week 15 press conferences and interviews

tools for getting your message out

press releases, fact sheets, and social media Those written pieces are the backbone of what you do on a day-to-day basis as a PR person.

The best day/time to have press conference...as well as whom you should invite?

- avoid Mondays and Fridays (tougher days for reporters) - consider speakers , news crews, reporters, lawyers, clients, all local television stations, print media, local radio stations, other interested in subject matter or industry

Experts discuss weiner prediciment

- he should not have done the press conference - he should have laid low -should have come clean originally -needs to stop talking -

Talking Points for an Interview

-The first step in preparing for that interview is to try and anticipate everything the report might ask.By now you know, that would be the "Who, What, When, Where, Why" questions. In that situation, the interviewer (the reporter) is in the driver's seat - they take the lead and ask the questions. But a savvy PR person will be able to get some control. The PR person will use the interview to get the main points across - the ones that are most important to the McD's brand. This is where the idea of talking points comes in. Let's say I'm promoting the fact that McDonald's is open 24/7 at all locations in Orlando. And let's also say that I've decided the most important things I want people to know are: a.) People in Orlando are lucky to be in one of the few cities in the U.S. that has ALL restaurants on a 24/7 scheduleb.) If you're out late-night, make McD's "top of mind" when you have the munchies. So, the reporter might ask, "Why did McD's decide to stay open 24/7" and I could say something like, "Orlando is unique In that we're a city that operates around the clock. We have theme park workers who are on duty through the night... hospital workers doing the third shift...college students who are night owls. These are all people who will now have middle-of-the-night food options, thanks to McDonald's." And with that, I've spoken to that late-night eating audience and said, "Hey you...pssst...think of us in the middle of the night when you're hungry." And the reporter might then ask, "So, does this include every location? How far does this spread?" And I'd say, "This covers nine counties in central Florida - every single McDonald's restaurant in our area - that's 200 total. There are plenty of McD's all around the U.S. that don't stay open all the time, but here in Orlando, we're lucky, because we never shut the doors. Anytime you want McD's, we'll be there for you." And with that, I've answered the reporter's questions AND used those as a bridge to mention the talking points that are most important to my client. ----------------------- Your talking points should always pass the "So what?" test. The purpose is to make sure that what you're saying is newsworthy - that the piece of info has value to the journalist. Here's what I mean: McD's is open 24/7. So what? Well, we have a lot of people in Orlando who work late and go out late. Now they'll have a place to grab a quick, affordable bite to eat. Not everyplace in America has McD's that are open 24/7 at every restaurant. We're special, Orlando!" That shows the news value of proximity (local) and significance (to everyone that lives here). It's also current, which makes it newsworthy, also. I'll tell you what doesn't pass the "So what" test: Jargon. Words/phrases that are meaningless vague and cliché. Let's say a reporter asks, "So what, who cares that McD's is open 24/7?" The cliché (meaningless) response is: "We value our customers and respond to their wants and needs when it comes to dining options." That doesn't tell the viewer/reader "What's in it for me to care about this?" Instead, we should tell them why to care: They are getting something unique here that they can't get in most other places in the U.S. This also goes back to our discussion about PR writing and pitching reporters. People don't want to hear you say something predictable or cliché. If they know everything that's going to be said in the article, there's no compelling reason to read an article. And journalists know this. They want solid information. Helpful information. Intriguing info. A reporter will expect you to say you value your customers. Every business says that. But what they want to hear is what they don't already know: There are 200 McD's in Central Florida. Most cities don't operate on a 24/7 schedule, but we do here in Orlando."

How to Speak in Sound Bites

-sound bites are chosen by what is the most important thing that was said in a short amount of time that can be taken away as a nugget of information - how does this benefit our audience Notice what a sound bite does (and the length of a typical sound bite). Also, pay attention to the example. It shows how a sound bite provides a point of view that the reporter can't. In other words, a reporter can't talk about things from an insider's perspective because the reporter is not on the inside. If a reporter is talking about the new Star Wars hotel at Disney, they can't say "Every day we see people from all over the world come to see this new place" because the reporter isn't there every day. But they can talk to an employee who is...and that's where the sound bit comes in. The reporter can't offer an opinion like "This is good" or "This is bad" because the reporter needs to be unbiased. So, a reporter shouldn't say, "This new hotel is the greatest one I've ever been to." But they can certainly interview a hotel guest for their opinion.

