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Working with the Media
          Matt Ellis




  Special Thanks To Our Sponsors
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Today’s Speaker




                             Matt Ellis
                                 President,
                          Ellis Strategies, Inc.



              Hosting: Sam Frank, Synthesis Partnership
    Assisting with chat questions: April Hunt, Nonprofit Webinars
Working with the Media


Matt Ellis
President, Ellis Strategies, Inc.

   PR and Communications consultant
   Head Writer - Good Morning America
   News Director - WBZ TV, WPRI TV
Today’s webinar


1.   Understanding the media and your role
2.   How to prepare for an interview
3.   Appearance and body language
4.   Case studies
Handling a media crisis
Bad news travels fast




  Boston Globe: “Culture of greed”
  Boston Herald: “Cashing in on health care”
  Boston Business Journal: “AG to probe
 executive pay”
Bad news travels fast




 People are asking, “How does that advance
 the cause of health care?”

 How should BCBS respond?
Bad news travels fast




 •Re-frame the discussion
 •Take steps to rebuild consumer confidence
 •Work with AG, politicians and stakeholders
 •Make appropriate changes
What does BCBS story illustrate?

   Media thrives on conflict
   Stories don’t just go away
   Public confidence quickly erodes



    You need a clear,
    actionable message
Working with the media
What is your role?


   Leader
   Expert
   Spokesperson
Why you?


   Crisis
   Media interest in your
    organization
   Proactive public relations
Understanding the news media

   What is your main message?
   How do you tell your story?
   How do you stay on-point?
Understanding the news media

   Who is the media?
   What motivates them?
   How can you work together?
Today’s journalist

   Curious and smart
   Working harder than ever
   Wants to be the watchdog
Own your message

   Know your facts
   Respond to critics
   Addresses your core mission
   Know your Achilles Heel
Prepare for the interview

Your talking points:
 Give only the information you’re prepared
  to give
 Be clear and concise

 Choose carefully
  when disclosing
  financial info
How much can you say?



      Three main points:

       Gold
       Silver
       Bronze
Statement to the media

 “We have been very transparent about this
 issue from the beginning, and we will continue
 to be transparent,’’ Blue Cross’s senior vice
 president, Jay McQuaide, said last night.
 “And of course we would answer any questions
 that the attorney general’s office has.’’
Corporate promise and vision

 “Our highest priority is to make health care
 affordable.”

 “We have an obligation to our members to use
 the premiums entrusted to us wisely. That's
 why we continually work to find new ways to be
 as efficient as possible.”
Keys to success
The Six C’s

  1. Consistency
     Be sure your messages match


  2. Control
     Stick to your messages
     Don’t debate or argue


  3. Conviction
     Natural enthusiasm
Keys to success
The Six C’s

  4. Context
     Where do you fit in the big picture


  5. Clarity
     Avoid jargon and acronyms


  6. Confidence
     Firm and decisive
What do we learn?

   Be prepared / have a plan
   Respond to the critics
   Be sure you are consistent



Can you be an agent for change?
5 proactive steps
1.       Prepare for the worst:
         Assemble a crisis team
         Rehearse
2.       Identify the questions you don’t want to
         answer
3.       Determine how you can re-frame the
         discussion
4.       Use third-party validation
5.       Find a media ally
Additional Case Studies
Case Study-Boston MedFlight

Boston MedFlight celebrates 25 years
     “The best known, best kept secret”
Case Study-Boston MedFlight

Framing the story:
 What are your main messages?

 Who speaks for you?

 Strong visuals



If you don’t control the story, they will
Case Study-Boston MedFlight

Three main messages:
1. Teamwork

2. Training

3. Safety saves lives
Case Study-Boston MedFlight

What does the media want?
 Fly in the chopper
 Talk to patients
 Stats, stats, stats
Case Study-Boston MedFlight

What does MedFlight want?
 Recognition for safety
 Awareness of nonprofit status
 Stronger bond
  with the public
Case Study-Boston MedFlight
Media coverage informed the public, raised
awareness and changed perception that
MedFlight was a “secret”.



                  Wings of life
Launched in the ’80s as a cooperative venture by
 six top hospitals, Boston MedFlight has grown
    into one of nation’s top critical-care units.
Case Study-JHYSF
Case Study-JHYSF

Proactive PR- Getting on the Map
 You’re doing great work

 Your fans love you

 You can’t get attention



Many nonprofits vying
for a few column inches
Case Study-JHYSF

   How do you position yourself?
   Can you broaden your message?
   Who else can speak
    for you?
Case Study-JHYSF

Main messages:
 The little nonprofit that could

 Specific, focused mission

 Real people making a difference
Case Study-JHYSF

   Raised over $600k for research and clinical
    trials at MGH Cancer Center
   Praised by MGH
    doctors, nurses
    and researchers
   There’s a news hook!
Case Study-JHYSF

Mark Herzlich:

   Boston College star
    linebacker
   Sarcoma patient
   Eloquent speaker
Case Study-JHYSF

