Media Mastery Represen,ng yourself, your associa,on and your profession through the media.

Transcription

1 Media Mastery Represen,ng yourself, your associa,on and your profession through the media. How to Spot Trouble With a Financial Adviser Can Main Street Catch Up with Wall Street? Best-selling author hits her financial advisers with lawsuit over $40M in losses ReFred early... and gelng scared Two brokers, facing fraud charges and lawsuits over client losses The ReFrement Dilemma: Keep Working? Why You'll Work Through Your ReFrement HiLng the Personal Financial Reset BuOon Are Your ReFrement Accounts Safe? Get Used to a 'Working ReFrement' Today s Challenges Tragedy sells in the media Increased consumer confusion Honest advisers are being lost Typical consumer believes all advisers are out for themselves The media looks a lot different today 1

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3 Presen,ng Today s Opportuni,es News cycle is fast News is diverse Opportunity to tell YOUR story, the FPA story and, more importantly, the financial planning story. Being proac,ve increases reac,ve opportunity Being posi,ve instead of nega,ve Dispelling the Five Myths MYTH #1 You need to have experience working with the media to be sought a[er by them. 3

4 MYTH #2 You need to be on guard at all,mes during an interview. MYTH #3 If you re interviewed you will be in the story. MYTH #4 Journalists are malicious and will use what you say against you. 4

5 MYTH #5 Being a smart professional is enough in working with the media. What are the big takeaways from this video? Be prepared Don t say things you don t want the world to hear Have data/facts to back up your asser,ons Don t turn the interview into an argument Control non-verbal communica,on Know who you are represen,ng Effec,ve Communica,on Is Key America s Mayor Rudy Giuliani The Change Agent Barack Obama 5

6 MASTER THE BASIC SKILLS Poise Protect Perform Prepare MASTER THE BASIC SKILLS Prepare MASTER THE BASIC SKILLS - PREPARE To prepare effec,vely: Topic Interviewer Format Message(s) 6

7 MASTER THE BASIC SKILLS - PREPARE TOPIC: Ask the reporter for the topic and angle Do the needed research Google searches Morningstar Other media Develop a series of statements/messages you want to convey about the topic Consider the audience and formulate the messages to resonate Know the topic and be prepared to answer anything MASTER THE BASIC SKILLS - PREPARE INTERVIEWER: Read previous ar,cles Google News Search Talk to another adviser who has been interviewed Look for: How issues are posi,oned Hot bulon issues Biases Why were you selected? MASTER THE BASIC SKILLS - PREPARE FORMAT: Print or Broadcast Audience Length Photo Op 7

8 Outlet: Interview Date: Interviewer: Topic/Angle: Topic Messages: Important Data: My Messages: (1) (2) (3) (1) (2) (3) (4) (1) (2) (3) Notes to Keep in Mind: On the Spot Evaluation: 3/31/16 MASTER THE BASIC SKILLS - PREPARE MESSAGES: Develop messages on topic Develop messages for you/your business Prac,ce delivering Media Interview Prep Form Complete in advance of the interview Need some guidance on your chapter s public relations planning? Feel free to contact FPA Director of Communications Ben Lewis at or benl@fpanet.org MASTER THE BASIC SKILLS Perform 8

9 MASTER THE BASIC SKILLS - PERFORM During The Interview: Iden,fy with the public interest first and foremost. Always tell the truth. Always have something to say. Refrain from naming the names of opposi,on. Simplify the message. Simplify the language. Speak clearly. Speak visually. Transmit the message con,nuously. Listen for responses. Reevaluate constantly. Think ahead. The right word may be effec,ve, but no word was ever as effec,ve as a rightly,med pause. Mark Twain MASTER THE BASIC SKILLS - PERFORM Controlling The Interview Keep coming back to your core messages Answer the ques,on and stop talking Avoid technical jargon State the conclusion first Then follow it with facts to back-up your asser,on Don t repeat nega,ve comments, answer posi,vely Avoid judgmental or argumenta,ve statements Ask for clarifica,on of difficult ques,ons Appeal to the audience through stories and anecdotes 9

