 Hi, everyone, I'm Natalia. I work in the global communications team at 350. I have around 13 years of experience with journalism and institutional communications for NGOs, strategic communications, and relationship with media. So I'll be running this training for us to try to understand better how to deal with media, how to get to the news, and also a few tips and tricks on how to give an interview. So first of all, I'd like us, because we are a small group, I'd like us to do a quick go round to introduce ourselves. And I'd like to hear from you why you became a climate activist, why you decided to participate in this training today, and what you hope to gain from this training. Sorry, I forgot to say that I'm Brazilian and I'm visiting in Rio. I see Miriam, Jas, and Valencia. Sorry if I'm not. And Regina as well. Anyone else would like to introduce yourself? Sure, I'll go. My name is Miriam. She, I live in Portland, Oregon. And I've been volunteering with the local 350, 350 PDX on the story strategy team. My background's in advertising. And I'm learning about this different kind of storytelling. And media is a huge part of it. And just having the narratives that are so important, getting out there in ways where they can have an impact is what I'm interested in. Thank you, Miriam. Anyone else would like to introduce yourselves? Otherwise, we should just move on. OK, so what we'll cover. Sorry, I see Jas in the chat. I can read it out loud. Hi, I'm going to be participating in chat today. No worries, Jas. Welcome. Anyways, based in the US and Francisco, don't work in climate activists, but work in social justice. I wanted to participate because I'm starting on the comms team at my organization. I'm curious about media and hope to become more confident in my messaging. Awesome. Messaging and creating your own key messages is one of the topics of this training as well. So hope to meet your expectations. So what we'll cover today is, first of all, why we use the media, getting the shoes of journalists understanding how they operate and what they would like us to give them, secondly, developing messages, and third, interview tips and tricks. So first of all, why do we use the media? Every communicator should use all the platforms available to activate the base, the supporters that we already have in our own organizations. First, we need the middle, which are people that are either not yet familiarized with the subject or not decided yet in which side they will go and show the opposition for the outliers they are. So come with concrete arguments to tell a story that contradicts the opposition, what you're fighting and the targets that you want to reach. So although it might feel that your ideas are not always the majority in an interview, the media is always a vehicle for us to speak to the public. So don't think about the media as the audience itself, but as the channel, as the vehicle that you will be speaking with the public. So sometimes we also consider specific journalists or a niche outlet or a niche journalist as our audience as well. But when we are using the media to reach people, we need to think about what the people in the other side, we want to read or see or watch. So how are we going to reach them and really speak to them on something that they will relate to and really be moved by that in order to make a change or join our call to action in our campaigns and support our campaigns and all that. So the public may be more sympathetic and persuadable or on our side than those established voices in the newsrooms assume them to be. So we need to work with that with that expectations, with that assumption of the public. We always need to think that they can be persuaded. They can learn and hear what you're saying and actually sometimes even change sides to be sympathetic to what you're saying. Next, Tony, please. So another thing that is really important and is something that 350 works really hard to do and other cross-sectional and intersectional movements also do is to reinforce equity in storytelling. So we recognize that the media landscape is often dominated by privilege and those with access. So currently, most people you see on the media are white, middle class, cisgender, men. And this representation creates a power and balance in the media where some people feel entitled to be devoices on certain issues. And this also applies to the newsrooms where the demographic is often middle class, white, educated, public school educated. And this replicates the culture codes of those groups. So this could feel alienating and sometimes hostile to working class people, people of color, disabled people, LGBTQ plus folks, and people from different marginalized backgrounds can find it hard to feel comfortable doing media work or acting as a spokespeople, often feeling like they aren't the best person for the job, which we call the imposter syndrome. And we need to change that. We want to change that. So this is a really important point for us. And how are we going to do that? By opening space for people to tell their own stories in their own words. Sometimes when we deal with local communities, traditional communities, indigenous peoples, they have their own pace when telling a story. And the media, especially TV, is really quick and have this own pace, especially when we are speaking about global north, Europe, US, outlets, and media landscapes. And they want to rush those people to tell the stories the way they want to hear it or see it. But it's not the same as if they would tell in their own style, their own communicating pace and formats. So we need to let them do that on their own. Also passing the microphone, not wanting to speak for others, let them tell their own stories, making opportunities accessible for everyone and supporting each other. Next. So what does healthy storytelling look like? Storytelling that is free from harmful stereotypes, honoring the effort, the risk that sometimes many spokespeople are faced, being featured in media, and then the vulnerability required to share their stories. We want to enable people to speak for themselves, building relationships for the long term. Nothing about us without us. So when you're telling a story from others, you need to pass the microphone for them to tell their own story and feature the people that are the main characters of that story. Yeah, that's basically it. Next. Feel free to drop a star or raise your hand. Drop a star in the chat or just raise your hand. If