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MEDIA TRAINING 101

MEDIA TRAINING 101. Alison Chang Marina Irick. Agenda . Media brief Video challenge Who is involved? Tips & tricks Do's and don'ts Main things to remember

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MEDIA TRAINING 101

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  1. MEDIA TRAINING 101 Alison Chang Marina Irick

  2. Agenda • 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."

  3. What are some different forms of media? Print Radio Television Internet

  4. Interview video: A challenge for the class Watch 3 short clips of various interviews What would you do in this situation??

  5. Sarah Palin & Katie Couric

  6. 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"

  7. 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"

  8. Republican Candidate Jesse Kelly

  9. Question 2 Does he... a) Ramble on? b) Avoid the question? c) Yell at the reporter? d) Repeat his answer?

  10. Question 2 Does he... a) Ramble on? b) Avoid the question? c) Yell at the reporter? d) Repeat his answer?

  11. Dr. Duckett - Alberta Health Services

  12. Question 3 • How many times does he say “I’m eating my cookie”? a) 1 b) 2 c) 3 d) 4+

  13. Question 3 • How many times does he say “I’m eating my cookie”? a) 1 b) 2 c) 3 d) 4+

  14. Who is involved? The outcome of an interview usually reflects the interests of the THREE parties involved: • Interviewer • Spokesperson (You) • Audience: • Customers, employees, shareholders, business community, government, industry associations, other partners Media Relations Training Manual. National Public Relations.

  15. Developing your 3 key messages "Do you have any questions for my answers?" -Henry Kissinger • Why three? • Three = basic organizational grouping, helps audience remember • Short, simple, colourful, convincing • Back up by proof • Repeat, repeat, repeat! Media Relations Training Manual

  16. Tips • 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.

  17. Tricks • 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.

  18. Do... • 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

  19. Don't.... • 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

  20. Main things to remember Prepare, prepare, prepare Honest, honest, honest Rehearse, rehearse, rehearse Remember: 3 key messages!

  21. Questions?

  22. References/More Resources -The PR Coach: www.theprcoach.com/media-training -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/

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