Message and Media Training

Amy Spitalnick
Communications Advisor
Office of the Mayor
spitalnicka@omb.nvc.gov/ 212-788-4899

 

 

 

 

AGENDA

Overview/ Goals of Training

Making News

Message Strategy

Connect Lead Distinguish
Preparing for Interviews
On-Camera Practice

What Makes News?
• Conflict:
• Prominence:
 Impact:






Timeliness:
Exception:
Firsts:
Trends:
 Experts:

Basic tension. Good guy vs. Bad guy.
Involves well-known people, companies or
geographies.
Significant effect on local community or
readership.
Happening now. Current issue.
Departure from the norm. Surprise.
Something never been done before.
Surveys, data, unique insights.
Doctors, scientists, engineers, you.

 What Reporters Need to Make News
• News – new information
• Context – what does it mean
• Direct, clear answers
• Quotes or sound bites
• Perspective

 The Shrinking Sound Bite

 

 

 

 

 

 

 

 

 

 

 

1968 1988 1992 2003

Strong Messages

 

 




Message Triangle

 

Message Triangle

Distracting
statement

 

Delivering the Message

CONNECT
with your audience’s concerns

LEAD
to your point
DISTINGUISH
from the alternative

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0

 Delivering the Message
Bridges
Bridging moves you to your key message
CONNECT to underlying concerns, then LEAD to your message

Examples:
“That’s a good question, and what’s really important is…”
“ I totally understand that concern. That’s why….”
“That’s a complicated issue. What I do know is…”
“What’s important to remember is…”
“Let me answer you by saying that…”
“We’ve talked about many issues today. I think it boils down to these three
things…”
“What I really want to point to is…”
“I want to make sure is clear….”

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1

 Delivering the Message
•Sparklers – help you distinguish
•Facts
•Statistics
•Anecdotes or Examples
•Quotes from Allies
•Analogy or Comparison
•Personal Experience or Story
•Use of Imagery

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2

 Delivering the Message
•Potential Pitfalls and How To Correct
• Words in mouth
“I wouldn’t put it quite that way.”
•False fact
Correct it – “Let’s be clear…”
•Multiple questions
Pick the easiest or the one that leads to a key
message.
•Far-fetched/hypothetical
Don’t go there -- bridge to where you want to go
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3

 How to Prepare for an Interview
Five Keys to Effective Communications
 Audience

 Confidence
 Values

 Personalization
 Nuance

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4

 How to Prepare for an Interview
•2x1 Rule: Prep twice as long as the interview will be
•Review your briefing materials
•Understand the focus and format of interview
•Establish a Message Triangle
•Understand relevant news
•Brief with your comms team
•Read / watch recent coverage by the reporter
•Practice answering tough questions aloud
•Get key facts and figures at your fingertips
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5

 Final Checklist







 


Don?t speculate or guess

Don?t repeat the question,
especially if it is negative

Don?t provide complex answers
Don?t over-answer, keep it short
Don?t say ?no comment?

Don?t ever go ?off the record?
Don?t comment on rumours
Never let your guard down

REMEMBER- YOU ARE THE