Effective media pitches should be tailored to the specific publication or outlet. Pitches should demonstrate an understanding of the audience and approach of the outlet. Pitches need a compelling headline and news angle to grab the editor's attention. Successful pitches also highlight the expert's unique qualifications and ability to provide an engaging story on the topic.

1. Messages that Matter:
Making the Most of Media Interviews
FleishmanHillard

2. Introductions
Dan Barber
Senior Partner & Global Lead of FH
Food & Agribusiness Sector
Jennifer Seyler, MS, RD, CPT
Vice President, Brand Marketing
Amari Thomsen, MS, RD
Senior Account Executive

3. FleishmanHillard

4. FH Food & Nutrition Expertise

5. The Opportunity

6. What you told us
 Less than half have participated in past media trainings
 You have varied experience working with the media
 You want to know:
 How to get started, who to pitch?
 What to pitch and when to pitch?
 How to get the media to call me?
 How to simplify my message?
 What to do when the interviewer is bringing a bias to the story
or is trying to get me to say something controversial?
 How to stand out as a spokesperson?
 How to avoid being misquoted or misrepresented?

7. DO get some media training
or mentoring to boost your
skills and confidence.
DO let your personality, voice,
and brand shine through! That
helps your audience connect
with you.
Melissa Joy Dobbins, MS, RD, LDN, CDE
@MelissaJoyRD
www.SoundBitesRD.com
DON’T feel like you have to
water down your image
DON’T try to ‘wing’ it! What
you don’t know CAN hurt your
media interviews.

8. We understand the hesitation…
“It is always a risk to speak to the press;
they are likely to report what you say.”
— Hubert H. Humphrey

9. But the opportunity is too good to pass up!
Let’s start…

10. …where most people start

11. It’s why we start with “messages”
Definition and Purpose

12. What are Message Points?
 A very few carefully prepared, concise, and memorable
thoughts that closely align with your business objectives
and differentiate you from your competition
 The thoughts you most want your audience to remember
— and repeat — above all else
“… if you remember only one thing,
remember this, ________________”

13. What are Message Points?
They are what keep this
from happening …

14. Purpose
5,000
Estimated number of advertising messages
per day each American is exposed to
* Various estimates

15. Purpose
Seven
Seconds
Average length of typical sound bite on the evening news in past decade
Down from 43 seconds in 1968
* Center for Media and Public Affairs / Indiana University

16. Purpose
140

17. Purpose
 Message points
 Define your agenda and help you focus
 Make it easy for you to “tell your story”
 Make it easy for others to remember it
 Give you a “life raft” to cling to if the waters turn rough
 Ensure consistency throughout an organization or industry

18. Purpose
What’s at stake?
Your personal brand
Business relationships

19. Structure & Development
Messages

20. Structure
 Message points = primary messages + proof points
 Think of them as:
 Headlines followed by the “story” (journalists)
 Assertions followed by the supporting evidence (lawyers)
 At least one, no more than four
 Not a script, but a guide

21. Hypothetical example
 Primary
message point
 Proof points
 People are bombarded by thousands
of messages a day, so only the most
compelling and easy to remember
messages get through
 It’s easy to lose sight of what you
want to say, unless you’ve prepared in
advance
 This one discipline alone has helped
win presidential elections
Focusing on a few main
messages is key to effective
communication

22. Development
 Keep each message focused on a strategic purpose
 Use a short slug to identify the function of a
particular message and make it easy to remember

23. For example …
Yesterday
Gold’s Gym is the home of the original American workout
Today
We’re still the place for people who are serious about
getting fit and serious about having a good time doing it
Tomorrow
Gold’s Gym is shaping the future of fitness

24. Development
 Write in terms of the listener’s self-interest
 Listeners constantly ask “so what?”

25. For example …
Purpose
Better things happen when you work together instead of
working alone
Value
Your assessment dollars have never worked harder
Future
The work we’ve begun is work that that future of your
industry depends on

26. Development
 Aim for sound bites
 Alex Chadwick, NPR Morning Edition reporter, defines sound
bites as “what you remember”
 Think “I have a dream”
 15 to 20 words
 Approximately 7 seconds (TV news sound bite)
 140 characters (social media post)
 Use techniques such as alliteration, enumeration, parallelism,
and analogies to make your messages memorable,
conversational and quotable

27. For example …
 “Laser Gallery cards make you say ‘wow!”
 “This is the golden age of horses”
 “The Community Foundation is like a bank for
philanthropy”
 “Our products are ordinary things made extraordinary”
 “To fight fake insurance, just STOP, CALL, and CONFIRM
before you buy”

28. Good Messages are:
 Concise, simple and specific
 Sacramento Food Bank and Family Services is unique – and
uniquely effective.
 Memorable, genuine and personal
 Hunger is just one sign of a family in need. So food is just
one way we help families in need.
 Strategic
 We need people to donate their time and money more
than ever before.

