Media Training Session for:
Presented by:
Ann Baldwin
115 Fenn Road Newington, CT 06111
P (860) 408-1580 F (860) 408-1582
www.baldwinmedia.net
MANAGING THE MEDIA
The Media has its
agenda…
What’s yours?
MANAGING THE MEDIA
Attitude + Behavior + Candor =
CREDIBILITY
Credibility is defined as a “source of honor”
Credibility is personal
Having credibility means that you are
believable, trustworthy & reliable
MANAGING THE MEDIA
Attitude + Behavior + Candor =
CREDIBILITY
Trust is nontransferable
Trust speaks to your integrity
When others have confidence in you they
are open to your influence
MANAGING THE MEDIA
Communications Preparation
Keys to Successful Messages
Form a communications team
Organize & maintain a complete file system
with updated information
Create a media plan
Effective communication begins with YOU
MANAGING THE MEDIA
Communications Preparation
Keys to Successful Messages
Keep your team informed
Watch for changes in the message
How will this new information be
communicated ?
MANAGING THE MEDIA
Got the Message -
Get the Message!
What is your key message?
Focus on your organization’s key messages
What is the background and history
of that message?
MANAGING THE MEDIA
Crisis
Communications
MANAGING THE MEDIA
Strategies for Crisis Communications
Take Control
Be aggressive… take control
Use the media as a tool to dispel any
rumors
Never speculate on the cause, cost, or
future ramifications of a crisis
MANAGING THE MEDIA
Strategies for Crisis Communications
Take Control
Firmly establish the spokesperson during
a crisis
The most effective and decisive thing you
can do is respond immediately
MANAGING THE MEDIA
Strategies for Crisis Communications
Prevent Panic
Understanding human nature is important
Panic increases exponentially the longer
people must deal with uncertainty
Respond immediately
Gear your statements to the most basic
human needs first
MANAGING THE MEDIA
The Impact of Social Media During a Crisis
Local News “Blogs”
MANAGING THE MEDIA
Be Prepared
Pre-Interview
Check List
MANAGING THE MEDIA
Pre-Interview Checklist
Preparing for Media Interviews
Request Interview Particulars:
Topic?
Location?
Name of Interviewer?
Will there be other guests?
MANAGING THE MEDIA
Top Ten List
Characteristics of
a Good Answer
MANAGING THE MEDIA
Top 10 Characteristics of
A GOOD ANSWER:
1. A good answer is Honest
2. is Stated Positively
3. is Expressed in Layman’s Terms
4. is Specific
5. is Concise
MANAGING THE MEDIA
Top 10 Characteristics of
A GOOD ANSWER:
6. Has the main point “up front”
7. Does not include more information than
is necessary
8. Does not repeat loaded or slanted words
MANAGING THE MEDIA
Top 10 Characteristics of
A GOOD ANSWER:
9. Uses the opportunity to state the school
district’s point of view
10. Does not sound antagonistic, evasive, or
defensive
MANAGING THE MEDIA
The Surprise Media Visit
ALWAYS
Have a trusted member of your company
act as a “traffic cop” to help you field
questions or prevent media from speaking to
employees at random
Have a specific and central prearranged
space available for a “crisis” press
availability
MANAGING THE MEDIA
The Surprise Media Visit
Never,
Never, NEVER
Face a group of reporters alone
Allow yourself to get pinned in a hallway,
office, or work area
Allow your emotions to affect your
statement to the media
Turn the media away without a
response or a statement
MANAGING THE MEDIA
The Surprise Media Visit
Never,
Never, NEVER
Lie to a reporter “just to get them off
your back”
Allow yourself to engage with a pushy
reporter
Release names of people involved in a
crisis until after their families have
been notified
MANAGING THE MEDIA
Personal
Style
MANAGING THE MEDIA
Personal Communications
Non-Verbal Communications
Body language
Volume, Pitch, Rate
Gestures
Pronunciation & Diction
Eye Contact
Slang and worse
Be your own best critic
MANAGING THE MEDIA
Presented by:
Ann Baldwin
Baldwin Media Marketing
115 Fenn Road
Newington, CT 06111
(860) 408-1580
www.baldwinmedia.net
MANAGING THE MEDIA