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Leader Communication: What to say, what not to say, and how to get your

message out to members and media

Diana Sutherland, past president, MAR Anne Cicero, communications director, MAR

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Media Interview Don’ts

• Don’t say “no comment” (explain why you can’t comment)

• Don’t be defensive• Don’t deviate from key messages, ramble• Don’t give an interview on the spot• Don’t use jargon• Don’t go “off the record” • Don’t wear sunglasses on TV• Don’t use your cell phone, if possible

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Media Interview Do’s

• Do have a designated spokesperson• Do be honest, transparent• Do ask for the reporter’s deadline, respond in a

timely manner• Do prepare a few notes• Do find a quiet space to conduct the interview• Do put people first• Do stick to the facts• Do be brief and concise

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Press Release Tips

• Is it newsworthy? Who is your audience?• Provide contact information (phone, e-mail, website)• Use inverted pyramid-style writing• Follow correct format• Proofread carefully• Consider posting release to website, Facebook or

Twitter, in addition to sending to media (be sure to “follow” local media online

• Build relationships with local reporters• Monitor media coverage

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Resources

• Talking points on a variety of topics from NAR (for media interviews)– www.realtor.org/talkingpoints

• NAR’s Surround Sound Campaign (toolkit for reaching consumers)– www.realtor.org/press_room_secured/surroundsound

• How to spin negative economic news– http://www.realtor.org/eomag.nsf/pages/Forecastswi02

• MAR’s monthly stats reports and talking points– www.missourirealtor.org (Members Only, Market Stats)

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In Closing…

President Wilson once said he could talk on any subject for an hour without much preparation,

but he would need a week to prepare a five-minute talk on the same subject…

Questions?

Thank you.