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Otsuka Message Training Workshop

Communicating One Corporate Voice

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Purpose

  • Reinforce the importance of communicating with One Voice
  • Learn techniques to deliver powerful messages for any audience
  • Practice the art of communication in a controlled, supportive setting to help:
    • Maintain leadership by avoiding mixed messages
    • Successfully navigate tough questions/manage objections
    • Avoid pitfalls and bridge to key messages
    • Elucidate, not obfuscate

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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The Conversation Could�Start Anywhere

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Regulatory Bodies

Industry / Potential Business Partners

Patients / Caregivers

Media

Patient Organizations

Physicians & Investigators

Otsuka

Professional Societies

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Key Components for Successful Message Delivery

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Tone

Content

Credibility

How does the message feel and sound?

The 3Cs – Clear, Concise & Consistent

Does it pass the Red Face or Mum Test?

OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Basic Questions

  • Who is Otsuka?
  • What does the company stand for?
  • How is the company different?
  • Why should people care?
  • What do we want them to do?

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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What Listeners Expect From You

  • To be the expert and know more about the subject�than themselves
  • To be informative, interesting, intelligent and outspoken
  • To be accessible, credible and reasonable
  • To know who their audiences are
  • To know reporters will use more than one source to provide balance for a story
  • To understand how the news affects them

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Media Interviews: A Tale of Two Perspectives

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WHAT YOU WANT

WHAT THE REPORTER WANTS

Respond favorably to you and your message

Quotable quotes

Information is accurately reported

Newsworthy information

Reporter leaves knowing more than at the start

Competitive edge over other journalists

A rapport is developed, which aids conversation flow

Information is provided rapidly, efficiently

An “on-message” story results

Information was conveyed accurately

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Three Types of Audiences

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Passive

Moderate

Aggressive

Will absorb news, but not really press for more information

Will question news, but not badger

Will aggressively seek out answers

OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Pitfalls of Inadequate Information Sharing

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TYPE

DESCRIPTION

Disgruntled Listeners

“They aren’t being helpful or forthcoming!”

Stoking the Rumor Mill

Audiences tell the story for you without proper info

  • Internally
  • Externally

Perceived Lack of Direction

Feeling the organization isn’t focused

Compromised Leadership

Ambiguous and/or mixed messages may create doubt

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What Not to Do

OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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What Went Wrong?

  • Was too confident – Winging it rarely works
  • Didn’t do due diligence on the reporter to get a sense�for her style
  • Was not prepared with messages
  • Did not use techniques to bridge to main messages
  • When she asked, “Do you ever cure anybody?” he got trapped into a yes-or-no answer
  • Volunteered too much information and couldn’t take it back
  • Let the reporter control/conclude the interview without delivering any key messages

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Guidelines for Successful Message Delivery

  • Really LISTEN to what the question is
  • Repeat the question to ensure you heard correctly
  • Get in and out quickly, then pump the brakes
    • If I ask you what time it is, don’t build me a clock!

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Get Ready, Get Set, Go!

General Preparedness …

  • If possible, know the topics the audience will want to discuss
  • Review your key messages
  • Think about how you are going to answer the easy questions and the hard questions

�For Reporters …

  • Read some previous articles the reporter has written about your company if possible, competitors or industry to get a feel for tone
  • Research the reporter ahead of time if possible (LinkedIn, Twitter and Google often provide glimpse into interests/style)

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Remember …

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You are in the driver’s seat

Balance fact and emotion

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Less is more

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Craft Your Message

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Problem

Solution

Call to Action

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Lack of DEI in workplace

Otsuka established a

DEI council to ensure equal opportunity and representation

Here are the results and we invite you to learn more at Otsuka-us.com and apply for opportunities

OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Interview: Main Rules of the Road

  • Always have an “ear-witness” at an interview
  • Maintain control – You are in the driver’s seat
    • Thank person for the inquiry
    • Address reporter by name
    • Maintain eye contact
    • Rely on key messages!
  • Remember that social media is the 1-ton elephant in the room
    • Immediate and forever
  • The interview doesn’t end until you’re alone or in a safe space

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OTSUKA SPOKESPERSONS’ GUIDELINES

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Key Interview Do’s

  • Assess the reporter’s level of knowledge and offer background if appropriate
  • Remember what type of journalist you’re talking with and adjust how you discuss the program to their level�of knowledge
  • Get your messages in early
  • Remember, you are an expert
  • Keep it brief, less is more – Speak in eight-second soundbites
  • Give more than a yes-or-no answer
  • Anticipate questions

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Key Interview Don’ts: Part One

  • Speak “off the record” or say “No comment” – There are alternatives
  • Guess. If you don’t know an answer, get back to the reporter or have someone else respond
  • Comment on rumors or “projects in the works”
  • Dwell on your competitors unless there is a specific strategy in place
  • Over communicate, five key messages are enough
  • If the interview is via phone, have all of your messages and Q&A’s spread out in front of you

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Interview Danger Zones

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DANGER ZONE

DETAILS

Off the record

Implies information cannot be used in a news story

On background

Info can be used to inform, but source cannot be quoted

Not for attribution

Info may be used, source can be quoted but not by name

On the record

Everything said can be used, which is most of the time

Saying “No comment”

Viewed as a negative, non-response associated with guilt, lack of transparency, etc.

Sometimes unavoidable

Confidential info, layoffs/labor actions, sensitive negotiations/deals, material information, competitive information, lawsuits/police matters and personal injury

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OTSUKA SPOKESPERSONS’ GUIDELINES

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Key Interview Don’ts: Part Two

  • Repeat negative language
  • Speculate or answer a hypothetical
  • Use personal opinion sparingly
  • Avoid either/or answers
  • Avoid ratings (“On a scale of 1-10”)
  • Always elaborate yes-or-no answers

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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You Have Control: Bridging

  • I don’t know that, but what I do know …
  • Historically, yes, but today …
  • No, let me explain …
  • Yes, and furthermore …
  • That brings up another point …
  • Let me put that in perspective …
  • Our real focus is …
  • What I’d like to point out is …
  • Actually …

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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You Have Control: Flagging Messages

  • Here are the top three reasons why …
  • If your viewers remember only one thing, it is …
  • This is what it all boils down to …
  • The most exciting thing is …
  • The key point to remember is …
  • The most important thing we hear from customers is …
  • Let me underscore that …
  • Don’t lose sight of the fact that …
  • The most important thing to take away …

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OTSUKA SPOKESPERSONS’ GUIDELINES

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Just a Reminder: Avoiding the Pitfalls

  • Friendly discourse does not make you friends
    • Conversely, lack of warmth doesn’t make the reporter your enemy
  • Nothing is off the record
  • Don’t say anything you do not want to see in the news
  • Don’t do anything, including physical gestures, you do not want to see in the news

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Sealing the Deal

  • Most interviews will end with, “Is there anything you want�to add?”
  • Use this opportunity to reinforce the five key messages
  • Clarify something you said earlier
  • Address a topic you want covered that the reporter did not bring up

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES

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Q&A Practice

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OTSUKA SPOKESPERSONS’ GUIDELINES

OTSUKA SPOKESPERSONS’ GUIDELINES