alone and with
your staff and colleagues Take careful notes