you have any questions during everything that I'm speaking, I'm going to be pausing sometimes, but feel free to ask any questions anytime. I'm just looking at the chat now and I see Valencia sharing that she's a French speaker, based in Cameroon, just started to work in the climate activism, and I hope to learn more. Thanks and nice to have you here with us. OK, so second topic of this training is developing messages. So we develop our messages to activate the base, as I said, and keep them engaged, keep our supporters engaged, and keep our relationships with the media and strength and those relationships. First, weight the middle and show the opposition, the outliers they are. So we're going to discuss a few tips and then share the message and do a short practical exercise. I plan to do that in breakout groups, but as we are a very small cohort, let's do that in the main room. Have you heard or seen Marge Simpson? I assume at least some of you have. So Marge is a character, a very well-known character from a US movie. And can someone describe how you see Marge Simpson, someone that knows? She's very concerned about the well-being of her family. She's kind of the anchor who gets everything done. And I think that's about the most important thing I can say. She's like the straight man to everybody else's humor. Yeah, that's certainly her. And also, she's middle class, housewife, housekeeper, caregiver who stays at home and take care of her children. We could say that she leans more towards a conservative family. So this is how we try to frame this. The persuadable middle that we speak about, we think about the margins of our lives. So picture this person in your land. Who is this person? That doesn't really is not an activist. So doesn't have all the knowledge or the information about specific jargons, concepts that we use in our work, in the climate movement. Someone that doesn't have a strong idealistic position on a few topics that we work on. But someone also that could be open and could be sensitive to a few levels or sides of our story, of the story we want to tell. So is this your dad? Could be your grandma or a cousin or an aunt or a friend? So who is the marge that we try to picture here? They don't understand the jargon you use in your workplace or your campaign because they don't work in your workplace or campaign or anything similar. If you just this is someone that if you just throw numbers and statistics on at them, they will switch off. They're not interested. Most people switch off when you just throw numbers and statistic or at them. They don't understand those numbers. And they will probably respond best to you, including some sort of story to illustrate what you say and try to personalize the story so they can really resonate and they can identify with what you're telling. Next. So to try and persuade the margins of our lives, how should we talk to them? So this is a proposal for an exercise. We are not going to break out rooms, but rather I would like to ask you to do that individually by yourselves. We can take two minutes to do that. So think about a campaign you were working on and try to explain the main issue of your campaign as if you were talking to your March. So keep in mind to limit jargon and statistics, include a story to illustrate. And then after just two minutes, we're going to share back in the main room. Is that OK? While you're thinking, I just read Natalie's comment on the chat and she says, Marge is a woman who is very committed to protecting her family. And she says she likes her pragmatic nature. And I would like to reinforce that because Marge may be a bit alienated from the topic, at least the topic that we are speaking about, because it's very niche. But she has values of her own. And it's to those values that we need to set a common ground and speak to, how are we going to reach Marge through her values, through the values that we both share? What are the shared values that we can bring up to try and reach her feelings and make her sympathize with our cause? Anyone would like to share? I could share Marge. The summers are so hot now. It's so hot in my house. How about yours? We're all miserable, especially the dog. I just heard Sally up the street, died yesterday because of the heat. Her upper story apartment got so hot and she's in a wheelchair and all it's awful. Since our summers are so much hotter now, people like her and us really need the city government to help us get affordable cooling devices into our homes and to plant more trees for shade. I'm going to a town hall about it next week. You want to come? You can tell them what it's been like in your house. That's more one to one than media, but that's what I wrote. Yeah, I love that. A few comments. Thanks for sharing, Miran. I think, first of all, you use it very simple words and that is great. Like for television, for instance, it's super important to be like simple and use like normal words that people will, the common people will understand. You also brought up like the dog, which is something that March has. And we know you brought like a very usual topic, which is heat and everyone can feel heat. We can deny climate change if you want, but we cannot deny that these days are hotter than in previous years. You also brought the call to action, what you want, your demands. You said you want the government to do something. And you said what you're going to do and invited her to join you. So this is something because there's another important thing when we bring up like very dramatic and complex subjects like climate change, we need to bring hope as well. Because if we only bring despair, people will just turn their backs off and like, OK, if there's no solution for this, we cannot do anything. We're just going to be desperate and be depressive. So we always need to bring the alternative and the possibility to change. And the solution that we want to see with the vision of the world we want to see in the future we want to see. So you brought hope. You brought something that she can do. And you invited her to join you. So this is really like basic things that we want our audience to hear. We want to share with our audience. So it was really good. Cool. We can move. Oh, sorry. I see jazz comments. I like that you had the invite action, Miran. It left it in their hands to do something. I didn't have that in mind. Yeah. As I said, we need to share our demands. What we want people to do, either the authorities or specific corporations