10 MASTER THE BASIC SKILLS - PERFORM Controlling The Interview Your knowledge and exper,se dis,nguishes you from the other guests and host Know your key points and integrate them throughout the course of the interview Do not wait to be asked the right ques,ons, shape the interview Examples "That's a good ques,on, but what is really important is... " "I'd like to make this point before I con,nue. "Let me give you the latest informa,on on that is really interes,ng." MASTER THE BASIC SKILLS - PERFORM Other things to consider: Be a name dropper Watch what you drink Listen carefully then respond Pay alen,on to non-verbal communica,on MASTER THE BASIC SKILLS Poise 10

11 MASTER THE BASIC SKILLS - POISE It s a conversa,on not an interview Informa,on is conveyed through passion Confidence leads to success MASTER THE BASIC SKILLS - POISE TV TIPS Wear off-white or solid color dress shirts Avoid distrac,ng palerns on clothing (including,es) Remove jewelry other than wedding bands and watches Comb/brush your hair Sit on the tail of your coat, keeping suit firm against your chest Use subtle hand gestures, don t be wild Keep eye contact with the interviewer Do not shrug your shoulders Keep it conversa,onal Sit forward with a 15 degree lean in your body Do not swivel in your chair Watch facial expressions Watch out for frozen head syndrome Don t be afraid to ask for studio makeup MASTER THE BASIC SKILLS - POISE RADIO TIPS Use note cards to keep you organized (phone or studio) Remove watches and bracelets (studio) Do not yell (phone or studio) Keep answers succinct Talk in sound bites Keep in conversa,onal Keep it lively Use different tones and color in your voice 11

12 MASTER THE BASIC SKILLS - POISE PRINT TIPS Use note cards to keep you organized (phone or studio) Keep it conversa,onal Speak from the head AND the heart Have convic,on when you speak The shorter the interview the beler MASTER THE BASIC SKILLS Protect MASTER THE BASIC SKILLS - PROTECT A[er the interview: Ask: Did I answer your ques,ons? Ask: Do you need further clarifica,on on any of the points I made? Immediately offer to gather addi,onal informa,on Do not ask to see a copy of the story in advance of publishing Always tell the interviewer, thank you 12

13 MASTER THE BASIC SKILLS - PROTECT Thank You Notes: Handwrilen or Enclose a business card Send two: One a[er the interview is completed One a[er the story has aired or appeared MASTER THE BASIC SKILLS - PROTECT INACCURACIES IN PRINT: Most journalists strive for accuracy in their repor,ng, but you may be misquoted at some point. Ø These errors are rarely deliberate. Ø Your concern should be that the meaning of what you said to the reporter was conveyed accurately, not so much whether the exact words were used. Ø If the reporter completely missed the point, let the reporter know (in as helpful a manner as possible). In a case of serious misstatement of your data or your views, request a correc,on (phone or send a leler to the editor). MASTER THE BASIC SKILLS - PROTECT INACCURACIES IN TV: A common error when being interviewed on television is to allow a reporter's false or inaccurate statements to stand uncorrected. Ø Speak up. Ø If a reporter creates a false premise to a ques,on, correct that first and then reframe and answer the ques,on. Ø If a reporter cites informa,on or sta,s,cs with which you are not familiar, simply state that you are unfamiliar with the informa,on. 13

14 Integrate key talking points during the interview Be concise in your responses, avoid jargon Don't speculate Don't be afraid to say, "I don't know. Avoid reporter cold calls Know your limits (knowledge) FINAL TIPS There is no off the record Stay posi,ve Create an Issues Book and Fact Sheet Anything you say can be heard and USED Be an advocate for FPA and financial planning The Elevator Statement The FPA Brand Message The Financial Planning Associa,on (FPA ) is the leading professional organiza,on for CERTIFIED FINANCIAL PLANNER TM (CFP ) professionals who seek advancement in a growing, dynamic profession. Through a collabora,ve effort to provide more than 24,000 members with One Connec0on TM to tools and resources for professional development, business success, advocacy and community, FPA is the indispensable force in the advancement of today s CFP professional. Next Steps: 1. with handouts and link 2. Click link to agree to Media Par,cipa,on Agreement 3. Start responding to FPA MediaSource queries 14

15 FPA MediaSource: Effectively responding to media queries Be prompt in replying. Be original in your thoughts. 15

16 Paint a picture. Get a client to chime in. Share data. 16

17 Offer to get additional sources. Be responsive. Don t get frustrated. 17

18 Ques,ons, Concerns and Ideas Ben Lewis Director of Public Rela,ons Financial Planning Associa,on Direct: Cell: