ࡱ> 130M bjbj== WWl4444444H:::: FHU n$ + 4h44 hhhv44hhlh44b H::% 0U  44 hHH4444Media Training: Empower Yourself AFP-Toronto Nov. 30, 2005 Susan Bloch-Nevitte Executive Director, Art Gallery of Ontario  HYPERLINK "mailto:susan_bloch-nevitte@ago.net" susan_bloch-nevitte@ago.net Theres no such thing as: This is off the record No comment The media are your friends The media are your enemies Know your rights Return media calls promptly with the understanding that you are never required to do an interview on the spot. If you need thinking time, set the interview for a mutually agreeable time. YOU ask the questions Before agreeing to an interview, ask about the topic, the angle, the source, the deadline, structure of interview. Prepare thy self Before the interview, assemble relevant information, facts, data. Test yourself with tough questions. In advance, know the 2-3 three points you wish to make and bridge back to them when possible. When the reader puts down the paper, or the viewer turns off the TV, what do you want him/her to remember? Especially in electronic media, they wont use it all. In fact, theyll use very little, so stick to the main points. Keep it simple and clear Use everyday words that the layperson will understand. Avoid complex sentence structures and insider jargon. Dead air wont kill you But rambling just to fill it could. Make your points then let the interviewer worry about the rest. The negative as positive In responding to a negative question, dont repeat the negative. Answer with a positive. Why has your research failed to ? My research has expanded the understanding of Keep your cool, be the reasonable person and correct erroneous information immediately. Dont know? Say so. And indicate willingness to find the answer or another source. Maintain eye contact with interviewer and strive toward natural conversation. The end Its not over till its over (when the reporter has hung up or walked out the door). Until then, youre on the record. When the storys not right Dont over-react to inaccuracy unless it is a career stopper. Most people didnt hear it, see it or read it. What New Means to You How a new media landscape is changing the stakes for the people youre training. Immediacy Millions watched the Iraqi war begin in 2003 with CNN cameras trained on Baghdad What does the immediacy of todays news (TV, internet, text messaging, camera phones, blogs, viral videos) mean for your approach to crisis management? Convergence In Canada, six media groups (such as Bell Globe Media and Rogers) own the majority of news outlets What does this mean for your efforts to control the spread of a negative story? Democratization Thanks to blogs like The Drudge Report and Northern Reflections (a blog by a student at Lakehead University who is writing about his university life) as well as the more than 10,000 other blogs listed on the Blogs Canada Directory alone, anyone can be a publisher, with varying degrees of authority. You can check blogpulse.com to see what the blog community is saying about your institution What does this mean for your efforts to control your institutional message, and where you PUT your institutional message? A new news landscape Newspaper circulation is dropping about 1 percent a year TV news is fragmented, infotainted and mainstream is losing viewer share Focus is on government, war, crime, celebrity and disaster Eight percent of radio stations carry significant news coverage Ethnic media circulation on the upswing Internet news site traffic grew by 70 percent by the Iraqi War (91% sending email, 71% getting news, 8% using dating services) What does the new landscape mean for the stories and experts you pitch, where you pitch them and for whom? !z{?P%RSlX r ) - / 0 F L\_`u560JjU jU5CJ$aJ$6!;Oz#>?P%RSl & F & F & F`X Y r } ~ ! ) - . / 0 F KL\ & F & F_`u2r/ =!"#$%DyK susan_bloch-nevitte@ago.netyK Fmailto:susan_bloch-nevitte@ago.net i4@4 NormalCJ_HmH sH tH 0@0 Heading 2$@&5<A@< Default Paragraph Font.P@. Body Text 25.U@.  Hyperlink >*B*ph!;Oz#>?P%RSlXYr}~ !)-./0F K L \ _ ` u 2 r 000000000000000 000000 0 00 000 000000 000000 0 00000000000000000000000000000   zXH M f k   , 1 ru"%3333 admin.assistant"M:\Hum\SB-N\AFP\Media Training.doc@dtP@UnknownGz Times New Roman5Symbol3& z Arial"qhJ{FJ{F +] $202QIX Media Training: Empower YourselfSusan Bloch-Nevitteadmin.assistantOh+'0 0< X d p|!Media Training: Empower YourselfrosediSusan Bloch-Nevitteusausa Normal.dot-admin.assistant2miMicrosoft Word 9.0@F#@ @  ՜.+,D՜.+,` hp  Art Gallery of Ontario !Media Training: Empower Yourself Title 8@ _PID_HLINKSA7t#mailto:susan_bloch-nevitte@ago.net !"#$%&')*+,-./2Root Entry F04Data 1TableWordDocumentSummaryInformation( DocumentSummaryInformation8(CompObjjObjectPool00  FMicrosoft Word Document MSWordDocWord.Document.89q