The 3 C’s of  Media Relations

• Control

• Competence

• Concern


• To The Top Dog

• Media Access to you

Preparation:  Researching the questions

• Reporter’s questions

• Your own questions

• Focus on topical issues

• Be the devil’s advocate

• Elements of news

• 5 x 5 x 5

Prep for Stand-ups & News Conferences


• One hour of Prep time for every minute of airtime.

• Three-Seven Minute Standup = up to seven hours of Prep.

News Conferences

• 13 minute News Conference = 13 hours of Prep time

Preparation:  Developing responses

• Information + message = good response 

• Response vice answer 

• Command messages  or Talking Points

• Labels

Preparation:  Find the Information

• Tell the Truth!  

• Nothing but the Facts (Staff)  


Command Messages / Talking Points

Command Messages:  Statements or information that you work into responses that explain the command’s position on a particular issue or event.

• Explain what you want the audience to remember

• What are we doing about a problem / issue?

• What is our position / angle on the matter?

• Command messages are not generic

Developing Gumbo Messages:  27-9-3

• 27 words

• Nine---Twelve seconds per message

• Three messages

• Three Supporting Gumbo Messages

Crisis Situations

• Right Information

• Right People

• Right Time

Humility & Accountability

• Be Humble

• Be Accountable to your audiences

Communication Skills

• Effective Listener

• Listen-Pause-Think-Answer

• Effective Non-Verbal Skills

Channel Your Inner Aristotle

• Ethos: Your Character-Reputation 

• Your audiences asks who are you?

• What are your values & beliefs?

• What’s your experiences?

• Will you share your pain?

• What added value do you bring to the platform?

• You must build a BRIDGE of Trust & Confidence with your audiences.

Logos: Reasoning –logical, rational

• Persuasive and defensible argument for what happened & what will you do to fix the problem.

Pathos: Passion-Emotion for an organization or person

• Show Me-feeling & sympathy. You can’t fake it-show it!

Bridging Techniques

Answer / Acknowledge = Bridge Phrases = Command Message - Stop

The Interview

• Open with 25-40 second summary – who, what, when, where and what we’re doing about it 

• Listen-Pause-Think-Answer 

• Each statement stands alone 

• Look at the reporter, not the camera – importance of non-verbals

Condolence Message Strategy

• Instead of our hearts go out change to: "I have just returned from meeting with the families of employees who were killed in this tragedy and I ask that all of you pray for them and their loved ones."

• You Must make your audiences feel attached to you & your message.Your actions are the key to forming that bond.