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MediaSpeak
The bold New Guide to Public Relations and Reputation Management
Taylor, Ian Publisher: LB Publishing Services
Year Published: 1999
Pages: 212pp ISBN: 0-9697369-2-4
Library of Congress Number: HM263.T36 Dewey: 659.2
Resource Type: Book
In order to deal with the news media messengers, we need to manage our message -- the strategy, the choice of words and the delivery of those words.
Abstract:
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Table of Contents
Part One: Planning your MediaSpeak strategy
Chapter One: Bimbos, banks and spin
What this book's about
We're all spin doctore
What is public relations?
What is spin?
Case Study: Caring about ambulance service - Crisis scenerio
Case Study: Caring about politics - Search and rescue helicopters
Spin doctors
Dealing with the news media can be a bit like going fishing - a parable
Preparing the answers
A reputation for caring
A reputation for showing that you care
You can always tell a lawyer . . .
Case Study: Caring about justice - Lawyer Clayton Ruby
There's strategy in how you say it
The messages of change management
Shooting the messenger
What was Clinton's strategy?
What was Clinton's method of delivery?
Waving at trees
Chapter Two: Packaging the message
It's about packaging.
A reputation for spotting opportunities
If it bleeds, it leads
What makes you newsworthy?
Your emotional quotient
Case Study: Caring about Toronto squeegee kids
Write a letter to the editor - today!
How big is your budget?
Case Study: Caring for cleanliness - Sunlight Soap
News is what's new - even when it's old
A reputation for speaking well
Who's your boss?
Chapter Three: The message will set you free
Introduction to media lines
Is the medium really the message?
"Welcome to the evening news. I'm Ian Taylor."
Where does TV get its ideas?
How Geraldo selects the guests
Copycat journalism
A story takes on a life of its own
The effect of the global village
What to ask a reporter before agreeing to an interview
What not to ask
Case Study: Caring about safety - Flying truck wheels in Ontario
Media requirements are based on space and time
How long is my media line? How long is the interview?
"What we have here is a failure to communicate"
A reputation for word-crafting
The credibility factor
Comforting the afflicted
Fill in the blanks
A reputation for knowing what to say
You and the news media
Chapter Four: The skills to succeed
A reputation for plain talk
"First of all, let me say . . ."
Tips to improve your pick-up rate
Good writing privents misquotes
Learn to write like you speak and stop speaking like you write
A reputation for speaking out at just the right time
A reputation for looking right
Body language: Neurolinguistics
Getting a photo of someone who died
Message dressing
A reputation for sincerity - you'll have it made
A reputation for understanding differences
A reputation for good intentions
How to manage a scrum
A reputation for avoiding becoming the target
A reputation for getting more resources
Chapter Five: Be bold, or be toast
It's the answers, stupid
Case Study: Caring about your employees - Hospital layoffs
A reputation for finding opportunities
"No" is a dangerous word
Direct and indirect quotes
Part Two: Writing and Delivering MediaSpeak
Chapter Six: Pillars
Highlights
A reputation for getting to the point
How PR people overcome their reputation
Case Study: Caring about safety - Photo radar
Case Study: Caring about customers - Airport taxis
Case Study: Caring about the environment - Aircraft noise and neighbours
Chapter Seven: Reputation words and the "not" word
Start with one word or phrase
Negative questioning
Opportunity words from the "reporter from hell"
Planting the pillar foundations
Issue-defining bridging phrases
Here's another way to get started
It only takes one emergency
Case Study: Caring about business - Escalator safety in shopping centre
Speculations
Case Study: Caring about your professionalism - Highway tolls
Buying time
Super-controlling pillars
Chapter Eight: Never say "No comment"
Your job is to inform, describe, explain
There are lots of reasons never to say "No comment"
Case Study: Caring about immigration - Deporting the maid
"No comment" alternatives - When the last word is the last
A reputation for being ready for anything
Meet the "reporter from hell"
Ask yourself the tough questions first
Pillars meet the media's needs
Open-style questions
Is it on your business card?
Define your role in the issue
Samples of role-defining pillars
Pillars that frame or re-frame the question
Chapter Nine: Concise, direct and interesting
Two-point or paradox pillars
Ten reasons to use three's
The Jean-Chretien approach to public relations
A reputation for teamwork
Three mini case studies
Strategic tips for using three's
Factors and factoids
Listing your accomplishments
Power pillars
The click
A reputation for order
A reputation for openness
Self-deprecation
Chapter Ten: Supports - Know when to hold 'em & when to fold 'em
Highlights
Keep them short, sweet and to the point
Reporters love cliches - even though they deny it
MediaSpeak from marketing language
My Aunt Betty had quite the reputation
Malapropisms and old favourites
A reputation for "humbility"
Euphemisms
Analogies are like tools
Control supports
Bridges
Baiting supports
Negotiating questions
Phrases to avoid in an interview
The power of repetition
Helpful phrases to slow down the charging reporter
Handling the ambush allegation
The pause
Chapter Eleven: Sparklers - Displaying your excellence
Two favourite sparklers: The truth and God; The truth and the godless
Why sparklers pay off
Rattle off some numbers
Use teaching aids
Case Study: Caring about healthcare - Laparoscopic surgery
Anecdotal sparklers
Case Study: Caring about agricultural land - Farmer Brown's daughter
Unique features sparklers
The sparkler as parable
The specific sparkler
The "for instance"
When is it OK to cry?
The sermon sparklers
Context, background and history
Case Study: Caring about your career - Political problems? "It's not my fault."
A reputation for oral history-telling
Case Study: Caring about history - Open line opportunity
The speech formula
Media Lines - A summary
A final word
Two prayers when all else fails
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