Media Training: Opportunity Has a Secret Knock
by AlexanderG Public Relations on Oct 06, 2010
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Learning the “secret knock” to the door of opportunity is key when dealing with today’s news media. Check out this brief presentation to learn tips and strategies to get the most out of your inte...
Learning the “secret knock” to the door of opportunity is key when dealing with today’s news media. Check out this brief presentation to learn tips and strategies to get the most out of your interview opportunities. Contact us to schedule your media training or to learn ways to make your Slideshare presentation more effective.
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mrahmalia
Former Newspaper Reporter & Editor
Former Radio Talk Show Host
Former Vice President of Public Affairs for Kansas City Public Television
Advertising
Marketing
Spokespersons
Speechwriters
Strategic Planners
Media Relations Experts
Often contains conflict and drama
Consists of notable/unusual happenings
Is of general interest to a particular audience
A scoop
Magazines
Trade Publications
Local Television News
National Television News
Radio News/Talk shows
Online News Website
Web Blogs -- Blogs
Podcasts
Create a compelling story
Sell publication/story
Act as a catlyst for change
Write first draft of history
Bring together consumers and producers
Ratings
Circulation
Hits/Visitors
Truth/Facts
Prep with your PR person or project team.
Brainstorm.
Identify THREE key message points.
Questions anticipated.
Questions you hope to get.
Key message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.
Key message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.
Interviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”
Humor is good, but be careful.
Absolutes, action words and analogies are absolutely good ideas.
If the cliche’ ain’t broke...
Keep the hyperbole to a minimum.
They already have the facts, usually. They look to you for the human factor.
Analogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.”
Cliche’s work-- “If it sounds too good to be true, it probably is.”
Action words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points.
Absolutes work: “Read my lips, no new taxes!”
“Go ahead, make my day,”
Watch out for exaggerations. “80,000 people here at Riverfest!”
Also remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”
Look your best. That includes personal hygiene and grooming.
Make the interview site is presentable with few distractions.
Avoid “off the record” remarks.
Brevity is the mother of great coverage.
Get those sound bites in!
Watch out for the “Is there anything I forgot to ask?” ask.
Short-sheet the reporter.
Don’t assume that because you’re walking to the door, the interview is over.
Jimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said:
" I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.'
"I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it."
He went down 17 points in the polls.