Media Calls Techniques & Tips

ORG.1110.PL.003.SD.02

GENERAL

Two most popular media calls

promoting health programs, services, good news and disease prevention – where you would use the ABC technique
crisis situations – where you would use the RRR technique

Top things reporters will ask in all interviews

What

Why

How

Four elements to consider when developing key messaging:

interesting (will the public find it interesting or useful)
news worthy to target audience (will it build on our reputation)
element of surprise (something that the reporter may not know like facts or research data)
do the key messages pass the “so what” test

Key messages – your keys to success:

clear and concise
bite-sized chunks of information that may stand alone
easy to say and easy to understand
persuasive, strong and powerful tone

Interviews – preparation is key

think about the top three questions the reporter may ask
have your facts ready
focus on understanding the questions
prepare your key messages; have your key messages in front of you and rehearse them; use bridging to keep it ‘your message’
make the call in a quiet space
buy yourself time at the start of your response
don’t interrupt the reporter
sound passionate and energetic about the topic
if you misspeak – start over
keeping in mind that nothing is ever off the record
never use “no comment” (this may end up as your quote)

Calling the reporter to conduct the interview

ask to speak to the journalist who requested the interview
be quick – introduce yourself and say what you are calling about right away
stick to the facts (newsroom staff do not have a lot of time, they want the information and they want it fast)
thank him/her regardless of the outcome for their time and be polite

TECHNIQUES

ABC formula for using Key Messages to tell your part of the story

answer the question
bridge that answer
communicate by inserting your ‘key messages’

Bridging techniques

During the interview the journalist or reporter will often provide you with the opportunity to answer the question and expand. This is where the technique of bridging can be used. Bridging is a transitional method used whereby the interviewee can move from the reporter’s angle to your key message easily. It is particularly effective because it enables you to steer the interview and to really focus on those key messages you want to communicate to the audience.

Transitional Phrases to use include the following:

The real issue is…
But just as important is…
Let me explain…
But equally important…
It’s important to tell your viewers (readers, listeners)…
You know, I think it’s equally important to know…
I am also frequently asked…
We might be overlooking…
A common concern is…
You can go a step further…
I am proud to be able to tell you…
Let me give you the facts…
You should also know…

Crisis events

Crisis simple 3 R’s formula when responding to a crisis

Regret

Reason

Remedy (remedy may be followed with a positive key message)

Example of crisis event key message

Southern Health-Santé Sud is deeply saddened by this tragedy. We wish to extend our condolences to the families involved. The has occurred at __ (health centre/property) and has activated a comprehensive emergency response. Southern Health-Santé Sud health care employees have diligently prepared for incidents of this nature. The _ was contained within one facility.
All other Southern Health-Santé Sud facilities are in full operation. We wish to reassure the public that the safety of the patients, residents and employees are our number one priority. We are handling the matter in cooperation with the RCMP/Fire Department/Community. We are grateful to our employees for their cooperation and their courage. We will continue to update you as more information becomes available.

Note: When planning a media response during a crisis, show compassion and protect Southern Health-Santé Sud image and credibility when conveying information to the media.

INTERVIEWS – COMMUNICATING OUR CORE VALUES

When participating in an interview, take the opportunity to weave our Southern Health-Santé Sud core values within key messaging:

Communicating and engaging with uncompromising integrity means:

being transparent when sharing information, behaving with honesty, openness and truth and providing balanced,
clear, consistent and objective information
responding to internal and external communications to enquiries in a timely manner, including media enquiries
being intentional and valuing diversity in engagement activities

Communicating and engaging with the pursuit of excellence means:

aligning communications and strategic directions with provincial developments regarding transformation of health care in Manitoba
sharing the responsibility of ‘communications’ and community engagement; this requires the support, cooperation and interaction of various staff throughout the organization, involving staff at all levels who must carry out the requirements of this Plan in all aspects of their work. Sites, programs and services must integrate communications
and community engagement into processes and procedures
recognizing that ‘communications is indeed a spectrum of public participation which encourage use of best practices in inform, consult, involve, collaborate and empower
ensuring communications activities are meaningful
recognizing the importance of learning from best practice

Communicating and engaging with respect for all means:

understanding and embracing diversity, inclusivity and equity, i.e. providing access to information and education using different communication strategies to target different groups
encouraging two-way communication and feedback
responding to our legislative responsibility to support the delivery of bilingual health care services according to the Province’s French Language Services Policy/The Health System Governance and Accountability Act

Communicating and engaging with healing compassion means:

using ‘communication tools’ to enhance human relationships
observing principles of plain language and accessibility in communication, acknowledging that ‘health’ is a complex and vast sector where health terminology is an important part of sharing information
listening to people without judgment or defensiveness

Communicating and engaging with purposeful innovation means:

exploring new and meaningful ways to engage with staff and stakeholders
utilizing new technologies and social media platforms to increase awareness of Southern Health-Santé Sud sites, programs and services
providing a diverse range of communication methods and measuring their effectiveness
continuously strive for improvement to ensure we are meeting the needs of our audience
utilize provincial and partner SDO assets and resources to create efficiencies and enhance information sharing capacity
effectively promote innovation within the organization