Topics
MEDIA MANAGEMENT
What Happens Before an Interview
Putting Together Strong Key Messages
Off the Record vs On Background
Best Practices When Engaging with the Media
Body Language
Conducting Strong Interviews
Personal Presentation
Post-Interview Follow-Ups
CRISIS
Plan
Crisis Communication Team
Designated Spokesperson and Media Protocols
Key Messages and Talking Points
Holding Statements
Sample Content
WORDS TO AVOID
Work to keep these things out of your messaging and interviews to ensure the audience hears your message:
JARGON Every industry or organization has a set of words that make sense to those involved, but might not mean anything to an outsider. Look for ways to avoid these terms by simplifying or explaining them (i.e. “covered lives” vs “members”)
ACRONYMS Unless an acronym is generally understood or can be substituted as a name for a well-known entity or object, avoid using it. Either state the full name or find a descriptive word (i.e. “Federal regulators” vs. “U.S. Centers for Medicare & Medicaid Services).
LOADED TERMS Avoid words or phrases that could illicit strong negative emotions unrelated to your message or brand. Think about the best way to phrase tricky concepts before your interview (i.e. Affordable Care Act vs. Obamacare).