or finance institutions, whatever targets do we have, but we need to share our demands for those targets and what we as the population and civil society needs to do as well from our part, our rent, and also what we can do and invite people to join us in doing that. OK. Next, Tony, please. So how to connect your audience and their emotions. This is basically what we just did in this exercise. So first of all, we need to tell a story, right? Storytelling is a great strategy to engage our audience and develop an emotional connection. Stories are what move us, right? And they are a visual approach to our messaging, making people more exciting and memorable. And they use colors to describe images or describe feelings or taste or anything. A second good strategy is to use humor, compassion, and empathy. So never underestimate the power of emotions. And if someone can make you smile or shed a tear, you know there's a pretty strong emotional bond there. These emotions are great to tap into, because as humans, we love to relate. So always try to reach people through their emotions, because everyone has emotions apart from sociopaths. But even those, I think, have some kind of emotions. So appeal to their emotions and frame the issue. What is the impact that is having in the world? What, like, you choose the issue of heat, right? Heat waves. What is the impact that is having in your community and in the world as a whole? What is the way forward in addressing it? How do we solve this problem? What are you doing about it? In Miriam's example, she said she was going to a town hall to discuss issues with authorities. So this is what she's doing about it. And this is what people in her neighborhood or her community, close community, can do as well. Next, pick a side and make your case. Your audience is looking to you as the expert when it comes to your content. So in order to be considered as an expert, not only you must provide valuable insights, but you must also take a firm stance on something, on the issue you are promoting or presenting. So back up your points with hard evidence. Maintain your credibility by accurately sitting your sources and imagery. So every time you share either, whether it's a data or a number or even another, a different source of news, you need to bring the source of that information and be objective and professional. Ask the right questions to make them think. The easiest way to connect emotionally and drive more engagement amongst your audience is to question them or your interviewer or the presenter or the journalist. Ask them, you can also ask them about their personal experiences related to your topic. And if there's a hot topic that you know your interviewer or your audience wants to hear your opinion on, bring it up. Give it to them with your solid stance and then ask them if they agree or not and why. So this is also another way to engage people. Next. Yeah, key messages, media toolkit. So we have developed a media toolkit that we can share at the end of the training. I will share the link. But on key messages, there are five things that we aim to do when we are creating our key messages. So first of all, is to speak to people's best self, good, compassionate sides of people. So think about the audience, not as your villain, but as someone that can relate to the story and engage with your cause. So don't paint them as the problem. Create common ground, as I spoke earlier. Find the identity and the values you share with your audience. So for instance, young people in their own lives, how you can bring the subject to different audiences. So how do you speak about climate change with the youth? How do you speak about climate change with middle-class housewives that don't have familiarity with the issue? How do you speak about that with academics and professors? So there's different ways to speak about the same thing with different audiences. And we need to create a common ground and find those identities and the values you share with each of these audiences. Talk about change. So as I said, explain the problem but also present the solution. And talk about specific demands. How do we wanna solve this problem? And what are the demands for each of our targets? Embed facts in stories, don't rely on facts and figures alone but appeal to people emotionally, rather than rationally and put a human face on the issue. So always try to personalize the story you're telling. Try not to respond directly to your opponent's claims. So use your frames with your values and your vision. Let them talk what they have to say. So for instance, with the climate strikes, the youth climate strikes, some of the key messages are that this moment demonstrate that people are no longer willing to continue with business as usual. The urgency of the climate crisis requires a new approach and a just response centered on human rights, equity and justice. So yeah, it's always good to emphasize the values so which are the values here? Human rights, equity, justice, the urgency of the climate crisis. So bring this up when all these values up when you're setting up your key messages. Next, getting in the media. Okay, so how to deal with journalists now? Understanding journalists, reaching out to journalists and on the day of an interview. Now that we have started on messaging, we are going to look at some of the ways we actually get into the media with our stories and our messaging. Next, yeah, no, you're right there, Tony, thanks. So what media wants? The job of journalists is to tell a story and they need to use accurate, useful, timely, newsworthy information that will connect with their readers, listeners or viewers. They need reliable source of information and they need good visuals and or sound bites. Next, understanding journalists and making contacts. So journalists are all humans and just like us, so we don't need to fear them even if sometimes they are a bit intimidating with their questions, but try to read them as the humans they are, just like us. Next, another really important thing to do is to know your media landscape. So anytime you are doing a communications plan or communications work for a campaign or a project, you need to list and really understand your media outlets, both local and regional or international. So the first things to do is research your local and regional media scene, which outlets and journalists are covering stories already related to your topic. A good strategy is to create a Google News alert so you can