Media Training 201:

Sexual Health Sound Bites and Interview Techniques

It takes a thousand voices to tell a single story.

Native American Proverb

Today’s Objectives

Understand the message framework and how to

apply it

Learn new techniques for conducting

interviews

Practice using sound

bites and addressing

tough questions

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Characteristics of Great Spokespeople

Quote-able Messages

Speaks in Layman’s

Terms

Steers the Conversation

Looks for Opportunities

Charming / Relationship

Building

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NATIONAL COALITION FOR SEXUAL HEALTHMEDIA MESSAGE BOX

Media Messaging Objectives

• Build on the solid foundation of core consumer messaging to develop media-ready messaging and sound bites for Coalition spokespersons

• Utilize messages to clearly communicate “the importance of sexual health” to a wide base of media and create “handles” for opening the conversation with consumers (both directly and through the media they consume)

• Develop messages that can be used in media pitches and by spokespersons in media interviews to get the media to “care” about sexual health

• Craft messages that enable the Coalition to comment on relevant sexual health stories in the news / inserting the Coalition into the conversation

What is the problem we’re addressing?

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What is the solution?

What are the benefits?

What is the call to action?

The Importance of Sexual Health Media Message Box

What is the core premise?

What is the problem we’re addressing?

We live in a hyper-sexual world. Sex fills our magazines, TVs, movies, and minds; yet, it’s ironic that silence, stigma and shame often surround sexual health.

As a result, many Americans are not comfortable talking about or taking action to improve their sexual health.

Being sexually unhealthy has serious consequences – physically, emotionally and financially. The cost of silence is significant.

Americans are eager to improve their sexual health; yet they face many barriers to building good relationships, protecting their bodies and accessing healthcare services. Talking about sexual health with partners, families and healthcare providers is often a challenge.

The bottom line: We are not a sexually healthy nation.

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We are not a sexually healthy nation. It’s time to take the “Shhh” (silence) out of sexual health.

What is the solution?

America needs a different approach – a positive approach to sexual health. An approach that focuses more on the “do’s” than the “don’ts.” It’s about honesty. It’s about knowledge. It’s about time.

It’s time to recognize that sexual health is a vital part of overall health and well-being throughout our lives.

It’s time to break down the barriers to sexual health, just like we’re reducing the barriers around other important health issues, such as mental health and obesity.

It's time to get comfortable talking about sexual health. Let’s change sexual health from “taboo” to “talked about.”

What are the benefits?

The benefits of good sexual health go well beyond disease prevention. Good sexual health is not just about preventing STIs or unplanned pregnancies.

There are many other good reasons to pay attention to your sexual health. When people take care of their sexual health, they can be healthier and happier.

They can:• Feel good about themselves and have peace of mind • Have a healthier body • Experience positive relationships • Enjoy a more satisfying sexual life

A healthier America begins with a healthier attitude towards sexual health.

The Importance of Sexual Health Media Message Box

What is the call to action?

It’s time to give sexual health the attention it deserves. Taking care of your sexual health is more than what happens in bed. It's time to turn on the lights, and take action both in and out of the bedroom.

Just like other aspects of our health – from keeping fit to managing your weight to preventing heart disease – there are specific steps you can take to be sexually healthy.

What steps can you take to improve your sexual health? 1. Value yourself and decide what’s right for you 2. Get smart about your body and protect it 3. Treat your partners well and expect them to treat you well4. Build positive relationships5. Make sexual health part of your healthcare routine

It’s time to talk about and take better care of our sexual health. Make sexual health a priority. To learn more, check out the National Coalition for Sexual Health at http://nationacoalitionforsexualhealth.org/.

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How to Use Proof Points

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How to Use Proof Points

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MESSAGING IN ACTION:NCSH GUIDE

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TECHNIQUES FOR MAXIMIZINGTHE INTERVIEW

How to Prepare for an Interview – 2x1 Rule

Know the reporter Brief with your PR / communication’s team Read your briefing materials Read a bio on the reporter Read recent articles by the reporter Gain insights on the agenda, format and potential questions of interview

Prepare your messages / sound bites Plan your core messages in plain speak Get all facts and figures at your fingertips

Practice answering questions Practice 2 easy and 2 difficult questions Be ready for “news of the day”

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Moving Beyond the Question

Q = A + M

:00 :02

:04 - :06

The question

Bridge

Your message& proof

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Bridging: Addressing Tough Questions

Acknowledge

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Sample Bridging Phrases

• I can’t speculate on that – but what I can tell you is…

• I can’t speak for (X), but what I can tell you is…

• While I can’t provide details in that area, what I can tell you is…

• That’s an interesting question. What most people don’t know is…

• There’s a lot of debate on that topic, from my point of view…

Flagging Technique

• What most people don’t realize is….

• The number one thing to remember is…

• It all boils down to…

• The most important aspect is…

Handling Errors and Misperceptions

Factual information in the question…

Correct it

Personal opinion that differs from yours…

State your point of view then leave it alone

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SAMPLE INTERVIEW

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BREAK OUT GROUPS