The 3 C’s of Media Relations
• 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.
• 13 minute News Conference = 13 hours of Prep time
Preparation: Developing responses
• Information + message = good response
• Response vice answer
• Command messages or Talking Points
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
• Right Information
• Right People
• Right Time
Humility & Accountability
• Be Humble
• Be Accountable to your audiences
• Effective Listener
• 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!
Answer / Acknowledge = Bridge Phrases = Command Message - Stop
• Open with 25-40 second summary – who, what, when, where and what we’re doing about it
• 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.