11 tips for media interviews

1. Be honest and straightforward. 2. Have two to three key points you want to discuss. People tend to remember the first and last thing that they hear, so say your main points in the first 10 seconds and the last 10 seconds of the interview. 3. Remain poised and don't act defensively. Let your confidence in your position help you communicate effectively. 4. Strategically avoid the "no comment" zone. "No comment" suggests you're hiding something. If you don't know the answer to a question, say so, and offer to get the information to the reporter promptly. If you don't want to answer a question, move the conversation another way. 5.5. Keep your messages simple Avoid jargon or acronyms. Omit buzzwords such as robust, best-of-breed and industry leading. 6. When you've answered a question, or made your point, stop talking. Sometimes reporters remain silent after asking a question, hoping you will elaborate further (and maybe say something that you hadn't intended). If a reporter does this, answer the question, stop and ask what else you can help him or her with. 7.7. Remember , there is no such thing as "off the record." Don't say or do anything that you would not want to see in print. Even if the reporter suggests going "off the record" and promises not to cover what is said, don't agree if you feel uncomfortable. 8.8. Don't ask to review the story prior to the publish date. Reporters may send you a quote to review for accuracy but very rarely the entire story. Don't even ask. It's insulting. 9. Use quotable language. Reporters want one or two quotes that will summarize a story. Keep your key messages as short and quotable as you can. However, don't count on sound bytes to get you through an interview, only to emphasize key points. 10. 10. Take control of your story. It's not unreasonable for you to take control and tell your story, but don't steamroll the situation. Ask what the reporter wants to cover and how long he has to speak; explain your points enthusiastically and offer to help in any way you can. 11.Listen . Don't cut off the reporter. If he is asking you a question, let him finish. Interviews function best as two-way conversations. Listening is as important as talking, so be sure the reporter is digesting your words.

What is a VNR?

A VNR is a Video News Release. It's when a company puts together its own news-looking segment and then sends it out, hoping that a news station will pick it up and air it. The company looks at it this way: "We've got big news. And we'll put together everything so that the journalist doesn't have to. We'll shoot the video, get B-Roll, and have an expert interviewed (with soundbites). Then the news station can just plug it into some empty space in the newscast. And we'll use the exact language we want used." Yeah, right. That sounds good, but the problem with that philosophy is that the news reporter isn't an idiot. First of all, there's rarely empty space to fill. They also understand that whatever you're sending it just a glorified advertisement that you're trying to sneak in as news. So, it's rare that you see VNR's end up on newscasts. Once in a (long) while, I'll see one pop up. Quite often, it relates to medical news (since most local TV news stations don't have medical reporters). But in most other cases, stations want to do their due diligence: they want to investigate and report the story themselves to make sure they've got all the facts and all sides of the issue. After all, that's what their job is! In order for a VNR to run, it would really have to include compelling, newsworthy, unbiased info. It couldn't come across as a shameless plug for the company, and it would probably have to be in a small enough city where there weren't a lot of other big stories happening. You wouldn't see a VNR for a new line of Walmart canned food on CBS in New York. They've got much bigger stories happening there.

kenn starr interview

A few takeaways, from the PR front, 1. Be prepared. Know what questions are likely to be asked. 2. Don't change your story. It'll just come across as an outright lie. If there's a reason you're changing your answer, explain it. Did you misunderstand the question? 3. Always assume the cameras are running, even if you're on a commercial break. And as we mentioned before, assume that nothing is ever off the record. -never stop an interview - if you are ever presented with damaging document- never look at it - keep a positive expression- then say something like thank you for bringing this to my attention , ill look at it later and get back at you- keep the same approach - it would be a lot more helpful if ii could look at this with other documents later- never go on the record in an interview

press conference

A press conference is one more tool, but it's more of a big gun. It's not an everyday tactic.

Why are so many press conferences so boring?

As we've learned all semester, our brains light up when we hear new information. We tune out what's boring and predictable. That's precisely why press conferences can be so dull. We know exactly what they're going to say. The problem is that real empathy shouldn't sound scripted or robotic. It shouldn't be about the speaker (and their agenda). It should be about the victim. And it shouldn't be a generic statement that could be said about any victim (a la, "Our hearts go out to the families during this unspeakable tragedy"). In my opinion, anyone who is speaking publicly after a tragedy would do best by showing they got to know about the person or people who were victimized. That's why hearing from a family member or friend after a tragedy sounds so much more authentic. It humanizes it. There is legitimate empathy that comes through. Instead of this.

It's Story Time (Again!)

Examples and anecdotes can make what you're saying more relatable, more believable, or can give it a human touch (to appeal to emotion). Here's more detail on how to do it in an interview setting: two example stories - stories bring to life your messages i.e SAT adding an adversity score - highlight the resourceful students- gave story about student with 400 additional points in comparison to students at same school but national average

AAP media training

Going in positive then being asked negative stuff- use a bridge to get back to positive talk- i.e "well i'm not sure id say that" turn it into a "yes, and "....... i.e bike helmets

Whatchu you looking at?

