Communicating the Message - Region One ESC · Communicating the Message October 15, 2012 Annette S....

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Communicating the MessageCommunicating the Message

October 15, 2012

Annette S. Garcia Region One Education Service Center

An already full plate……

©2012, Region One Education Service Center 2

“There are two times when reporters and educators come together—when we want something from you, and when you g y , ywant something from us.”

-Pat Ordovensky

Former education writer for USA Today

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What’s on the Menu….

Mass MediaYour relationship with the media

Preparing and taking control of the interview


Interview Techniques

The interviewTechniques to help you stay on message and get your voice heard!

Media Relations is a partof Public Relations

▪ Effective two‐way communication

▪ Planned approach

▪ Consistent

©2012, Region One Education Service Center

All done for the purpose of encouraging public understanding & support.

National School Public Relations Association

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The situation

School lunches shouldn’t be “one size fits all”Conroe News, October 8, 2012


“There used to be a time when you would go through the lunch line and if you were really hungry you could pick up an extra sandwich or get an extra scoop of chicken a la king. Well, those days are over. Now if you get that extra scoop of chicken a la king or extra sandwich, it would put you over the new federally mandated calorie maximums.”

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We have GOOD news to share!

The nutrition standards for school meals have not been updated since 1995, and the

new standards reflect the latest knowledge base about health and nutrition. The

standards are based on the Dietary Guidelines for Americans (DGAs) – the Federal

’ b h k f i i ll h d i f h i i


government’s benchmark for nutrition – as well as the recommendations of the nutrition

experts at the Institute of Medicine (IOM) – a gold standard for scientific analysis.

Research‐based information which demonstrates we are taking care of our students by providing healthy meals for them!

More GOOD news…

Obesity is a national epidemic that requires bold solutions.

The nation faces an obesity epidemic with nearly 1 in 3 hild t i k f t bl di lik di b t d


children at risk for preventable diseases like diabetes and heart disease due to overweight and obesity. Left unaddressed, health experts tell us that our current generation of children may well have a shorter lifespan than their parents.

Since kids may consume as many as half their meals in schools, school meals play a critical role in helping children learn how to lead healthy lifestyles. WE’RE DOING A GOOD THING!

How to Get Your Message Across

Mass Media▪ Television ▪ Newspapers▪ Radio Station


Radio Station

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Develop a Positive Relationshipwith the Media…

▪ Get to know reporters who cover school news beforethere is a crisis!

▪ Be willing to be interviewed

▪ Have one person on your campus responsible for


Have one person on your campus responsible for getting information to media.

▪ Learn the reporter’s news needs.

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Develop a Positive Relationshipwith the Media…

▪ Know and respect their deadlines!

▪ Treat all members of the media equally—no favorites or scoops!

▪ Don’t take negative publicity personally!


▪ Don’t take negative publicity personally!

▪ Don’t ask to read their story before it goes to print!

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The M.O. of the Average Reporter

•How do they get their story ideas?

•What kinds of questions will they ask?

•What are they looking for in a story?


y g y•Gain understanding of issues•Collect facts•Obtain quotes from reputable sources•Balance opposing views

•What is their timeline?

Take Control of the Interview

▪ Does your school/district benefit?

▪ Have time to prepare keeping in mind reporter’s deadline


▪ Determine your “message points” and make them easy to understand

▪ Refer back to your key messages throughout the interview

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How to Prepare for the Interview

•Ask what the interview will be about.

•Research your information‐‐‐data, numbers.


•What are the “key messages” you want to convey?

•Anticipate what questions may be asked.

•Practice! Practice! Practice!

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Techniques to Stay on Message

Key Message

1. Powerful unified messages that explain what your company does and its beliefs.


2. A few short, well thought out, and to the point ideas that you want to convey about your organization

3. The takeaway, elevator speech, main points of what you want to communicate

“Does anybody have any questions for my answers?”-Henry Kissinger when opening his press

conferences

Characteristics of Key Messages

Concise•each message only 1 to 3 sentences and under 30 seconds

Strategic•Define, differentiate, and address benefits/values


Relevant•balance what you need to communicate with what the audience needs to know

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Characteristics of Key Messages

Compelling•Meaningful information

Simple•Easy to understand jargon free and no acronyms


•Easy to understand, jargon free, and no acronyms

Memorable•Easy to recall

Real•Tailored‐‐‐effectively communicates with different target audiences

Developing Key MessagesClaim = Fact + Example

Claim:Obesity is a national epidemic that requires action on the part of the entire community, including schools.

