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Media Training 9 Mar Follow Naval Surface Forces on

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1 Media Training 9 Mar. 2010 Follow Naval Surface Forces on
Facebook: Surface Warriors Twitter: Surface Warriors

2 Goal: Inform and Educate
Why engage the media? Communication channel to public What public thinks depends on what public hears Informed public necessary to build and maintain support Get message to more people, more quickly Includes INTERNAL audience Through education, possible to change opinions Goal: Inform and Educate

3 Media 101 Know who you’re talking to Understand their constraints
National Press – great strategic sources Local / Trade press reporter – varying degrees of understanding on issues Understand their constraints Deadlines! Time and space limitations Understand their goals Need to interview a credible source Often gaining context from other sources Compete for ratings…it’s business Know your audience

4 YOU are the ideal spokesperson
Keys to Success Professionalism Subject matter expert You are the authority Credibility Core values Enthusiasm Be yourself! You are “on the record” Automatically become a spokesperson YOU are the ideal spokesperson

5 Goal: Provide 3 “take away’s”
Getting Ready… Prepare your remarks Don’t want to see it in print? Don’t say it! Speak with “themes and communication points” in mind Most Common – print Local, National, Trade Outlets Deadlines: Daily or Weekly Calm, confident, correct Goal: Provide 3 “take away’s”

6 The 4 C’s of Success Control Commercials Cosmetics Commandment

7 Calm, Confident, Correct
Control Know what to expect and be ready to participate actively Ground rules Establish attribution with PAO Length of time Be positive and energetic Stay in your lane Listen carefully to questions Look at reporter throughout interview Avoid Comparisons Promises Speculation Repeating negatives Calm, Confident, Correct

8 Commercials Choose two or three communication points --- “commercials”
Put them up front What do you want the audience to remember? Preparation is KEY… Anticipate likely questions, and work to fit your commercials into your answers Don’t just answer the questions you get…BRIDGE to your own commercials Know what you DO NOT want to say

9 Short. Clear. Honest. Simple. Direct.
Commercials Messages that work Savings in money or time Increased efficiency Human interest Make them “sing” Do not dilute message with jargon and heavy detail “Do you have something to add?” YES! Short. Clear. Honest. Simple. Direct.

10 Cosmetics 7% 55% 38% You are the message! Appearance matters
Body language Watch for nervous movements posture Right uniform / clothing / right look Wear all ribbons LONG socks NEVER sunglasses Attitude matters Avoid hostile or arrogant attitude Watch for verbal tics What you say Tone of voice Nonverbal We’ve spent a good bit of time on the commercials…what you are there to say. Unfortunately, in TV, that only accounts for a relatively small piece of the pie. A lot of other things contribute to the overall impression you make in a TV story. Let’s talk about the non-verbals and your tone of voice that contribute to that image. 55% 7% 38%

11 Thou shalt not exaggerate Thou shalt not guess
Commandment Thou Shalt Not Lie Thou shalt not exaggerate Thou shalt not guess Honesty = Accuracy

12 Types of Questions Softball: Open-ended, non-threatening
Tell me about your program? Loaded: Uses negative language How will the severe maintenance delays hurt your program? Negative Entrapment: Baits you with negativism What gives you the biggest headaches in your job – keeping Sailors focused on safe operations, dealing with citizen advocacy groups that hate the military, or people problems like divorce and suicide?

13 Don’t Know What to Say? The Parachute
“I really can’t address that part of the issue, but I can say that…” “I don’t know if I am the best person to comment on that subject, but I can discuss…” “When we have all the information, we will be happy to provide it to you. What we do know is…” “It would be inappropriate for me to speculate.” The Parachute

14 Practice, Practice, Practice
Theory is good; practice is better Remember: Bad news does not improve with age Call a PAO Preparation execution Media = vehicle to disseminate your message And… Practice!

15 Media Training 9 Mar. 2010 Follow Naval Surface Forces on
Facebook: Surface Warriors Twitter: Surface Warriors


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