US Army Corps of Engineers

BUILDING STRONG®

Media Training

Jay Field

USACE Los Angeles District

November 4, 2010

BUILDING STRONG®

MEDIA TRAINING

Maximum Disclosure – Minimum DelayMaximum Disclosure – Minimum Delay

““We need to tell the We need to tell the factual story – good or factual story – good or bad – before others seed bad – before others seed the media with the media with disinformation, as they disinformation, as they most certainly will.”most certainly will.”Donald RumsfeldDonald RumsfeldFormer Secretary of DefenseFormer Secretary of Defense

BUILDING STRONG®

MEDIA TRAINING

Media’s View of UsMedia’s View of Us

ReactiveReactive

BureaucraticBureaucratic

InaccessibleInaccessible

Too SlowToo Slow

BiasedBiased

BUILDING STRONG®

MEDIA TRAINING

True or False?True or False?

Reporters are out to get you? Reporters are out to get you? False! False!

Reporters seek controversy? True!Reporters seek controversy? True!

Reporters love sensationalism? False!Reporters love sensationalism? False!

TV reporters oversimplify? True!TV reporters oversimplify? True!

Reporters use editing tricks toReporters use editing tricks to False! False!make you look bad? make you look bad?

Reporters will let you ramble? True!Reporters will let you ramble? True!

BUILDING STRONG®

MEDIA TRAINING

““Who has Who has questionsquestions

for my for my answers?”answers?”

Henry KissingerHenry Kissinger

BUILDING STRONG®

MEDIA TRAINING

PreparationPreparation

““EverythingEverything you bring to the interview will be you bring to the interview will be better than better than anythinganything you make up after you you make up after you hear the questions.”hear the questions.”

ConsiderConsider::

• Points you want to makePoints you want to make

• Topics you want to coverTopics you want to cover

• Information for the recordInformation for the record

• Anecdotes/illustrationsAnecdotes/illustrations

BUILDING STRONG®

MEDIA TRAINING

You Are the Message!You Are the Message!

Facts provide information; Facts provide information; emotionsemotions and and energyenergy

provide interpretation.provide interpretation.

BUILDING STRONG®

MEDIA TRAINING

Perception is realityPerception is reality

Television audiences arrive at a conclusion Television audiences arrive at a conclusion about you from:about you from:

What You Say 07%

What You Say 07%

How You Look58%

How You Look58%

How You Sound35%

How You Sound35%

BUILDING STRONG®

MEDIA TRAINING

Know your key messages.Know your key messages.

BUILDING STRONG®

MEDIA TRAINING

Key MessagesKey Messages

Single, overriding communications objectiveSingle, overriding communications objective

ConsiderConsider::

““Our first priority is to protect people and Our first priority is to protect people and property…”property…”

““We have to be good stewards of our We have to be good stewards of our taxpayer’s dollars…”taxpayer’s dollars…”

““We seek to balance human development with We seek to balance human development with environmental sustainability..”environmental sustainability..”

BUILDING STRONG®

MEDIA TRAINING

Iraq ReconstructionIraq Reconstruction

Core MessageCore Message

- making great progress in providing essential - making great progress in providing essential services to improve the quality of life for the services to improve the quality of life for the Iraqi people.Iraqi people.

Supporting MessagesSupporting Messages

- 75% have 2x’s electricity- 75% have 2x’s electricity

- 2.6M people – clean water- 2.6M people – clean water

- 3M gallons of oil/day- 3M gallons of oil/day

BUILDING STRONG®

MEDIA TRAINING

Iraq ReconstructionIraq Reconstruction

The message comes alive…The message comes alive…

BUILDING STRONG®

MEDIA TRAINING

You’re in control!You’re in control!

““The questions don’t do the damage.The questions don’t do the damage.Only the answers do.”Only the answers do.”

Sam DonaldsonSam Donaldson

BUILDING STRONG®

MEDIA TRAINING

Bridging – no matter the interviewer’s Bridging – no matter the interviewer’s question, bring it back to your key messagequestion, bring it back to your key message

ConsiderConsider::

““Yes, we’re concerned about that, but here’s Yes, we’re concerned about that, but here’s how we plan to address it…”how we plan to address it…”

““I’m not familiar with that, but what I do know I’m not familiar with that, but what I do know is…”is…”

“…“…and another thing I should point out is…”and another thing I should point out is…”

Interview TechniquesInterview Techniques

BUILDING STRONG®

MEDIA TRAINING

Interview TechniquesInterview Techniques

Flagging – alert the interviewer that what Flagging – alert the interviewer that what you’re about to say is importantyou’re about to say is important

ConsiderConsider::

““What’s important to remember is… ”What’s important to remember is… ”

““I want to make sure you understand I want to make sure you understand that… ”that… ”

““Let me put that into perspective… ”Let me put that into perspective… ”

BUILDING STRONG®

MEDIA TRAINING

Interview TechniquesInterview Techniques

Hooking – end your answer in a way that Hooking – end your answer in a way that prompts a question you would like askedprompts a question you would like asked

ConsiderConsider::

““I believe these new measures will work…”I believe these new measures will work…”

““We’re excited by the results of the study…”We’re excited by the results of the study…”

““There are some important conclusions made There are some important conclusions made from the research…”from the research…”

BUILDING STRONG®

MEDIA TRAINING

Your Response

Transitioning PhraseYour Message

Reporter’s Question

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MEDIA TRAINING

Interview BasicsInterview Basics

• Good communicators are good listenersGood communicators are good listeners

• Relate answers to audienceRelate answers to audience

• Speak plainly and conversationallySpeak plainly and conversationally

• Buy time – engage brain before speakingBuy time – engage brain before speaking

• Listen for negatives – don’t repeat themListen for negatives – don’t repeat them

• Never assume understanding – educateNever assume understanding – educate

• Never criticize other agenciesNever criticize other agencies

BUILDING STRONG®

MEDIA TRAINING

Interview BasicsInterview Basics

• Eye contact – conveys confidenceEye contact – conveys confidence

• Hands – illustrate with small gesturesHands – illustrate with small gestures

• Stand best – sit forwardStand best – sit forward

• Facial expressions – tell a storyFacial expressions – tell a story

• Control – check emotions/stay calmControl – check emotions/stay calm

• Fumble - start sentence overFumble - start sentence over

• KISS – “keep it short and simple”KISS – “keep it short and simple”

BUILDING STRONG®

MEDIA TRAINING

Questions?Questions?