Transcript Improving Your Writing

BASIC
MEDIA
TRAINING
Two-Way Street
 The media needs you
 You need the media
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Preparing Your Message
 Determine what is your
message
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Agency
Head
SME
PIO
Basic Message Rule
27/9/3
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Preparing Your Message
 First, develop the main
thrust of your message
 Then, develop two or
three points that your
message comprises
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Message Map
Overarching
Message
Main Point #1
Main Point #2
Main Point #3
Supporting
Information
Supporting
Information
Supporting
Information
Supporting
Information
Supporting
Information
Supporting
Information
Supporting
Information
Supporting
Information
Supporting
Information
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Media Contact
 Press release
 Press conference/media
availability
 Media initiated interview
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Press Release
 Short, but complete
 Emphasize main
messages
 Contact information
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Press Conference
 Pick appropriate site and
time
 Send media advisory
 Issue press release in
conjunction with event
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Media Advisory
 Who, What, Where,
When
 Contact information
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Know Your Media
 Maintain an up-to-date email, phone and fax list
of all local media outlets
 Get to know reporters
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During An Interview:
 Tell the truth — always
 Use simple, direct answers
— the basis for a sound
bite
 Avoid all jargon and
acronyms
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Preparing For The
Interview
 Anticipate the reporter’s
questions
 Prepare your responses
and write them down
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Make Your Message
Compelling
 Use simple, vivid language
 Use facts and examples
 Use statistics, but sparingly
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Make Sure Your
Message Gets Out
 Use the reporter’s questions
to make your points, but don’t
be bound by the reporter’s
questions
 Find ways to build a bridge
from the questions to your
message
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Examples of “Bridging”
Statements
 “That’s a good question.
But the real issue here is...”
 “I don’t know about that,
but what I do know is...”
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Examples of “Wrap Up”
Statements
 “The most important thing
to remember is...”
 “Here’s the real issue...”
 “What I’ve said boils down
to this…”
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A Key To Success: Focus
 Take time to focus your thoughts
before the interview
 Don’t allow interruptions during
the interview
 Remember, this interview is
important
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Crisis Behaviors
 People seldom panic
 Overwhelming majority
of people act reasonably
 Limited cognitive ability
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Limited Cognitive Ability
 Reduced attention span
 Decreased concentration
 Memory problems
 Decision-making difficulties
 Calculation difficulties
 Confusion
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Crisis Communication
Requires:
 Simplicity
 Credibility
 Verifiability
 Consistency
 Speed
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Crisis Communication
Priorities
source: Center for Risk Communication
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