This document provides tips for communicating confidently and effectively with the media. It discusses how to prepare for a media interview by understanding the purpose and format, knowing your key message, and anticipating challenging questions. The document emphasizes keeping answers short, painting pictures with stories, staying calm, and never lying. Building relationships with media contacts is also recommended by sending story ideas and responding promptly. The overall message is to know your topic, know your audience, and know your goals for the interview.

2. Communicate With Confidence
NDLA 2012 Conference
Friday, September 2012
Presented by:
Aubrey Madler,
Marlene Anderson, and
Wendy Wendt

3. Know your....
1.Room and Equipment
2.Audience
3.Topic and Material
4.Yourself
5.Expectations
6.Timeline

4. Fillers
Grammar

5. 1. Listen
2. Pause
3. Confirm
4. Tell
5. End

6. Elaborate on closed-ended questions
O
R
E
O

7. Communicate with confidence:
The Elevator speech
2012 NDLA Conference
Prepared by Marlene Anderson
Mackay’s moral:
A great elevator speech strategy
can take you all the way to the top

8. Elevator Speech - defined
An elevator speech is a brief presentation that introduces a
product, service, philosophy, or an idea. The name suggests the
notion that the message should be delivered in the time span of
an elevator ride, up to about three minutes. Its general purpose
is to intrigue and inspire a listener to want to hear more of the
presenter’s complete proposition in the near future.
-- Terry L. Sjodin
Small Message, Big Impact: The Elevator Speech Effect

9. Elevator Speech Characteristics
• Can be formal or informal
• Typical length is 2-3 minutes
• Clear, brief message with intention
• Has a structure with an opening, body and close
• Sole function is to intrigue a listener and get his/her interest,
plus the chance to offer a longer, more detailed presentation
at a later time
• May initiate a sequence of events that result in opportunities,
large and small, far into the future

10. Define your intention:
what do you want to happen?
– Set your goals and objectives
– Know your audience
– Determine what kind of presentation to use:
• Informative – objective and unbiased in nature; meant to promote
learning
• Ceremonial – appeals to the values of a group; appropriate for social
gatherings, celebrations, and memorials
• Persuasive – has a specific intent; provides a choice; meant to get the
listener to take some kind of action
– Be ready to deliver your message whenever the opportunity arises
– Think about the best way to close your speech
– Read a situation when you’re in it; be prepared to adjust

11. What kind of speech best fits your intention?
– Impromptu – A “thinking on your feet” kind of speech delivered off
the top of your head, using a mental outline. Provides great freedom
for interaction.
– Extemporaneous - Given in a conversational style, but prepared in
advance and delivered using an outline to stay on track.
– Manuscript – Used when a presentation needs to be written. It is
presented word for word and read verbatim.
– Memorized – The manuscript speech committed to memory. It
requires practice to deliver effectively.

12. Elevator Speech
Short Outline Form (4 x 6 card)
• I. INTRODUCTION
• • Grab the listener’s attention..............................................................
• • Tell them where you are going................................................................
• II. BODY
• • Talking point #1...................................................................................
• • Talking point #2.................................................................................
• • Talking point #3..................................................................................
• III. CONCLUSION
• • Wrap up. (Allude to a couple of strong points you wish to discuss in detail if given
additional time.)
• ...........................................................................................................
• IV. CLOSE: CALL TO ACTION
• • Ask for an appointment time to give them a longer, more in-depth presentation.
• ...........................................................................................................
Available for free download at www.smallmessagebigimpact.com

13. Making Your Speech Great:
Three Benchmarks
• Case – Build a solid, persuasive case using clean, logical
arguments and supporting evidence
• Creativity – Bring your message to life! Pepper your speech
with creative, thought-provoking, and intriguing information,
stories, and use of language
• Delivery – Present your message in your own authentic voice

14. Building a Case: What Works
• Build your case so others see what you want as necessary and
vital to their goals, needs, and interests
• Consider the kinds of things decision-makers need to know
– How will you save them time
– How will you save them money
– How will you make things easier/better
– How will you provide solutions to problems
– How will you ease their stress
– How will you show them that you are reliable and dependable
– How will you help them have fun

15. Get creative!
• Use anecdotes, stories, and humor
• Make the English language work for you. Use interesting
words and phrases and rhetorical devices like alliteration and
metaphor
• Craft a clever opening
• Craft a closing that will take you to the next step (a chance to
give a more detailed presentation at another time)

16. Delivery
• Energy and enthusiasm are key … have fun
• Bring your personality into play
• Find the right words; make sure you pronounce and use them
correctly
• Use gestures and vocal variety
• Let the power of the pause work for you
• Time your speech
• Practice, practice, practice
• Ask others for feedback

17. Summing up: Ten Basic Steps
• Define your intention
• Decide what kind of presentation to use
• Draft your core outline
• Build your case
• Remember to decide how to close your speech
• Write it out
• Get creative
• Speak in your own authentic voice
• Practice, practice, practice
• Get started … use it!