Most people know the importance of eye contact in public speaking scenarios, but it's important if you're going to be in front of the cameras, too. A lot of people think you're supposed to look into the camera, but that's not the way it works. You should look at the person who's talking to you, just like you would in a conversation. The camera is there to just capture that.

when should you do a press conference?

Not all the time, otherwise it's kind of like crying wolf. If you try to rally media and you don't really have anything important to say, it loses impact. People won't pay attention and they won't come back to you as a source of info. Don't forget that the goal of the conference is to have media there. So, if what you're saying is not a big deal and nobody shows up to hear it, the whole thing is counterproductive. Here are a few more tips for putting together a press conference. Note the best day/time to have press conference...as well as whom you should invite.

Hitting your key points in an interview

Not long, drawn out explanations, but descriptions and comparisons that relate it to our world.

Police and Government Press Conferences 2.0

Police departments have been holding press conferences forever. They gather media and give the details of a specific crime or case. The idea, as you could probably guess, is to give accurate information. The departments want to make sure the true story gets out there, rather than rumors and gossip. Quite often they'd look for the public's help in solving a crime. For example, "Here's a sketch of the carjacker - be on the lookout for this person." Then the local news departments can create sound bites from the event (the most interesting clips of info) and air them later in the day, during their newscasts. That was how things would go in the old days. But now, departments are more high tech. The Boston PD turned to online methods during their search for the marathon bomber, especially on Twitter. Departments have also turned to online methods for press conferences. Now they can speak to the public directly (without the need for the middleman - the news outlet). They can use OWNED media - let's say a Facebook Live feed - to air the entire conference to the public. People can watch from their computers at work, or on their iPhones, as they go about their day. There's no need to take time away from day-to-day life to gather around the TV (as I remember doing, when the OJ case was going on...or during the Challenger shuttle disaster). Online press conferences pave the way for audiences to be interactive - ask questions, give tips (or of course, heckle). Now, this isn't without it's concerns. The best news conferences contain all journalists...even those in opposition. That's the way the public gets to hear all sides of the issue. Consider the importance of this in government/political news conferences. Let's say Governor Smith is addressing a scandal related to a sexual relationship he had with a 16-year-old girl. If he gathers his own "friendly" audience of journalists he knows well, it's possible that no tough questions would be asked and the public may not get the full story. Likewise, if the governor is controlling the outlet (the Facebook Live stream), he and his team would have the ability to air the news conference, and the cut out the Q&A. Remember, the job of the press is to provide accurate information to the public. If a government official controls the message and the channel, the public may not get all pertinent information. Simply put, it may be biased...and that's not the function of news. That's PR spin.

Carlos Danger Shouldn't Have Had a News Conference

Politicians love news conferences. So much so, that some of them gather the media and make public declarations even when they shouldn't. Case in point: Anthony Weiner was a married Congressman. He was also a sexter. At first, he said the lewd pictures and crotch shots that were sent from his Twitter account were the result of Photoshop...then he said it was a hack...and he's hiring lawyers to investigate....and a few other explanations...and then he admitted it was all true. Oh, and did I mention he had another account he used to sext women, and his username was Carlos Danger?! As you can imagine, media was ALL. OVER. IT. At that point, Weiner admitted to having inappropriate exchanges (I'd say!) with a bunch of women online. He apologized to his wife and to the people he represented...and then he went and did the whole sexting thing again. This time, sending explicit pictures to a 15-year-old-girl. Meanwhile, with each new scandal came a new press conference from Weiner. Even after his original sexting fiasco, he vowed to remove himself from the glare of the public eye and focus on his family. Then he ran for Mayor. I've told you before that it's important to get your message out there quickly and to apologize when you make a mistake. But if you get up in front of the world and beg forgiveness, you better not turn around and make the same mistake again. So, what's the official word from this public relations expert on how to handle it? I bet you can guess!

Why would you have a press conference?

Quite often, police and government agencies hold press conferences to provide information on a case or matter of public interest, such as a crime. Sound familiar? I'm sure you've seen many, many press conferences, since coronavirus arrived in our lives. From the business perspective, you might hold a press conference: -When you have big news -To promote something good (publicity/promotion). For example, let's say you're opening a new roller coaster in town and you want all media to know about this big news. -Defend against something bad. The purpose is to respond to a crisis or emergency situation. Let's say that roller coaster had a malfunction and 62 people were injured. Media (and the public) would be looking to you for answers. In this case, you wouldn't want to have to contact each reporter one at a time. You'd want them all to get fast, accurate info at once. -When you need to give more info than you could in a press release. -To be interactive and answer questions. -To provide longer examples, explanations and stories -To make the event seem more newsworthy -- the media presence itself adds to the importance.

reporters

Sources and reporters generally agree on the exact phrasing of the attribution beforehand. In other words, the reporter says, "I'm going to refer to you as a 'company insider at the Tonight Show' when I refer to what you said. Will that work?" What I'm saying is that you shouldn't be defensive if a reporter asks you a hard question. As a viewer, don't you like to see hard hitting reporting that digs in and asks the tough questions? Remember that the best PR people will see news time as an opportunity to get the message out there. Even in times of crisis. Especially in times of crisis. But the report you're about it watch is an example of a media interview that's just plain bad. It takes a big problem and makes it worse.

