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MEDIA TRAINING 101<br />JJ Davis, Dell Corporate Communications<br />Jillian Fisher, Enfatico<br />November 2009<br />
Program<br /><ul><li>Introduction
The opportunity
Goals
How the media works
Spokesperson guidelines
Do’s and don’ts refresher</li></ul>2<br />
The Opportunity<br /><ul><li>Media are a conduit to:
Customers
Government
Industry
Employees
Positive coverage can increase investor and consumer confidence</li></ul>3<br />
MEDIA TRAINING Goals<br /><ul><li>Help you take control of interviews
Engage the audience
Express messages clearly and in a compelling way
Deal with the tough questions
See every interview as an opportunity to promote your business</li></ul>4<br />
How the News Media Works<br /><ul><li>“Products”
News articles for consumers
Audience for advertisers
News stories and pictures motivate audience loyalty</li></ul>5<br />
How the News Media Works<br /><ul><li>News values:
Controversy
Conflict
Drama
Characters
Nationalism
Change, newness
First, biggest, most</li></ul>6<br />
Two Types of Stories<br /><ul><li>Every good business news story has...
Characters, conflict, change, controversy, drama
Every good feature story must be…
Interesting, informative, creative
Seek angles; e.g. trends, profiles, people
The story angle and “visuals” should “play” to the desired medium</li></ul>7<br />
Three Broad Types of Media<br /><ul><li>Business
Profit/success, loss/failure
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Dayat Dell Media Training

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

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Transcript of "Dayat Dell Media Training"

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