Media training teaches the concept of identifying your "3 Key Messages." In other words, what are the 3 most important things you need to communicate during your interview with the reporter?
But what exactly is a key message? Is it a bullet point? Is it a talking point? Is it a set of words that incorporate more spin than truth? Is it a set of verbatim words that incorporate both truth and quotes?
In my world, it is a set of verbatim words that incorporate both truth and quotes. But many media trainers teach only bullet points and talking points. I call this "The Myth About 3 Key Messages."
Let's put this in the context of a U.S. political candidate in a debate with his or her opponent. The moderator of the debate might ask a question such as, "Please give me your thoughts on education."
The candidate, whose strategist may have determined that the key messages should only be about energy, the economy and international relations, is left with nothing to say. Therefore, the candidate will BS his or her way through 50 seconds of a 60 second answer, then conclude by saying, "Education is important and you can get more details on my website."
But what exactly is a key message? Is it a bullet point? Is it a talking point? Is it a set of words that incorporate more spin than truth? Is it a set of verbatim words that incorporate both truth and quotes?
In my world, it is a set of verbatim words that incorporate both truth and quotes. But many media trainers teach only bullet points and talking points. I call this "The Myth About 3 Key Messages."
Let's put this in the context of a U.S. political candidate in a debate with his or her opponent. The moderator of the debate might ask a question such as, "Please give me your thoughts on education."
The candidate, whose strategist may have determined that the key messages should only be about energy, the economy and international relations, is left with nothing to say. Therefore, the candidate will BS his or her way through 50 seconds of a 60 second answer, then conclude by saying, "Education is important and you can get more details on my website."