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Diagnostic 1: Skills and Knowledge

December 17th 2017

1) I have read and understand my organization’s policies and directives pertaining to media relations and understand the roles, responsibilities and processes contained within it.

2) I have a good understanding of what constitutes the journalist’s working definition of news.

3) I know how to work with my organization’s media relations specialist(s), or can myself work with a reporter, to negotiate the terms of an interview.

4) I can remain calm when dealing with hostile questions or a hostile/persistent reporter.

5) I know my subject matter, issues and organization extremely well and can provide, or quickly obtain, detailed information relating to any of them.

6) I do not use “bureaucratese” or technical jargon when speaking to a reporter or other non-expert.

7) I can summarize my organization’s position on any issue within my area of responsibility within 20 seconds.

8) I will not/have not been drawn into answering questions that I cannot or should not answer (political or speculative, outside my area of responsibility or expertise, privacy considerations).

9) I do not exhibit any “tells” such as breaking eye contact, using filler words/noises (“um”, “ah”), talking too quickly or slowly, stuttering, when nervous.

10) I can list at least three organizational processes/protocols that should be followed before and after a media interview.

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