09.13.22 WK Media TrainingMANAGING
YOUR MESSAGING
IN THE MEDIA
FIVE PRACTICAL PRINCIPLES OF PREPARATION FOR PUBLIC SERVANTS
KNOW WHO YOU ARE AND WHO YOU REPRESENT
•You are a public official, elected to represent a vast number of people 24/7/365.
•You no longer simply live here; you lead here.
•Everything you say or do can and will be used against you in the court of public opinion.
ALWAYS BE PREPARED FOR “THAT MOMENT”
•In a world of sound bites, every public official should have a 30 second sound bite.
•“The Town of Prosper is the greatest place to live and work and raise a family. My family and I
have lived here for XX years and we would never want to live anywhere else. (As we continue
to work through this <current/tragic/heartbreaking> situation, our resolve will only strengthen
and that will be apparent as the North Texas region watches us work through this). Due to the
ongoing nature of things unfolding, I’ll refer you to Todd Rice, our Town Communications Manager,
for any further comments.”
•These 30 seconds can make/break your future and define your career of service.
WHEN IN DOUBT,
REMEMBER THE
KEITH WHITLEY
RULE
PRACTICE THE POWER OF THE PAUSE
•It’s the breath you take before you answer a reporter.
•It’s the night you sleep on a non-emergency statement.
•It’s the walk you take before an interview.
•It’s the moment you stop and think before hitting you post.
•It’s the discipline to let your wait be as strong as your words.
NEVER MAKE AN ISSUE OUT OF SOMETHING THAT
ISN’T YOUR ISSUE
•Every person doesn’t need to know your every
thought about every issue.
•Once you squeeze the toothpaste out of the
tube, you can never put it back.
•Social media posts/likes/comments are no
different than a press conference.
•Think about your teammates—don’t hurt the
huddle.