Fwd: Draft Media Prep Plan
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[email protected] Date: 2015-02-11 14:32 Subject: Fwd: Draft Media Prep Plan
Sent from my iPad Begin forwarded message: > From: Kristina Schake <
[email protected]> > Date: February 10, 2015 at 1:06:05 PM EST > To: "Margolis, Jim" <
[email protected]>, Joel Benenson <
[email protected]>, Mandy Grunwald <
[email protected]>, Jen Palmieri <
[email protected]>, Robert Mook <
[email protected]> > Subject: Draft Media Prep Plan > > Attached is a draft media prep plan for your review. We have a 3:30 pm call today to discuss. We accelerated the first prep sessions to have two completed before her Feb 24 speech and Q & A with Kara Swisher. The schedule is: > > Feb 18 - Jen and I will meet with her and Huma to talk through past experiences and her needs going forward. > > Feb 19 - First group session. I will draft a diagnostic memo and circulate early next week that will be the basis for the first part of the session. We are preparing clips of her best interviews to show her. Also compiling her worst and analyzing for triggers and her reactions. Will circulate those early next week for your feedback and additions. Joel, your preliminary message architecture would be the second part of the session as now structured. > > The next sessions are not scheduled yet. Looking forward to your thoughts and suggestions. Thanks, Kristina > > >
MEMORANDUM
DATE: February 11, 2015
FROM: Kristina Schake & Jennifer Palmieri
RE: Media Prep Process
OVERVIEW
A small group of advisors will conduct a multi-session, holistic media prep process to empower you at every opportunity to clearly articulate the purpose of your candidacy and contrast of this race on your own terms. We will provide you with strategies, tailored tools and language to control the conversation and focus on your narrative. Your media approach will be proactive, not reactive, so that Americans clearly see your authentic self, understand your touchstone values, and learn your history to illuminate who and what drives you. Simply put, we will master not letting reporters drive the tone and content of interviews, but instead will use each interview as an opportunity to show your true and best self.
This plan is geared towards a successful campaign launch in April. As the launch plan is finalized, we will adjust this process to prepare for specific activities.
The Prep Team will be managed by Kristina and include Huma, Joel, Jim and Mandy. Jennifer will join once she is in New York. Jake will join the mock interview practice sessions (Sessions 4 and 5).
PREP OBJECTIVES
The prep process has four main objectives:
1. Develop strategies to stay in command of the conversation, focus on your narrative and articulate the touchstone values and experiences that drive you and animate your candidacy.
2. Conduct a holistic process that does not primarily focus on how to answer aggressive, topical questions, but instead cultivates and hones your overall approach and natural voice. While we will prep for tough questions later in the process, the early sessions are essential to establishing an overall approach and tools tailored to this campaign’s rationale and contrast. Establishing this foundation will enable us to shift from reactive to proactive by practicing staying on message and returning to your touchstones.
3. Provide the main campaign themes and message architecture based on the research and translate them into your natural language to bring out your own voice. Our approach is not to dictate exact language, but to work together to hone your own language and voice.
4. Strategize on how to talk about your values and personal experiences in ways that will help voters better connect with you and see your true self. Guided by the research findings on what voters do not know and what resonates most strongly, we will cultivate key stories that illustrate your touchstone values and experiences, and illustrate who and what drives you. These stories will be incorporated into the messaging to make it more authentic and relatable.
PROCESS
The following process and structure will be used in each prep session:
Prior to each session, the team will meet to discuss and determine all language and approach recommendations to ensure that the group will speak to you with one, consolidated voice. These recommendations will then be compiled into a prep memo detailing the agenda and key messaging points based on the research.
The prep sessions will be led by Kristina and will take place from mid-February until mid-March. After each session, Kristina will collect all input and provide you with a single memo compiling the team’s feedback and recommendations.
Lastly, all conversations will be kept confidential. The sessions will be a safe space for discussion and practice.
SESSIONS & TIMELINE
We propose five prep sessions each with its own agenda and materials. The sessions are sequenced and structured to ensure we establish your natural voice and key messages before engaging in specific Q&A that could derail us from this important foundation. Materials will be provided prior to each session.
Session 1 – Background
Purpose: Discuss your previous media experiences to inform the upcoming sessions.
Materials: Kristina will provide a list of questions to solicit your feelings and reactions to help inform this prep process, as well as the overall communications strategic plan.
Time: 1 hour
Note: This first session will only be attended by Kristina, Jennifer and Huma to have a small group discussion.
Prior to Session 2 – Diagnostic Memo and Prep Road Map
Based on the fist session, review of previous interviews, and input from the team, Kristina will provide a diagnostic memo that details the areas that currently work well and areas for practice and improvement. The memo will lay out our focus areas and strategy for each session.
Session 2 – Approach & Key Messaging
Purpose: Based on the learnings from the first session, we will:
Discuss an overall mindset and approach to media interviews.
Review key campaign themes and message points and translate them into your own language to hone your natural voice.
Review questions and photos to solicit stories from your life’s pivotal moments.
Materials: An approach and campaign themes framework memo.
Time: 2 hours
Session 3 – Key Messaging & Storytelling
Purpose: Practice campaign key messages and personal story telling.
Materials: Revised campaign message document to reflect your own language from Session 2.
Detailed Q & A on topical issues, both domestic and international.
Time: 2 hours
Session 4 – Mock Print Interview
Purpose: Practice session for print interviews.
Materials: Detailed Q & A on topical issues, both domestic and international.
Time: 2 hours
Session 5 – Mock TV Interview
Purpose: Mock TV interview with a stand-in journalist. Session will be videotaped for review.
Materials: Detailed Q & A on topical issues, both domestic and international.
Time: 2 hours
Additional Sessions Prior to Launch
Once the campaign launch plan and schedule are finalized, additional Q & A and speech prep sessions will be added as necessary.