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Dayat Dell Media Training

Dayat Dell Media Training



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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    Dayat Dell Media Training Dayat Dell Media Training Presentation Transcript

      JJ Davis, Dell Corporate Communications
      Jillian Fisher, Enfatico
      November 2009
    • Program
      • Introduction
      • The opportunity
      • Goals
      • How the media works
      • Spokesperson guidelines
      • Do’s and don’ts refresher
    • The Opportunity
      • Media are a conduit to:
      • Customers
      • Government
      • Industry
      • Employees
      • Positive coverage can increase investor and consumer confidence
      • 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
    • How the News Media Works
      • “Products”
      • News articles for consumers
      • Audience for advertisers
      • News stories and pictures motivate audience loyalty
    • How the News Media Works
      • News values:
      • Controversy
      • Conflict
      • Drama
      • Characters
      • Nationalism
      • Change, newness
      • First, biggest, most
    • Two Types of Stories
      • 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
    • Three Broad Types of Media
      • Business
      • Profit/success, loss/failure
      • Alliances, partnerships, huge contracts
      • General picture
      • Consumer
      • How does this make my day easier, life better
      • Few details, top line
      • Trade
      • Industry detail
      • Latest product
    • How the Media Works
      • News travels fast
      • Internet, blogs, online services, wire services
      • Audiences are more deluged than ever with news/info
      • Shorter stories
      • Less depth
      • Constant hum of news
      • Online reporting feeds other channels
      • Critical deadlines
      • Blogs
    • The Spokesperson’s Guide
      Dell Confidential
    • Your Offense - Key Messages
      • Decide what you MUST get across -- can’t say it all (2-3 most critical)
      • Categorize -- main points, support points
      • State in simple, straightforward form
      • Listen for opportunities to convey them
      • Target comments to specific audiences
      • OK to repeat key points
    • Offense: Build Your Pyramid
      Support with evidence (Facts, Figures)
      State message (Headline)
      Illustrate with examples, analogies
      State conclusion first, then explain your rationale.
    • The Role of a Spokesperson
      • The “face” of the company
      • Make the company “human”
      • Engage the audience
      • be responsive, factual, open, informative
    • Your Role
      • The media wants ‘experts’ who can customize and simplify the messages for their audience
      • The media wants well-connected, relevant experts
      • Should not view the media as ‘trusted’ friends but it is important to establish long-term relationships
      Dell Confidential
    • Interview Guidelines
      • Listen Closely
      • Answer the question being asked, do not pre-empt or volunteer any unnecessary information
      • Address any assumptions implied in the questions
      • Pay Attention to Your Body Language
      • Never let them see you sweat
      • Have a Good Attitude
      • Be positive, confident and enthusiastic
    • Interview Don’tS
      • Don’t Go Off the Record
      • It doesn’t mean what you think it does
      • Don’t Repeat a Volatile or Negative Word to Refute Something
      • You are being baited for a juicy quote
      • Don’t Feel you Need to Answer Every Question
      • If you don’t know the answer
      • Don’t be Afraid to Challenge the Reporter’s Assumptions
      • You have the expertise
      • You have the opportunity to educate and to shape the story
    • Reporter tricks
      • Your Best Friend
      • Leading the Witness
      • It is your responsibility to challenge the assumptions in the questions
      • Quiz Show
      • Ask enough general questions to be able to project specific answers
      • Silence
      • Don’t feel compelled to fill the silence
    • More tricks
      • Taking Advantage of Being in Public
      • Reporter’s could be listening anywhere!
      • Casual Conversation
      • The interview isn’t over until the reporter leaves the building or hangs up the phone
      • Broken Record
      • Asking the same questions over and over until you give an angry or different answer
    • Guideline Summary
      • Know what message you want to deliver
      • Make it easier for the press to cover your company in a positive manner than a negative one
      • Be available in good times and in bad
      • Tap into the PR department/agency expertise
      • Know your audience
      • Think of yourself as an educator
      • Prepare, think in advance and practice
    • storytelling
    • Storytelling
      • You tell a story every time you answer a question
      • A good storyteller:
      • Paints mental pictures
      • Keeps it short, meaningful
      • Has a beginning and an end
      • Makes a point
    • Storytelling
      • In each interview:
      • Build your message
      • Define your one key point, message
      • Back-up your point
      • Statistics, facts
      • Localize it
      • Personal example, analogy
    • Starting the Story
      • Opening salvo
      • Be ready with your first message
      • Control it from the start
      • “What’s the first question?”
      • “Can I start with an update on what’s new?”
    • Defense Strategy
      • Stories are not ads, not 100% favorable
      • Balance is expected
      • Expect tough questions
      • Anticipate them, identify vulnerabilities
      • Consider positions on sensitive issues
      • Strategy for control is two-part:
      • Build your message
      • Block and bridge
    • Defense: Block and Bridge
      • In interviews, listen closely to questions
      • Try to identify general direction, or essence of tough questions
      • Respond to the essence of the question, but make your point
      • Don’t be a “slave” to the question
    • Defense: Block and Bridge
      Halting the direction of the interview
      Going from where you areto where to want to be
      Frame response in a more broad context or in a narrow context
    • Defense: Block and Bridge
      • Swim into safer waters through the use of “connectors” to bridge
      • “The real issue here is…”
      • “Let’s look at that another way…”
      • “No. But I can say this about that…”
      • “Like all companies, we…”
      • “If I understand you correctly, I think the question is…”
      • “What we are here to talk about today is…
    • Interview types
    • Handling In-Studio Interviews
      • Get to the studio early to get bearings
      • Talk “over” the mic; let them put it on you
      • Talk in regular voice during audio check
      • If makeup is offered, take it
    • Handling Stand-Up TV Interviews
      • Reporter probably less informed, little background on subject
      • Demand short answers
      • Only use two or three comments
      • Your first words should be your copy points; state conclusions first
      • This is a presentation, not a conversation
    • Handling Print Interviews
      • Do your homework
      • Begin by making major points
      • Don’t use notes
      • Set a time limit in advance; and end interview on time
      • Don’t let the reporter wear you down
    • Tips for Telephone Interviews
      • If reporter gets through directly, buy prep time; ask if you can call him/her back
      • Establish time limit up front
      • Have key messages handy for easy reference
      • Speak slowly; the reporter is still writing in longhand
    • Tips for Email Interviews
      • Don’t reply immediately
      • Speak to your PR person/agency if you have one
      • Get the deadline
      • It’s not a novel
      • Short answers = quotes
      • Long answers = background information
      • Have someone else read it
    • Never Let Your Guard Down
      • Watch stray, off-handed comments
      • from beginning to end
      • consequences of getting off key messages can be unproductive, even dangerous
      • Assume the mic is always live
      • No such thing as “off the record”
    • Interview Setting
      • Suggest best location to suit the messages/story
      • Consider brand exposure
      • If at your office, “reporterize” it
      • Anything confidential
      • Alert colleagues
    • Notes on Appearance
      • Dress according to the circumstances - business attire for most interviews
      • Convey professionalism and authority without being too stuffy
      • Keep clothing simple - less to fiddle with, nothing too complicated
      • Watch how you’re sitting or standing when the cameras are on
      • Avoid reflective or flashy jewelry
      • Avoid fine stripes or prints
      • Soft pastel shirts best
      • Dark jackets usually look good
      • Men - wear knee-high socks for TV
    • In Conclusion
      • Think about what you want to get across
      • Convey your messages in impactful ways
      • State your conclusion first
      • Block and bridge
      • Preparation -- remember do’s & don’ts
      • Practice!
    • Congratulations: You’ve Survived Media Training 101
      Dell Confidential