Sports News Conferences Can Be So Awkward

The sports world is filled with weird news conferences. Why? Because many players and coaches are contractually obligated to do press conferences. That means if they don't talk, they don't get paid. It's the only industry I know of that has a news conference as a job requirement. So, the players show up, but don't necessarily cooperate. The NFL's Marshawn Lynch made that point very clear. You only need to watch the first minute of this clip to get it.

What happens when I don't know the answer to a reporter's question?

There are two different ways to handle it, based on whether the interview is live or not. Make sure you know what to say in each scenario! -" well, thats unclear, but what i do know is " - "well, here is what i can tell you "

"Here's What's Most Important To Know!"

This is another trick we teach people to do when we're "media training" them (prepping someone to go on air). The great part about this technique is that it can be used in other areas of your life, as well. For example, if you're in a public speaking setting or trying to make a strong point in a conversation, ****flagging can be used to get the other person's attention. i.e "whats important is"** most important one "the bottom line here is" "first and foremost" Uber spokesperson***"at the end of the day"

meetings/ Sports conferences are boring when they're filled with predicable cliches. whats missing? tell stories

What's missing? What's the magic ingredient that turns things around? Get rid of cliches and tell stories instead. Give examples. In the case of politicians talking about tragedies, give real-life examples and use hard facts and stats rather than making it about yourself or the same tired talking points to promote your own agenda!

On the Record or Off the Record

Whenever you're talking to a reporter, you should always assume it's on the record. Their job is, after all, to report news and info to the public. There are two in-between areas, when it comes to going on or off the record. The first is "on background". Giving information on background means providing reporters with information that they can use in their story but cannot attribute to you. The last option...and a little closer to on-the-record...is "not for attribution". That's where I tell Steve the story. I tell him he can write about it. He can use a quote from me, but he has to guard my anonymity a bit. Sources and reporters generally agree on the exact phrasing of the attribution beforehand. In other words, the reporter says, "I'm going to refer to you as a 'company insider at the Tonight Show' when I refer to what you said. Will that work?"

When being interviewed lose the jargan

if a 12 year old doesn't understand you- you dont understand how to deliver the information.

Answering a tough question: Use a Bridge

i.e For example, he might have Jennifer Lopez on the show and he'll say, "Of all the movies you've been in, which of your co-stars was the best kisser? Who had the worst breath? You do you hate more, Ben Affleck or Keanu Reeves?" And I cover my eyes and look away because it's so uncomfortable, but I'm still kind of peeking out from between my fingers to watch the whole thing and hang on every word. So, if J-Lo was going to BRIDGE effectively, J-Lo's answer should be more like, "It's not about who has the worst breath...we should be talking about who has the best breath. Oh my gosh, Michael Strahan. I met him once and his breath was so minty! Heavenly!" I have another trick you can always use in your personal life when you don't want to answer a question. Just say, "Oh my gosh, what a great question. What makes you ask that?" Most people enjoy talking about themselves anyway, so that should distract them altogether or at least buy you some time...wink wink!

What is B-Roll?

video (put together by a news station) i.e Imagine you're watching a news report about the price of gas going up. While the reporter (or anchor) is talking, there would probably be video playing at the same time that would show people filling up at the pumps. So. it makes sense that news people would care about B-Roll, but why would a PR person care? Well, like I mentioned before, a good PR person will help a reporter do their job. A journalist will see us as more valuable if we can provide them with everything they need, including video. So, let's say I'm going to announce to Orlando sports reporters that we just had a local player picked for the McDonald's All-American team. It would help the reporter put the story together (and it would help them to see that the story is visually appealing) if I could provide the reporter with all the resources they need. In this case, maybe: video of the player at practice video of a previous year's All-American game so they can see what the game is like. Keep in mind that news crews may want to come out to the local school to shoot video themselves. They might not want someone else's spin or perspective - they may want to tell the story in their own way. But the B-Roll is nice to offer up when the video is something the local news crew couldn't easily shoot (such as the actual game if it's all the way in Chicago).