monitor and keep up to date with stories and create and keep updated a media list. And if you cannot do that, either because you're short on staff or small team, there's always a friendly NGO that can do that for you. And we at 350 are one of them. So rely on partners as well to do that. And also use social media channels for media outreach. It's a growing market and we are starting to do a lot of pitching to Twitter, for example, and a lot of journalists are reaching out to us directly to Twitter or Facebook or even LinkedIn. So also use social media to that. Next, so now getting into the shoes of a journalist. What is the landscape of a journalist? They have multiple stories per day. They have time crunch, short deadlines. They are short on space or air time. They need to convince their editors. So it's not only a story that they wanna tell. Of course, some more VIP journalists have this, they're more independent on that, but most journalists still need to convince their editors. They have information overload and they need to balance that with what is really newsworthy. They are under-resourced, so they don't have money to travel. Yeah, they can't be in every place at the same time. So we need to provide them with everything that we can to help us and to help them and support them to build the story that we want them to tell. And sometimes they are also a bit lazy too. So we need to take that into account. Knowing their situation help us sympathize more with them and relate to that human side and build up relationships with them. Next, so ways to reach out to media. There are a couple of ways and a couple of outputs that we commonly use. First of all is outreach, targeted pitching. When you call someone directly and individually and offer them an exclusive or a specific pitch and story that you think identifies with their editor or line and with the stories that they already tell. There's media advisory, which is something that we send ahead of a specific event, a press conference or an action or a mobilization or anyway, a panel. So it's usually shorter and concise with direct, very direct with the information that you need, what, when, who and where. And there's the PR, which is a bit longer in format than the media advisory. It usually gets quotes in there with people that are featured in the story. There are op-eds, which are opinion pieces in longer form with a specific side and specific focus. So here is a couple of examples of a media advisory template and in the next one, a press release template. You can have a look at it later on. I will share, I can share this presentation with you. And also in the media toolkit that I'll share, we have every template for all the outputs too. Next, next. And finally, last but not least, we have images, which are also very important. So images also tell a story. Every time you're doing a campaign action or a mobilization, take pictures and record videos, even if they aren't perfect, we can use for social media and it's a documentation. Close in details and big picture shots, they're both important. So every time you can try to take both sides, close in plus big pictures, share with everyone you can, if you can send it to specific photographers and photo editors or multimedia desks or even with partners that have a big media list, share with everyone you can and also on social media. Captions count. So it's not useful if you just share a picture without explaining what it means. So you need to say at least what is happening at that image, who is pictured there, where is happening it, where it is happening and when was it? So these four basic information are crucial. And use it now and later. So always remember that documentation can be used it on the day of the action but it's also something that it's evergreen. You can use along the campaign when you have a longer term campaign. Next. Okay, so now it's the final section of our training, which is interview tips and tricks. I'll pause here a little bit just to see if folks have any questions or comments so far. Otherwise we can move on. I see Miriam on the chat. It will be great to share your templates. Yes, I'll definitely share it. And the media tool kit that we're gonna share after it's really complete and comprehensive. So it has everything that we touched here but also all the templates. So it should be very useful for you. Okay, let's move on then. So in this section, we're gonna focus on tips and tricks for giving interviews, how to stay on message, how not to respond to attacks from the opposition and set your agenda, how to bridge tricky questions, how to hit your key messages early on and get them into your first answer if you can. Okay, next. So first of all, as we spoke before, we need to create a common ground, right? We need to establish a connection with your audience and appeal to shared compassionate values and a shared identity. So first of all, you need to understand what is the audience you're trying to reach and identify what are the identities and the shared values of this audience. Try to always universalize what you say to create an idea of solidarity and shared humanity. So it's always best to say we than I. We all want a safer world and a healthier world. What we can all agree on is that climate change impacts every corner of the globe and we are all responsible for that. No matter where we come from, most of us feel the impacts of climate change. So we all deserve, we all have a right to. So always try to bring this shared idea of solidarity. When the spokespeople speak from their own perspective as a climate activist, I feel like you self-marginalize. So people think I'm not a climate activist. So this isn't relevant to me. So it may sometimes be strategic to name agency and accountability or explicitly raise up marginalization. So try to bring your own perspectives and your own marginalized identities to what you're saying as well. Next, how to bridge tricky questions. There are a couple of tips for that. It's unlikely for younger speakers or if you don't come from a more controversial organization or background, but it's always good to be ready. So you always have the right to say no or refer the question to someone else, to say, I don't wanna answer this question now or I don't have the most accurate information or data to reply to your question, but I can check this and get back to you or I have an expert and you can name someone that can speak to that question. So we have the right to say that. First