CALS Media Training: Key Concepts and Skills. KNP Communications October 2018

Transcription

1 CALS Media Training: Key Concepts and Skills October 2018

2 I. Case Studies: Lack of Preparation 2

3 1. Ted Kennedy,

4 2. Wesley Clark, 2003 On the third day of his campaign, Gen. Wesley K. Clark struggled today to clarify his statement on Thursday that he would ''probably'' have voted for the Congressional resolution authorizing the invasion of Iraq. ''I never would have voted for war,'' he said here this afternoon in an interview and in response to a question after a lecture at the University of Iowa. ''What I would have voted for is leverage. Leverage for the United States to avoid a war. That's what we needed to avoid a war.'' Speaking about the resolution on Thursday, General Clark said, ''At the time, I probably would have voted for it, but I think that's too simple a question.' 4

5 3. Sarah Palin,

6 4. Tony Hayward,

7 5. Gary Johnson,

8 II. Concepts and Skills 8

9 3 Goals for Media Appearances 1. Deliver the message. 2. Be relatable. 3. Get invited back. 9

10 4 C s for Interviews 1. Clear did you say what you meant? 2. Concise did you get to the point? 3. Consistent did you contradict yourself? 4. Compelling did you make it interesting? 10

11 Guidelines for Talking to Reporters On the record: anything you say can be used and attributed to you. On background: anything you say may be restated but not attributed to you. Off the record: nothing you say should be used or attributed. If you want to clarify a statement, ask the reporter to read back your words. 11

12 Live vs. Taped Interviews Live No second chances Important to build rapport with host during interview Taped Your words will be edited Important to be able to trust the journalist / outlet 12

13 When there s a conflict between channels, the visual and vocal carry more emotional weight. Visual Vocal Verbal (Source: Mehrabian, Silent Messages) 17

14 Strength + Warmth Strength: Capability Strength consists of two basic elements: competence and assertiveness, or skill + will. People who project strength seem capable and credible. Warmth: Intentions Warmth is about shared interests, concerns, values, or emotions. Warmth earns you affinity and trust, and makes you seem approachable and likable. (Source: Neffinger & Kohut, Compelling People) 18

15 Perceptions of Strength and Warmth S ENVY/FEAR ADMIRATION DISDAIN PITY W (Adapted from Fiske, Cuddy, and Glick, "Universal dimensions of social cognition: warmth and competence" Trends in Cognitive Science (2007) 11:2, ) 15

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21 STRENGTH WARMTH VISUAL VOCAL VERBAL Posture Gestures Facial expression/eye contact Use of space Volume Tone Rate Pitch Concise + clear Connect w/concerns first Logic/evidence Use of story Making points Making conversation Analogies and metaphors 21

22 Preparing for Interviews Interviewer Anderson SLOW Reminder Key messages: 1. Story 2. Policy point/ message 3. Call to action/ the difference Facts/figures Challenging?s $ % # Attack/respons e 22

23 Connect, Then Lead When the topic is a shared concern or interest: Connect with a values statement or emotional appeal. The right to privacy is something that Americans and Belgians both cherish and protect. Lead with actions, policy, and/or supporting facts. Where internet privacy is concerned,. 23

24 The Use of Story 24

25 What Makes a Story Work? 1. Visual images of people doing and feeling 2. Common language 3. A moral ( That s why ) 25

26 Keeping Things Conversational 1. Identify the emotion behind a question /concern. 2. Find something you can agree with: You re right that I know what you mean about 3. Bridge in a new direction: What we see here is The thing The good news In this case That s why 4. Convince with your main message. but 26

27 Crisis Communications 1. Release timely, accurate information. 2. Explain what you are doing to end the crisis. 3. Tell people what they can do. 27

28 Challenging Questions Criticizing Process False premise Either/or Don t know the answer Blizzard of lies Off-topic 28