Media Training and Messaging Workshop

Millersville Messages What are the most important things

to get across about the Millersville University baseball program?

What is special about the school? The program? Your relationship with community? Performance in the classroom and training? Performance on the field?

Media Training

Why talk to the media?

Millersville is a public institution

We are owned by the Commonwealth. Taxpayers pay our salaries. We need to be accountable to the

taxpayers and public. The media represents the public.

Media Training

You either provide the meal, or you ARE the meal.

It’s a Conversation

Your interview with

the media is aconversation,

not an interrogation

Handy Tools: How I Can Help

Research background information on the reporter and publication

Prepare speaking points Assist with messaging Protection against difficult questions A way out… if you don’t want to

answer a question Follow-up

Making News Everybody has a story to tell, an important event,

an amazing discovery, a critical announcement. However, having a great story to tell doesn’t mean you will “make news” (i.e. get on the 6:00 news and the front page of the Globe.)

Working with the Media

3-5 talking points Availability Reliability Credibility

Working with the Media: Tips Make it human Make it simple Make it memorable Make it short Paint a picture Think of your

audience Always show

concern for the reporters’ question

Media Relations

When you get a phone call from a journalist, the number 1 rule is: call them back! Or, call Ethan Hulsey or the Communications office.

Media Relations Cont. When you get a call from a journalist and

you answer it immediately, don’t feel compelled to jump right into the interview.

Ask some questions of the journalist before committing to an interview:

What's the story you’re working on? What's your angle on the story? Who else are you talking to about this? What do you need from me in terms of time, etc.?

Ten Golden Rules of Good Media Relations1. Develop an attitude of working with the

press on a long-term basis.

2. Be familiar with the publication, the readership and the journalist’s background before the interview.

3. Always be honest and candid.

4. Do not overstate, exaggerate or make unfounded predictions.

5. Respect and acknowledge the strengths of the competition.

Ten Rules cont.

6. Do not ignore the press during bad times.

7. Remember that nothing is “off the record.”

8. Do not become defensive or argumentative during the interview or after the story is published

9. Deliver promised material in a timely manner or ask your PR staff to do so.

10. Do not covet the cover of Sports Illustrated.

What the media wants to know: Your Knowledge of your particular

sport and the issue at hand. Your Insight of information that the

general public may not know. Your Analysis of the game or event. Your Vision of the future for your

team. Your Passion for playing/coaching,

your team and your sport.

Responsiveness If we ignore problems, we could be headed for a dark time. But if we respond and get out as much information as possible all at once, it may be gloomy for a day or two, but brighter days are ahead! When we bring issues to light, we put sunshine on it and deal with it, and things can move forward

Don’t repeat a question, it infers guilt

Always present yourself as though you know what you're talking about. Here is an example where credibility is lost.

What you want to accomplish Get across your

talking points Convey that you are

the expert

Before each interview

Know about the individual (s)

Know about the media entity

Know about the story

Response Techniques Bridging:

“Yes and in addition to that…” “That’s the way it used to be…”

Hooking: “That’s the second most exciting news

in college baseball…”

Bad Response Techniques Here’s an example of how not to respond

during an interview.

Is this how YOU want to be portrayed?

How to Avoid PR Blunders

Do not repeat accusations

Answer directly, but then turn to

positive points

Beware of “would you say”

questions

Avoid “No Comment”

Media Don’ts Do not say something if you are unsure

Do not speak negatively of a former employee, student or another institution

Do not try to hide negative news

Do not repeat a question if you do not like the way it has been worded

Answering the tough questions An example of how to answer the tough

questions

Characteristics of the Ideal Millersville Spokesperson

Be available Be prepared Think of your audience Be confident and

credible Be articulate Be open and friendly Make your comments

human Be an expert about

the subject matter

When Speaking Avoid…

Gum or candy… even if it’s a telephone interview

On camera? Don’t sway. Anything in pockets (keys and

change) Turn off cell phones

Telephone Interviews If you’re doing a telephone interview, close

your office door or go to a quiet location where you won’t be interrupted.

Don’t check your email or your phone while you’re being interviewed

Listen to questions and try to answer them as directly as possible

If you speak with a smile, it will make your answers seem more energetic

Stand up. It will help you concentrate on the questions being asked.

TV Interviews Television interviews can take place in studios with

an anchorperson or on location, and can be either live or taped.

Focus on interacting with the host rather than the activity around you.

Choose your location carefully for TV interviews. Think about what will appear behind you.

If you’re doing a studio interview with a live host, focus on the host as your partner in conversation. Maintain eye contact with him/her.

TV Cont. Need 10 second sound bytes

Know your material and practice so you can avoid the “umms” and “ahhs”

Have your talking points written down

It’s okay to show emotion Pat Fitzgerald enjoys Northwestern’s first

bowl win in 64 yea

But not too much emotion…

Kevin Borseth needs to cool off

After the interview

Be Polite Thank you goes a long way! Make yourself available for any follow

up questions Be Responsive

Ensure quick turnaround on follow up items

VIP treatment to follow up inquiries

Thank you(s)?

A quick note or email for a well written article is fine. Highlight that it was accurate, fair Highlight the good writing Copy the editor

Social Media

More visible here than in traditional media

Same rules apply Would you use foul language in a TV

interview? Would you call out a teammate? Would you talk about underage

drinking?

Questions?