Fact:Nearly 1 in 3 children are at risk for preventable diseases like diabetes and heart


disease due to overweight and obesity. Left unaddressed, health experts tell us that our current generation of children may have shorter life spans than their parents.

Example:XYZ ISD supports the “right‐sized” portions approach which reflects the latest research‐based recommendations from nutrition experts on the dietary needs of school children. Students are offered lower‐fat dairy and leaner portions and more fruits and vegetables. We ‘re excited to share the opportunity with our students as they discover new foods—learning doesn’t just happen in the classroom‐‐‐students will be learning in here, as well!”

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A way to say “Hey, don’t forget this!”

•“What’s most important is……”

“ h b ”


•“The reason we are ____is because…..”

•“Finally, the most important point to remember…..”

•“I’d like to reiterate that…..”


Bridge your answers…Transitional phrases that help you stay on message and get back to your key messages

Example of “Bridging”Reporter’s Question:


Reporter s Question: “We hear of instances where the kids are throwing food away because they don’t like it, is that an effective use of resources?”

Bridging Response:“It does sadden us that some students choose to not try some of the food servings that are offered to them. We encourage parents to learn about the options available in their schools and support healthier choices by encouraging their children to try the variety of fruits and vegetables offered in their schools.”

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The Interview

•Think about what you are going to say (stay away from “uh, ah, well, yeah, you know, um, etc.)

•Keep you statements short and simple‐‐‐SOUNDBITES


•Don’t stray from the topic—don’t give too much information!

•Don’t rush through your answers…speak slowly.

More Interviewing Tips…

•Deliver your message with confidence.

•Look at the interviewer, don’t look directly into the camera.

B h i i


•Be enthusiastic

•Remember—you’re the expert, try to pretend you are having a “normal” face‐to‐face conversation with a friend.

•What if you don’t know the answer….!

The InterviewDon’t say anything that you don’t want printed or broadcast!

“Wealthy families-Mexican nationals or not-tend to have a smaller amount of kids than poor families…..They may have five or six kids who need extra assistance, may not even have their basic needs.”Monitor, January 2011

“Working with a dysfunctional board is really absurd


“Working with a dysfunctional board…is really absurd. Fortunately, I have the leadership, maturity, and patience.” Monitor, October 2011

“When you have a board that may be too reactionary, That can happen,” he added. “Level-headed peopleprevailed, and I think they realized, ’OK, this is overthe top. Let’s sit down and calm ourselves down.”

Monitor, October 2011

“If (lawmakers) are going to screw up, they might aswell do it quick and get it over with.” Monitor, January 2011

Get the last word in….!

▪ “Is there anything you would like to add?”


Asking for Trouble!

▪ “No comment”


▪ “Off the record”

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Other Media Outlets

▪ Don’t forget radio!

▪ Op‐ed articles

▪ Public Service Announcements


▪ Radio & TV Interview Shows

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What Do You Want Your Audience to Know?

▪ The changes made to school nutrition programs are federally mandated by an Act called the Health, Hunger Free Kids Act of 2010.

▪ School meal standards are in line with dietary USDA


School meal standards are in line with dietary USDA recommendations for protein intake.

▪ How does the reimbursement of school meals take place?

▪ We need parents’ help in encouraging students to try new foods—it’s another facet of learning!

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Spot the Key MessagesKatie Couric interview


Charlie Gibson interview

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Anderson Cooper interview

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“Even though we never like it, and even though we wish they didn't write it, and even though we disapprove, there isn't any

One final thought…..


doubt that we could not do the job at all in a free society without a very, very active press.”

‐President John F. Kennedy, quoted in ``Political Power and the Press'' (W.W. Norton, 1972), by William J. Small, former CBS Washington Bureau manager

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Annette S. Garcia (956) 984‐6011

[email protected]

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Communicating the Message - Region One ESC · Communicating the Message October 15, 2012 Annette S....

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