CEO Media Training

1. CEO Media Training The Michigan Credit Union League Mike Bridges, Director of Public Affairs 800-262-6285 x 246 mjb@mcul.org

2. CEO Media Training Agenda • Understanding the media • What is the media is looking for? • What does the reporter know before the interview? • Seizing the interview opportunity • Every interview is an opportunity • Preparing for the interview • Interviewing for TV • What to wear? • Answering for TV • Hands-on time in front of the camera • Interviewing for Radio • Preparing for a longer form interview • Hands-on time for mock interview • Interviewing for Newspaper • Preparing for a newspaper interview • Interviewing over the phone • Pitching stories, Op-ed and letter to the editor

3. CEO Media Training • Understanding the Media • What is the Media Looking for? • The media needs timely content • News rooms have been greatly downsized • The less work for them the better • Media is asked to do more with less • Newspaper: • Provide facts, examples, quotes & pictures • Television: • Provide video ideas, interviews and facts • Radio: • Provide facts, examples and other interview opportunities

4. CEO Media Training • Understanding the Media • What the reporter knows before they call • Most reporters are general assignment, meaning they do a variety of stories • Most reporters know very little about the subject, unless they come up with the idea • Many business reporters have a working knowledge, but very few understand a credit union • The easier you make it for the reporter, the better the story will turn out

5. CEO Media Training • Seizing the interview opportunity • Every interview is an opportunity • Educate the reporter on the subject • Educate the reporter on credit unions • Shape your answers to tell YOUR message • Take a political candidate approach and answer the questions YOUR way – You have what they want • Even if you feel uncomfortable doing an interview, put some talking points together for the reporter to reference

6. CEO Media Training • Seizing the interview opportunity • Preparing for the interview • Develop a short fact sheet about your credit union to keep on hand for any media calls you get • Utilize media resource section of MCUL homepage to help prepare for the interview • http://www.mcul.org/CU_Media_Resources_1846.html • Do mock interview with someone beforehand • Call Public Affairs at ext. 246 to discuss the interview, if you are nervous

7. CEO Media Training • Interviewing for TV • What to wear? • For women, always think color with blouses • For men, always try to have a colorful tie handy • For both, keep a jacket in the office • For women, noticeable earrings and necklace look nice on camera – Watch your local TV anchors or Katie Couric • For men, a jacket always looks best, if possible. If not, a nice shirt or sweater vest

8. CEO Media Training • Interviewing for TV • Answering for TV • First and foremost…Be energetic! • Act like you’re happy to be interviewed • Be yourself • Don’t think! Talk comfortably • Deliver your message clear and strong • Only answer what you know, don’t speculate • Hands-on Training Time

9. CEO Media Training • Interviewing for Radio • Preparing for long form interview • Most radio interviews are between five and 15 minutes long • Keep your energy level up! • Whenever possible, offer a second person to interview on the subject • Personalize your answers whenever possible • Bring along a little fact sheet with the points you want to make • Shape your answers to bring out the points YOU want to make • Hands-on radio interview training

10. CEO Media Training • Interviewing for Newspaper • Preparing for a Newspaper interview • Prepare a talking points document on your credit union • Have it with you for a phone interview • If time is an issue, have the reporter email questions and send them your answers or a quote • Personalize the subject matter as best as you can, i.e. – “a member told me……” • Offer a CU member or staff member for another perspective for the reporter • Always invite the reporter down to the credit union • Hands-on newspaper interviewing

11. CEO Media Training • Pitching stories, Op-ed and letter to the editor • Pitching a Story • Write a news release with quotes – keep it to one page • Email or regular mail between a week and two days ahead • Follow up with a phone call • Call newspaper in late morning or early afternoon • Call TV station late morning, early afternoon or early evening • Call radio show producer after their show is over • Be prepared to give reasons why news media should cover your release

12. CEO Media Training • Pitching stories, Op-ed and letter to the editor • Op-ed Stories • Make the subject matter timely • Write the Op-ed with a beginning, middle & end, about 500 words • Use the Op-ed to make a point and not as a marketing piece • Use facts to back up your theme • Have Op-ed come from CEO, board chair or member • Send to editorial editor and give a follow-up call a few days later • It may not be used for a few weeks

13. CEO Media Training • Pitching stories, Op-ed and letter to the editor • Letter to the editor • Make the subject matter timely • Use as a tactic to react to a story or previous letter to the editor • Keep the letter succinct and to the point, about 150 words • Don’t make it a marketing piece for your credit union • Have the letter come from CEO or board chair • Send to the letter to the editor section • Keep in mind - It may be edited

14. CEO Media Training • Understanding the media • The best way to get the media is to build a relationship • Invite reporter to meet with you as a way to get to know each other • If you have something major, invite the editor or reporter to the credit union • Offer to stop by the newspaper or TV station and meet with the reporter • Show them you can be a source or expert for them • Invite a reporter to lunch, golf outing or CU function

15. CEO Media Training The Michigan Credit Union League Mike Bridges, Director of Public Affairs 800-262-6285 x 246 mjb@mcul.org