Slideshow Title
2014 Talent Dividend MeetingApril 8, 2014
Teresa Valerio
[email protected]@tvpcomms
Telling Your Story Locally and Nationally
Presenter
Teresa Valerio Parrot@tvparrotPrincipal, TVP Communications16
years of higher education experienceFormer officer of the
University of ColoradoCrisis and media strategist and trainer
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Todays Media Landscape
World Ends! USA Todays John QuinnNY Times: World Ends. Third
World Countries Hardest Hit.
Wall St. Journal: World Ends. Dow Jones Hits Zero.
Washington Post: World Ends. White House Ignored Early Warnings,
Unnamed Sources Say.
USA Today: Were Dead. State-by-State Demise, p. 8-A.Final Sports
Scores, p. 6-C.
Packaging Your Story
What Every Reporter NeedsA good storyReliable
informationCompelling video, graphics, photos, dataA savvy
spokesperson/expertTight sound bitesShort, pithy sentencesReliable,
accurate, available sources
The Reporters ChallengeBe fast/firstBe accurateBe interestingBe
an instant expert
Gain advantage by helping them to meet those challenges
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Local versus National StoriesLocalConsider an exclusive to the
most popular outletSpend time explaining the need and context to
your communityHave local experts and resources availableKnow local
landmines
NationalTrends are key!Consider their audience, frame
appropriatelyHave local and landscape-setting experts and resources
availableKnow where thought leaders stand on the issue
You Land Your Story- Now What?Your work has just begun!Prepare
for your interview, prep your speakersFollow through on all
promises forInterviewsResourcesDataStudies
Why engage in the media debate?If you dont tell your story,
fools will gladly tell it for you.
Defining your goalsHolding your own in an interview, and
maintaining control of your message
Begin With the End in MindAsk yourself:How will I define success
in the interview?How can I prepare myself for the ideal as well as
the most dreaded questions?How can I control the interview?
Controlling the MessageYour primary objective should always be
message managementThe only hope you have of shaping and influencing
the final product is to manage your messageIf you wander off topic,
the reporter will have to guess at what is most important to
youReporters always guess wrongNever forget you are the expert.
The Rules of EngagementTalking points are essential They should
brief and fewThe fewer points you have to communicate the more
control you will have over the final story No more than three
points or you will be tempted to wander The questions dont matter
The answers do!
How to PrepareAnticipate the reporters questionsThose you hope
to be askedThose you dread mostPrepare quotable comments in
advancePractice your delivery
Before You Make A Date With A ReporterDetermine the scope of the
interview and the ground to be covered Who else are they talking
to? Anyone you can add to their list?How long will the interview
take?How long will the final piece be?What is the reporters
deadline?
How to Build a BridgeI really wish I could answer that question,
but I dont know the details and I would hate to misspeak.I wish I
could answer that. Can I find out the facts and get back to
you?Though Id like to be able to answer you That is a common
misconception, but the truth isThats not really the central point
here. The central point isI understand that may be the perception,
but the facts areThats really not the issue. The issue isLets look
at that another way.Im not sure I agree. But what I am sure of
is
Anticipate the QuestionsPrepare for tricks or traps:Dead airYes
or no, A or BIf then scenariosLeading questions
Dont Do That!Dont :MinimizeSpeculatePoint fingers or blame
othersMislead or cover upBe reluctant to acknowledge
responsibilityGo off the record
Do I Have to Respond?No, but you should! and dont
procrastinate.Respond promptly to requests for interviews or
information-or- Tell them why you cant respond and when you will be
able-or-Provide them with someone who can respond
So, What do I Need to Remember?
Five Steps to Prepare for Every InterviewKnow the reporters
deadline. Return media calls promptly to positively shape the
storys direction. Know the reporters depth of knowledge on the
story. Provide written background or resources.Craft two or three
key points. Questions are not importantanswers are. Bridge back to
your key points regardless of the questions.Anticipate the
questions, desired and dreaded, and rehearse your answers. Conduct
the interview with staff present, then debrief.
Tips to Build RelationshipsKnow who you want to
pitch:Periodically monitor target outlet to get a sense of
issues/stories they are coveringResearch what your target reporter
is coveringMake sure the information you are sharing is relevant,
timely and accuratePersonalize your messages reference relevant
coverage Be prepared to answer questions, plan aheadHave your
resources handy (what can you offer them now?)Thank them for their
time and consideration
Questions?
Contact Information Teresa Valerio
[email protected]:
@tvparrot@tvpcommsLinkedIn:
/in/teresavalerioparrotwww.tvpcommunications.com25
