MEDIA TRAINING

101

Alison 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

Print

Radio

Television

Internet

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) 1

b) 2

c) 3

d) 4+

Question 3

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

a) 1

b) 2

c) 3

d) 4+

Question 3

The outcome of an interview usually reflects

the 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