of all, do not panic or do not pretend to hold the calm, sorry, pretend to hold the calm in all cases. And in your response, do not repeat the negative question from the journalist. Try to bridge that. So we call this strategy ABC. Acknowledge what they're saying, bridge to what you, to your key messages, to what you wanna communicate and communicate your key messages. So acknowledge their point, bridge away from it and communicate what you want to say. And politicians do this a lot. So we have something to learn from them. Another tip is to keep your body and facial language in check. Don't let them understand or feel that you're nervous or that you're uncomfortable with that. Don't give them that pleasure because what they want to do is to make you uncomfortable. And ways to answer tricky questions, at least to start bridging them is to say, okay, I see what you mean, I see that, but, and then bridge away and bring your key message. Or what I'm most worried about is not this, but this. So you bridge away and get back to your message. Or people have said that, but, and then bring your message. I think the real question here is, we should be, the real question that we should be asking is, and then you've reached back. I'd also like to add that. And what's important to remember is, or to put this in perspective is, so these are ways that you can bridge tricky questions. And we're gonna see a couple of examples and have a short exercise, a few slides later, but I just wanted to bring this here now. Let's move on, Tony, please. Okay, this is a technique that is called back of envelope. And it consists on having a paper or a back of envelope where you're gonna write down everything that you need to be on track with your key messages and be ready for an interview. So first of all, you write down the host or the reporter, someone that will be asking you, the journalist that will be asking you the question. So you don't forget their name. Name, you can also add names of other guests if it's a debate or a panel with more people. A personal mantra, which is something that keeps you calm and yeah, makes you feel more comfortable. Yeah, like climate justice is social justice or something more personal. Yeah, I don't know. I just wanna go to bed after this. I just wanna go to bed after this. A personal mantra that will keep you calm and keep you your feet on the ground. And then I smile in face, it's always good because it reminds you to smile, even if it's a tricky or annoying a question, keep your smile. And also the name of the march, try to name someone, one of the marches of your life that you will be speaking to personally. So name them and have it in mind. And then next slide. And then we have the triangle, which are the three key messages around the outside. And in the middle, we have the phrase that pays, which could be a metaphor or a visual language. So we have, first of all, the shared value, then the problem and the impact and then the solution. And in the middle, the phrase that pays, okay? So for instance, let me think. Okay, let's share an example of COVID and the pandemic. So the shared value is health and life. People's lives matter, right? So what is the problem and the impact? The problem and the impact is the pandemic and the impact is that governments are not providing enough money or resources or the vaccines needed to, or even going even further resources for health sectors in different countries. And the solution, what is the solution that we need? We need vaccine, we need resources from governments. So what is the phrase that pays? We need action. Action needs to be taken on COVID misinformation across social media platforms because lies cost lives. So this is a short example of the phrase that pays. It brings the shared value because lives matter, lives, we need to save lives. The problem and the impact is the misinformation across social media. The solution, action needs to be taken. What is the solution? We need to stop misinformation, prevent misinformation, regulate social media to avoid misinformation. And the phrase that pays, lies cost lives. So this is a short example of a back of envelope technique with a specific topic or another example. The poor wages paid by corporations like Amazon risk forcing workers to food banks to put food on their family's tables. So it's another example of that. Yeah, just to wrap up on this back of envelope technique, please go to the next slide, Tony. Okay, and at the bottom, below the triangle, we see the, we write down the ABCs, how to acknowledge, bridge and communicate. Any stats or numbers or data that is relevant to your topic, to your stories. And a personal story, a human story, put a human face on the problem and the story you are telling. Any questions on this technique so far or comments or did you understand what this means? Yeah, it makes sense. Okay, cool. Move on, moving on then. Yeah, so your safe and strong answer. We keep saying this, that it's always very important to bring the human aspect and humanize and sympathize and try to bring your own individual experience to the story you're telling. So you're stronger and safer when you bring those aspects, your personal and your own experience to what you're trying to say. So always think about what is the real reason you became involved in climate activism or in your specific campaign. Was it a single event or did you read something that personally motivated you? Think about this and the emotions it brings to you personally. And this is likely a strong feeling that will stay with you at your innermost core. And this is something that will also speak to others emotions. So whenever you bring up your own experience and your own emotions, it's easier to connect with others emotions and that they can relate to, they can sympathize to. Find a way to simply express this topic. Like once I saw images of a draw and it has caused crops to fail and there was a report showing people with no food, the images struck me and I voted to do something about it. So it's simply put, you just shared a specific event that you identified with, you related to and that brought you to consciousness and made you feel you wanted to do a move. You wanna change that context and do something about it. Such experience and emotions they bring out are things we don't easily forget. So if we are in a difficult interview, lose our place or don't know how to answer a question, we can also pivot to these safe answers. Bring back to your own