18. Suggested Resources
• "Elevator Speeches: What's So Important about Them?." Children & Libraries: The Journal Of
The Association For Library Service To Children 6, no. 2 (Summer2008 2008): 52-54. EBSCO
MegaFILE, EBSCOhost (accessed September 13, 2012).
• Fontichiaro, Kristin, and Marcia Mardis. "How Does a Culture mean?." Knowledge Quest 37,
no. 5 (May 2009): 98-101. EBSCO MegaFILE, EBSCOhost (accessed September 13, 2012).
• "Sample Elevator Speech:." Knowledge Quest 37, no. 5 (May 2009): 100-101. EBSCO
MegaFILE, EBSCOhost (accessed September 13, 2012).
• Sjodin, Terri L. Small Message, Big Impact: the Elevator Speech Effect. Rev. ed. New York :
Portfolio/Penguin, 2012.
• Sjodin Communications (www.sjodincommunications.com/)
• Toastmasters International (www.toastmasters.org)

19. Working with the Media
Or…
Don’t Let This Happen to You!
Presented by Wendy Wendt
Director, Grand Forks Public Library
Wendy.Wendt@GFLibrary.com

20. What happened to me…

21. First, ask questions!
• What is the subject of the interview?
• Am I the appropriate person to answer questions about the
topic?
• Who is the reporter and where does he/she work?
• What will be the format of the interview? Live? Taped?
Telephone? Is it a feature story, or a news story?
• Where will the interview be conducted and how long will the
interview be?
• What is the reporter’s deadline?

22. Know Your Key Message
• Know the key message you want to deliver
• Deliver the message at the first opportunity and aim to repeat
it at least twice
• Be prepared – know the facts! Who-What-Where-When-Why-
How
• Before the interview, try to think of some difficult questions
that might be asked and know how you’d respond
• “Bridge” challenging questions over to the message you want
to deliver
• Provide background information and materials

23. It’s What You Say ...
• Don’t lie or bend the truth – ever! You can skirt a sensitive
question but don’t lie.
• Never repeat a negative.
• Tell only what you want the interviewer to know.
• Never say “No comment.” There’s always something less
evasive you can say.
• Say “I don’t know” if you don’t. Then get the answer to the
reporter asap.
• Say, “The most important thing is…”and repeat your key
message.

24. …And How You Say It!
• Be courteous and friendly.
• Keep your answers short and punchy (provide sound bites). Develop
them for key points prior to the interview and write on an index
card
• Talk – don’t speak. You’re talking to regular people.
• Pause before answering questions to think about how best to say
what you want to say. Don’t rush into an answer.
• Don’t fill in silent pauses. Say what you have to say and STOP!
• Be sincere about how you feel. If it upsets you or you feel happy
about it or you’re frustrated, you can say that.
• Paint a picture – use anecdotes and stories when possible
• Stay calm! Smile! Relax!

25. Off the Record
• THERE IS NO SUCH THING!!!
• Be careful what you say and remember that everything you
say can be used.
• Don’t say anything you don’t want printed, heard or seen.
• Never answer a question you don’t understand. Ask for
clarification.
• Don’t speculate or talk about anything outside your expertise.
• Remember, just because a question is asked, that doesn’t
mean you have to answer it. Use the bridge!

26. They Got It Wrong!!!
• Don’t ask to see the story before it goes to press. They won’t
even if they say they will.
• Don’t lose your cool if the media make an error in your story.
If it’s not really significant, forget it.
• If it’s a major error, politely point it out to the reporter and
request a clarification.
• Remember, if you overreact, you could damage your
relationship with that media outlet permanently

27. Build Relationships
• Introduce yourself to your local media outlets (newspaper
managing editor, radio and television community director, etc)
and find out how best to contact them.
• Send occasional story ideas and PSA’s about library programs
and events to your media contacts.
• Develop guest column or program, if possible.
• Respond promptly to all media requests.
• Give the media what they want – facts and a good quote.
• Say “Thank you!”