2011 PRSA Utah Spring Conference
The conference began at noon with a luncheon and keynote speaker Mark Bernheimer, former CNN national corespondent and top media trainer, a breakout session with local ground-shaking professionals, and a final session with those behind the Fighting the Hunger Together campaign. The lunch was amazing and I wish I had a better camera phone to show pictures. The fruit tart was divine and I wanted to bring it home.
Mark Bernheimer’s presentation was about Mastering Your Message; how to make the reporter work for you and not the other way around. Mark was a fascinating speaker and gave tips on how to convey your message. He stressed the importance of using facts, statistics, examples for sounds bites, 3 mistakes to avoid with social media, 4 ways to not answer and 3 mistakes of traditional media.
When going into an interview with a journalist Mark stressed the importance of these commandments; “in this order, 1 than 2, NOT 2 then 1.”
1. Satisfy your own objectives
2. Help the reporter
3 mistakes to avoid with social media
1. Messaging is a snap with no reporter
3. Relying solely on social media
4 ways to not answer
1. Simply “I don’t know”
2. “I don’t understand” (a good way to stall)
3. “That question is better for XYZ”
4. It’s a call for speculation.
3 mistakes of traditional media
1. Helping the reporter first
2. ‘Explaining mode’
3. Fighting the reporter
I walked away from Mark’s message with three words underlined and starred in my notes. ”Message of Distinction.” Stay tuned for Part II of my new found knowledge from PRSA’s Spring Conference. I leave you with this gem from Mark’s presentation.
Utah PRSSA Director of PR