Working with the Media

Dominick G. Kasmauskas, CFPS Assoc. Director, Regional Ops- Northern

Div & New York Regional Manager National Fire Sprinkler Assn.

Kasmauskas@NFSA.org 518.937.6589

www.NFSA.org© 20101

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AGENDA Reporter’s and Interviewee’s Bill of

Rights What’s Newsworthy Key Message Development The Interview Bridging and Deflecting Interview Dos and Don’ts Special Tips for TV Interviews Special Tips for Print and Phone

Interviews Recap

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MEDIA TRAINING GOALS To help you generate fair and positive media

coverage

To prepare for interactions with reporters Anticipate questions Prepare to present yourself in uncomfortable

situations Understand your “before the reporter”/on-

camera presence Practice

Using key messages Outline your key messages Bridging and deflecting to key messages

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QUESTION:

What do you fear most or want answered today about working with the media?

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Setting the Stage For Working With The Media

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REPORTER’S BILL OF RIGHTS

The reporter deserves: To be called back A straight answer Your full cooperation, especially when

“invited”

The reporter has a right to expect: You to be prepared Accurate answers To be confronted with mistakes or

inaccuracies Has no obligation to let you review their story

or confirm information from other sources

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INTERVIEWEE’S BILL OF RIGHTS

The interviewee can: Determine the time, location and length of

an interview Ask for the interview topic beforehand, but

not specific questions Set the pace of the interview End the interview when essential

questions have been answered Use anecdotes, illustrations, statistics and

examples Stop a taped interview and start over

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THE INTERVIEWEE…

Deserves To be treated courteously To get some of their points across during the

interview

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INTERVIEWEE’S BILL OF RIGHTS

The interviewee: Has a right to

Have a public relations, legal, or other representative present

Make their own audio or video tape of the interview

Ignore editorial comments or asides by reporters or panelists

Challenge questionable facts and assumptions loaded into a reporter’s question

Refuse to respond to hearsay

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WHAT’S NEWSWORTHY

Newsworthy Stories A story that a reporter will be interested

in writing and an editor will publish or broadcast

Attributes include: emotion, consequence, interest, timeliness, locality, controversy, prominence, magnitude, impact and drama

Visuals, quotes

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CREATING NEWS OPPORTUNITIES Media is a conduit to your community -

seize the opportunity! Media interest often begins outside of the

news room A proactive approach can balance

critical coverage, especially in negative situations

Communicate your clear and concise key messages

The media can help you reach the public

Even though you are offering the story, it’s the reporter/editor’s choice what and how to report

An obvious spin can backfire

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WHAT YOU WANT FROM THE MEDIA

Positive/fair coverage of your point of view using good, solid quotes

Communication of your key messages to the public, or a specific segment

Help in building public trust and confidence

Correction of misinformation To refute rumors or conjecture Portrayal as a knowledgeable and

forthright expert

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WHAT THEY WANT FROM YOU

Accurate, reliable information Access Images & visuals showing the subject of the

story Quotes (8-15 second sound bites) Controversy/Conflict/Crisis A good interview and a story their editor will

accept and use Sometimes a referral to

opposing/alternative views An understanding of their audience and

what’s relevant to them

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Key Message Development

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KEY MESSAGE DEVELOPMENT

“Key Messages” are points you want the audience to know and remember

Always have several key messages prepared, with several supporting points for each

Use the “5 Ws and the H” (Who, What, When, Where, Why and How)

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KEY MESSAGE “ROLODEXING”

Consider jotting down your key messages and supporting statements in easy to ready format

Purpose: Organize your thoughts Stick to your points Focus on key messages during an

interview

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The Interview

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KNOW THE GROUND RULES Be prepared to live with everything you say, or

don’t say it at all Types of information given in an interview

“On the record” - everything you say can be quoted, you can be named

“Off the record” - reporter agrees to take information from a protected source without writing a story or using the information

“For background” or “not for attribution” - reporter uses the information without naming the source

Assume everything you say and do is “ON THE RECORD” - no matter what!

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GETTING THE MOST FROM AN INTERVIEW

Be prepared Know your messages Know your subject Know your audience Understand reporter tactics Research your interviewer Anticipate questions Develop transitions and bridges Develop some anecdotes to

illustrate your messages Practice!

