Media Relations: Maximizing Its Strategic Value Abdulqader Obaid Ali, Claudelle von Eck, Ellen Brataas (Facilitator: John Babinchak, IIA Director of Strategic Communications)
Introduction and overview Understanding the media Understanding your role Communicating effectively Key interview techniques 13 rules Interview do s and don ts First-hand experiences Proactive Reactive Crisis Roundtable discussions Today s Agenda
Understanding the media The rise of sound bite journalism Evolution of mass media Blurring of the lines between news and entertainment Media s definition of news Controversy, conflict, change
Understanding the media Components of news Change Timeliness Impact Prominence Proximity Conflict The unusual
Understanding the media About reporters Skeptical by nature Trained to get both sides of a story Trained to keep personal biases out of stories (though not always the case) Under pressure and rushed Less knowledgeable than you would think Less organized than we want
Understanding your role Serve as an IIA/IIA institute ambassador Share your knowledge and expertise with target audiences through appropriate news and information outlets
Understanding your role IIA/IIA institute message What we want to say Media interest What they want to report News angle What the reader/viewer wants to know
Communicating effectively Preparation is key to a successful interview Know what you want to communicate Know how you want to say it Understand the media outlet Prepare talking points in advance Prepare for unexpected questions
Communicating effectively Make your message relevant and newsworthy Personalize your message, using your own style within IIA/IIA Institute media guidelines Keep you message consistent and concise Repeat your key messages
Communicating effectively Use the inverted pyramid Start with the conclusion first, followed by the supporting facts/background Create usable sound bites and quotable quotes Help write the story for the reporter Decide 3 to 4 most important points Try to stick to them Speak in a simple, straightforward manner Support talking points with factual proof points
Blocking Key interview techniques Deftly avoiding an unwelcome or off-subject question The real issue here is... Bridging Taking the discussion from unfriendly or off-subject to friendly, familiar territory (i.e., your key messages) That s not my area of expertise, but I can talk about... Headlining Stating your key point up front (inverted pyramid) Internal audit is most effective when it operates independently and is well resourced.
13 rules Flag your key points and stay on those points Speak in simple language Support key points with facts and figures Tell a story with anecdotes, illustrations and analogies Think before answering Make your point (then stop talking) Take the high road
13 rules Avoid internal audit acronyms and other insider speak Take control Stay positive; be friendly and courteous When asked about a problem, talk about a solution Discuss what internal audit does, not what it doesn t do EVERYTHING you say is on the record
Interview do s Do be focused and concise Do be yourself Do be sensitive to a reporter s deadline Do treat reporters as professionals Do correct false information Do use quotable language (sound bites) Do flag key points Do be precise Do speak in easy-to-understand terms Do use facts and figures Do use anecdotes, illustrations, and analogies Do stay within your area of expertise
Interview don ts Don t repeat a negative phrase or accusation Don t fake an answer Don t talk off the record EVER Don t say no comment Don t over-answer (be succinct) Don t be afraid to pause Don t assume the reporter knows what you know (even if he/she acts as if he/she does) Don t use acronyms or jargon
First-hand experience
Roundtable Discussions What is your greatest media relations challenge? Getting coverage? Managing coverage? AVOIDING coverage?
IIA Headquarters Contacts John Babinchak, IIA Director, Strategic Communications John.Babinchak@theiia.org +1-407-325-5560 (cell) / 1+407-937-1240 (office) Robert Perez, IIA Media Relations Manager Robert.perez@theiia.org +1-386-956-8328 (cell) / 1+407-937-1247 (office)