Media workshop

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Learn the ins and outs of media interviews.

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Media workshop

  1. 1. Media Workshop Unlocking the secrets of “the interview” Jan Northstar
  2. 2. MEDIA RELATIONS <ul><li>Needs & Requirements </li></ul><ul><li>Print and broadcast reporters have different needs and requirements when covering the same story. </li></ul>
  3. 3. MEDIA RELATIONS <ul><li>Reporters </li></ul><ul><li>Basic journalistic tenets are fairness and accuracy . </li></ul><ul><li>Obligated to their viewers/readers. The public has a right to know. If they lie, they lose credibility with readers, their organization </li></ul><ul><li>Work on very tight deadlines </li></ul><ul><li>Heavy competition to get the news out first </li></ul><ul><li>General knowledge of things. Not experts </li></ul>
  4. 4. MEDIA RELATIONS <ul><li>Print Reporters </li></ul><ul><li>They usually want more in-depth information. </li></ul><ul><li>They might want several interviews with several people. </li></ul><ul><li>They will often have a photographer with them. </li></ul><ul><li>They might not be as time driven as their broadcast counterparts. </li></ul>
  5. 5. MEDIA RELATIONS <ul><li>Television Reporters </li></ul><ul><li>Need visuals to backup their stories. </li></ul><ul><li>Will probably want on-camera interviews and relating video to support their stories. </li></ul><ul><li>Will usually not do as in-depth reporting as print journalists. Their story will normally fill 60-90 seconds of “air time.” </li></ul>
  6. 6. MEDIA RELATIONS <ul><li>Radio Reporters </li></ul><ul><li>Need to talk to the principle story makers and tellers and can do a complete story by telephone. </li></ul><ul><li>Both radio and TV reporters love the good &quot;sound bite,&quot; a short 5-10 second quote that strongly supports their story. </li></ul><ul><li>Keep your answers short and say what you want to say early in the interview. </li></ul>
  7. 7. The interview TV Stand-up Phone TV Live (Studio) Radio TV Remote Print News Conference (Panel) Blogs/Website/Skype
  8. 8. Television’s Quirks <ul><li>Long on image, Short on substance </li></ul><ul><ul><li>My product is the first </li></ul></ul><ul><ul><li>People will get this benefit </li></ul></ul><ul><ul><li>Where can you get it </li></ul></ul><ul><li>Every interview is an opportunity to emphasize your point! </li></ul>
  9. 9. Four C’s <ul><li>Commercial </li></ul><ul><li>Control </li></ul><ul><li>Credibility </li></ul><ul><li>Cosmetics </li></ul>Commercial – Silver Bullet. Decide 2-3 messages, clear, simple, short. Ask “why am I doing this interview?”
  10. 10. Four C’s <ul><li>Commercial </li></ul><ul><li>Control </li></ul><ul><li>Credibility </li></ul><ul><li>Cosmetics </li></ul>Control – An attitude not to be passive. You are in charge and have knowledge of the subject. You have the info they want.
  11. 11. Four C’s <ul><li>Commercial </li></ul><ul><li>Control </li></ul><ul><li>Credibility </li></ul><ul><li>Cosmetics </li></ul>Credibility – 3 commandments. Don’t ever lie, speak beyond you area of expertise, lose your cool.
  12. 12. Four C’s <ul><li>Commercial </li></ul><ul><li>Control </li></ul><ul><li>Credibility </li></ul><ul><li>Cosmetics </li></ul>Cosmetics – Appearances are everything! Body language conveys the real you.
  13. 13. Interview Basics <ul><li>Look before you leap </li></ul><ul><ul><li>Why you were asked for the interview </li></ul></ul><ul><ul><li>Know the audience </li></ul></ul><ul><ul><li>Establish ground rules </li></ul></ul><ul><li>Do your homework </li></ul><ul><ul><li>Be prepared </li></ul></ul><ul><ul><li>Play “Devil’s Advocate” </li></ul></ul><ul><ul><li>News of the day </li></ul></ul><ul><li>Relax </li></ul><ul><ul><li>Establish rapport </li></ul></ul><ul><ul><li>Be confident </li></ul></ul><ul><li>Be cautious </li></ul><ul><ul><li>Personal opinions to minimum </li></ul></ul><ul><ul><li>Avoid hypothetical </li></ul></ul><ul><ul><li>Don’t repeat the negative </li></ul></ul>
  14. 14. Do’s and Don’ts <ul><li>Do’s </li></ul><ul><ul><li>Conclusions first </li></ul></ul><ul><ul><li>Be positive </li></ul></ul><ul><ul><li>Avoid jargon </li></ul></ul><ul><ul><li>Use short quotes </li></ul></ul><ul><ul><li>Listen carefully </li></ul></ul>
  15. 15. Do’s and Don’ts <ul><li>Don’ts </li></ul><ul><ul><li>Snow the reporter </li></ul></ul><ul><ul><li>Say “no comment” </li></ul></ul><ul><ul><li>Accept a reporter’s facts or misinformation </li></ul></ul><ul><ul><li>Unintentional remarks </li></ul></ul><ul><ul><li>Go “off the record” </li></ul></ul>
  16. 16. Live Interviews
  17. 17. Bob Newhart Clip
  18. 18. Genial Talk Show <ul><li>Morning/Lunchtime </li></ul><ul><li>Host friendly </li></ul><ul><li>Non threatening </li></ul><ul><li>Opportunity </li></ul>
  19. 19. Confrontational Talk Show <ul><li>Host knowledgeable </li></ul><ul><li>Probing/intensive </li></ul><ul><li>Remain calm </li></ul><ul><li>Don’t “feed the mike” </li></ul>
  20. 20. Live Stand-up <ul><li>Remote/on location </li></ul><ul><li>Probing questions </li></ul><ul><li>Visuals/no pens, badges </li></ul><ul><li>Time </li></ul><ul><li>Setting/background </li></ul>
  21. 21. Taped Interviews
  22. 22. Stand-up <ul><li>Eyes on reporter </li></ul><ul><li>Formulate answers </li></ul><ul><li>Can start over </li></ul><ul><li>Short, concise, commercial </li></ul>
  23. 23. Sit-down <ul><li>Commercial </li></ul><ul><li>Control </li></ul><ul><li>Can start over </li></ul><ul><li>Set deadline – 15-20 minutes </li></ul>
  24. 24. Media Panel
  25. 25. Media Panel <ul><li>Prepared Intro </li></ul><ul><li>Subject matter experts </li></ul><ul><li>Make point and stop </li></ul><ul><li>Talk in sound bites (7 sec) </li></ul><ul><li>Preset Time </li></ul><ul><li>End on high note </li></ul>
  26. 26. Questions ???

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