heart, to your own feelings, to what speaks to your truth and to your values. So bring your individual experience, individual emotions to the scene. And as we learn voice and persona account for 90% of an interview, actually this is a bit further in the presentation, sorry. But I'll get back to this. It's simply that there is a research that says that only 10%, only 10% is about the content of what you're saying. People, the voice and the persona account for 90% of an interview. People relate more to how you're saying your tone of voice and how you're behaving than what you're really saying, what is really the content of what you're saying. And when we tap into these deepest emotions in our own personal passions, it taps into our real strength. With a little practice, this can help us deliver strong, passionate answers and ones that the viewer will connect to and likely remember. Next. So now we have an exercise which was going to be again in groups, but let's do that individually. We have here three scenarios. And I want, I'd like to propose you to read, select one of them. Actually, there are two of them, but the third one is a real scenario that you or your organization or your group is already working on and dealing with. So choose one of them and try to come up with three key messages for the chosen scenario and try to use the following guides to frame them. Can you pass on to the next slide real quick, Tony, please? So the questions that we want you to think about when you come up with those three key messages. What are our shared values? What is the problem? What is the impact that it is having in your communities, in your neighborhood, in your group or in the world? What is the way forward in addressing it? What are you doing about it? And what is the phrase that pays that will stick in people's minds? We want key messages to be short and concise. We should be able to read them or speak them in 30 seconds or less. It needs to be strategic. It needs to be simple and easy to understand language. So avoid jargons and acronyms. It needs to be relevant. So balance with what you need to communicate with what your audience needs to know. And it needs to be memorable. So easy to recall and repeat. Avoid long sentence. And it needs to be real. So use active voice, not passive. And whenever possible, try to bring that shared humanity that we spoke about, shared solidarity. And speak about the we, the us and not only yourself. Is that clear? Yeah. Cool. So, Tony, please go back, yeah. So you can read the scenarios and choose one. And then after you've chosen, we can go back to the other slide so you can read the questions and try to answer them. So let me know, just put a thumbs up when you choose one of the scenarios. All right, is this for a specific media purpose that we're crafting the messaging and so on? What is, is this for an interview? Is it for a press release? Like, what's it for? So it should be for an interview, but you can like, it's a think about a campaign or a project that you're launching. And you're promoting this either through an interview or through a targeted pitching. Wouldn't, I wouldn't say a PR because it would be more, more developed. So now what we wanna see here, it's only three key messages to try and describe your campaign. So yeah, you can either choose one of the campaigns you're already working on or one of these scenarios. And then just come, it's an exercise to create your own key messages for interviews or to write down a PR you also need to know your key messages. But it's more focused on interviews, yes. And just piggybacking here on Jess' question in the chat is the phrase that pays something you repeat or save for an impactful moment? Yes, that's exactly what this means. It's something that will stick to people's minds that people will remember. It's, it can be a metaphor or yeah, or just something short and concise that sticks to people and they can repeat that. Is everyone good to move to the next slide? Yeah? Yes. Okay. Okay, so here are the questions that, the prompting questions. You don't need to answer all of them but it's just like to guide you. So we're gonna give around four minutes for this and then we're gonna share back. All right, who wants to share? Just to be clear again, the idea is for you to share the three key messages, base it on those prompt questions. You don't need to answer each of them. So yeah, if anyone wants to. Cool. I see Natalie and Nureen added to the chat. Do you wanna voice out? What do you share it real quick? Yeah, I went last time Natalie. Do you wanna speak? Okay. I, it wasn't a lot of time. So I picked the IPCC one because I can imagine that as a local issue. So I picked that one but I thought about local residents. Three key messages, one, the point of no return. The new climate report shows how quickly we're approaching a tipping point where irreversible changes will drastically change life as we've known it. Two, this time it's personal. When we hear how millions of people will die, starved or become refugees, it can feel far away. What will happen here in Portland where we all live with some changes? Three, if we act now we can save ourselves and our home phrase that pays. It's now or never or there's no place at home. I don't know, I ran out of time for that. So kind of appealing to self-interest of Portland residents. Really good, Miriam. Thanks. So yeah, I really like that you brought in the first point. First of all, the point of no return. So you brought a real report and a real, a real thing, a real concept that is backed up by data, by reliable data. You also brought like this shared value of the possibility of people becoming refugees and far from home. And then you connected this to your phrase that pays that there's no place like home. So it's really appealing for everyone because everyone wants to preserve their own homes, no matter where it is or the difference between one and another, but it's something that people really relate to. So I really liked that. And yeah, I think maybe one thing that I'm missing here is the way out, the solution. What are we going to do to try and solve this? We as persons, citizens and civil society and also what we want from authorities and governments what are our demands for them to do that? You brought up really good the problem itself, but I missed maybe something around what's next, what we should do now in terms of real solutions, both for us as citizens and for authorities. But it's really good. And