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Media Training 9 Mar. 2010. Follow Naval Surface Forces on Facebook: Surface Warriors Twitter: Surface Warriors. Why engage the media?. Communication channel to public What public thinks depends on what public hears Informed public necessary to build and maintain support

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media training 9 mar 2010
Media Training9 Mar. 2010

Follow Naval Surface Forces

on

Facebook: Surface Warriors

Twitter: Surface Warriors

why engage the media
Why engage the media?
  • Communication channel to public
    • What public thinks depends on what public hears
  • Informed public necessary to build and maintain support
  • Get message to more people, more quickly
  • Includes INTERNAL audience
  • Through education, possible to change opinions

Goal: Inform and Educate

media 101
Media 101
  • Know who you’re talking to
    • National Press – great strategic sources
    • Local / Trade press reporter – varying degrees of understanding on issues
  • Understand their constraints
    • Deadlines!
    • Time and space limitations
  • Understand their goals
    • Need to interview a credible source
    • Often gaining context from other sources
    • Compete for ratings…it’s business

Know your audience

keys to success
Keys to Success
  • Professionalism
    • Subject matter expert
      • You are the authority
    • Credibility
    • Core values
  • Enthusiasm
    • Be yourself!
  • You are “on the record”
    • Automatically become a spokesperson

YOU are the ideal spokesperson

getting ready
Getting Ready…
  • Prepare your remarks
  • Don’t want to see it in print? Don’t say it!
  • Speak with “themes and communication points” in mind
  • Most Common – print
    • Local, National, Trade Outlets
    • Deadlines: Daily or Weekly
    • Calm, confident, correct

Goal: Provide 3 “take away’s”

the 4 c s of success
The 4 C’s of Success
  • Control
  • Commercials
  • Cosmetics
  • Commandment
control
Control
  • Know what to expect and be ready to participate actively
  • Ground rules
    • Establish attribution with PAO
    • Length of time
  • Be positive and energetic
  • Stay in your lane
  • Listen carefully to questions
  • Look at reporter throughout interview
  • Avoid
    • Comparisons
    • Promises
    • Speculation
    • Repeating negatives

Calm, Confident, Correct

commercials
Commercials
  • Choose two or three communication points --- “commercials”
  • Put them up front
  • What do you want the audience to remember?
  • Preparation is KEY…
  • Anticipate likely questions, and work to fit your commercials into your answers
  • Don’t just answer the questions you get…BRIDGE to your own commercials
  • Know what you DO NOT want to say
commercials1
Commercials
  • Messages that work
    • Savings in money or time
    • Increased efficiency
    • Human interest
  • Make them “sing”
  • Do not dilute message with jargon and heavy detail
  • “Do you have something to add?” YES!

Short. Clear. Honest. Simple. Direct.

cosmetics

What you say

Tone of voice

Nonverbal

Cosmetics
  • You are the message!
  • Appearance matters
    • Body language
      • Watch for nervous movements
    • posture
    • Right uniform / clothing / right look
    • Wear all ribbons
    • LONG socks
    • NEVER sunglasses
  • Attitude matters
    • Avoid hostile or arrogant attitude
    • Watch for verbal tics

7%

55%

38%

commandment
Commandment
  • Thou Shalt Not Lie
    • Thou shalt not exaggerate
    • Thou shalt not guess

Honesty = Accuracy

types of questions
Types of Questions
  • Softball: Open-ended, non-threatening
    • Tell me about your program?
  • Loaded: Uses negative language
    • How will the severe maintenance delays hurt your program?
  • Negative Entrapment: Baits you with negativism
    • What gives you the biggest headaches in your job – keeping Sailors focused on safe operations, dealing with citizen advocacy groups that hate the military, or people problems like divorce and suicide?
don t know what to say
Don’t Know What to Say?
  • “I really can’t address that part of the issue, but I can say that…”
  • “I don’t know if I am the best person to comment on that subject, but I can discuss…”
  • “When we have all the information, we will be happy to provide it to you. What we do know is…”
  • “It would be inappropriate for me to speculate.”

The Parachute

practice practice practice
Practice, Practice, Practice
  • Theory is good; practice is better
  • Remember:
    • Bad news does not improve with age
    • Call a PAO
      • Preparation
      • execution
  • Media = vehicle to disseminate your message

And… Practice!

media training 9 mar 20101
Media Training9 Mar. 2010

Follow Naval Surface Forces

on

Facebook: Surface Warriors

Twitter: Surface Warriors

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