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CEO Media Training. The Michigan Credit Union League Mike Bridges, Director of Public Affairs 800-262-6285 x 246 mjb@mcul.org. CEO Media Training. Agenda Understanding the media What is the media is looking for? What does the reporter know before the interview?

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ceo media training

CEO Media Training

The Michigan Credit Union League

Mike Bridges, Director of Public Affairs

800-262-6285 x 246

mjb@mcul.org

ceo media training2
CEO Media Training

Agenda

  • Understanding the media
      • What is the media is looking for?
      • What does the reporter know before the interview?
  • Seizing the interview opportunity
      • Every interview is an opportunity
      • Preparing for the interview
  • Interviewing for TV
      • What to wear?
      • Answering for TV
      • Hands-on time in front of the camera
  • Interviewing for Radio
      • Preparing for a longer form interview
      • Hands-on time for mock interview
  • Interviewing for Newspaper
      • Preparing for a newspaper interview
      • Interviewing over the phone
  • Pitching stories, Op-ed and letter to the editor
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CEO Media Training
  • Understanding the Media
  • What is the Media Looking for?
        • The media needs timely content
        • News rooms have been greatly downsized
        • The less work for them the better
        • Media is asked to do more with less
  • Newspaper:
        • Provide facts, examples, quotes & pictures
  • Television:
        • Provide video ideas, interviews and facts
  • Radio:
        • Provide facts, examples and other interview opportunities
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CEO Media Training
  • Understanding the Media
  • What the reporter knows before they call
        • Most reporters are general assignment, meaning they do a variety of stories
        • Most reporters know very little about the subject, unless they come up with the idea
        • Many business reporters have a working knowledge, but very few understand a credit union
        • The easier you make it for the reporter, the better the story will turn out
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CEO Media Training
  • Seizing the interview opportunity
  • Every interview is an opportunity
        • Educate the reporter on the subject
        • Educate the reporter on credit unions
        • Shape your answers to tell YOUR message
        • Take a political candidate approach and answer the questions YOUR way – You have what they want
        • Even if you feel uncomfortable doing an interview, put some talking points together for the reporter to reference
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CEO Media Training
  • Seizing the interview opportunity
  • Preparing for the interview
        • Develop a short fact sheet about your credit union to keep on hand for any media calls you get
        • Utilize media resource section of MCUL homepage to help prepare for the interview
        • http://www.mcul.org/CU_Media_Resources_1846.html
        • Do mock interview with someone beforehand
        • Call Public Affairs at ext. 246 to discuss the interview, if you are nervous
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CEO Media Training
  • Interviewing for TV
  • What to wear?
        • For women, always think color with blouses
        • For men, always try to have a colorful tie handy
        • For both, keep a jacket in the office
        • For women, noticeable earrings and necklace look nice on camera – Watch your local TV anchors or Katie Couric
        • For men, a jacket always looks best, if possible. If not, a nice shirt or sweater vest
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CEO Media Training
  • Interviewing for TV
  • Answering for TV
        • First and foremost…Be energetic!
        • Act like you’re happy to be interviewed
        • Be yourself
        • Don’t think! Talk comfortably
        • Deliver your message clear and strong
        • Only answer what you know, don’t speculate
  • Hands-on Training Time
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CEO Media Training
  • Interviewing for Radio
  • Preparing for long form interview
        • Most radio interviews are between five and 15 minutes long
        • Keep your energy level up!
        • Whenever possible, offer a second person to interview on the subject
        • Personalize your answers whenever possible
        • Bring along a little fact sheet with the points you want to make
        • Shape your answers to bring out the points YOU want to make
  • Hands-on radio interview training
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CEO Media Training
  • Interviewing for Newspaper
  • Preparing for a Newspaper interview
        • Prepare a talking points document on your credit union
        • Have it with you for a phone interview
        • If time is an issue, have the reporter email questions and send them your answers or a quote
        • Personalize the subject matter as best as you can, i.e. – “a member told me……”
        • Offer a CU member or staff member for another perspective for the reporter
        • Always invite the reporter down to the credit union
  • Hands-on newspaper interviewing
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CEO Media Training
  • Pitching stories, Op-ed and letter to the editor
  • Pitching a Story
        • Write a news release with quotes – keep it to one page
        • Email or regular mail between a week and two days ahead
        • Follow up with a phone call
        • Call newspaper in late morning or early afternoon
        • Call TV station late morning, early afternoon or early evening
        • Call radio show producer after their show is over
  • Be prepared to give reasons why news media should cover your release
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CEO Media Training
  • Pitching stories, Op-ed and letter to the editor
  • Op-ed Stories
        • Make the subject matter timely
        • Write the Op-ed with a beginning, middle & end, about 500 words
        • Use the Op-ed to make a point and not as a marketing piece
        • Use facts to back up your theme
        • Have Op-ed come from CEO, board chair or member
        • Send to editorial editor and give a follow-up call a few days later
        • It may not be used for a few weeks
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CEO Media Training
  • Pitching stories, Op-ed and letter to the editor
  • Letter to the editor
        • Make the subject matter timely
        • Use as a tactic to react to a story or previous letter to the editor
        • Keep the letter succinct and to the point, about 150 words
        • Don’t make it a marketing piece for your credit union
        • Have the letter come from CEO or board chair
        • Send to the letter to the editor section
        • Keep in mind - It may be edited
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CEO Media Training
  • Understanding the media
        • The best way to get the media is to build a relationship
        • Invite reporter to meet with you as a way to get to know each other
        • If you have something major, invite the editor or reporter to the credit union
        • Offer to stop by the newspaper or TV station and meet with the reporter
        • Show them you can be a source or expert for them
        • Invite a reporter to lunch, golf outing or CU function
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CEO Media Training

The Michigan Credit Union League

Mike Bridges, Director of Public Affairs

800-262-6285 x 246

mjb@mcul.org