29. Messages aren’t just for the media
 They work in all forms of communication:
 Presentations you deliver, content you develop,
one-on-one interactions with consumers
 Business discussions (internal and external)
 Your flight here, the elevator ride, the cocktail party

30. Let’s give it a try…
March is National Nutrition Month –
What are your messages?

31. Usage
Messages

32. The basics
 Tell them what you’re going to tell them
 Lead with your “table of contents” (sequence of primary
messages)
 Tell them
 Follow up with the detail (proof points)
 Tell them what you told them
 Close with a recap of your primary messages
But never give them anything you don’t want them to use

33. The basics
 Avoid jargon and generalities; be simple, specific, and
“real.” Speak in terms your audience can relate to
 Use examples, stories to support and personalize
your messages

34. Blocking & Bridging
“Does anyone here have any
questions for my answers?”
— Henry Kissinger

35. Blocking and Bridging
 Definition
 The use of smooth connecting phrases to move the
conversation from an off-agenda area (unproductive, hostile,
irrelevant, etc.) to an on-agenda area
 Tonality is the key to success
“Because of the success of the show…”

36. Blocking & Bridging
R=A+MP
Response = Actual Answer + Message Point

37. Sample “B&B” language
 “I think what you’re really asking is …”
 “Let me clarify. What we’re really talking about here is …”
 “That speaks to a bigger point, which is …”
 “That demonstrates how complex this issue is, but what it
all comes down to is this …”

38. Sample “B&B” language
 “You’d have to ask them. But for us, what I can tell you is
…”
 “Those things are true, but I think the real news here is
…”
 “I’m not the right person to talk to about those issues,
but what I can address is …”

39. Never say “No comment”
 The only acceptable way to refuse to answer a question is
to “block” without “bridging”
 Block by explaining why you can’t answer the question
 Proprietary information, pending litigation, etc.

40. Media Landscape
Messages

41. Understand your role
 Today, anyone could be a “reporter”
 Reporter’s job: find and share news
that will keep people engaged
 Controversy and conflict
 New, unique and unusual
 Useful, on trend, local
 Your job: give people something to remember and repeat
 Don’t think of the media as friends or enemies
 Know where you want to go, even if the reporter doesn’t

42. Prepare
 When they contact you
 Never leap in; start by asking questions
 What’s your deadline?
 What’s the story you’re pursuing?
 Who else are you talking with?
 If it’s a good opportunity then buy a little time
 Prepare and practice
 Call them back or meet them when you said you would
42

43. It’s a transaction, not a conversation
 Be honest and intentional
 Never attempt to mislead
 “It’s not the crime that gets you, it’s the cover up” —William Safire
 There’s no such thing as “off the record”
 If you don’t know, don’t speculate
 Always keep your cool
 Speak to the media’s readers/viewers/listeners

44. The questions are up to them,
but the answers are up to you
 Be ready for:
 The first question
 The dreaded questions
 The last question

45. The questions are up to them,
but the answers are up to you
 Control your answers
 Say what you want to say and then STOP!
 Don’t volunteer information unnecessarily
 Be repetitive but not robotic
 Be careful with humor and sarcasm
 Never repeat a negative

46. Self-awareness is important
 Appearance, location, and attitude matters
 Clothing neutral unless it helps to tell your story
 Background relevance
 Body language
 Make eye contact
 Sit, don’t swivel. Stand, don’t sway
 Be enthusiastic but calm
 Gesture naturally: Let the camera and mics find you
 Always assume you’re “on”
“There’s Adam Clymer,
major league asshole
from the New York
Times.”
Labor Day Rally, 2000

47. Keys to success
 Use messages consistently and often
 Make them your own
 Internalize the concepts, don’t just memorize the words
 Constantly review and update your messages
 Ideally, the support points change, not the primary messages
 Prepare and practice, practice, practice
 Even a little bit makes a big difference
 Know that there’s rarely such a thing as the “perfect” interview

48. Elizabeth Ward, MS, RD
@EWardRD
www.ExpecttheBestPregnancy.com
DO relax and have fun.Visualize
yourself as having an interesting
conversation with the host or
reporter while delivering credible
nutrition information.
DON’T over-prepare. Know your
messages, but be ready to answer
questions in a variety of ways and
bridge back to your main points.Try
not to worry about not having an
answer for an out-of-the blue
question you may be asked.YOU are
the nutrition expert, after all!

49. Julie Upton, MS, RD, CSSD
@Appetite4Health
www.AppForHealth.com
DO watch several past segments
from the program to get a feel for
how they utilize expert guests. Know
the exact dimensions of your display
table, use props that enhance your
key messages, practice your setup in
advance and deliver segment from
the viewer’s left to right.
DON’T provide more than three
key messages, wear clothes that don’t
match your segment (i.e., a suit for
Super Bowl) or forget to setup your
display from the camera’s POV.

