Transcript Slide 1

ATU Media Training
How to get your story told
ATU Public Engagement Training
July 19, 2014
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Learning Objectives
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Why reach out to the media?
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How to prepare for a media interview – dos and don'ts
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Identifying and capitalizing on media opportunities
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How to respond to tough questions
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Practice by drafting press release, taped mock interviews,
and actual podcast interviews.
Media Stories
The Good, the Bad and the Ugly
Why Reach Out to the the Media?
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News media is not enemy and can be used effectively to get
our messages out
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Media will cover ATU stories
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Strikes/Contract negotiations
Transit cuts
Charitable activities
Assaults on transit workers
ATU heroes
Why Reach Out to the Media?
(cont..)
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Tell and position our story
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Shape opinions and attitudes (public)
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Motivate audiences i.e. riders, the public and politicians –
get people talking and doing
News Decision Makers Criteria
S Ask yourself the following questions to determine if your
story meets the news criteria:
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Is the information new?
Is it timely?
How widely known are the people involved?
Is the source of the information credible?
Does the information affect the news outlet’s audience?
How close to home is the story for the outlet’s audience?
Is the message/argument addressed in the story persuasive?
News Decision Makers Criteria
(cont..)
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Is there a built-in conflict?
Is there anything about the story that makes it unusual or off
the beaten path?
Is there human interest in the story?
Is there an inherent emotional response to the story that will
move the audience?
Is there a universal truth expressed in the story with which
people would identify?
Media Opportunity Examples
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When public debate or controversy around an issue is aroused
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When the opposition actively calls for action against you
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When your issue is being covered by the media
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When hearings are held on the issue
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When a legislative body debates your issue or something
related to your issue
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When plans for implementation are developed
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When the opposition is seeking funding for competing
programs or policy initiatives
Types of Media Relations
IN-ACTIVE
RE-ACTIVE
PRO-ACTIVE
Spectator
Sidelines
Non-player
Responding
Can be negative
Can be defensive
Positive
Agenda setting
Takes offensive
Key Steps to Prepare
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Preparation
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Executing
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Feedback
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Evaluation
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Modification
Three C’s of Working with Media
• Control the interview
• Cooperate
• Communicate
Understanding the Media
PRINT
More in-depth
Specialized
Flexibility
Less visual
Know your stuff
BROADCAST
Immediacy
Visual
Tighter deadlines
Style over substance
INTERNET
Websites
YouTube
Facebook
Bloggers
Twitter
However, all media now use multiple outlets (website,
Facebook, Twitter, video) to push out news.
Who are your key audiences?
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INTERNAL
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EXTERNAL
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Members
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Riders
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Management team
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Policy Makers
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Leadership team
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Media
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General Public
Media as Audience
S In most cases, the media is a conveyor of your message, not
your primary audience.
S Target media that your primary audience rely upon for
information.
When to Craft Media Messages
S To impart information.
S Build awareness.
S To motivate people to act.
S To generate affinity.
S To defend your position.
What is a Message?
Information
News
Intelligence
Advice
Directions
Request
A Moral Point
Source: Webster’s Dictionary
Developing Our Message
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Real people/protecting our profession
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Relating to the riders/public
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Clear, concise, and simple
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Frame our messages to appeal to target audience
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Riders
Non-riders/Public
Members
Public officials
Developing Our Message
(cont..)
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Use everyday language, avoid jargon
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Appeal to people’s values and emotions
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Personal experience/humanize message/use workers
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Consistent messages
Which message appeals to public?
“Slashing bus service and laying off bus drivers is not the right
way to balance the city budget. Our members have sacrificed
enough.”
Or
“The public deserves reliable, affordable public transportation
that can get them safely to and from work, school, and other
daily tasks. Cutbacks to bus service will hurt our community in
this times of economic recovery.”
A Few Key ATU Messages
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Public transportation benefits society
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Service cuts impact the local economy
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Robust public transit plays a key role in creating stronger, cleaner,
healthier, mobile and vibrant communities.
Public transportation takes workers to their jobs and brings customers to
businesses’ doors. In a time of economic recovery, we need to make sure
this vital economic circulation is taking place.
