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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