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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 - PowerPoint PPT Presentation
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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