Δευτέρα, 1 Φεβρουαρίου 2010

10 πρακτικές συμβουλές για τη σχέση σας με τα μέσα ενημέρωσης

Υπάσχουν άραγε κανόνες στον τρόπο που πρέπει να επικοινωνεί κανείς με τους δημοσιογράφους που να ισχύουν σε κάθε χώρα;  Μάλλον όχι! Εν τούτοις υπάρχουν πρακτικές συμβουλές που μπορούν -τηρουμένων των αναλογιών- να εφαρμοστούν και να κάνουν την καθημερινή μας σχέση με τους δημοσιογράφους και τα μέσα ενημέρωσης ευκολότερη. Διαβάστε τα παρακάτω 10 σημεία που η διεθνής εμπειρία έχει καταλήξει ότι βοηθούν.


Ask the reporter questions.  What’s your deadline? What kind of story is it?  What’s your angle?  Who else has been or will be interviewed?  Learn about the reporter’s style and media outlet.
1. Be Prepared

Ask the reporter questions.  What’s your deadline? What kind of story is it?  What’s your angle?  Who else has been or will be interviewed?  Learn about the reporter’s style and media outlet.
2. Know Your Story
An interview is an opportunity to tell your story.  Select your three key messages.  Include facts, figures and anecdotes to make your story compelling for the audience. 
3. Remember Your Audience

A news interview is your chance to reach the public or a key audience.  Look beyond a reporter’s interview techniques and tailor your remarks and demeanor to your audience.
4. Be Assertive

Don’t just answer questions; seize every opportunity to drive your messages.  Reporters grab their audiences’ attention by leading off with the most important, newsworthy information.  Do the same thing with each of your answers.
5. Use Flags and Bridges

Signal that a key point is coming up by flagging it with a phrase like; “the key point is”, “what makes this important is.”  Link each answer to a positive message by using “bridging” phrases like “but let me put this in perspective,” or “but the real problem is.”
6. Turn negatives to positives

Don’t be provoked.  Anticipate tough questions and develop responsive answers that are not defensive.  Use each question to bridge to one of your key messages.

7. When you don’t know, say so

You are an expert but you don’t have all the answers. Say, “I’ll get back to you” or, “I can put you in touch with someone who has that expertise.”

8. Avoid professional buzzwords

The public doesn’t know your industry jargon so don’t use it even when the reporter does.  Explain abbreviations and technical terms.
9. Focus on your objective

Don’t get mired in statistics or lengthy explanations.  If you want to be quoted, speak briefly and to the point.  Correct misstatements and misperceptions.
10. Beware of interviewing traps
Use your own words.  Don’t repeat negative language or allow the reporter to put words in your mouth. Never lose your cool.  Most of all remember that there is no such thing as off-the-record.

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