 We produced a video with Mark in which he
 talked about sarcoma and recognized the work of
 JHYSF.
Case Study-JHYSF

2010 PR campaign included:

   Press releases announcing Herzlich video
   Story pitches including background on
    patients who want to be interviewed
   Recognition from MGH, State Rep. Kate
    Hogan
Case Study-JHYSF

2010 PR campaign yielded:

   Story on WBZ Newsradio 1030
   Interviews on WXLO FM
   Published articles:
       MetroWest Daily News
       Hudson Sun
       MGH Website
Working With The Media
Working with the media

   Examine your message
       Is it consistent?
       Can you prove it?
   Create story lines for the media
       Who can speak for you?
       What pictures tell the story?
   Don’t hide from the media
       Be prepared!
Appearance
How you look on camera


   Calm
   Confident
   Cordial
   In control
Your image

How you’re dressed

   Primary colors
   Simple accessories
   No distractions
Body language
   Look the reporter in the eye
   Limit your movements
   Watch those hands
Answering tough questions
What you say and how you say it
   Bad              Good

      Aggressive      Passionate
      Angry           Measured
      Bored           Engaged
      Put-off         Cooperative
Know reporter’s tactics
The Prognosticator

   Tries to force you to
    comment on the future
   Wants to trap you in the
    hypothetical
Know reporter’s tactics
The Shot-gunner

   Rapid questioner
   Asks the same question
    repeatedly
   Jumps from subject to
    subject
Know reporter’s tactics
The Disarmer

   Acts sympathetic to your
    point of view
   Chatty off camera--turns
    aggressive when tape is
    rolling
Know reporter’s tactics
The Dagger

   Leads with the worst
    possible question
   Uses negative language
    in question
Traps for the unwary

   Interruptions
   Multi-part questions
   Yes/No questions
   Statement questions
   Silence
Golden rules

    Tell the truth
    Stay on message
    Don’t force the answer
    No “no comment”
Bridging phrases




   “That’s an interesting question, but the main
      issue here is…”
   “I’m glad you asked that. We want people to
      know…”
   “Let’s put this into perspective…”
Quotes & Questions
“Never underestimate
a reporter’s intelligence
or overestimate their
knowledge.”



                            Ted Koppel | Nightline anchor
“If it's going to come
out eventually, better
have it come out
immediately.”


                         Henry Kissinger | Secretary of State
Final thoughts

   Don’t let a bad day create a bad interview
   Remember your three main points
   Take a deep breath then say the second thing
    that comes to mind
Thank you!




matt@ellisstrategies.com   617.278.6560
Find the listings for our current season of webinars
                     and register at

            NonprofitWebinars.com

                     Chris Dumas
              Chris@NonprofitWebinars.com
                     707-812-1234