the phrase that pays both of them are really good. Okay, thank you for engaging in this short exercise. Let's move on because we are running a bit tight on time. So media interviews, that's the statistics I was mentioning earlier. Delivery matters and there's a research that says that content is less than 10% of the presentation and voice and persona account for 90% of it. So now we're going to learn how to prepare for an interview. So I'm going to talk about that a little bit and learn how to prepare for an interview. Both identifying the difference between kinds of interviews and also how to use your body language, your outfit and all that. So next, Tony please. Okay, first of all, when you receive a media request for an interview, the first thing you should do is try to get the most details you can on the setting from the journalist. So whether it's live or prerecorded, the length of the interview, the program, the story line or the bias of the outlet or the program, understand the media outlet and if you will be up against someone or not, and then start with the easy stuff. Practice don't, you don't need to elaborate the setup. Just practice, practice, practice in front of a mirror or recording it or with a friend. Develop your key messages in a Q&A, something that you can predict that you're going to be asked it and then you know how to answer. So what are your, what are you most likely to get? Ask it, double check your statistics and have a source at hand. Check your opponents on Twitter or other social media to try and understand the arguments they will likely present. Find a quiet space to practice and do what you feel best. Next, your outfit. It might seem superficial, but it counts, especially for TV. Confidence, personality and credibility. So whenever you can wear something that makes you feel comfortable and confident, you don't need to wear a suit, we are all activists and we don't want to pretend we are something else, but wear something that you feel confident enough and that shows that you are in the position, in the right position to be speaking about what you're going to be speaking. And specifically for TV or studio, we need to wear makeup like it or not. No busy patterns, no shiny materials and avoid black and white. Next, types of interviews. We have three types of interviews on the ground, which is generally when you're being interviewed by a reporter or presenter at the site of or close to the news story. So for instance, outside a town hall or at a protest, and tips for this kind of interview are to try and stand, relax it with your hands rested in front of you. To look at the presenter when responding to the questions, don't look at the camera unless it's down the line, which is a different type. Not too many big gestures or hand movements like this. It's possible only the top half of you will be on screen. Don't get up until you're told to once the interview has finished. And we have down the line, which is for broadcast specifically and means when you are in a remote location doing an interview to camera or on the radio, which the presenter is in this studio somewhere else. So you're both remote in different places. For this type of interview, maintain the focus because it's harder to maintain the focus when you are apart from the people you're speaking to. Always look directly into the camera. Remember to smile or at least look friendly. Not too many big gestures, again, same. And stay on in your seat, looking straight at the camera until you are told the interview is finished. And the third type of interview is in studio. And this interview style takes place in the studio with the presenter in person, generally on a one-on-one scenario. But sometimes there is also another guest. In this case, try to appear relaxed, your legs cross at the ankle, hence lose in your lap, shoulders back and smiling if appropriate. Look at the presenter when responding to the questions. Don't look at the camera. Try not to move around too much in your seat and don't get up until you're told once the interview has finished. And don't forget that you have a mic on you. So don't say anything you don't wanna say. And with all of them, take a deep breath, speak slowly, more slowly than you would normally. And remember what the messages you have to say are. Next. Body language is also something that really counts. So sit on the edge of your seat, look directly at the camera when appropriate, straight back but relaxed, shoulders back, smile when appropriate, focus on your breath. And if you are on the phone, stand up. Next. Voice. Again, take a nice deep breath before speaking and start in a low pitch, smile when appropriate, also on radio. People can perceive if you're smiling or not, even if it's only a voice. Speak slowly, listen to the end of each word you're saying and aim for 40 seconds to one minute answers. Next. During the interview day, general tips, prepare in advance and practice. Look at your state of mind, if you're comfortable enough, if you're in a mood to do that, that day, and remember you can always say no. Try to feel confident. And tips for TV and radio are voice modulation, looks to count plus eye contact. Be short and clear on your speech and smile also for radio. Remember that the more prepared you are, the less anxiety you will have. And there's no need to over prepare, but at least having the three key messages and three clear points that you wanna bring up is really important. Do a short breathing exercise before going on air or on camera and make the sound check before a live interview or some sounds in the air to feel your own voice and confidence. Next. Tag setup. Now these days it's something that's really important because we are doing a lot of online things. So make sure you have a good internet connection test, your microphone, put your camera at eye level, put a sticker or a smile face next to your camera to remind you to smile, frame your head. So it's in the center. And look at your background. What does your background say about who you are? This is also something to care about. Don't be too close to the wall behind you because it shortens your body. And avoid light from just one side or a dark room. Next. Okay, so now we're gonna watch this interview very quickly. Can you play for us, Tonya, please? It's so interesting that this march is about to take place here in Spain. If there's going to be a simultaneous march in Chile. So you were going to host the UN climate summit there, but then