Media Training 101

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Media Training 101

• Or Conquering the Camera
• Erika Bliss, MD
• March 25, 2003

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Why should I care about the media?

• As future community leaders, you will have the
  opportunity to speak out on important issues
• You may be called upon to speak as experts about
  various health-related issues
• No one likes to do an interview and then feel as
  if they were misrepresented

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The Media Game

• Like a sporting contest, media encounters are
  pressure-filled events with rules, time limits,
  and the occasional cheap shot.
• Succeeding at the game requires a strategy.
• Ultimate goal is to communicate a message that
  persuades skeptics or neutralizes the opposition.

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What is News?

• Something that is new, or
• Something that is a new angle on an already
  newsworthy topic.
• Media has a pervasive bias of negativity the
  challenge is to break through with an aggressive,
  positive point of view.

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Tips for Effectiveness

• Human interest balance facts and figures with
  personal or emotional appeal.
• A picture is worth a thousand words.
• Tailor the message to the particular audience
• Keep it simple use uncomplicated but interesting
  language.

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Fatal Flaws!

• Off the record no such thing.
• No Comment makes it look like you have
  something to hide.
• Off the cuff youre risking an outrageous verbal
  faux pas
• Missing a deadline the news cycle moves quickly
  help the journalist meet deadlines.

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Fatal Flaws! (Part II)

• Untruths Dont lie, the truth will out and
  dont withhold bad information, it will turn into
  a damaging, negative story.
• Dont pick a fight reporters are neither friends
  nor enemies they are professional colleagues.

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Preparing for the Interview

• Gather information ahead of time.
• helps you to prepare
• increases likelihood of your message
• reaching the target audience

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Preparing for the Interview (II)

• What is the type of media?
• What is the topic?
• What is the reporters angle?
• Who is the reporter what is their style?
• What is the nature of the story?
• What is the deadline?
• How long will it take?

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Preparing for the Interview (III)

• Will it be live, live-on-tape, or edited?
• When and where will it take place?
• Who else is the reporter talking to?
• When will the story air or be published?
• Read the newspaper the day of the interview
• Follow up with the reporter after interview
  (thank you note, suggest future story ideas)

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During the Interview

• Give the interview undivided attention
• Set the ground rules at the beginning
• Tape record the interview
• Lead with the most important messages
• Keep calm, cool, and collected
• Dont respond to third-hand or unseen info
• Bridge to message

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During the Interview (II)

• Say I dont know, but let me find out and Ill
  get back to you rather than winging it
• Never give personal opinions (speak to issue,
  message and goals)
• Do not respond to hypotheticals, stick to facts
• Keep it short and simple

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During the Interview (III)

• Try to phrase things in the positive
• Dont try to be clever or glib
• Be gracious
• Dont forget your audience

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Posture for the Camera

• Sitting Runner position, crossed at knee, or
  ankles crossed under chair.
• Standing One foot in front of the other, weight
  on back foot
• Hands for TV, keep hands in the box (below
  chin, between shoulders, above lower chest)

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Facial Expression and Focus

• Smile! A slight smile will make you appear more
  engaging and sincere. Dont smile if you are
  talking about a horrendous tragedy.
• Where do I look? Look at the reporter, not at
  the camera (unless a satellite feed)
• Steady eye contact Look interviewer in the eye,
  dont look around (makes you look shifty or
  dishonest)

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After the Interview

• Its not over until the reporter has left the
  building (or until you have)
• Review the interview and analyze what worked and
  what didnt
• Send a word of thanks if the reporter did a good
  job, and suggest future story ideas
• Correct comment on bad interviews

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Types of TV Programs

• News programming
• Public Affairs programming talk shows
• Editorial responses
• Feature segments

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Types of Radio Programs

• Live radio interview
• Taped radio interview
• Public Affairs show
• Talk radio

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Types of Print Media

• Interview by reporter
• Letter to the Editor
• Opinion editorials
• Weekly newspapers

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Why Have A Message Strategy?

• The interview is a forum to articulate ideas,
  advocate issues, debate opponents, and persuade
  key players
• To seize the moment, you must develop a message
  strategy before the interview

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What is a Message Strategy?

• NOT a set of talking points or a slogan!
• Combines slogans, sound bites, mission
  statements, factual data, research, organization
  policy, operating procedures, etc. and the
  articulation of values, beliefs and vision.
• Successful message strategies are organized
  around a theme.

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Principles of Message Development

• CLEAR 3 or 4 message points
• CONNECT Who is the audience and what is the
  ooh! factor?
• COMPELLING make it interesting
• CONCISE sound bites
• CONTINUAL repeat the message (takes 7-12 times
  to create awareness)

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Staying on Message

• End answers on message to drive next question in
  your desired direction
• Bridge to message
• A nswer question, then
• T ransfer to
• M essage
• (What I can tell you is)

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Scenario I

• You are the CEO of a large group practice that
  serves a significant proportion of the local
  population. Your practice just announced it will
  no longer care for Medicaid or Medicare patients.
  
• You have been the subject of much criticism in
  your community and by your state Academy, and
  have been asked to do an interview on the evening
  news magazine, 59 Minutes.

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What is Your Message?

• 3 or 4 points
• Focused around a theme
• Remember the 5 Cs
• Clear, Connect, Compelling, Concise, and
• Continual

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Scenario II

• You are the leader of a group of family
  physicians who have refused to get the smallpox
  vaccine despite being asked to by the federal
  government, the state government, and your local
  hospital system.
• You have been asked to speak with a reporter for
  a segment on the evening news.

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What is Your Message?

• 3 or 4 points
• Focused around a theme
• Remember the 5 Cs
• Clear, Connect, Compelling, Concise, and
• Continual