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Transcript of Media Training
Define your message & strategy first
Don't wait for the bad news to hit
What is "a message"?
Develop your message: scenarios
Prepare: Don't do it on the fly
Defining Your Message
Media Relations Strategy
Standard Messaging Components
"Islands of Safety"
Only using language that you are comfortable with.
Distinguish your message
Don't just use stock messages
If you don't need to, don't read from your notes
Practice, but don't memorize
Use your own language, colloquialisms, descriptions
Don't fear emotion - you are often describing intense circumstances
Be direct. Be honest. Be yourself.
Who are your target audiences?
Donors? Donor countries? Domestic-English-national language? Online?
Tell your good news stories
Find reasons to be in the news
Establish yourself as the agency of record
Know the players, make sure they know you
Know what you want to talk about/what you
want to talk about
Friday, May 30, 2014
Everyone Remembers A Bad Interview
Who to pull in: ARO
Taking time to get the answers
Keeping the upper hand
OK not to respond?
"No Comment"? (might not work)
Audiences: who matters? who doesn't?
Who is authorized to speak?
Resources and supports from ARO and IH
Plan ARO Media Training
Know what you are going to say
Know when to hold 'em...
Know when to fold 'em
Allow your aides to intervene
Define, stick with, and limit your message
The media are
Don't be afraid to say "no"
Don't be afraid to end an interview
There is no "off the record"
Tell the truth
Donors like it
Donor countries LOVE it
Ambassadors REALLY love it
Future proposals, funding
Establish Plan's presence
Developing you media outreach strategy
Building a profile outside of emergencies
Spokesperson training & practice
Using the media for advocacy
Using the media for fundraising
Who are "the media"
Traditional Media - Press, Radio, TV
Domestic media in your countries
National offices' domestic media
Ethnic and minority outlets
Reporters, Editors, Bloggers
Overworked and Underpaid
Looking for a story - help give it to them
Write the story for them
They are under tremendous pressures from their superiors
Opportunistic, both good and bad
Government-controlled media and government mouthpieces
Learn your messages; but don't memorize
Keys to a Good Interview
Prepare. Research. Rehearse. Repeat Repeat Repeat
Use language that you are comfortable with.
Know what you want to say, first.
to know what they want you to say, first.
Don't over-explain. Just deliver your message.
Remember that YOU are the authority.
Learn the interviewer's name, use it,
Converse, don't argue.
Use short, personal stories and real examples - but don't make them up.
Smile! Even if on the phone
Don't look at the camera
Use surroundings that you are comfortable in
Next Steps and How ARO Can help
This Just In...
Draft/template emergency response messages
Media outreach strategy- domestic & foreign
Online/social media strategy
Additional, intensive spokesperson training
... USE ARO!