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PFPA Media Training Presentation Script Slide 1: Good (morning, day). Today, we will talk to you about providing interviews to the media. We are from the PFPA Corporate Communications Office (names and introductions). With your help, it is our job is to be the face and voice to the public for Pentagon law enforcement, CBRNE, project integration, threat assessment and many more. However, when it comes to the interview, a subject matter expert is our most valuable resource. When planning interviews, an effective spokesperson is a subject matter expert. This could be any one of you. We are here to help you feel confident and comfortable when/if you are called on to be that on-camera authority. We, as CCO, are here to field the media calls, decide the best course of action and support public affairs efforts. We need your expertise and we are also your advocate. All you have to do is talk about what you know. How many of you have had experience with media interviews? Slide 2: Have you ever found yourself in an uncomfortable situation? Media interviews can be challenging for the most seasoned of professionals. However, there are several things you can do to make this process work for you. This video is a great introduction to a few of the topics we will speak about today. How you appear is even more important than what you say. (Video from the TV show “The Firm.”) Why do you think he was criticized for saying “no comment”? What was your impression of the way he spoke and acted during the interview?

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Page 1: Media training script talking points-slideshare

PFPA Media TrainingPresentation Script

Slide 1:

Good (morning, day). Today, we will talk to you about providing interviews to the media. We are from the PFPA Corporate Communications Office (names and introductions).

With your help, it is our job is to be the face and voice to the public for Pentagon law enforcement, CBRNE, project integration, threat assessment and many more. However, when it comes to the interview, a subject matter expert is our most valuable resource. When planning interviews, an effective spokesperson is a subject matter expert. This could be any one of you.

We are here to help you feel confident and comfortable when/if you are called on to be that on-camera authority. We, as CCO, are here to field the media calls, decide the best course of action and support public affairs efforts.

We need your expertise and we are also your advocate. All you have to do is talk about what you know.

How many of you have had experience with media interviews?

Slide 2:

Have you ever found yourself in an uncomfortable situation?

Media interviews can be challenging for the most seasoned of professionals. However, there are several things you can do to make this process work for you.

This video is a great introduction to a few of the topics we will speak about today. How you appear is even more important than what you say. (Video from the TV show “The Firm.”)

Why do you think he was criticized for saying “no comment”?

What was your impression of the way he spoke and acted during the interview?

Slide 3:

As you saw from the video, messaging is really important. We will talk to you about the importance of command messaging, and how these messages can make or break your interview.

We’ll talk about how important it is to prepare for your interview, and when it is appropriate to avoid spontaneous remarks.

Finally, we’ll talk about the formula you can use to guide you through any interview with ease and confidence.

Slide 4:

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We will now play a video that is considered a successful interview.

While the interview plays, make note of the good things about it. Also, note what may have been done better.

Good things:

(Suggested answers)

-He mentioned reaching out directly to the father.

-He referred back to the main message several times and stated that the Army was very concerned about the problems and had vowed to fix them right away.

-He did not try to cover up or deny the issue and he took full responsibility for the problem.

What could he have done better?

(Suggested answers)

-He was a little stiff

-Interview went on a little long

Slide 6:

“No comment” can come across as hostile and it may look as if you have something to hide. No matter what the situation, you will never have to say “no comment.”

If needed, you can say something as simple as “we are looking into this matter.”

Add your command message and you will have a solid response.

Prepare as much as you can. You won’t be able to anticipate every question you will be asked, but developing talking points and preparing will help ensure you are comfortable with what you are saying.

Together we can set boundaries on what you can talk about.

What are responses that can be used in place of “no comment”?

RELAX! You’re going to get through this just fine.

Slide 7:

A command message will round out your sound bite. Whether you are doing a print or an on-camera interview, the command message is so important for your response.

Think of every response as having a formula:

Page 3: Media training script talking points-slideshare

Response to the reporter’s query; the bridge; and the command message.

The initial response will be truthful, but not necessarily detailed. It may be something like, “We are looking into this matter” or it could be an answer that will provide some more clarity. It depends on the topic, OPSEC and what information has been cleared to share with the public.

The bridge is the phrase that transitions the response to the key message. It can be a phrase like “but what I can tell you about this issue is…” or “however, we are carefully monitoring this issue and…”

Most importantly, it should be comfortable and natural for you. A bridge is the phrase that will make it difficult for the reporter to edit out your command message.

Keep in mind, the command message is the last phrase the reporter hears. Therefore, it should be the last words that you leave with your audience.

Slide 8:

You have heard us speak about the importance of the command message. Here are samples of some general messages. These are fine for use, and we can also help you tailor some messages to fit your topic and your directorate.

What command message could you develop for your directorate?

Slide 9:

Once we put all the pieces together, it will make sense to you.

The question above is realistically something that may be asked of one, or all of you, at some point.

Do you see the response, the bridge and the message?

The cartoon illustrates how the media feeds the public their story, but we have the opportunity through our responses and messaging to dictate what the media tells the audience.

How else could this question be answered?

Slide 10:

What you say is important, but nonverbal cues are extremely important. Consider your actions and body language as the packaging that can tie up your response and make everything work together.

Notice how the PPD Officer is this photo appears relaxed, his hands are clasped, he’s looking the reporter directly in the eye and he displays a professional appearance.

It’s important to be comfortable with what you’re saying. Relax and talk about what you know, and ONLY what you know.

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Interviews may seem intimidating, but you are the one in control. You are the expert and the viewpoint you can share is a tremendous opportunity to share our message and tell the public what we do.

Slide 11:

This will be more than fine…it will be great! Prepare, practice and deliver your message. Speak in non-specific terms if needed, especially if an incident is unfolding and you’re just not sure about all the details yet. It’s always better to say only what you know. Never feel pressured to speculate or veer off into other areas. It is ok to say you don’t know. Say “I don’t know, but I’ll look into this and provide you the answer.” When the interview is over, it’s over. The reporter may try to engage you after the interview, but be careful. Microphones can be left on and anything you say before, during or after the interview is fair game for public airing.

Slide 12:

Look at these pros!

Media interviews are a necessary part of working in the public sector, but you can use this as an amazing opportunity to spread our message. This is a chance to let the public know what you do, how you serve and protect and show how the work that you do is critical to DOD operations.

Always remember, if media contacts you directly, direct them to Corporate Communications. This is the first step for all media inquiries and will allow us to plan and work with you.

It will allow you to prepare, and it will allow us to work together to deliver the most accurate message.

Slide 13:

This exercise will be based on the expertise of students in our class of 8-10 people.

We will develop a scenario and ask students to develop three command messages and three-five talking points, or facts about their directorate.

Slide 14:

Talking to the media can be unnerving, but it is also a tremendous opportunity to share our message and inform people about who we are and what we do.

If you are asked to serve as spokesperson:

- Think about what is being asked

- Determine the information that can be released

- Consider only the information within your area of expertise

- Fine tune messages and talking points

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You may have just a short time to complete this checklist, but you are not in this alone.

Remember the formula –

Response Bridge Command Message

- Why is the command message so important?

- Why is the bridge important?

- Should you feel pressured to give the reporter all the information he/she is asking for?

- Is it a good idea to speculate or give your personal opinion on a topic?

- Why should you never say “No Comment”?

Slide 15:

Questions?