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Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

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  • 1. MEDIA TRAINING 101
    JJ Davis, Dell Corporate Communications
    Jillian Fisher, Enfatico
    November 2009
  • 2. Program
    • Introduction
    • 3. The opportunity
    • 4. Goals
    • 5. How the media works
    • 6. Spokesperson guidelines
    • 7. Do’s and don’ts refresher
    2
  • 8. The Opportunity
    • Media are a conduit to:
    • 9. Customers
    • 10. Government
    • 11. Industry
    • 12. Employees
    • 13. Positive coverage can increase investor and consumer confidence
    3
  • 14. MEDIA TRAINING Goals
    • Help you take control of interviews
    • 15. Engage the audience
    • 16. Express messages clearly and in a compelling way
    • 17. Deal with the tough questions
    • 18. See every interview as an opportunity to promote your business
    4
  • 19. How the News Media Works
    • “Products”
    • 20. News articles for consumers
    • 21. Audience for advertisers
    • 22. News stories and pictures motivate audience loyalty
    5
  • 23. How the News Media Works
    6
  • 31. Two Types of Stories
    • Every good business news story has...
    • 32. Characters, conflict, change, controversy, drama
    • 33. Every good feature story must be…
    • 34. Interesting, informative, creative
    • 35. Seek angles; e.g. trends, profiles, people
    • 36. The story angle and “visuals” should “play” to the desired medium
    7
  • 37. Three Broad Types of Media
    • Business
    • 38. Profit/success, loss/failure
    • 39. Alliances, partnerships, huge contracts
    • 40. General picture
    • 41. Consumer
    • 42. How does this make my day easier, life better
    • 43. Few details, top line
    • 44. Trade
    • 45. Industry detail
    • 46. Latest product
    8
  • 47. How the Media Works
    • News travels fast
    • 48. Internet, blogs, online services, wire services
    • 49. Audiences are more deluged than ever with news/info
    • 50. Shorter stories
    • 51. Less depth
    • 52. Constant hum of news
    • 53. Online reporting feeds other channels
    • 54. Critical deadlines
    • 55. Blogs
    9
  • 56. The Spokesperson’s Guide
    Dell Confidential
  • 57. Your Offense - Key Messages
    • Decide what you MUST get across -- can’t say it all (2-3 most critical)
    • 58. Categorize -- main points, support points
    • 59. State in simple, straightforward form
    • 60. Listen for opportunities to convey them
    • 61. Target comments to specific audiences
    • 62. OK to repeat key points
    11
  • 63. Offense: Build Your Pyramid
    Support with evidence (Facts, Figures)
    State message (Headline)
    Illustrate with examples, analogies
    State conclusion first, then explain your rationale.
    12
  • 64. The Role of a Spokesperson
    • The “face” of the company
    • 65. Make the company “human”
    • 66. Engage the audience
    • 67. be responsive, factual, open, informative
    13
  • 68. Your Role
    • The media wants ‘experts’ who can customize and simplify the messages for their audience
    • 69. The media wants well-connected, relevant experts
    • 70. Should not view the media as ‘trusted’ friends but it is important to establish long-term relationships
    Dell Confidential
    14
  • 71. Interview Guidelines
    • Listen Closely
    • 72. Answer the question being asked, do not pre-empt or volunteer any unnecessary information
    • 73. Address any assumptions implied in the questions
    • 74. Pay Attention to Your Body Language
    • 75. Never let them see you sweat
    • 76. Have a Good Attitude
    • 77. Be positive, confident and enthusiastic
    15
  • 78. Interview Don’tS
    • Don’t Go Off the Record
    • 79. It doesn’t mean what you think it does
    • 80. Don’t Repeat a Volatile or Negative Word to Refute Something
    • 81. You are being baited for a juicy quote
    • 82. Don’t Feel you Need to Answer Every Question
    • 83. If you don’t know the answer
    • 84. Don’t be Afraid to Challenge the Reporter’s Assumptions
    • 85. You have the expertise
    • 86. You have the opportunity to educate and to shape the story
    16
  • 87. Reporter tricks
    • Your Best Friend
    • 88. Leading the Witness
    • 89. It is your responsibility to challenge the assumptions in the questions
    • 90. Quiz Show
    • 91. Ask enough general questions to be able to project specific answers
    • 92. Silence
    • 93. Don’t feel compelled to fill the silence
    17
  • 94. More tricks
    • Taking Advantage of Being in Public
    • 95. Reporter’s could be listening anywhere!
