Media Skills for Professional Planners & Redevelopment Administrators November 5, 2010

1. Media Skills for Professional Planners & Redevelopment Administrators November 5, 2010 Presented by Rick Oppenheim, APR, CPRC RB OPPENHEIM ASSOCIATES

2. Working Effectively with Today’s Media

3. Why Effective Communicationis Essential Knowing how to work effectively with the media provides you with the skills and tools that enable you to: • Be an effective spokesperson • Take control of the interview process • Differentiate your organization • Garner more and better media coverage • Handle difficult media relationships

4. Building public relationships Affecting perceptions, impressions and awareness levels Educating, informing, motivating and influencing the target audience Secure/enhance support, convert/neutralize opposition The Value of Effective PublicCommunication

5. Why Public Communication is Important to You Effective communication plays an important role in helping you achieve your mission, whether it is to: • Influence attitudes and behaviors • Create awareness • Solicit support • Promote the value of your organization • Increase “customers”

6. The Importance of Planned Communication Proactive Mode Strategic Intentional Planned Reactive Mode Haphazard Unplanned Crisis/Response

7. Know Your Audience Some questions to ask as you plan your communication activities: • Who are your audiences? • How important is each audience? • What responses do you want from your target audiences? • What are their perceptions of the organization or activity? • What other attributes characterize these audiences? • Demographics • Geographic • Size • Psychographics

8. The Importance of Messaging When crafting an effective organizational or campaign positioning statement, look for the 4 C’s: • Clarity • Consistency • Credibility • Coherence

9. Guidelines for CraftingKey Messages Key points for crafting messages: • Use cause and effect • Know your audience and make your messages relevant to them • Differentiate yourself from other projects, organizations or competitors • Create an “elevator” speech • Identify 5-8 key messages that communicate essential points of the organization, project or issue • Review, revise & memorize

10. Florida Redevelopment Association“Positioning Statement” was “Building Better Communities” now is “Transforming Spaces. Revitalizing Places.”

11. Florida Redevelopment Association“Elevator Speech” Founded in 1974, the FRA is a not-for-profit organization dedicated to assisting Florida professionals and volunteers in revitalizing their communities. FRA’s mission is to provide a forum for its more than 300 members to share knowledge and common experiences regarding redevelopment opportunities and issues, encourage adoption of legal and financial tools and programs favorable to community redevelopment and serve as a statewide clearinghouse for redevelopment information.

12. Florida Redevelopment Association“Key Messages” • The Florida Redevelopment Association and its members are committed to transforming spaces and revitalizing places throughout the state. • Redevelopment efforts by Community Redevelopment Agencies, Downtown Development Authorities and Main Street Programs are essential for the overall health and growth of Florida’s communities. • Redevelopment is not just about building new structures, but about preserving and revitalizing current community establishments.

13. Florida Redevelopment Association“Key Messages” • Redevelopment brings many benefits to a community. It can provide increased commerce and investments, affordable housing, crime reduction and a wealth of culture and entertainment. • Redevelopment has the ability not only to beautify a community, but to engage a community’s residents and business owners. • Redevelopment is a wise investment, especially during tough economic times. Floridians recognize that Community Redevelopment Agencies (CRAs) work in their community’s best interests, developing a common vision and ensuring the long term vitality of a city.

14. Types of Media - Traditional Print • Have set deadlines and concentrate on details • Interviews may take place in person or on the phone Television • Time is critical • Think sound bites Radio • Short interviews • Again, think sound bites

15. Types of Media – Non-Traditional “New” Media • Internet • Media Web sites • Blogs • Podcasts • Social Media (YOU become the “broadcast center”) • Facebook • Twitter • MySpace • LinkedIn • YouTube

16. Working with the Media To effectively work with the media you must: • Know which ones to target (the publications, stations, bloggers) • Become familiar with the types of stories published or aired • Identify the news value/peg/hook of your story • Identify staff contacts that may cover your story (beat, self- interest, previous work)

