Media Training for Independent SchoolAdvocates

© Advocacy Initiative 2003

WHAT WE’LL DISCUSS TODAY

Understanding what makes news

Working with reporters

Preparing for interviews

Focusing on key messages

Conducting effective interviews

WHAT YOU’LL LEAVE WITH TODAY

• Strategies for improving your communications skills

• Tips for how to conduct more effective interviews -- in any medium, with any audience

• Suggestions on how to bring advocacy initiative messages to life locally

WHAT TURNS THE MEDIA ON

Controversy

Crisis situations

Insider stories

Scoops and exclusives

Drama

The unique and unusual

STRONG NEWS STORIES

Timely: occurring now or in the future, or tied to an issue currently in the news

– “Area Students Rally at State Capital” New: first time the information has been presented,

or a new way of looking at something old – “Poll Reveals New Attitudes on Diversity on Campus”

Interesting and relevant to the lives of readers, viewers and listeners

– “Minimizing Stress at Exam Time”

UNDERSTANDING REPORTERS

• They can be your ally

• They have a preconceived story angle

• They control the editing

• They are the conduit to your audiences

• They want and need your message!

WORKING WITH REPORTERS

• Make it personal

– Journalists often look to humanize their stories andreports with real-life stories

• Be brief

– News stories require concise, succinct messagesthat can easily be converted into “soundbites” and short quotes

BEFORE THE INTERVIEW -- IN ANY MEDIUM

• Research all you can about the interviewer and the outlet

• Develop 3 (maximum 4) key messages

• Develop facts, anecdotes or examples to back up the key messages

• Decide what you want to achieve through the interview

• Anticipate difficult questions

• Practice. Practice. Practice.

KNOW YOUR KEY MESSAGES

Independent schools:

– Are close knit communities that provide studentswith individualized attention

– Challenge students to stretch their minds

– Go beyond academics to develop responsible,independent and community-oriented students

BRING KEY MESSAGES TO LIFE

• How do the advocacy initiative messages apply to your school?

• What are the most compelling, timely examples that help make your point?

• What are the anecdotes that help tell the story?

KNOW YOUR KEY MESSAGES

• Messages allow you to tell your story

• Messages keep you focused and disciplined

• Message repetition creates awareness

Use every opportunity to “bridge” to your message

WHAT IS “BRIDGING” TO YOUR MESSAGE?

• Rhetorical tool to get from a difficult question or lineof conversation to the heart of your message

• Good verbal bridges include:

– But the point is…

– But the real question is…

– What is important is…

– We have to remember that...

CONTROL THE INTERVIEW

• Decide what to say and how to say it

• You are the expert

• You can’t control the questions, only the answers

• Reporters don’t write about the questions,only the answers

• Use questions as platforms for your messages

HOOK THE REPORTER

• Make the reporter listen to your key points by usingphrases such as:

– “There are three things your readers/listeners should know”

or

– “There are a couple of ways to answer that question. First…”

FOCUS THE REPORTER

• Flag key thoughts by using phrases such as:

– “That’s an excellent question”

– “The important thing to remember is...”

– “The real issue here is…”

STAY IN CONTROL

• Don’t be defensive

• Don’t assume listener knowledge

• Admit what you do not know -- and offer to get the answer

• Don’t take questions personally

• Don’t use jargon, acronyms or technical language --if you do, explain them quickly

STAY IN CONTROL

• Don’t speculate or answer hypotheticals

• Don’t say “no comment” -- if you cannot answer aquestion, explain why you cannot

• Never repeat a negative -- rephrase the question ina more positive way

• Don’t let falsehoods stand

• Don’t assume anything you say us “off the record”

STAY IN CONTROL

Even in times of crisis, work the strengths of your school/s

• Community service record

• Contributions to the community

• Innovative approaches to education

• Unique programs

• Names of prominent alumni

TIPS FOR RADIO

• For radio interviews, voice quality and expression are critical

– Use your voice to project enthusiasm

– Try to picture the audience and speak directly to them

• Pause two seconds before every answer

– You seem thoughtful

– They don’t know when you’re down

TIPS FOR TV

• Talk conversationally

• Use short answer, avoid too much detail

• Keep your eyes locked on the interviewer

– Shifts in any direction imply discomfort, deception

• Keep your face impassive during the question

– Nodding indicates assent; frowning, disagreement

• Natural hand movement is fine if it’s not excessive

– Better to keep hands out of sight, fingertips touching

SUMMARY

• Know your key messages

• Repeat your messages

• Bridge to your messages

• Reporters need your message

WHAT WE’LL DO NOW

• Mock interviews

• Group discussion