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Media Training

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Plan International

on 4 June 2014

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Transcript of Media Training

Objectives & Outline
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

Key messages
"Islands of Safety"
Key words/phrases
Sound bites
Anticipating critiques
Only using language that you are comfortable with.
Distinguish your message
Making it

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.
Media Outreach
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
ALWAYS remember:
Everyone Remembers A Bad Interview
Discussion: Scenarios
Crisis Communications
Message development
Who to pull in: ARO
Taking time to get the answers
Keeping the upper hand
Aggressive journalists
OK not to respond?
"No Comment"? (might not work)
Audiences: who matters? who doesn't?
Government-controlled media
Who is authorized to speak?
Resources and supports from ARO and IH
Plan ARO Media Training
Know what you are going to say

Anticipate questions

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
your adversaries

Body language

Don't be afraid to say "no"

Don't be afraid to end an interview

Be. cool.

There is no "off the record"
Be Genuine
Tell the truth
Donors like it
Donor countries LOVE it
Ambassadors REALLY love it
Long-term credibility
Future proposals, funding
Establish Plan's presence
Donors' accountability
Developing you media outreach strategy
Building a profile outside of emergencies
Effective messaging
Crisis communications
Spokesperson training & practice
Using the media for advocacy
Using the media for fundraising
Shifting Landscapes/Audiences
Who are "the media"
Traditional Media - Press, Radio, TV
Domestic media in your countries
National offices' domestic media
Online media
Ethnic and minority outlets
Social media
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
"Gotcha" Journalism
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,
to them.
Converse, don't argue.
Use short, personal stories and real examples - but don't make them up.

Stand up
Smile! Even if on the phone
No dairy
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
Advocacy messaging
Additional, intensive spokesperson training
... USE ARO!
Full transcript