1. Media Training for Independent School Advocates © Advocacy Initiative 2003

2. WHAT WE’LL DISCUSS TODAY  Understanding what makes news  Working with reporters  Preparing for interviews  Focusing on key messages  Conducting effective interviews

3. WHAT YOU’LL LEAVE WITH TODAY Strategies for improving your communications skills Tips for how to conduct more effective interviews -- in any medium, with any audience Suggestions on how to bring advocacy initiative messages to life locally

4. WHAT TURNS THE MEDIA ON  Controversy  Crisis situations  Insider stories  Scoops and exclusives  Drama  The unique and unusual

5. STRONG NEWS STORIES  Timely: occurring now or in the future,or tied to an issue currently in the news – “Area Students Rally at State Capital”  New: first time the information has been presented, or a new way of looking at something old – “Poll Reveals New Attitudes on Diversity on Campus”  Interesting and relevant to the lives of readers, viewers and listeners – “Minimizing Stress at Exam Time”

6. UNDERSTANDING REPORTERS They can be your ally They have a preconceived story angle They control the editing They are the conduit to your audiences They want and need your message!

7. WORKING WITH REPORTERS Make it personal –Journalists often look to humanize their stories and reports with real-life stories Be brief –News stories require concise, succinct messages that can easily be converted into “soundbites” and short quotes

8. BEFORE THE INTERVIEW -- IN ANY MEDIUM Research all you can about the interviewer and the outlet Develop 3 (maximum 4) key messages Develop facts, anecdotes or examples to back up the key messages Decide what you want to achieve through the interview Anticipate difficult questions Practice. Practice. Practice.

9. KNOW YOUR KEY MESSAGES Independent schools: –Are close knit communities that provide students with individualized attention –Challenge students to stretch their minds –Go beyond academics to develop responsible, independent and community-oriented students

10. BRING KEY MESSAGES TO LIFE How do the advocacy initiative messages apply to your school? What are the most compelling, timely examples that help make your point? What are the anecdotes that help tell the story?

11. KNOW YOUR KEY MESSAGES Messages allow you to tell your story Messages keep you focused and disciplined Message repetition creates awareness Use every opportunity to “bridge” to your message

12. WHAT IS “BRIDGING” TO YOUR MESSAGE? Rhetorical tool to get from a difficult question or line of conversation to the heart of your message Good verbal bridges include: – But the point is… – But the real question is… – What is important is… – We have to remember that...

13. CONTROL THE INTERVIEW Decide what to say and how to say it You are the expert You can’t control the questions, only the answers Reporters don’t write about the questions, only the answers Use questions as platforms for your messages

14. HOOK THE REPORTER Make the reporter listen to your key points by using phrases such as: –“ There are three things your readers/listeners should know” or –“There are a couple of ways to answer that question. First…”

15. FOCUS THE REPORTER Flag key thoughts by using phrases such as: –“That’s an excellent question” –“The important thing to remember is...” –“The real issue here is…”

16. STAY IN CONTROL Don’t be defensive Don’t assume listener knowledge Admit what you do not know -- and offer to get the answer Don’t take questions personally Don’t use jargon, acronyms or technical language -- if you do, explain them quickly

17. STAY IN CONTROL Don’t speculate or answer hypotheticals Don’t say “no comment” -- if you cannot answer a question, explain why you cannot Never repeat a negative -- rephrase the question in a more positive way Don’t let falsehoods stand Don’t assume anything you say us “off the record”

18. STAY IN CONTROL Even in times of crisis, work the strengths of your school/s Community service record Contributions to the community Innovative approaches to education Unique programs Names of prominent alumni

19. TIPS FOR RADIO For radio interviews, voice quality and expression are critical – Use your voice to project enthusiasm – Try to picture the audience and speak directly to them Pause two seconds before every answer – You seem thoughtful – They don’t know when you’re down

20. TIPS FOR TV Talk conversationally Use short answer, avoid too much detail Keep your eyes locked on the interviewer – Shifts in any direction imply discomfort, deception Keep your face impassive during the question – Nodding indicates assent; frowning, disagreement Natural hand movement is fine if it’s not excessive – Better to keep hands out of sight, fingertips touching

21. SUMMARY Know your key messages Repeat your messages Bridge to your messages Reporters need your message

22. WHAT WE’LL DO NOW Mock interviews Group discussion