    • 96. Casual Conversation
    • 97. The interview isn’t over until the reporter leaves the building or hangs up the phone
    • 98. Broken Record
    • 99. Asking the same questions over and over until you give an angry or different answer
    18
  • 100. Guideline Summary
    • Know what message you want to deliver
    • 101. Make it easier for the press to cover your company in a positive manner than a negative one
    • 102. Be available in good times and in bad
    • 103. Tap into the PR department/agency expertise
    • 104. Know your audience
    • 105. Think of yourself as an educator
    • 106. Prepare, think in advance and practice
    19
  • 107. storytelling
  • 108. Storytelling
    • You tell a story every time you answer a question
    • 109. A good storyteller:
    • 110. Paints mental pictures
    • 111. Keeps it short, meaningful
    • 112. Has a beginning and an end
    • 113. Makes a point
    21
  • 114. Storytelling
    22
  • 121. Starting the Story
    • Opening salvo
    • 122. Be ready with your first message
    • 123. Control it from the start
    • 124. “What’s the first question?”
    • 125. “Can I start with an update on what’s new?”
    23
  • 126. Defense Strategy
    • Stories are not ads, not 100% favorable
    • 127. Balance is expected
    • 128. Expect tough questions
    • 129. Anticipate them, identify vulnerabilities
    • 130. Consider positions on sensitive issues
    • 131. Strategy for control is two-part:
    • 132. Build your message
    • 133. Block and bridge
    24
  • 134. Defense: Block and Bridge
    • In interviews, listen closely to questions
    • 135. Try to identify general direction, or essence of tough questions
    • 136. Respond to the essence of the question, but make your point
    • 137. Don’t be a “slave” to the question
    25
  • 138. Defense: Block and Bridge
    BLOCKING
    Halting the direction of the interview
    BRIDGING
    Going from where you areto where to want to be
    Frame response in a more broad context or in a narrow context
    26
  • 139. Defense: Block and Bridge
    • Swim into safer waters through the use of “connectors” to bridge
    • 140. “The real issue here is…”
    • 141. “Let’s look at that another way…”
    • 142. “No. But I can say this about that…”
    • 143. “Like all companies, we…”
    • 144. “If I understand you correctly, I think the question is…”
    • 145. “What we are here to talk about today is…
    27
  • 146. Interview types
  • 147. Handling In-Studio Interviews
    • Get to the studio early to get bearings
    • 148. Talk “over” the mic; let them put it on you
    • 149. Talk in regular voice during audio check
    • 150. If makeup is offered, take it
    29
  • 151. Handling Stand-Up TV Interviews
    • Reporter probably less informed, little background on subject
    • 152. Demand short answers
    • 153. Only use two or three comments
    • 154. Your first words should be your copy points; state conclusions first
    • 155. This is a presentation, not a conversation
    30
  • 156. Handling Print Interviews
    • Do your homework
    • 157. Begin by making major points
    • 158. Don’t use notes
    • 159. Set a time limit in advance; and end interview on time
    • 160. Don’t let the reporter wear you down
    31
  • 161. Tips for Telephone Interviews
    • If reporter gets through directly, buy prep time; ask if you can call him/her back
    • 162. Establish time limit up front
    • 163. Have key messages handy for easy reference
    • 164. Speak slowly; the reporter is still writing in longhand
    32
  • 165. Tips for Email Interviews
    • Don’t reply immediately
    • 166. Speak to your PR person/agency if you have one
    • 167. Get the deadline
    • 168. It’s not a novel
    • 169. Short answers = quotes
    • 170. Long answers = background information
    • 171. Have someone else read it
    33
  • 172. Never Let Your Guard Down
    • Watch stray, off-handed comments
    • 173. from beginning to end
    • 174. consequences of getting off key messages can be unproductive, even dangerous
    • 175. Assume the mic is always live
    • 176. No such thing as “off the record”
    34
  • 177. Interview Setting
    • Suggest best location to suit the messages/story
    • 178. Consider brand exposure
    • 179. If at your office, “reporterize” it
    • 180. Anything confidential
    • 181. Alert colleagues
    35
  • 182. Notes on Appearance
    • Dress according to the circumstances - business attire for most interviews
    • 183. Convey professionalism and authority without being too stuffy
    • 184. Keep clothing simple - less to fiddle with, nothing too complicated
    • 185. Watch how you’re sitting or standing when the cameras are on
    • 186. Avoid reflective or flashy jewelry
    • 187. Avoid fine stripes or prints
    • 188. Soft pastel shirts best
    • 189. Dark jackets usually look good
    • 190. Men - wear knee-high socks for TV
    36
  • 191. In Conclusion
    • Think about what you want to get across
    • 192. Convey your messages in impactful ways
    • 193. State your conclusion first
    • 194. Block and bridge
    • 195. Preparation -- remember do’s & don’ts
    • 196. Practice!
    37
  • 197. Congratulations: You’ve Survived Media Training 101
    Dell Confidential