Working with the Media

Leadership Training Institute

Working with the Media

Goal of this training

To learn strategies and skills to effectively communicate your important message to the media.

Working with the media

The journalist has a special place“There is a tendency in the higher echelons of government to

believe that the purpose of the journalist generally is to stick his nose into affairs that are none of his business and, specifically, to interfere with the higher considerations of domestic and foreign policy. Without doubt, some of the framers of the Constitution would have agreed with this uncharitable assessment. However, on the assumption that the journalist on balance would turn out to be more of a benefit than a nuisance, he was recognized as a very special person and protected in the Bill of Rights under its free press guarantee.”

John Hohenberg, Journalist and educator

Working with the media What is the DMH media policy

Help the news mediaLocal contactClient confidentialityPositive storiesOffice of Public Affairs

Working with the media

Media happens

Telling our messageWhat is our message???Why tell our message???

Working with the mediaTop 10 strategies for successful interview

6. If the reporter falls asleep, take that as a hint you have talked long enough.

7. Make sure your toupee is on straight.8. Try not to make funny faces at the

camera.9. Don’t use words that the average 7th

grader can’t understand. 10. Don’t use any words that your mother

wouldn’t be proud of.

Working with the Media

Top 10 strategies for a successful interview1. Give yourself some time to think before

you respond.2. Be honest and cooperative.3. It’s OK to say “I don’t know” (But I will

find out for you).4. Say no to “no comment.”5. Don’t let them see you sweat.

Working with the media

“When reporters want an interview, the most basic rule is: Give yourself time to think before you talk. The quotes that people regret are usually said reflexively, in the heat of anger or the shock that follows a rude surprise … if you can prepare for even five minutes, you’ll do a better job speaking for yourself and your organization.”

Clarence Jones, Journalist and author

Working with the media Interview tips

Pre-interview interviewPrepareBe honestRemember themes and positive pointsUse notes (not so much for TV)It’s OK to say “I don’t know”

(But I’ll find out for you)

Working with the media

Interview tipsAvoid jargonUse kitchen table languageUse analogiesProvide supporting material if appropriateFollow up/clarification

Working with the media

Interview tips for TVUnderstand the Sony sandwich

Think in terms of sound bitesThe average sound bite is

about15 seconds

Working with the media

Real life scenarios

On camera interviews