Transportation is about equity
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Everyone – the elderly, disadvantaged, disabled, and minorities deserve
equal, accessible, reliable public transportation that will get them safely to
and from school, the doctors and other daily tasks.
How to Craft Messages
S What is the issue/problem?
S What are the relevant facts/findings and do they constitute
new information?
S Is there a remedy?
S Who is/are the audience(s)?
When to Craft Media Messages
S When your research uncovers new information/data
(proactive).
S When your research reveals a new way of looking at or
solving old problems (proactive).
S When an adversary asserts a message that your work
contradicts (reactive).
Message Development Process
Issue
Fact
Message
Remedy
How to Identify and
Seize News
Opportunities
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Opportunities Emerge When…
S Your issue appears in the news;
S The opposition calls for actions that contradict your
position;
S Editorial writers/columnists address your issue;
S Legislators debate your issue;
S Plans for policy implementation develop; and
S The opposition seeks funding or public support for
Tools of Media Relations
S Press Kit
S News Release/Advisory
S Press Conference/Briefing
S The Media Interview
S A Media-Friendly Web Site
Press Kit
S Bio
S Photo
S Backgrounder
S Fact Sheet
S Relevant News Clippings
S Press Release
A Good Press Release
S Release date.
S Contact name and phone number.
S Headline asserting key message
S Subhead that asserts secondary message
(optional).
S Lead graph that answers the 4Ws
S Guidance about where to go for more information.
Media-Friendly Web Sites
S Have complete contact information.
S Include titles and abstracts of major reports.
S Include bio.
S Include a few news clippings.
S Are easy to navigate.
S Can be found using keywords on major search engines.
Proactive v. Reactive Strategy
PROACTIVE
S Initiating media contact
(phone calls op-eds,
letters, etc.)
S Keeping key reporters
informed.
S Issuing news releases
S Holding press.
conferences/briefings.
REACTIVE
S Letters to the Editor
S Initiating Reactive
Media Calls
S Reactive Interviews
S Op-ed Pieces
Proactive Tactics
S The pitch letters/calls
S Op-eds
S Emails, letters, and faxes
S News releases
S Newsletters (electronic and print)
S Press conferences/briefings
The Pitch Letter or Call
S Explain who you are, your expertise, where you’re from.
S Point out the newsworthiness of what you’re pitching.
S Tie the story to their readers.
S Explain how it relates to other stories that they’ve run or
that are in the news.
S Tell how and when you can be reached.
When to do Press Conferences
S When you have breaking
information that can’t be
released as effectively
otherwise;
S When your message is
controversial;
S When your issue has broad
appeal;
S When you have highly visible
or controversial
spokespersons; and
S When you have visuals that
make good television or
photos.
Making the Most of a Press
Conference
S Open with key message.
S Outline details of announcement and sub- messages.
S Involve and identify key personalities/players.
S Close by repeating key message.
S Offer either people or visuals to increase likelihood of
coverage.
Reactive Tactics
S Writing letters to editor/ op-ed pieces
S Initiating reactive media calls.
S Responding effectively when a reporter calls.
Letters to the Editor
S No more than 3-5 short paragraphs or 150-200 words.
S Identify triggering story in first graph, including headline
and when it ran.
S Make key point in first or second draft.
S Back up position in remaining graph(s)
The Effective Op-Ed
S Features attention-grabbing headline.
S Identifies topic in the first graph.
S Uses facts to underscore main point.
S Uses the narrative voice.
S Runs between 600-800 words.
S Submitted with cover letter that identifies writer as an
credible authority on subject.
Initiating Reactive Contact
On the Phone
Via Email, Fax, Twitter
S Explain why you’re
S Explain why you’re
S Call only if you have a
S Limit yourself to 200
S Be sensitive to deadlines.
S Identify when you’re
calling.
substantive addition.
S Follow-up with written
information.
writing in the first graph.
words or less.
available to talk via
phone or in person.
Responding to Media Calls
S If you’re not prepared, politely explain that you’re busy and
find out when you can call back within their deadline.
S If the question is out of your area, bring them back to your
field of expertise.
S Don’t be afraid to rephrase questions.
S Be succinct.