17. Power Tools Press Release • Written to heighten the editor’s interest • The five Ws (and H) should be prominent Media Advisory • Mainly used for events where there is a photo opportunity or something the press can actually attend • Written in bullets instead of paragraph form and includes: • The primary contact • The five Ws

18. Power Tools Public Service Announcements (PSAs) • Typically 60-, 30-, or 10-second free radio and television advertisements • Mainly used by government, charitable and non-profit organizations • Competition for air-time is intense • Usually scheduled when stations cannot fill time with paid advertisements • Can “seed” with a paid schedule (supplemented with in-kind)

19. Power Tools Other tools: • Media Kits • Pitch Letters • Fact Sheets • Backgrounders • Op-Eds (guest columns, letters-to-the-editor) • Blogs • Social Media Postings • Press Tours (on-site; in newsroom or studio) • News Conferences

20. Conducting a News Conference A news conference is an excellent means for disseminating news to all media at the same time. Some tips include: • Timing: mid-morning is best • Content: newsworthy statements presented by a high-ranking spokesperson • Physical Arrangements: access to electricity and away from distracting noises

21. News Conference Check List • Be sure a news conference is needed • Notify press in a timely manner • Invite other officials as appropriate • Brief your staff and spokesperson on the subject and schedule • Assign physical responsibilities such as: • Room reservations • Podium with banner • Tables/Chairs

22. News Conference Preparation • Obtain written statements for spokespersons (bulleted points preferred) • Provide charts, diagrams, photographs and background information as appropriate • Develop anticipated questions and answers for the spokespersons • Give advance copies of materials to communication team • Ensure that all materials are approved for release

23. 1.Choose the right media 2. Understand what makes news 3. Know your media 4. Get to the point 5. Don’t confuse advertising with editorial Tips for Media Success

24. Tips for Media Success 6. Call early but DON’T call often 7. Create news 8. Think outside the soapbox 9. Paint a thousand words 10. Be an all-star pitcher

25. Tips for Media Success 11. Find the local angle 12. Pick a peg 13. Be a know-it-all 14. THINK LIKE A JOURNALIST! 15. Consider DIY “media bypass”

26. When the Media Call If you haven’t had a chance to prepare for an interview… DON’T GIVE AN INTERVIEW ON THE SPOT!

27. The Role of the Spokesperson To serve as a spokesperson, you need to: • Understand the media and their needs • Prepare for your interviews • Have background information on the situation/issue at your fingertips • Know the facts and stick to them • Deliver a consistent message

28. Types of Interviewers “Machinegunner” • Barrages you with questions What you should do • Listen to all questions • Choose one that gets directly to the point • Save negative questions until the end • Don’t give control back to the reporter

29. Types of Interviewers “Interrupter” • Steps on your story by interrupting you What you should do • Graciously acknowledge the interrupter, but finish the point • Be sensitive to a reporter who interrupts you because your answers are too long or unfocused

30. Types of Interviewers • Tries “to put words in your mouth” • Looking to put your story, point, or perception in a nutshell • May try to challenge you by presenting a different perspective What you should do • Listen for paraphrasing tools • Restate paraphrases you think are good summaries of your story “Paraphraser”

31. Types of Interviewers “Dart Thrower” • Uses negativity to dislodge interesting negative quotes • Tries to break down your story, but acts as loving and kind as possible What you should do • Avoid responding in a negative tone and repeating negative language • Denial of a negative idea that puts words in your mouth is very quotable (“When did you stop beating your wife?”)

