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Public Communication – Media 1
Media & Your MessageA Core Leadership Attribute Seminar onPublic Communication
Created By:Linda Lawrence, MD, FACEP
Past-President, American College of Emergency PhysiciansAssociate Professor, Department of Military & Emergency Medicine
Uniformed Services University of the Health Sciences Wilford Hall Medical Center, Texas
Tenet Editor:Jeffrey Druck, MD, FACEP
Associate Director, Denver Health Residency in Emergency MedicineUniversity of Colorado School of Medicine
Public Communication – Media 2
Outline
• Key Elements in a Media• The Art of the Sound Bite• Developing a Message• Delivering the Message• Interview Techniques • Common Pitfalls
Why Do An Interview?
• Educate
• Boost profile
• Correct misconceptions
• Instill confidence
• Increase/reinforce name recognition
Public Communication – Media 3
Public Communication – Media 4
Key Elements in a Media - The 10 Commandments
1. Be yourself
2. Be comfortable, confident and calm
3. Be honest
4. Be brief and direct
5. Avoid an argument
Public Communication – Media 5
*Modified from Susan Peterson Productions 1-800-929-7774; www.TheCommunicationCenter.com
Key Elements in a Media - The 10 Commandments
6. Be personal
7. Be positive and consistent
8. Be attentive
9. Be energetic and enthusiastic
10. Be committed and sincere
Public Communication – Media 6
*Modified from Susan Peterson Productions 1-800-929-7774; www.TheCommunicationCenter.com
Key Elements in a Media - Types of Media
• Radio– Live radio show vs. prerecorded
• Television– Remote news interview– Talk show
• News conference• Print
Public Communication – Media 7
Key Elements in a Media
Public Communication – Media 8
WIIFM
Key Elements in a Media - What’s In It For Me? (WIIFM)
• What are their issues and concerns
• What do they want to know
• What attitudes do they possess
Public Communication – Media 9
Key Elements in a Media -Know your audience
• Demographics – age, education, lifestyle, career status,
etc…• Knowledge about the subject• Attitude• New or surprising info• Expectations
Public Communication – Media 10
Key Elements in a Media - Goals of the interview
A reporter’s job is to GATHER, COVER, and GET a story.
YOUR job is to give the reporter YOUR story.
Public Communication – Media 11
Key Elements in a Media - When media calls…
• Answer/Call back• Work with your PR department• Know the 5 W’s
– Who, What, Where, When, Why• Commit to call-back or follow-up• Prepare• Respect deadlines• Set ground rules
Public Communication – Media 12
Art of the Sound Bite
• Shrinking sound bite– 1968 – 42.3 sec– 1988 – 9.8 sec– 2000 – 7.8 sec
• People asking for more substance• Be concise yet deliver substantive,
powerful message
Public Communication – Media 13
Art of the Sound Bite- Creating messages
• Know the format and its limitations• Edit yourself rather than be edited• Carefully consider examples or anecdotes• Provide one strong statistic, not several• Use memorable words and colorful phrasing• Use verbal flagging
– ‘If you hear nothing else today…’
Public Communication – Media 14
Art of the Sound Bite
If I am to speak 10 minutes, I need a week for preparation.
If 15 minutes, 3 days. If half hour, two days.
If an hour, I am ready now.
Public Communication – Media 15
- President Woodrow Wilson
Art of the Sound Bite
Simplicity is the ultimate sophistication.
