Dealing With the Media

1
Dealing With the Media

• Or. . .
• Do I really have to talk to that reporter
  again?

2
Thoughts on the Media

• Nothing is more important than your brand
• Everybody in your organization represents your
  brand in every conversation they have -- even
  with their neighbors on the street corner
• You need the media to be your ally, to help get
  your message out
• The media are not bad people . . . . Naïve?
  Maybe. Crafty? Maybe. . . . But not bad

3
More Thoughts

• If everything is fine, thats not news (Notre
  Dame endowment figures, of applicants,
  student-athlete graduation rates). Media are
  looking for something new, different,
  controversial (business schools ranking falling,
  underage drinking arrests)
• News is recycled regularly -- whats on TV or in
  the newspaper is also on several web sites so
  millions may see it -- much less chat rooms
• This is not brain surgery
• -- Use your head
• -- Dont be scared, Dont be naïve
• -- Be smart and be effective

4
Even More Thoughts

• Dont be afraid to say, I cant answer that or
  I dont know -- just dont say No comment
• Think how your words affect those around you

5
The ABCs

• A -- Answer/address the question
• B -- Bridge to your message points -- TRANSITION
• C -- Communicate your message
• Heres whats really important . . .
• The bottom line is . . .

6
Interview Techniques

• 1. Know your story
• 2. Use numbers (fun facts)
• 3. Use quotes
• 4. Look at it from the reporters perspective
• 5. Develop your messages -- make them positive
  and short

7
More Interview Techniques

• 6. Bridge to what YOU want to say
• 7. Keep it in the box
• 8. An interview is no place for original
  thought
• 9. Anticipate dangerous questions and have a
  push-button response
• 10. Your answer is your answer

8
Even More Techniques

• 11. Take control!
• 12. No negative language -- dont repeat a
  negative question
• 13. No such thing as off the record
• 14. Instead, this conversation is for background
  -- no attribution
• 15. More information is relayed in walk to
  elevator than in interview itself

9
Speaking Techniques

• 1. Note cards -- build them up high near top of
  podium
• 2. Stand straight, shoulders back, deep breath
• 3. Negative question? No eye contact -- no debate
• 4. Machine gun questions? Pick the one you want
  to answer
• 5. Be careful -- be measured in responses --not
  too much information

10
More Speaking Techniques

• 6. Answer the question - then proceed
• 7. Active listening? No -- keep an even
  disposition
• 8. Push-button responses Deliver in front of a
  mirror
• 9. Keep it short -- often we all say too much
• 10. Dont be afraid to PAUSE and THINK

11
Know Your Messages

• Develop talking points
• Company, Organization, Client Strengths
• Unified Position