Things to Remember
S Respect deadlines.
S Stay on message.
S Be succinct.
S Tell the truth.
S Don’t be a pest.
Tips to Prepare for Media Interviews
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Avoid “inside speak” & jargon – explaining to a 7 year-old
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Speak slowly and clearly
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Be prepared
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Practice, practice, practice
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Emphasize 3-4 main points
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Have sound bites ready (reporters want 7-10 seconds max)
Tips to Prepare for Media Interviews (cont.)
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Be confident, relaxed, and enthusiastic
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Listen to the questions and take as long as you need to
answer – exception Live TV
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Include question in answer (avoid “it”)
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Don’t say “as I said” or “you know”
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Try to keep ‘ums” to a minimum
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Just facts: don’t fill empty space
Tips to Prepare for Media Interviews (cont.)
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Interviews are like business transactions
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Stop talking when your point has been made
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If you don’t know an answer, it’s ok, say you’ll find out
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Smile, don’t be afraid to appear friendly. It makes you real
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Remember you are the Expert!
Tips to Prepare for Media Interviews (cont.)
S Be Friendly and Honest
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Never lie
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If you don’t know the answer, say you don’t, but you’ll find
out and get back to the reporter as soon as possible
Never respond with no comment, it sounds like you have
something to hide
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Instead, explain why you can’t answer and go back to your
main points
Tips to Prepare for Media Interviews (cont.)
S Don’t Lose Your Cool
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Some reporters like to bait interviews or play devil’s advocate
Don’t give angry or defensive responses, simply redirect your
answer to your main points
S Don’t Over Prepare
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If it sounds like you memorized a speech or your mannerisms
look rehearsed, your message loses much of its effectiveness
RELAX!
Avoid Interview Pitfalls
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Take control
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Anticipate tough questions
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Do not repeat a negative
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Stay calm
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If you don’t want a statement quoted, don’t say it
Avoid Interview Pitfalls (cont.)
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You don’t have to answer a question even if the reporter
asks numerous times
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Silence does not mean you need to talk
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Remember you are always “on the record”. Be mindful
what you say.
Tricks of the Trade
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Flagging (emphasizing)
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Bridging (transition)
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Hooking (leading)
Some Examples
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Hooking – “But that’s not the most important issue”
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Flagging
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“The bottom line is…”
“The key to remember here is…”
Bridging
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“I can’t speculate on that, but what I can tell you is…”
“On the contrary…”
Tips for TV Interviews
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Know the technology
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Format
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Live or taped
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Re-taping answers
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Sounds bites
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Camera angles (look at reporter not camera)
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Gestures
Common Interview Mistakes
S Assuming reporter is
S Asking to see story
S Failing to return reporter
S Calling to complain after
S Lack of preparation.
S For broadcast: using the
familiar with the topic.
calls in a timely manner.
before it runs.
the story runs.
word uh, repeatedly.
Common TV Mistakes
S Looking directly into the camera instead of at the
interviewer.
S Using distracting gestures.
S Speaking in a muffled voice.
S Coughing, sneezing, blowing nose.
S Holding up props to the camera.
S Wearing distracting clothing.
Be Prepared
S It helps to have a folder handy with the following:
S Your core message
S Main data/findings
S News clippings on the topic
S Fact sheets
S Other press kit components
Anatomy of a TV News Story
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7-10 seconds – Anchor
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7-10 seconds – Reporter on scene
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7-10 seconds – Background
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7-10 seconds – Expert (you)
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7-10 seconds – Reporter
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7-10 seconds – Anchor
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Total – 50-70 seconds
TV Dress Guidelines
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Wear ATU shirt, ATU union pin or uniform
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Wear solid colors – neutral or dark blue
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Avoid stripes and complex patterns
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Avoid flashy jewelry (dangling earrings, necklaces, bracelets)
Tips for Radio Interviews
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Live or taped
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Debates or call-in shows
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Repeat major points
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Vary the speed and pitch of your voice
Tips for Print Interviews
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If you are unsure of the exact answer or data, it is ok to get
back to reporter
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Offer charts/tables/photos if available
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Offer background when possible
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Sounds bites, your quote will be very short