Public Communication – Media 16
– Leonardo da Vinci
Art of the Sound Bite
Be Simple(not simplistic)
Public Communication – Media 17
Developing a Message- The essentials
• Identify the issue or topic• Gather background information• Provide 3-5 key points• Have a fact or statistic for each point• Give examples or anecdotes• Keep language clear and simple• Organize key messages
Public Communication – Media 18
Developing a Message- Importance of the ‘Example’
• Examples– Excellent for speeches
– Personalizes the point
– Keep brief
– Not for all media
– Remember: ‘A picture is worth a thousand words’
Public Communication – Media 19
Delivering the Message- Preparation
• Practice, practice, practice…
• Rehearse out loud
• Anticipate potential questions and
prepare answers
Public Communication – Media 20
Delivering the Message- Preparation
• Keep language clear and simple– No jargon
• Rehearse key point sound bites– Commit to memory
• Commit to memory facts and figures• Avoid ‘we’ – use the name
Public Communication – Media 21
Delivering the Message
Word Choice
Voice Tone
Body Language
Public Communication – Media 22
Delivering the Message
Word Choice
Voice Tone
Body Language – 55%
Public Communication – Media 23
Delivering the Message
Word Choice
Voice Tone – 38%
Body Language – 55%
Public Communication – Media 24
Delivering the Message
Word Choice – 7%
Voice Tone – 38%
Body Language – 55%
Public Communication – Media 25
Delivering the Message
It isn’t what we say…
It’s how we say it!
Public Communication – Media 26
Delivering the Message -Body Language
• Be open and natural
• Let arms rest naturally
• No hands in pockets
• Stand during a phone interview
• Sit on back of jacket
Public Communication – Media 27
Delivering the Message -Body Language
• Don’t back away from the microphone
• Maintain eye contact
• Smile or raised eyebrows to
communicate emotion
Public Communication – Media 28
Delivering the Message - Dressing for Success
• In General– No exposed buttons on shirts (they reflect)– Shirt color should provide some contrast
• Be careful of white with fair skin
• For men– Wear a jacket - dark and/or textured but
no patterns or tweeds– Ties - avoid busy prints; red is great
Public Communication – Media 29
Delivering the Message - Dressing for Success
• For Women:– Stockings - neutral , no seams– Turtle necks OK under dark coat– Scarves - keep minimal– Makeup is a must
• More than usual but neutral• Eyeliner and medium lipstick • Avoid frosts
– Hair - spray, no gels/glosses. Away from face– Jewelry - simple, avoid the ‘sparkle’– No pins on lapels (they reflect)
Public Communication – Media 30
Delivering the Message - Verbal Communication
• Pace
• Pauses
• Inflection
• Words
• Articulate
• Energy
Public Communication – Media 31
Interview Formats- Print Articles
• Don’t ramble
• Be specific and stay simple
• Know your reader
• Remember body language if face-to-face
Public Communication – Media 32
Interview Formats- Telephone Interview
• Never take the call cold• Don’t use speaker phone• Stand up to talk on the phone
– Monotone voices are connected to monotone bodies
• Never go ‘off the record’• Ask them questions if not ‘live’
Public Communication – Media 33
Interview Formats- Television Talk Show
• Sit forward in the chair
• Concentrate on interviewer and
audience, NOT the cameras
• Jump in, clarify, take control
• Wait for the ‘all clear’
Public Communication – Media 34
Interview Formats- Remote Television
• Look directly at the camera• Keep focused on camera at all times
– Don’t look at the TV monitor• Practice by talking to inanimate
objects• ‘10% factor’• Gestures okay – even for head shots
Public Communication – Media 35
Interview Formats- Radio Talk Show
• Some are live, some are prerecorded• Behave as if ‘on-camera’• Repeat important points• Be prepared for ‘off-the-wall’
questions during call-ins• OK to have fun
– Self-effacing humor is safest
Public Communication – Media 36
Interview Formats- News Conference
• Make opening comments brief• Common for repeat questions• Invite colleagues if acceptable
– But remember all are ‘on camera’• Stand rather than sit• End with a closing statement• Not over until it is over – beware of
the ambush
Public Communication – Media 37
Interview Formats- Crisis Communication
• Respond quickly
• Give simple, positive messages
• Be open, honest and accessible
• Do more than expected
• Use common sense
Public Communication – Media 38
Common Pitfalls
• Know the reporter’s agenda
• Anticipate the questions
• Anticipate the tricks
Public Communication – Media 39
Common Pitfalls - What NOT to say
• Never say ‘No Comment’ • Never make up an answer• Don’t over answer• Avoid sarcasm, jokes and speculation
– Not the time to be cute• ‘Background’ interviews need clear
ground rules ahead of time
Public Communication – Media 40
Common Pitfalls - Beware of….’Off the Record’
• EVERYTHING is on the record• If you don’t want to be quoted, don’t
say it• Interview is on-going as long as the
reporter is within earshot• Let PR staff handle the ‘off the record’
game
Public Communication – Media 41
Common Pitfalls - Buzzword Alert
• Know the buzzwords
• They often carry negative connotation
• Never repeat
• Simply replace
Public Communication – Media 42
Common Pitfalls - When put on the defense
• Turn negatives into positives• Remain calm and professional• Pause when needed• Give thoughtful, positive responses• Demonstrate conviction by sticking to
your story• Transition back to your message
Public Communication – Media 43
Common Pitfalls - Media Tricks
The Trick:Machine Gunning – Rapidly firing a series of questions at you.