the protests led to its cancellation. Talk about the significance of this. Well, so as spreading for future as well in Chile, we have been mobilizing for the whole year and hoping that people in Chile will wake up. And it's very inspiring to see like the whole movement that has started since October for the social crisis and people woke up and that's very inspiring. But at the same time is terrifying to see how we're getting it all. So I think partly it was like a very strategic move to change the COP from Santiago to Madrid because since it was suspended in Chile, the international mainstream media is not really talking about Chile anymore. And now it's been shocking for me to participate at COP and going inside and seeing all the greenwashing that I already knew that it was going to happen, but now it's also about human rights and the speech that Celastián Piñera sent in a video for the first day at COP was terrible. He was saying that- The Chilean president Piñera canceled the COP in Chile. Exactly. And I think if COP was going to take place in Santiago, he was forced to listen to people and to hear their demands and try to solve the situation in a more democratic way. But he was not willing to do that. That's clear. And that's what's saddening. But at the same time, I feel that this needed to happen in Chile and it's really inspiring to see all people very empowered. And now we have the chance to write a new constitution from Sierra to get rid of a Pinochet's constitution. So that's very meaningful. And we are achieving more than we thought we could like maybe three months ago. Are you sorry he canceled the COP? Were you shocked when he announced it? I mean, you had hundreds of thousands of people in the streets protesting austerity, protesting inequality. He canceled both the APEC summit, the Asia Pacific Economic Cooperation Summit, and the COP. I had mixed feelings. I still don't have like one position because like from one side is like, if you see how people is empowered and they can like take down two massive projects that the government had and had been planning for a long time that were very meaningful. So people felt really like empowered that they could have that impact. At the other side, like I come from the social, like the environmental movement. So we had been like pushing for this, like awareness and this movement for the whole year. So it was a shock and it was, we all felt like this bad impression of the decision, understanding that like our president was not willing to listen to people and to have an open dialogue. Talk about the connection between the climate catastrophe that we are all facing, the climate crisis and human rights violations in Chile, particularly around the rights, for example, of indigenous people like the Mapuche. Yeah. Well, in Chile, the Mapuche, like even like for centuries have been like facing the oppression of the state and human rights violations. And I think we have to learn from them in order to cope with the climate crisis. They have a different paradigm that have answers that we need to look at and respect. And if you see in the protests, what's been super interesting is that there are many flags with indigenous like Mapuche flag, more than Chilean flags. So that's a sign that we need to redefine our culture and we are like looking back into our roots for answers. So that's super inspiring. And then I wanted also to touch on like the human rights violations that are tied with the climate crisis and the fossil fuel industry because something that's very huge in Chile is that we have sacrifice zones. So these are communities that are forced to live right next to coal plants. And this is one of the issues that we have been bringing throughout the year with the social and environmental movements. And we are demanding that they close down coal plants by 2030 or 28 coal plants. I guess it's just important to call attention that now, for example, NG, that it's one of the founders of COP25 is now retracting from investing into renewable energy and the plan for decarbonizing our energy system. Like just being justifying itself that now the economic crisis in Chile is coming and et cetera. Thanks, Toni. So this is an example. Angela Valenzuela is a Chilean activist from Fridays for Future. And she was speaking about COP25. And I just wanted to show that she used it, like her main message, one of the key messages was on humans and indigenous rights violations from the Chilean government. And when the presenter asked her about the connection between human rights and climate change, she used the question to convene a message about the relationship between climate and human rights violations. And especially, she brought up and named it the fossil food industry as one of the main villains of the climate crisis, which is one of their targets as well. So she really passed it on and communicated really greatly her messages. She also mentioned the demands of the movement and show it in numbers, how many coal plants they want the government to shut down. So she mentioned it clearly, what were the demands and what they wanted from the government to do. So this was just a brief example. Next, please. So this is very briefly because we are running out of time. After you start acting as a spokespeople, it's also good to build up your profile on social media to appeal to producers, but also create your own persona in social media as like a reliable source of information. An activist and a spokesperson, like someone that is an expert on specific topics and it is important to comment on specific news and subjects and always try to take a site and share your position on an issue. Next, another good tip is to record a one-minute video of yourself, explaining who you are, presenting yourself and also speaking about the issues that you're expert on. So showing producers and reporters what you are like as a speaker and also giving them the confidence to book you for interviews. And it's also a great practice. The two next slides you can pass on Tony because it was one last exercise but we don't have time anymore, unfortunately. So I'm just gonna open the floor for the five final minutes to any questions or comments you might have. If there's none, I'm just gonna share in the chat the link to the media toolkit that you are very welcome to use in your future communications or media work. And also my email, if you have any further questions or comments or follow-ups or anything, just feel free to reach out.