Facing the Media 101:

learning from the Pros

Source: Media Skills Training at IRRI HQ

Andy Hitchcock - director of Communications and Training, BMS (international media training and corporate film company) - former Bureau Chief, BBC, London Dan Baker - media spokesperson for UK utility company - TV journalist, UKs independent TV channel ITV

Sharing of tips in

facing the media

- pre-recorded interview - live interview - making a statement Video clips of exercises done

Phase 1 - ASSESS. is this something youre responsible for -

Sequence of events to take place.

Sole interviewee? Panel? about it.

Know the issue and what do you know

Phase 2 - STRATEGY. Whats my story? What message to impart?

SIMPLICITY. Start with the CONCLUSION. - PERFORMANCE. Convince the audience

that you mean what you say.

Phase 3 Be in control of yourself

Acknowledge the questions the reporters ask; But you can give your answer as it should be

You can be selfish

Imagery No time (say it at once) Media: not mind readers Trust

Take responsibility on things where you can do something Stick to your strategy Pause after each question to gather your thoughts

Strong message Good use of Language You!

Sample pre recorded.wmv

Good points - takes a pause after each question to gather thoughts - answers: direct to the point - interviewer can take part of the interview to feed on TV
To improve - wear light colored-, collared shirt

Intro

Hello Introduce yourself Route Map Issue/Problem Solution Result/Impact

Statement

Recap

Thank you (No questions)/more later

Media are not scientists, or experts in our field, so - use simple language

- use short sentences

- be direct to the pointyou only have few seconds of exposureothers will be edited Sample good language.wmv

Simple terms were used Stated facts without sounding defensive of what IRRI does with hazardous materials Person talking is smiling

Before: Ask the media person of the questions If interview is short, start with the conclusion

Prioritize what is important

Focus! No need to answer irrelevant questions

Sample live.wmv

Established credibility Answered the issues in simple terms (used examples)

Very conversational
Looked happy in giving the information

In a live interview, the

way to control is to fully

understand the purpose and objectives of the
interview.

best

Sample, Giving a statement.wmv

Used when you want to give an official statement about an issue .

In this example, Position of IRRI in creating a genotyping laboratory

Bring a hard copy of the statement Use your thumb as a guide on the hard copy

For the last statement, you can go back to the main message/sentence for impact Refrain from answering other questions

Organize your thoughts Write them down

Rewrite your ideas several times until the message gets clear Main message must be contained in the first 20 seconds

Avoid - wearing sunglasses (for outside interview); suggest a better spot if sun is too glaring - striped/white clothes

Try to be inside the frame at all times

IRRIs Guide
our responsibilities when making public comments, what information to share, dealing with confidential, sensitive, controversial issues, how IRRI can help you communicate more effectively, Frequently Asked Questions

TOPIC experts best people to talk about their areas of expertise DIRECTORS matters related to organization, IRRIs direction and management

Responsibilities when you talk about IRRI - you will be speaking as IRRIs representative

- scientifically accurate, open, polite, respectful, unbiased, honest

- stick to expertise

Before you make public comment - determine if you are the best person to talk about the topic; if not, refer to someone else; when in doubt, go to PR Manager - be familiar with IRRIs policy about a topic - consult with others across the organization - assess whether topic is confidential or controversial

On confidential/sensitive issues Examples: - personal matters about the staff (Dir. X as pro-private sector) - unpublished research (Golden rice)

On controversial issues Examples: - controversial scientific matters (IRRI producing GM varieties) - addressing serious allegations about IRRI (IRRI giving advices to the Phil President to replace DA secretary due to lack of knowledge about rice production)

On controversial/confidential/sensitive issues/ political advice. - be prudent in the delivery of information such that itll be confined to scientific understanding---not political advice (how to lower the cost of rice in the market)

PR Relations Office can also help - determine whether you should be the one making the public comment - provide tips, guidance and training for dealing with media

When possible, inform PR manager of media interview before it happens; if not possible, inform her (Sophie Clayton) after

1.

Is it always necessary that you shorten your answers? What do you do when you dont know the answer to the questions? How do you deal with media who keeps on asking controversial questions?

2.

3.

1.

When a media person approaches you to give an interview, what will you do? Can you say no to an interview? How do you respond to ambush interview?

2.

3.

4.

When do I represent IRRI and when can I comment on something as my own opinion?

Facing the Media is not as hard as others think

Keyword:

Know what you want to say