Getting Your Message Across Tips for Working With the Media AgendaOverview Role of Communication Office RulesExerciseSummary

The Office of Communication and Technology Serves as the buffer between you and the media Serves as the buffer between you and the media Should be the medias first point of contact with the District Should be the medias first point of contact with the District Arranges all interviews and is informed of all information requests Arranges all interviews and is informed of all information requests

Why Work With the Media? Explain what were doing to improve Dispel misinformation

Why Are the Media Calling Me? There is a crisis or controversy There is a crisis or controversy Good news or human interest Good news or human interest Follow-up on previous stories Follow-up on previous stories Localization of state or national news Localization of state or national news

Rule # 1 – Be Realistic Know what makes a good story Know what makes a good story - timely- includes prominent person - human interest- effects peoples pocketbook - new programs- localization of a national story - unique Give them a reason to cover your feature stories Give them a reason to cover your feature stories

Think about the interview before you get there Think about the interview before you get there Come up with 3-5 messages you want to get across Come up with 3-5 messages you want to get across Messages should be brief and memorable Messages should be brief and memorable Rule #2 – Be Prepared

Neighborhood group claims library books contain bad language and adult situations and should be banned Neighborhood group claims library books contain bad language and adult situations and should be banned Work with those at your table to come up with 3-5 messages by brainstorming key words and splashing them on paper Work with those at your table to come up with 3-5 messages by brainstorming key words and splashing them on paper Combine best key words into messages Combine best key words into messages Report out to group Report out to group 10-Minute Preparing a Message Exercise

Return media calls promptly Return media calls promptly Avoid saying no comment Avoid saying no comment Speak in generalities when dealing with legal or confidential material Speak in generalities when dealing with legal or confidential material Rule #3 – Be Accessible

Admit bad news and move on Admit bad news and move on Dont be afraid to say I dont know Dont be afraid to say I dont know If you promise to get back to the press with an answer, make good on that promise If you promise to get back to the press with an answer, make good on that promise Rule #4 – Be Honest

Have something to say and try to make it memorable Have something to say and try to make it memorable Speak in plain English Speak in plain English If a topic is hard to understand, try using analogies If a topic is hard to understand, try using analogies Rule #5 – Be Quotable

Ask questions of the reporter Ask questions of the reporter To deliver your message and avoid answer questions designed to trap you, use transitional phrases like Thats a good question, but what is really important is... To deliver your message and avoid answer questions designed to trap you, use transitional phrases like Thats a good question, but what is really important is... Rule #6 – Be In Control of the Interview

When youre done answering a question, stop talking When youre done answering a question, stop talking After the interview, suggest a story idea you would like covered After the interview, suggest a story idea you would like covered Rule #6 – Be In Control of the Interview

Be friendly, not stuffy Be friendly, not stuffy Stay away from jargon Stay away from jargon Rule #7 – Be Liked

Rule #8 – Be Innovative Suggest trend and follow-up stories Suggest trend and follow-up stories Go where no school has gone before (or at least has never told the media about) Go where no school has gone before (or at least has never told the media about)

Rule #9 Be Assertive Respond when the media gets it wrong Respond when the media gets it wrong - Write approved letters to the editor to the editor - Demand a correction

Understand that a storys value depends on how much news there is that day Understand that a storys value depends on how much news there is that day Dont allow the media to make a mountain out of a molehill Dont allow the media to make a mountain out of a molehill Rule #10 – Never Screw Up On a Slow News Day

Employ these methods during your next media interview Employ these methods during your next media interview Critique your performance Critique your performance Put What You Have Learned to the Test

Questions?