Facing the Media 101

7/30/2019 Facing the Media 101

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Facing the Media 101:learning from the Pros

Source: Media Skills Training at IRRI HQ


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Andy Hitchcock

- director of Communicationsand Training, BMS (internationalmedia training and corporate film

company)- former Bureau Chief, BBC, London

Dan Baker

- media spokespersonfor UK utility company

- TV journalist, UKsindependent TV channel ITV


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Phase 1-ASSESS. is this something youre

responsible for

-Sequence of events to take place.Sole interviewee? Panel?

- Know the issue and what do you knowabout it.


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Phase 2- STRATEGY. Whats my story? What

message to impart?

-SIMPLICITY. Start with the CONCLUSION.

- PERFORMANCE. Convince the audience

that you mean what you say.


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Phase 3

Be in control of yourself

Acknowledge the questions the reporters ask;But you can give your answer as it should be


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You can be selfish

Imagery

No time (say it at once)

Media: not mind readers

Trust


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Take responsibility on things

where you can do something

Stick to your strategy

Pause after each question

to gather your thoughts


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Strong message

Good use of Language

You!


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Sample pre recorded.wmv
http://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20pre%20recorded.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20pre%20recorded.wmv


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Good points

- takes a pause after each question to gatherthoughts

- answers: direct to the point

- interviewer can take part of the interviewto feed on TV

To improve- wear light colored-, collared shirt


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Intro HelloIntroduce yourselfRoute Map

Statement Issue/ProblemSolutionResult/Impact

Recap Thank you(No questions)/more later


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Media are not scientists, or experts in our field, so

- use simple language

- use short sentences

- be direct to the pointyou only have few

seconds of exposureothers will be edited

Sample good language.wmv
http://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20good%20language.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20good%20language.wmv


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Simple terms were used

Stated facts without sounding defensiveof what IRRI does with hazardous materials

Person talking is smiling


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Before: Ask the media person of the questions

If interview is short, start with the conclusion

Prioritize what is important

Focus! No need to answer irrelevant questions

Sample live.wmv
http://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20live.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20live.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_3/Sample%20live.wmv


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Established credibility

Answered the issues in simple terms

(used examples)

Very conversational

Looked happy in giving the information


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In a live interview, thebestway to controlis to fullyunderstand the purposeand objectivesof theinterview.


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Sample, Giving a statement.wmv

Used when you want to give anofficial statement about an issue .

In this example, Position of IRRIin creating a genotyping laboratory
http://localhost/var/www/apps/conversion/tmp/scratch_3/Sample,%20Giving%20a%20statement.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_3/Sample,%20Giving%20a%20statement.wmv


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Bring a hard copy of the statement

Use your thumb as a guide on the hard copy

For the last statement, you can go back to the

main message/sentence for impact

Refrain from answering other questions


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Organize your thoughts

Write them down

Rewrite your ideas several times until the

message gets clear

Main message must be contained

in the first 20 seconds


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Avoid

- wearing sunglasses(for outside interview);suggest a better spot

if sun is too glaring

- striped/white clothes

Try to be inside the frameat all times


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IRRIs Guide

our responsibilities whenmaking public comments,

what information to share,

dealing with confidential,

sensitive, controversial

issues,

how IRRI can help you

communicate moreeffectively,

Frequently Asked

Questions


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TOPIC expertsbest people to talk about theirareas of expertise

DIRECTORSmatters related to organization,IRRIs direction and management


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Before you make public comment

-determine if you are the best person to talk aboutthe topic; if not, refer to someone else; when in

doubt, go to PR Manager

- be familiar with IRRIs policy about a topic

-consult with others across the organization

- assess whether topic is confidential orcontroversial


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On confidential/sensitive issues

Examples:

- personal matters about the staff(Dir. X as pro-private sector)

- unpublished research

(Golden rice)


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On controversial issues

Examples:

- controversial scientific matters(IRRI producing GM varieties)

- addressing serious allegations about IRRI

(IRRI giving advices to the Phil President

to replace DA secretary due to lack ofknowledge about rice production)


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On controversial/confidential/sensitive issues/

political advice.

- be prudent in the delivery of informationsuch that itll be confined to scientific

understanding---not political advice

(how to lower the cost of rice in the market)


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PR Relations Office can also help

- determine whether you should be the one

making the public comment- provide tips, guidance and training for

dealing with media

When possible, inform PR manager of media

interview before it happens; if not possible,

inform her (Sophie Clayton) after


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1. Is it always necessary that you shorten your

answers?

2. What do you do when you dont know theanswer to the questions?

3. How do you deal with media who keeps on

asking controversial questions?


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1. When a media person approaches you to give

an interview, what will you do?

2. Can you say no to an interview?

3. How do you respond to ambush interview?

4. When do I represent IRRI and when can I

comment on something as my own opinion?


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Facing the Mediaisnot as hard


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Keyword:Know whatyou want to say

Documents

Facing the Media 101