The Trap:Trying to answer all questions.
The Technique:Pause and choose the question that gives you control to deliver key message.
Public Communication – Media 44
Common Pitfalls - Media Tricks
The Trick:Interrupting – Never letting you finish a thought. Cut off in mid-sentence.
The Trap:You succumb and fall into question/answer, question/answer interrogation.
The Technique:Politely continue your message.
Public Communication – Media 45
Common Pitfalls - Media Tricks
The Trick:Paraphrasing – Putting words in your mouth or try to seek agreement to their summarized statement.
The Trap:You are misquoted or taken out of context.
The Technique:Restate the summary point in your words.
Public Communication – Media 46
Common Pitfalls - Ways to transition back
• Deny– Not at all, our organization strives to…– That’s inaccurate, the real facts are…– Lets take a look at the facts because it will
illustrate that is not true– On the contrary…
• Refocus– What’s important to point out is…– Our first concern is– The good news is…
Public Communication – Media 47
Common Pitfalls - Ways to transition back
• Assess– Lets step back and examine what you are asking…– The public has a right to know all sides and our
position is…• Acknowledge & Move On
– That was the situation in the past, now we’re taking a leadership position…
– Of course, we recognize we could do better, and…– We share your concern about…– In the past, that was the situation, however,
today…
Public Communication – Media 48
Common Pitfalls - Ways to transition back
• Other Phrases for regaining control– What I really want to talk about is…– What is important is…– That is an interesting questions, it reminds
me of…– Before I forget, I want to tell the
audience...– Before we get off the subject, let me add...– What I am really here to talk about is…
Public Communication – Media 49
Summary• Identify key elements in a media plan.• Recognize the art of the sound bite.• Discuss the importance of voice and
body language in communication.• Explain how to develop a message.• Discuss media interview techniques
and how to stay on message.• Identify common pitfalls in media
interviews and how to avoid them.Public Communication – Media 50
Suggested Readings• The Communication Center;
www.thecommunicationcenter.com• Voice Trainer; Dr Susan Miller;
www.voicetrainer.com• TJ Walker;
www.tjwalker.com• Susan Peterson Productions;
www.thecommunicationcenter.com
Public Communication – Media 51
National Residency Leadership CurriculumQuestions?
????Public Communication – Media 52
Public Communication – Media 53
National Residency Leadership CurriculumSpecial Thanks!
Funded By:An American College of Emergency Physicians Chapter Grant
Endorsed By:American College of Emergency Physicians
Emergency Medicine Council of Residency DirectorsEmergency Medicine Resident’s Association
Society for Academic Emergency Medicine
Public Communication – Media 54
National Residency Leadership CurriculumSpecial Thanks!
Senior Editors:Stephen Wolf, MD, FACEP
Andrew French, MDMatthew Mendenhall, MD, MPH
Tenet Editors:Britney Anderson, MD
Barbara Blok, MD, FACEPJeffrey Druck, MD, FACEP
Maria Moreira, MDLee Shockley, MD, MBA, FACEP
Administrative Editor:Barbara Burgess
Public Communication – Media 55
National Residency Leadership CurriculumThank You!
For More Information Please Visit:www.DenverEM.org www.CoACEP.com