             Special Thanks To Our Sponsors

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Working With The Media

  • 1. Working with the Media Matt Ellis Special Thanks To Our Sponsors
  • 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  • 3. Today’s Speaker Matt Ellis President, Ellis Strategies, Inc. Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
  • 4. Working with the Media Matt Ellis President, Ellis Strategies, Inc.  PR and Communications consultant  Head Writer - Good Morning America  News Director - WBZ TV, WPRI TV
  • 5. Today’s webinar 1. Understanding the media and your role 2. How to prepare for an interview 3. Appearance and body language 4. Case studies
  • 7. Bad news travels fast  Boston Globe: “Culture of greed”  Boston Herald: “Cashing in on health care”  Boston Business Journal: “AG to probe executive pay”
  • 8. Bad news travels fast People are asking, “How does that advance the cause of health care?” How should BCBS respond?
  • 9. Bad news travels fast •Re-frame the discussion •Take steps to rebuild consumer confidence •Work with AG, politicians and stakeholders •Make appropriate changes
  • 10. What does BCBS story illustrate?  Media thrives on conflict  Stories don’t just go away  Public confidence quickly erodes You need a clear, actionable message
  • 12. What is your role?  Leader  Expert  Spokesperson
  • 13. Why you?  Crisis  Media interest in your organization  Proactive public relations
  • 14. Understanding the news media  What is your main message?  How do you tell your story?  How do you stay on-point?
  • 15. Understanding the news media  Who is the media?  What motivates them?  How can you work together?
  • 16. Today’s journalist  Curious and smart  Working harder than ever  Wants to be the watchdog
  • 17. Own your message  Know your facts  Respond to critics  Addresses your core mission  Know your Achilles Heel
  • 18. Prepare for the interview Your talking points:  Give only the information you’re prepared to give  Be clear and concise  Choose carefully when disclosing financial info
  • 19. How much can you say? Three main points:  Gold  Silver  Bronze
  • 20. Statement to the media “We have been very transparent about this issue from the beginning, and we will continue to be transparent,’’ Blue Cross’s senior vice president, Jay McQuaide, said last night. “And of course we would answer any questions that the attorney general’s office has.’’
  • 21. Corporate promise and vision “Our highest priority is to make health care affordable.” “We have an obligation to our members to use the premiums entrusted to us wisely. That's why we continually work to find new ways to be as efficient as possible.”
  • 22. Keys to success The Six C’s 1. Consistency  Be sure your messages match 2. Control  Stick to your messages  Don’t debate or argue 3. Conviction  Natural enthusiasm
  • 23. Keys to success The Six C’s 4. Context  Where do you fit in the big picture 5. Clarity  Avoid jargon and acronyms 6. Confidence  Firm and decisive
  • 24. What do we learn?  Be prepared / have a plan  Respond to the critics  Be sure you are consistent Can you be an agent for change?
  • 25. 5 proactive steps 1. Prepare for the worst:  Assemble a crisis team  Rehearse 2. Identify the questions you don’t want to answer 3. Determine how you can re-frame the discussion 4. Use third-party validation 5. Find a media ally
  • 27. Case Study-Boston MedFlight Boston MedFlight celebrates 25 years “The best known, best kept secret”
  • 28. Case Study-Boston MedFlight Framing the story:  What are your main messages?  Who speaks for you?  Strong visuals If you don’t control the story, they will
  • 29. Case Study-Boston MedFlight Three main messages: 1. Teamwork 2. Training 3. Safety saves lives
  • 30. Case Study-Boston MedFlight What does the media want?  Fly in the chopper  Talk to patients  Stats, stats, stats
  • 31. Case Study-Boston MedFlight What does MedFlight want?  Recognition for safety  Awareness of nonprofit status  Stronger bond with the public
  • 32. Case Study-Boston MedFlight Media coverage informed the public, raised awareness and changed perception that MedFlight was a “secret”. Wings of life Launched in the ’80s as a cooperative venture by six top hospitals, Boston MedFlight has grown into one of nation’s top critical-care units.
  • 34. Case Study-JHYSF Proactive PR- Getting on the Map  You’re doing great work  Your fans love you  You can’t get attention Many nonprofits vying for a few column inches
  • 35. Case Study-JHYSF  How do you position yourself?  Can you broaden your message?  Who else can speak for you?
  • 36. Case Study-JHYSF Main messages:  The little nonprofit that could  Specific, focused mission  Real people making a difference
  • 37. Case Study-JHYSF  Raised over $600k for research and clinical trials at MGH Cancer Center  Praised by MGH doctors, nurses and researchers  There’s a news hook!
  • 38. Case Study-JHYSF Mark Herzlich:  Boston College star linebacker  Sarcoma patient  Eloquent speaker
  • 39. Case Study-JHYSF We produced a video with Mark in which he talked about sarcoma and recognized the work of JHYSF.
  • 40. Case Study-JHYSF 2010 PR campaign included:  Press releases announcing Herzlich video  Story pitches including background on patients who want to be interviewed  Recognition from MGH, State Rep. Kate Hogan
  • 41. Case Study-JHYSF 2010 PR campaign yielded:  Story on WBZ Newsradio 1030  Interviews on WXLO FM  Published articles:  MetroWest Daily News  Hudson Sun  MGH Website
  • 43. Working with the media  Examine your message  Is it consistent?  Can you prove it?  Create story lines for the media  Who can speak for you?  What pictures tell the story?  Don’t hide from the media  Be prepared!
  • 45. How you look on camera  Calm  Confident  Cordial  In control
  • 46. Your image How you’re dressed  Primary colors  Simple accessories  No distractions
  • 47. Body language  Look the reporter in the eye  Limit your movements  Watch those hands
  • 49. What you say and how you say it Bad Good  Aggressive  Passionate  Angry  Measured  Bored  Engaged  Put-off  Cooperative
  • 50. Know reporter’s tactics The Prognosticator  Tries to force you to comment on the future  Wants to trap you in the hypothetical
  • 51. Know reporter’s tactics The Shot-gunner  Rapid questioner  Asks the same question repeatedly  Jumps from subject to subject
  • 52. Know reporter’s tactics The Disarmer  Acts sympathetic to your point of view  Chatty off camera--turns aggressive when tape is rolling
  • 53. Know reporter’s tactics The Dagger  Leads with the worst possible question  Uses negative language in question
  • 54. Traps for the unwary  Interruptions  Multi-part questions  Yes/No questions  Statement questions  Silence
  • 55. Golden rules  Tell the truth  Stay on message  Don’t force the answer  No “no comment”
  • 56. Bridging phrases  “That’s an interesting question, but the main issue here is…”  “I’m glad you asked that. We want people to know…”  “Let’s put this into perspective…”
  • 58. “Never underestimate a reporter’s intelligence or overestimate their knowledge.” Ted Koppel | Nightline anchor
  • 59. “If it's going to come out eventually, better have it come out immediately.” Henry Kissinger | Secretary of State
  • 60. Final thoughts  Don’t let a bad day create a bad interview  Remember your three main points  Take a deep breath then say the second thing that comes to mind
  • 62. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors