MEDIA TRAINING

101Alison ChangMarina Irick

• Media brief• Video challenge• Who is involved?• Tips & tricks• Do's and don'ts• Main things to remember

"A media interview is not an intellectual exercise. It is an opportunity to deliver specific messages to specific audiences through the filter of

a journalist."

Agenda

PrintRadioTelevisionInternet

What are some different forms of media?

Watch 3 short clips of various interviews

What would you do in this situation??

Interview video: A challenge for the class

Sarah Palin & Katie Couric

What does Sarah Palin respond with?

a) "The New York Times"b) "The Chicago Tribune"c) "All of them, any of them.."d) "All of the newspapers George Bush

reads"

Question 1

What does Sarah Palin respond with?

a) "The New York Times"b) "The Chicago Tribune"c) "All of them, any of them.."d) "All of the newspapers George Bush

reads"

Question 1

Republican Candidate Jesse Kelly

Does he...

a) Ramble on?b) Avoid the question?c) Yell at the reporter?d) Repeat his answer?

Question 2

Does he...

a) Ramble on?b) Avoid the question?c) Yell at the reporter?d) Repeat his answer?

Question 2

Dr. Duckett - Alberta Health Services

• How many times does he say “I’m eating my cookie”?

a) 1b) 2c) 3d) 4+

Question 3

• How many times does he say “I’m eating my cookie”?

a) 1b) 2c) 3d) 4+

Question 3

The outcome of an interview usually reflectsthe interests of the THREE parties involved:• Interviewer• Spokesperson (You)• Audience:

o Customers, employees, shareholders, business community, government, industry associations, other partners

Media Relations Training Manual. National Public Relations.

Who is involved?

"Do you have any questions for my answers?" -Henry Kissinger

• Why three?o Three = basic organizational grouping, helps

audience remember

• Short, simple, colourful, convincing• Back up by proof• Repeat, repeat, repeat!Media Relations Training Manual

Developing your 3 key messages

• Know your 3 key messages• Know your medium• Interviewer knows what you are talking

about• Accuracy• Put your best foot forward• Rehearse, rehearse, rehearse!

Media Relations Training Manual & Wilson Group Communications, Inc.

Tips

• Figures• Quotable language• Turn negatives into positives• Avoid professional buzzwords• Beware of "off the record"• Treat the media well

Media Relations Training Manual. National Public Relations.

Tricks

• Know your audience/interviewer• Talk in sound bites: Use your 3 key

messages! • Use the right words/check language with

friends/colleagues first• For media quotes: Return a reporter's call

as quickly as possible after his/her original call, well before their deadline

http://www.mrmediatraining.com/2010/08/25/whats-your-deadline/http://communicatingscience.aaas.org/comm101/right_words.shtml

Do...

• Be deer in the headlights

• Ramble

• Be a pushover

• Bobble-head

• Be boring

• Speculate when you don't know the answer

• Agree right away to an interview

• Lose control of the interview

http://www.wendyscharfman.com/articles/news-media-interviews.pdf

Don't....

Prepare, prepare, prepare

Honest, honest, honest

Rehearse, rehearse, rehearse

Remember: 3 key messages!

Main things to remember

Questions?•

-Wilson Group Communications. http://www.wilson-group.com/articles/fiveTips.shtml

-Media Training Manual. National Public Relations. Xxx

-Communicating Science: http://communicatingscience.aaas.org

-Interview "Don'ts": http://www.wendyscharfman.com/articles/news-media-interviews.pdf

-Media Training: Journalist Deadlines: http://www.mrmediatraining.com/2010/08/25/whats

your-deadline/

-21 Most Essential Media Training Links: http://www.mrmediatraining.com/2011/02/17

the-21-most-essential-media-training-links/

-http://www.mrmediatraining.com/2010/11/29/im-eating-a-cookie-an-instant-media-classic/

-http://www.mrmediatraining.com/2012/05/29/why-you-shouldnt-repeat-your-message-ad

-nauseam/• -The PR Coach: www.theprcoach.com/media-training

References/More Resources