32. Be clear and concise Write down your key points Make them brief Make sure you can back every statement Correct yourself immediately Emphasize key points Don’t respond to hostility Don’t speak for someone else The Interview - Tips

33. The Interview - Techniques The First Question • Sets the tone for the interview • It’s your job to provide focus if reporter starts off with an open-ended, weak or confusing question Be Conversational • Engage the reporter in a conversation • Deliver your key message and state your case

34. The Interview - Techniques Quotable Language • Prepare comments that will make you stand out • The best quotes can become headlines or get prominent display within a story Control • Keep your composure, listen carefully and think before you speak (OK to pause; OK to start over) • Do not allow yourself to be baited or bullied

35. The Interview - Techniques Body Language • Affects your credibility • Sit upright, still, use your hands, animate your voice, make eye contact, be comfortable, show confidence Blocking and Bridging • Blocking- deftly avoiding an unwelcome or inappropriate question • Bridging- making a smooth transition from an undesirable topic to one fitting your agenda

36. Just let me add… Let me answer you by saying… What that means is… As I said… That’s an important point because… That’s not my area of expertise, but what I can tell you is… And don’t forget… Interview Transitions Transitions provide the clarity and consistency needed to ensure a smooth interview. Some transitions include:

37. Common Interview Pitfalls No Comment • Tends to come across as evasive or an admission of guilt • Preferable to say, “I don’t have the answer at this time” and explain why Jargon • Talk in layman’s terms • If you have to use a technical term, give a quick definition

38. Common Interview Pitfalls On/Off the Record • Puts your credibility at stake • Best to always be on the record • Just because you ask, doesn’t mean you get (unless agreed to) Fishing • Don’t say too much to give reporters an opportunity to fish • Be honest and open, but don’t give away secrets

39. Common Interview Pitfalls He Said/She Said • A reporter may attempt to create hostility between yourself and your opponent or competitor • Speak your strengths and avoid mud-slinging Loaded Questions • Reporters occasionally ask questions on an incorrect premise • Use the phrase, “Actually that’s not quite accurate, let me explain…”

40. Do Discuss and determine the type of questions you will be asked Use facts and figures that reinforce your main points Use illustrations and quotes to humanize your topic Be sensitive to reporters’ deadlines Be yourself Don’t Over-answer or be afraid to pause Allow yourself to be provoked Act like you know the answer Assume the reporter knows more about your area than you do Assume the interview is over Lie… EVER Interview Do’s and Don’ts

41. Additional Tips Tips for Print Interviews: • Following the interview, you can ask the reporter when they think the story will run • Do NOT ask a reporter to see the story before it runs • You can have the reporter repeat your quotes back to you to change something you have said before printing

42. Additional Tips Tips for Television Interviews: • Dress conservatively, avoid loud colors and big jewelry and don’t wear white • Arrive at the interview site early • If you have visuals, practice using them beforehand • Do not chew gum • Speak to the interviewer, not the camera; keep eye contact

43. Additional Tips Tips for Radio Interviews: • Speak at your normal voice level • Never try to hold the microphone • Avoid deep sighs, yawns, squeaking your chair, etc. • Don’t get flustered; stick to your guns • If you don’t like what you’ve said, ask if you can “try that one again”

44. Summary Important points to remember: • Be prepared to deliver key messages and supporting information • Describe, differentiate and focus on the benefits of your program, project, organization, issue or position • Keep your cool, stay in control • Be prepared to answer all questions • Reinforce key points • Learn to tell a story

45. Summary THANK YOU FOR TIME & ATTENTION Questions?

46. Engaging & Managing Effective Public Involvement

47. Venues for Public Involvement • Civic Organization Presentations • Public Meetings & Forums • Special Events

48. First Steps • Identify participants that can be spokespeople and advocates • Create and/or gather support materials for presentations • Develop an organizational contact list of groups seeking speakers • Initiate & maintain contact with organizations (by mail, email and/or phone)

49. Civic Organizations Groups seeking speakers may include: • Professional associations (local chapters; builders, developers, Realtors) • Special-interest groups (environment, business, faith-based, neighborhood/HOAs, PTOs) • Chambers of Commerce (and related groups; i.e., local Leadership organizations) • Social service-oriented organizations (e.g., Kiwanis, Rotary, Lions/Elks Clubs, Junior League, Women’s Clubs)

50. Public Meetings & Forums Preparation • Research and planning • Determine/craft key messages • Determine venues • Determine strategies & methods for engaging public dialogue • Large group or clusters • Formal or informal • Develop presentation, materials & handouts