MEDIA TRAINING: Talking About Business & Public Policy

With an Immigration Reform Case Study

WEDNESDAY, FEBRUARY 15, 2017

AGENDA

>How/Why Business Leaders Should Weigh in on Public Policy

>Preparing for Interviews: Print, TV, and Radio

>Case Study & Examples:The Economic Case for Immigration Reform

>Example Q&A

WHY BUSINESS LEADERS?

Whether you are a Fortune 500 CEO, a small business owner, an entrepreneur, or an investor, when you talk about the steps you are taking to protect your business, you help put the debate in business terms—and those business terms are key to smart public policy.

WHY YOUR VOICE MATTERS

>How you’re seen as an expert>Your opinion on a topic ultimately speaks to jobs,

which matter to every voter>Demonstrating authority:

>No one expects you to be an expert on politics; they expect you be an expert on how specific policies affect your business

>Facts are important: examples and anecdotes are effective tools of persuasion

>You have a unique point of view, and that perspective lends itself to a crisp, easy-to-understand argument

YOUR VOICE IS NEEDED TO CONVEY THE BUSINESS PERSPECTIVE

Key Messages

Why You Matter

> Reporters often don't have the time to find local business voices, and they are always looking for new ones to quote

> Lawmakers and staffers make decisions based on local voices, and they often read the local paper first

> Focus on the economic argument: the impact on your business and your business’s role in your local economy

> Discuss how X or Y policy would affect your business– and what issues are most important to you as a business owner/leader this election cycle

PREPARING FOR INTERVIEWS

> Different prep for different kind of interviews> Talking points

>Identify your top three points>Be prepared for a question on the opposite point of

view– what would someone in the other political camp say, and why do you disagree with that point of view?

> Personalize> Stay Opinionated> Stay on Point

THINK ABOUT YOUR AUDIENCE

>Consider your audience. What level of sophistication do they have with these issues? If broadcast, who is the viewer?

>Consider the program/outlet itself: Your prep for an hour-long NPR show is very different than your prep for a 5-minute Fox News interview.

PRINT

>Remember to give short answers; reporters won’t quote you if your answers are too long

>Avoid equivocation>Find ways to work in your three main points>On the record vs. background vs. off-record>For local and regional outlets, use local

examples and anecdotes that will resonate with your target audience

BROADCAST: TV AND RADIO

TV: >Audience>Connect: (“We can all agree”), pivot to your

message: “That’s why I believe”>Narrative: Tell stories that show your point>Keep answers succinct- no more than 1 minute>Wardrobe, posture

Radio: > More time to expand on your point, but still a give and take

MORE TIPS

>Avoid extraneous arguments. Stick to the business case

>You don’t need to comment on “hot button” issues, pivot to the business case

>Avoid blaming or alienating your audience

>Be careful about self-promotion

Q&A

QUESTIONS

INFO@BUSINESSFWD.ORGORUSE THE CHAT BOX