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MEDIA TRAINING

MEDIA TRAINING. A Guide To Being Interviewed Prepared by the Public Relations Division. Creating the Message. An interview is an opportunity to deliver a specific message to a specific audience through the filter of a journalist. The Spokesperson . Remember

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MEDIA TRAINING

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  1. MEDIA TRAINING A Guide To Being Interviewed Prepared by the Public Relations Division

  2. Creating the Message • An interview is an opportunity to deliver a specific message to a specific audience through the filter of a journalist.

  3. The Spokesperson Remember • Your job is to represent Rotary and to protect the image of Rotary“It’s not me talking – it is Rotary” • Remember your audience“Who am I talking to?” 1. Other Rotarians2. The Public3. Potential Members

  4. The Media Remember: The Media is looking for: • Conflict & Controversy • What is New, Innovative, Exciting • News they can use…How to save time, money, live a better life

  5. When the Media Calls… • Don’t be rushed into answering a call immediately: “I’m on another call, may I call you back?” • Ask who they are with & what is their deadline. • Ask what is the focus of their article/interview.

  6. Know your story • Be PreparedWhat is the message I wish to convey? • Body LanguageIt’s 35% WHAT I say; 65% HOW I say it! • Remember KEY MESSAGES • Key to a successful interview is to know what story you want to leave with the reporter

  7. Key Messages • Rotary is one of the largest international humanitarian service organizations in the world • Rotary is celebrating 100 years of service • Rotary promotes peace and understanding • PolioPlus1. Stop the transmission of Polio virus by 20052. Tremendous progress has been made since 1980’s3. Rotary clubs worldwide have contributed4. Rotary will fight until the world is certified polio-free

  8. Be Prepared for Difficult Questions • Control the difficult questions • Learn to bridge – remember ABC – Answer, Bridge, Context Question: “Are women in positions of leadership in Rotary?” “Women are playing major leadership roles throughout Rotary. Let me tell you about a project initiated by a woman Rotarian….” BRIDGE

  9. Strategies for Difficult Questions • It’s best to address a question briefly then smoothly bridge back to your “message track” • Don’t use “No comment” or “I can’t answer that” • Instead explain why you can’t answer and bridge a topic or message point that’s in your “home base”

  10. Sound Bytes • Most quotes are in “10 second sound bytes” • Memorize key Rotary messages • Don’t try to pack too many statistics or details

  11. Hooking • Hooking is leaving a little taste at the end of something you’ve said so that the reporter will want to ask you a follow-up question (ie. Research) “You’d be surprised at what our research indicates…” “there are three things we’ve found that are particularly important…” • The reporter’s follow-up question adds credibility to your research.

  12. Flagging • Flagging is a way of helping a reporter remember what you would like them to remember • You “plant a flag” or highlight a point by stressing the point with your voice “the key point to remember…” “That’s an interesting question, let me remind you though…”

  13. “Off the Record” • If you don’t want a reporter to know something – DON’T SAY IT! • There is no such thing as “Off the Record” • If you get where you don’t want to go – BRIDGE! Controversy Your Message Remember your ABC’s – Answer – Bridge – Context BRIDGE

  14. Body Language • 35% is WHAT you say • 65% is HOW you say it • Be warm • Be animated • SMILE (and if you get in trouble – BRIDGE)

  15. Avoid Jargons • Define a Rotary terminology or replace the Rotary jargon with a phrase that general public understands: --District Governor, International Assembly, PolioPlus, The Rotary Institute, District 9720 • Avoid Rotary Acronyms: -- YEO, RYLA, RAWU, DG, PP,

  16. Avoid Jokes • Avoid jokes that could be misunderstood or potentially jeopardize Rotary’s image during an interview or at Rotary meetings attended by journalists • Los Angeles Times Story • Story about a club in Florida

  17. Avoid repeating the negative • Do not repeat the negative terms used by reporters -- Rotary is an old white men’s club • Give a positive answer • Emphasize the volunteer aspect vs contributions

  18. Do not guess or speculate • If you don’t know an answer, tell reporter you will check and get back with the correct answer • Do not offer personal observations or speculate -- Should Rotary offer counseling services for victims of abuse? -- I personally think…

  19. Use personal stories • Reporters are always looking for human interest stories. Tell your personal stories (NID trips, hosting a Youth Exchange student, participating in a community project, etc)

  20. After the media interview • Write an Email or letter thanking the reporter/If you need more info, feel free to contact me • Letter to the editor/If Rotary is misrepresented

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