Transcript Media Spokesperson Training - University of Nebraska–Lincoln

Media Spokesperson
Training
Dave Fitzgibbon
Kelly Bartling
University of Nebraska-Lincoln
What is media training?
‘It’s in the best interest of the city…?’
Goals
 To
understand how best to answer media
questions
 To understand how to keep the upper
hand in an interview
 PRACTICE
 Think about ways to use the media to your
advantage while still conducting good
public relations
Introduce yourselves
with media stories
A. Good experience
B. Bad experience
Media relations 101
Communication serves
everyone’s needs
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Role as facilitator: communicating between
council/administration to public
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Information-provider (proactive)
Question-answerer (reactive)
Problem-solver (-thwarter)
Problem-anticipater?
Media seeks to inform public
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They need you. You need them
Communicating well
 Identify
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a spokesperson
Is it department head? PIO? Mayor? City
administrator?
Assign a spokesperson and arm that person
with knowledge/information/skills
Follow through
• Make sure reporter gets information needed
• Make sure your designee accomplishes goal
Know your media
 Establish
relationships with all local media;
don’t wait until a crisis or when you need
something
 Know how each media works, its
deadlines, limitations AND how/where it
excels
 Be accessible 24/7
Understanding print media
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Newspapers are permanent and tangible
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Stories tend to be long, fact- and detail-filled
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Photos help tell the story
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The local daily is your vital link to community
(taxpayers/voters/business leaders)
Newspapers cont.
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Publishers - editor - reporter - copy editor
 Grand Island Independent setup?
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Editor, city desk editor, cops/fire, city council, health?
Also: Lincoln Journal Star, Omaha World-Herald;
Associated Press
Television media
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News director - assignment editor - reporter photographer - anchor
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Putting stories together mainly in afternoon
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May have 4 or 5 newscast deadlines
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Reporters most often are generalists
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Stories are usually 1:15 to 1:45 minutes
Radio media
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News director/ reporter
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Have deadlines throughout the day
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Trend is to consolidation and less local news
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Stories are usually less than :45
Make your ‘soundbite’ count
Planning an interview
What should I know?
 Don’t

do the interview on-the-spot
Chain of command/report?
 Understand
your medium
 Will it be taped or live?
 How long will the interview be?
 When is the reporter’s deadline?
 What is this story about (angle)?
Plan your interview
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Key messages:
1.
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Supporting facts
and anecdotes:
 A.
 B.
 C.
More interview planning
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Key Messages:
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Supporting facts and
anecdotes:
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1. Health of our
citizens is #1 priority
of city.
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A. have top health dept.
B. well trained workers
C. proactive planning
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2. We do everything
possible to provide
safe drinking water.
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A. strict building codes
B. test water weekly
C. chlorination
D. ozone
Anticipate Questions
Tailor key messages
The interview
 Formulate
key messages = write them
down
 PRACTICE
 Prepare background, gather educational
materials
The interview
 Be
concise
 Soundbites average 7 seconds
The interview
 Soundbites
average 7 seconds
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
The interview
 How
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should I look?
Check the mirror
Dress professionally and comfortably
Maintain eye contact
Don’t rock, roll or swivel
The interview
 How
should I look? Avoid herringbone.
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.
The interview
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How should I answer?
 Think before you speak
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Speak slowly but naturally
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Avoid jargon
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Avoid speaking parenthetically, double-negatives
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Always tell the truth
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… then stop talking
Question-answering
techniques
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‘Bridge’ to positive
key messages
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Q: Did you use public
funds to buy pizza for
your staff?
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A: “I bought pizza with
city funds but it was to
reward the staff for
hundreds of hours of
extra work they did
without pay.”
Question-answering
techniques
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The best answer to
an ‘A’ or ‘B’ question
is often ‘C’
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Q: Is that stealing
money or just
exploiting a loophole
in the law?
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A: “I was pleased to
be able to recognize
employees for
volunteering to help
get the job done.”
Question-answering
techniques
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Don’t repeat back an
 Q: So, you’re a dirty
offensive statement or
rotten thief?
unfair language
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A: No.
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(Not, “ I am not a
thief.”)
Question-answering
techniques
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Bad question… turn
the tables.
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Q: Did you misuse
taxpayer dollars?
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A: The real question is:
do city employees
deserve to be recognized
for a job well done? I
think this is one way we
can keep our best
employees from leaving
for higher paying jobs.
Other things to remember
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Nothing is ‘off the record.’
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When you finish answering, stop talking
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Never say ‘No comment.’
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Instead, explain why you can’t answer the question.
Q: Will the parks manager be fired for stealing the
tractor?
A: “While we can’t talk about specific personnel
issues, our policy is to review each case after it is
handled by the judicial system.”
Opportunities
How making friends with, and
serving the media is in
your best interest
Ideas to ‘serve’ print media
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Have weekly briefings with reporters
News releases: Who, what, when, where
Serve on editorial board… make friends with
publisher, editor too.
Write op-eds and letters-to-editor
Offer to have you or department heads write a
column
News conferences: Only when necessary; go
casual first if possible
Be generous with story ideas… be proactive.
Call with ideas.
Ideas to ‘serve’ broadcast
media
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Talk shows: Go live
 Long form interviews, radio/TV if possible
 Help get something visual or audio for their
stories
More ideas on good public
relations = media
 Advertise!
 Plan
events that will draw public AND
media
 Be accessible
 Partner with media on public projects
Practice
Story scenario 1
Beloved 78-year-old resident Gertrude Smith passed
away last week from complications of West Nile Virus
(confirmed by her son, a local physician). Reporters
discover that Gertrude had two weeks earlier
complained to the city about the standing water near
her home, which was runoff from a construction site.
Neighbors and community health officials are asking
for cleanup of the runoff, and a comprehensive
mosquito control program.
A reporter calls to get the city’s reaction.
Story scenario 2
The library
Story scenario 3
Plan your interview
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Key messages:
1.
 2.
 3.
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Supporting facts and
anecdotes:
 A.
 B.
 C.