MECO6901 Media Relations

Week 6: Media Relations Tactics:

Briefing Spokespeople

Prepared by
Charlotte Launder
Dr Catherine Page Jeffery
Department of Media and Communications

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 MECO6901 Week 6 Agenda
1. Reminder: Assessment #2 Media Relations toolkit
2. Using spokespeople in media
3. How to effectively brief spokespeople
4. Class exercise: Writing a briefing document
5. Admin & conclusions

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 Assessment #2: Media Relations Toolkit
Assessment #2: Media Relations Toolkit (2,000 words)
Due: 5pm, 23 September 2021

– For this individual task, students will produce a Media Relations Toolkit for a new
campaign/event/service launch for their chosen NFP.

– There are five (5) written components and all items must be submitted via Canvas
by 17:00 on 23 September 2021.

– All items must be submitted as Word Docs or PDFs and will be assessed by TurnItIn.

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 Assessment #2: Media Relations Toolkit
For the purposes of this assessment
task, a Media Relations Toolkit
comprises:
1. Media Release (500 words)
2. Backgrounder (500 words)
3. Media pitch email to a specific
journalist (250 words)
4. Spokesperson briefing document
(500 words)
5. Media List (250 words)

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 Your Task

– You are expected to come up with creative and original

documents that are tailored to your client's needs.
– You may refer to the examples provided on Canvas, but
please be aware that your Toolkit must reflect the plan you
designed for Assessment 1.
– Consider how these elements tell your organisation’s story in a
newsworthy and informative way.

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Spokespeople and
Briefing Documents

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 Spokespeople in media

Class discussion:
In an organisation, can anyone
be a spokesperson?

Provide an example of a
spokesperson you’ve
seen/heard/read recently.

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 Spokespeople in media
An effective spokesperson is vital to any business or organisation.
A spokesperson is a brand ambassador. They speak officially for their organisation.
You can also have case studies – people who do not work for the organisation but can
contribute to telling its story.

A spokesperson:
– Is usually someone with authority and credibility (e.g. CEO, Project Leader)
– Understands their organisation like the back of their hand
– Believes in what they are saying
– Is well-briefed and trained by a PR or media specialist

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 Role of a spokesperson

Their purpose is to:

– Provide a public voice to their organisation.
– Represent the company when speaking with media.
– Deliver key messages to audiences.
– Humanise the organisation.
– Build rapport and trust with the media and their audience.

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 Spokespeople in media

Class discussion:
What characteristics makes a
great spokesperson?

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 Using spokespeople in media
Characteristics of a good spokesperson
include:
– Understands the subject they are
discussing.
– Speaks calmly, clearly, and simply.
– Appears honest, direct, and open.
– Is relatable and connects with their
audience on a human level.
– Weaves key messages into their
responses.
– Is well-prepared and available.

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 What is a briefing document?
– Generally, a briefing document
provides information quickly and
effectively about a subject or
issue.
– It is usually no more than a page
or two of text.
– In media relations it is used to
prepare your spokesperson ahead
of a media opportunity.
– Uses clear and concise language
in an easy-to-follow format.

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 Key elements of a briefing document
– Media interview details
– Time and date
– Journalist
– Publication
– Key topic(s) to be discussed
– How the interview will be conducted
– Summary of the issue or campaign
– Key messages
– Key stats and facts
– Information about publication and journalist
– Any other relevant information for context
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 How to brief spokespeople
– Triage process: you will have assessed the media opportunity. Key points:
– The journalist’s angle?
– Is it a hostile or friendly interview?
– Points the reporter wants to cover.
– Is it ok for the PR person to sit in on the interview (for follow up)?
Brief the spokesperson:
– Verbally in person or over the phone
– Provide a written brief
– With a calendar invitation (with interview details).

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 Briefing Document Example

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 The importance of media training
– Why even do media?
– Performance - media training is about preparation.
– Key techniques:
o Key messages – single, overriding communication objective
o Bridging and the Pivot (this is crucial)
o Use metrics and simple language
o Don’t repeat the negative
o No jokes & keep your cool
o Slow down
o Don’t speculate

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 Tips for TV
– It is a performance
– How you look is also crucial - look personable and
presentable
– Some tips :
– Be comfortable
– Avoid ties and shirts with busy patterns such as stripes,
and some solid colours including white, green, black,
stripes
– Avoid jewellery that can get caught or create noise in
microphones
– Avoid anything too short or tight
– Go for bright colours, neat socks and shoes
– Ensure hair and facial hair is well-groomed
– Get a full night’s sleep (or at least look like you did)

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 Case study: First televised Presidential Debate (1960)
– The Kennedy-Nixon debate illustrated
the power of TV
– The two candidates, John F Kennedy and
Richard Nixon, were neck-and-neck in
the polls at the time, but only one
seemed to understand the potential
power and impact of the event
– For the Americans who watched the
debate on their TV, they said Kennedy
won the debate
– For the Americans who listened to the
debate on their radio, they said Nixon
won the debate

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 Example: An effective spokesperson?

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 Example: An effective spokesperson?

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 Class discussion – Off The Record

– Q: What is understood by the term “off the record”?

– Q: Is this a concept articulate in law or a code of conduct?

– Q: What are the consequences for breaching “off the record”?

– Q: How do you go “on” and “off” the record?

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 Class Exercise
Client: World Vision Australia
Spokesperson: Daniel Wordsworth, CEO
Media opportunity: Live radio interview
with ABC RN Breakfast with Fran Kelly
Topic: The future of World Vision Australia

Note: Wordsworth took over from former

CEO Claire Rogers in 2021 after the charity
was accused of corruption and nepotism.

Draft a briefing document for your

spokesperson in groups of 3-4. Prepare to
share your ideas with your classmates.

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 Next week

– Topic: Selling in your story

– Readings: Mahoney, Ch.9

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 Thank you!

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