Media Tips for Candidates
April 16, 2010
Q: I am the campaign manager for a friend running for state representative. An editorial board meeting is coming up with the local paper. Any advice for a novice heading into his first editorial board meeting?
A: To a novice or expert, McCarthy Blanchard’s counsel is the same. Prepare. Focus on no more than three key messages. Finally, rehearse.
We applaud your client’s willingness to run for public office. Seeking public office can be a positive, affirming experience. Or it can be fraught with missteps beginning with a naiveté about the power of the media. Here are valuable tips that will help your client prepare for an editorial board meeting and interviews thereafter.
Prepare. Know what you want to accomplish. Write down one or two main goals you want to accomplish in the meeting. Determining your goals will help you develop your key messages. Know in advance who will be in the editorial board meeting, their interests (business, health, etc.) and the length of the interview. Read past editorials so that your candidate is informed and ready for tough questions. Prepare an information package to leave with the editors and keep the contents brief.
Develop three key messages with supporting proof points such as stories or examples of issues of importance to your candidate’s district. Have your client write down his key messages as short, concise sentences. Use one of the key messages to differentiate your client from his competition. For example, “Improving public education and student success is my #1 priority.” Then your client will need to tell the editorial board how he will do this. Using key messages will keep your client concise and on point. Remind your client that there is no such thing as “off the record.” If a statement is overheard in the elevator, it is on the record!
Rehearse. Never, ever just “wing it.” Have your candidate rehearse his introduction out loud in front of a mirror. Ask him likely questions — including the ones he does not want to be asked. This way your client can see and hear himself doing well. If he tends to ramble, you can help him stay on message. Coach him to make the editorial board meeting a two-way street by asking the board members what they know about him and his district. Finally, let him know that it is okay to pause, make his point and then stop talking.
Approach every media opportunity using this formula and your candidate will be one step closer to his goal of holding public office.
Paula Blanchard Stone and Patty McCarthy are partners in McCarthyBlanchard, an executive training firm specializing in key message development, presentation skills training, media interview training and executive presence. Copyright © 2008 McCarthy Blanchard. | Website
Insert your email (required)
Subject
Comments
Insert email of your friends (required)