50. At the end of the day
“Your passion for a subject
will save you.”
— William James

51. Let’s give it a try…
Who wants to be interviewed?

52. Creating opportunities to deliver your
messages
Perfecting your pitch

53. DO be in the face of media constantly -
whether pitching or friending on
Facebook, LinkedIn and/orTwitter.
DON’T rest on your laurels and
assume media will reach out to you
based on your past contributions.You
quickly can become yesterday's news!
David Grotto, RD, LDN
@DavidGrotto
www.DavidGrotto.com

54. Michelle Dudash, RD & Chef
@MichelleDudash
www.MichelleDudash.com
DO respond to a reporter or
producer's call or email as soon
as humanly possible, since they
usually need it "yesterday." Even
if it's saying, "Yes! I can help you.
I'll call you in 30 minutes."
DON’T put off responding to
the media's initial query many
days later. By then, they will have
probably already moved on to
the next willing, enthusiastic
source.

55. Getting Started:
How to Land Your First Assignment
 Consume media — read articles and watch segments
 Follow writers/editors on Facebook and Twitter
 Start with unpaid online opps
 Demand Media (i.e., Livestrong)
 Regional online publications
 Large food/fitness blogs
 Send in comments — comment on articles and news
segments via consumer feedback forms
 Letters to the Editor — submit letters to the editor at major
newspapers or online sources (New York Times, Huffington
Post)

56. Guidelines for Print, Online and
Broadcast Pitches
 Know the publication, news outlet inside and out
 Know what’s been covered
 Learn their approach (topline vs. in-depth)
 Understand their audience and how they cover topics
 Do they end with actionable tips for consumers? (WIFM)
 Read/watch at least a few month’s worth of content
 Look for their pitch guidelines
 Writer’s guidelines are usually online
 News segment pitches also available online
 Pitch the right person via email; know which editor/producer
to contact for the pitch

57. Print/Online:
Writing a Pitch that Lands You an Assignment
 Subject line: Nutrition News Pitch –
“Five Proven Ways to Stop Weight Regain”
 Keep it brief (1 page)
 Start with a great headline (Hed) and subhead (dek)
 1st graph: Cover the news value
 2nd – 3rd graphs: Give your unique way of covering story, proof-points
 Side-bars, charts, graphs
 Unique package idea for online experience (i.e., quiz, slideshow)
 Include your projected word count
 Include area of publication/online section the piece is a fit for
 Pitch the story not a topic
 A story is developed a topic has no beginning, middle or end
 Conclude with your qualifications
 Why you’re the perfect RD for the assignment

58. Editors’ WEIGH IN:
avoiding the biggest mistakes
“General fitness and nutrition information are
typically a no-go unless the information can be
directly related to running. Editors won't necessarily
care that oats can lower cholesterol, for example,
but if a freelancer references a new study showing
that a daily bowl of oatmeal makes runners faster,
they're all ears.” – Runner’s World Editor
“The biggest mistake a freelancer can make,
according to staffers, is pitching ideas that are
too generic.” – Redbook Editor

59. Editors’ WEIGH IN:
avoiding the Biggest mistakes
“Pitches should include a catchy hed and dek,
written in the lively, conversational voice of the
magazine, and shape the information they are
planning to cover into an attention-grabbing idea
with original packaging. If possible, sprinkle some
statistics and new research targeted to women
into the mix to pique editors' attention.” – Fitness Editor
“I see problems with writers who don’t know the
outlet (i.e. pitching us technology stories, which
we almost never cover), just forwarding a press
release, pitching the same stories seen everywhere
else and pitching the story after the embargo has lifted.”
– New York Times Science Editor

60. Broadcast pitch considerations
 Who is the appropriate producer to pitch given the subject
matter?
 Does the producer have preferences for how she or he is
approached?
 Assuming the producer takes phone calls, when is the best time
of day to call?
 What audience does the show target?
 What is the style format of the show? How many on-air guests
do they have or do they do “man-on-the-street” and expert
quotes on location vs. in-studio?

61. Broadcast pitch Tips
 Use similar principles of the print/online story pitch — but shorter
 Think 2-3 key messages
 Provide your suggested visuals that amplify your messages
 Create a local hook for your pitches so that it’s more relevant to the
local news producers (i.e., heart health stats in your city, state)
 Send to right producer or reporter via email. Follow up once.
If no answer, send to another producer.

62. DO more than is expected
DON'T let disappointment
or rejection deter you
Joy Bauer, MS, RD, CDN
@JoyBauer
www.JoyBauer.com

63. DO be camera ready by ‘looking the part’
whatever your theme may be and dressing
appropriately for the kitchen or
background.
Carolyn O’Neil, MS RD
www.CarolynONeil.com
@CarolynONeil
DON’T forget about choosing an
attractive foreground, whether it’s a picnic
basket filled with food or kitchen counter
top loaded with dishes. Make your props
count!
When it comes to TV segments…

64. DO know your messages forward
and backward. Practice is going to
help you look polished and minimize
the dreaded "ummms and ya knows."
You never know if a host is going to
ask something to throw you off. If
you know your messages, you can
answer the host and get back on
track.
DON'T get frustrated if your emails
get ignored or you get a "no." Take a
look at your pitch. Did you have a
catchy subject? Did you make the
pitch appeal to a local audience?
Rebecca Scritchfield, MA, RD
@ScritchfieldRD
www.RebeccaScritchfield.com

65. Thank YOU!
Questions?