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GIVE A MESSAGE DRIVEN INTERVIEW

Begin where YOU want Consistently deliver messages Assertively bring reporters into the

interview Avoid the passive approach Don’t merely respond to questions –

PROMOTE your messages

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HOW TO HANDLE DIFFICULT QUESTIONS

Be message-driven, not question-driven “No comment” is never an option Avoid restating negative words or phrases Remember, YOU are in control Use bridging techniques to guide the interview

to your key messages Maintain credibility. By addressing negative

feedback, the reporter gives you the opportunity to rebut information by answering positively

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HOW TO HANDLE DIFFICULT QUESTIONS

Types of Difficult Questions Loaded questions Hypothetical questions Bait questions Speaking on behalf of others/responding to

rumors Questions where you don’t know the answer Questions where can answer, but shouldn’t say Questions that are emotionally loaded or hostile Give advice or recommendations to your superior Multi-part questions Sympathetic approach

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Bridging and Deflecting

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CONTROLLING THE TRACK OF THE INTERVIEW

If the reporter is steering the interview away from the subject area, bring it back by using bridges that lead to your message

Use bridges that work for you Use bridges to shift gears Keep your tone sincere Depending on the situation, you can

answer the thrust of the question - not every nuance

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BRIDGING PHRASES Let’s look at it from a broader perspective... There is another, more important concern

which is… Let’s not lose sight of the fact that… Before we get off this subject, let me remind

you… Let’s not forget that… I don’t think we’re on the same

wavelength/page. Let’s start over… Let me review our position once more… That is not the real issue. The real issue is… Remember that…

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Helpful Interview Tips

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INTERVIEW DOS AND DON’TS• Do:

– Be:• Honest• Cooperative• Sincere• Resourceful• Concise• Accurate• Positive• Accessible

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INTERVIEW DOS AND DON’TS

Do: Listen Answer the question Correct misstatements Repeat your key messages Follow up Smile (where appropriate) Relax!

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INTERVIEW DOS AND DON’TS Don’t:

Be evasive or lie Say “no comment” Speak in acronyms and jargon Assume the reporter knows your subject Argue Speculate Answer for others Attack others Use danger words (ex. “death merge,”

“suicide lane”)

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SPECIAL HINTS FOR TV INTERVIEWS

Deliver messages in quotes and sound bites Repeat your message in multiple ways Don’t:

Refer to an earlier answer – restate it Use the reporter’s name Simple number or letter answers

Do: Focus on answering the thrust of the question Inject key points/co. name inside the sentence Use statistics and illustrations Control the pace – slow down, keep calm, think Respect the news photographer, not

just the reporter

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NON-VERBAL COMMUNICATION SKILLS FOR TELEVISION INTERVIEWS

Be lively and animated. Sit/stand up straight. Feet flat on the floor or

crossed toward the interviewer. Sit on your jacket. Rest your elbows lightly on the chair, but don’t lean on one arm. Display an active posture.

Don’t lean over the mic or take it from the reporter’s hand.

Look at the reporter, not the camera or someone else.

Ignore distractions while the tape is rolling. In a studio interview, ignore the monitor unless

you are using a visual aid.

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NON-VERBAL COMMUNICATION SKILLS FOR TELEVISION INTERVIEWS

In a press conference, direct your response to the questioning reporter. Other reporters will refrain from questions until you finish answering.

Don’t smoke, chew gum, drink or eat during an interview. Check your teeth for foreign objects.

Smile only at humor or when appropriate. If the interview gets intense, stay calm. Match your body language to the message. Half of

the audience’s perception is visual. If you’re behind a desk/table, keep your hands on

top of the desk/table. Don’t hold objects as theycan become distracting.

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VERBAL COMMUNICATION SKILLS FOR RADIO OR TELEVISION INTERVIEWS

Remain cognizant of the audience that you are talking to, but direct your attention to the reporter to whom you are speaking.

Don’t think of an impersonal mass audience, but imagine people in place of the lens

Keep sentences brief – avoid “straying”

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VERBAL COMMUNICATION SKILLS FOR RADIO OR TELEVISION INTERVIEWS

Project that you are: Honest Candid Modest Reasonable Open Relaxed Friendly Confident Approachabl

e

Stay away from sounding: Smug Arrogant Hostile Defensive Uptight Negative Trying too hard to

please Distant Technical

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SPECIAL HINTS FOR PRINT INTERVIEWS Allow as much prep time as possible within the

reporter’s deadline.

Schedule a time/setting that is convenient and free of distractions, interruptions, or negative messages/images.

If they are recording you, record yourself.

Don’t make “off-the-cuff” remarks.

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SPECIAL HINTS FOR TELEPHONE INTERVIEWS

Avoid distractions. Sit up straight. Keep the phone one inch from your mouth. Take the call on a land line whenever possible. Speak clearly and slowly, especially if being

recorded. Don’t feel pressured by silence. Speak as if the reporter is across the desk. Project energy, warmth and confidence in your

voice. Emphasize key words and messages. Prepare

notes for referring. Summarize your points at the beginning

and end of the interview.

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Recap

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SUMMARY - WHAT HAVE WE ACCOMPLISHED?

• Are you prepared to...– Anticipate questions?– Prepare to present yourself in uncomfortable

situations?• Do you understand your on-camera presence?• Do you know how to develop and use your key

messages?• Can you bridge and deflect to your key

messages?

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10 KEY THINGS TO REMEMBER

Key messages are critical!

Everything is on the record.

Be prepared. Give a message-

driven interview. Review your

information and these communication tips.

If you don’t know -- don’t guess.

Always tell the truth. Relax! Don’t forget to

breathe! Practice!

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Questions and Answers