Telling Your Story Locally and Nationally

2014 Talent Dividend Meeting April 8, 2014

Teresa Valerio Parrot Principal teresa@tvpcommunications.com @tvpcomms

Presenter
Teresa Valerio Parrot @tvparrot
Principal, TVP Communications 16 years of higher education experience Former officer of the University of Colorado Crisis and media strategist and trainer

TODAYS MEDIA LANDSCAPE

World Ends!
Wall St. Journal: World Ends. Dow Jones Hits Zero.

USA Todays John Quinn

NY Times: World Ends. Third World Countries Hardest Hit.

Washington Post: World Ends. White House Ignored Early Warnings, Unnamed Sources Say. USA Today: Were Dead. State-by-State Demise, p. 8-A. Final Sports Scores, p. 6-C.

PACKAGING YOUR STORY

What Every Reporter Needs

A good story Reliable information Compelling video, graphics, photos, data A savvy spokesperson/expert
Tight sound bites Short, pithy sentences

Reliable, accurate, available sources

The Reporters Challenge

Be fast/first Be accurate Be interesting Be an instant expert Gain advantage by helping them to meet those challenges

Local versus National Stories

Local
Consider an exclusive to the most popular outlet Spend time explaining the need and context to your community Have local experts and resources available Know local landmines

National
Trends are key! Consider their audience, frame appropriately Have local and landscape-setting experts and resources available Know where thought leaders stand on the issue

You Land Your Story- Now What?

Your work has just begun! Prepare for your interview, prep your speakers Follow through on all promises for
Interviews Resources Data Studies

If you dont tell your story, fools will gladly tell it for you.

WHY ENGAGE IN THE MEDIA DEBATE?

Holding your own in an interview, and maintaining control of your message

DEFINING YOUR GOALS

Begin With the End in Mind

Ask yourself:
How will I define success in the interview? How can I prepare myself for the ideal as well as the most dreaded questions? How can I control the interview?

Controlling the Message

Your primary objective should always be message management
The only hope you have of shaping and influencing the final product is to manage your message If you wander off topic, the reporter will have to guess at what is most important to you
Reporters always guess wrong

Never forget you are the expert.

The Rules of Engagement

Talking points are essential
They should brief and few The fewer points you have to communicate the more control you will have over the final story No more than three points or you will be tempted to wander

The questions dont matter

The answers do!

How to Prepare
Anticipate the reporters questions
Those you hope to be asked Those you dread most

Prepare quotable comments in advance Practice your delivery

Before You Make A Date With A Reporter

Determine the scope of the interview and the ground to be covered
Who else are they talking to? Anyone you can add to their list? How long will the interview take? How long will the final piece be? What is the reporters deadline?

How to Build a Bridge

I really wish I could answer that question, but I dont know the details and I would hate to misspeak. I wish I could answer that. Can I find out the facts and get back to you? Though Id like to be able to answer you That is a common misconception, but the truth is Thats not really the central point here. The central point is I understand that may be the perception, but the facts are Thats really not the issue. The issue is Lets look at that another way. Im not sure I agree. But what I am sure of is

Anticipate the Questions

Prepare for tricks or traps:
Dead air Yes or no, A or B If then scenarios Leading questions

Dont Do That!
Dont :
Minimize Speculate Point fingers or blame others Mislead or cover up Be reluctant to acknowledge responsibility Go off the record

Do I Have to Respond?
No, but you should!
and dont procrastinate. Respond promptly to requests for interviews or information

-orTell them why you cant respond and when you will be able -orProvide them with someone who can respond

So, What do I Need to Remember?

Five Steps to Prepare for Every Interview

Know the reporters deadline. Return media calls promptly to positively shape the storys direction. Know the reporters depth of knowledge on the story. Provide written background or resources. Craft two or three key points. Questions are not importantanswers are. Bridge back to your key points regardless of the questions. Anticipate the questions, desired and dreaded, and rehearse your answers. Conduct the interview with staff present, then debrief.

Tips to Build Relationships

Know who you want to pitch: Periodically monitor target outlet to get a sense of issues/stories they are covering Research what your target reporter is covering Make sure the information you are sharing is relevant, timely and accurate Personalize your messages reference relevant coverage Be prepared to answer questions, plan ahead Have your resources handy (what can you offer them now?) Thank them for their time and consideration

Questions?

Contact Information
Teresa Valerio Parrot teresa@tvpcommunications.com 303.669.8945 Twitter: @tvparrot @tvpcomms LinkedIn: /in/teresavalerioparrot www.tvpcommunications.com
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