Media Management
Taming the Hydra-Headed Beast
Perception IS Reality!
• Message consistency is critical
• Without it, you hand reporters a “conflict”
story
• Conflict stories trump all others
Turning the Table
• Reporter wants to be your friend, to get
you to say what you otherwise might not
• Be wary, and be aware
• You don’t have to answer the question as
posed!
• Be the Reporter’s friend, but give them
what YOU want them to have
RULE NUMBER 1
There is no such thing as
“off the record”!
Recipe for Success
1. What’s the single, overriding objective?
2. What are the 3 (maximum) message
points?
3. KISS and write them down.
Interview Tips (all formats)
• Listen to the question carefully, then
pause before answering.
• Give a concise answer, then STOP.
• Don’t speculate.
• Don’t use jargon or acronyms.
• Don’t be afraid to repeat messages,
especially at the end of an interview.
“Cash in” on tough questions: use ATM
“ATM”=Answer, Transition, Message
• Always answer or acknowledge the question. It’s OK to
say “I don’t know.” It’s NOT OK to say “no comment.”
• Transition from the question to one of your positive key
messages
• Messaging: Deliver the point YOU want to make!
Transition techniques
“What I can tell you is this:….”
“What’s important to remember is this:…”
“That’s an interesting point, but I think….”
“Before we get off the topic, let me add…”
“That’s not my area of expertise, but I can
tell you that…”
“If I may, I’d like to finish my thought; it’s
interesting that…”
Print
Advantages
• Much more room for details and depth
• More likely to have knowledgeable
reporters
• More credibility with our target audience
Print
Disadvantages
• Larger papers have tendency to reflect
editorial bias
• Need “real” people
• Need lots of facts and details
• Depth required may mean longer
interviews, need to research
Print
Strategies when they call:
• What is your deadline?
• What is the gist/thrust of your story?
• Can I get back to you?
• Does the reporter need an expert?
Radio
• Immediacy factor
• The bigger the station, the shorter the
story
• Talk shows may reflect host’s credibility
and/or political views on you
• Small stations very community-oriented
and usually looking for new stories
Radio
Strategies when they call:
Is the interview live or taped?
Is it for a newscast, or a longer-form
program?
If taped, avoid using interviewer’s name, or
“as I mentioned before.”
Can I get back to you?
What matters most is….
• You’re never off the record
• Find your three best messages,
and stick to them
• Keep it simple to drive your
point(s) home
Television
• A mile wide, an inch deep
• Reporters seldom have needed
background or more than 80 seconds
• Visuals justify the story
• “Real” people
• Factoids…or mini-factoids
Television
Strategies:
• Stay focused on the reporter’s eyes
• If you can see a monitor, ask that it be
moved (especially if interview is live)
• Listen to entire question; keep answer
simple, but make your point
• Sit or stand still; don’t move around
Television
Strategies
Try to avoid black or white clothing; dangling
jewelry; light-sensitive glasses
Need notes? Put messages and critical data
on 3x5 cards, in large print.
It’s a normal conversation; but it’s not over
until you (or the reporter) are apart.
Play to Your Strengths
• Use existing relationships for leverage
• Develop new ones, especially with new
reporters
• Smaller markets = greater credibility in the
community
Impressions via TV
Percentage of all impressions, 3/05 thru 5/06
45
40
35
30
25
20
15
10
5
0
CO MT ND SD UT WY
Radio Impressions
Percentage of Total Impressions, 3/05-5/06
25
20
15
10
0
CO MT ND SD UT WY
Promoting Your Event
• Emphasize urgency
• This plays into media need for story
importance
• Makes advance publicity more vital –
maybe even more critical than the event
itself
Promoting Your Event
• Three contacts: e-mail, fax, phone; fax is
probably the least productive now, but
don’t leave it out
• Persevere, but don’t be a pest.
• Suggest an “advancer” story, with an
articulate staff member – how they’ve
been trained, how facilities and equipment
is mobilized, etc.
Successful Event Stories
• Invite media to arrive at least 30 minutes
AFTER the event starts
• Use time to identify an articulate “real”
person with a positive story
• Make sure traffic flow is good, so event
looks organized but busy
• Keep a count of people served/enrolled; a
perfect factoid!
Helpful Hints
• Gently remind photographers of HIPAA
restrictions, respecting their
professionalism
• Follow up with answers to unfinished
business quickly. Find out what the
deadline is, and don’t miss it. You’ll miss
the story entirely – or you “didn’t respond”
• Send tough questions or prickly reporters
to your CMS Public Affairs person!
Be a “be-keeper”
• Be prepared (for anything!)
• Be positive
• Be honest
• Be brief
• Be yourself
• Be focused
• Be confident, energetic, and in charge.
– You know more than the interviewer. If not,
you wouldn’t be the one being interviewed!
Oh, and one more thing….
• You’re never off the record.
• Find your three best messages. Know
them. Transition to them. Repeat them.
• Keep things simple. Use the limited time
you have to the best advantage.
CMS Public Affairs
Mike Fierberg
CMS Region 8 – Denver
(303) 844-1592
Cell: (720) 480-1379
Michael.Fierberg@cms.hhs.gov
Thank you for listening!
Questions????
Contributing to this presentation: Peter Ashkenaz, Julie Brookhart,
Jeffrey Hall, Roseanne Pawalec, Lorraine Ryan,
all proud members of CMS Public Affairs Team.
My eternal thanks for their assistance.
