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Getting Your Message Across
Tips for Working With the Media
Agenda
OverviewRole of Communication Office
RulesExerciseSummary
The Office of Communication and Technology
• Serves as the buffer between you and the media
• Should be the media’s first point of contact with the District
• Arranges all interviews and is informed of all information requests
Why Work With the Media?
Explain what we’re doing to improve
Dispel misinformation
Why Are the Media Calling Me?
• There is a crisis or controversy
• Good news or human interest
• Follow-up on previous stories
• Localization of state or national news
Rule # 1 – Be Realistic
• Know what makes a good story- timely - includes prominent person- human interest - effects people’s pocketbook- new programs - localization of a national story- unique
• Give them a reason to cover your feature stories
• Think about the interview before you get there
• Come up with 3-5 messages you want to get across
• Messages should be brief and memorable
Rule #2 – Be Prepared
• Neighborhood group claims library books contain bad language and adult situations and should be banned
• Work with those at your table to come up with 3-5 messages by brainstorming key words and splashing them on paper
• Combine best key words into messages
• Report out to group
10-Minute Preparing a Message Exercise
• Return media calls promptly
• Avoid saying “no comment”
• Speak in generalities when dealing with legal or confidential material
Rule #3 – Be Accessible
• Admit bad news and move on
• Don’t be afraid to say I don’t know
• If you promise to get back to the press with an answer, make good on that promise
Rule #4 – Be Honest
• Have something to say and try to make it memorable
• Speak in plain English
• If a topic is hard to understand, try using analogies
Rule #5 – Be Quotable
• Ask questions of the reporter
• To deliver your message and avoid answer questions designed to trap you, use transitional phrases like “That’s a good question, but what is really important is . . .”
Rule #6 – Be In Control of the Interview
• When you’re done answering a question, stop talking
• After the interview, suggest a story idea you would like covered
Rule #6 – Be In Control of the Interview
• Be friendly, not stuffy
• Stay away from jargon
Rule #7 – Be Liked
Rule #8 – Be Innovative
• Suggest trend and follow-up stories
• Go where no school has gone before (or at least has never told the media about)
Rule #9 Be Assertive
• Respond when the media gets it wrong- Write approved letters
to the editor- Demand a correction
• Understand that a story’s value depends on how much news there is that day
• Don’t allow the media to make a mountain out of a molehill
Rule #10 – Never Screw Up On a Slow News Day
• Employ these methods during your next media interview
• Critique your performance
Put What You Have Learned to the Test
Questions?