&lt;number&gt; 01/30/15 Media interviews have great power to enhance We are here because media interviews are a very powerful publicity tool Reach large audiences and highly targeted audiences Power to enhance your reputation, spread positive messages, engage audiences When you speak through the media, the message is received with authority, trust and impact (more so than a message delivered by marketing or advertising) BUT Media interviews also have great power to cause trouble You also hand over control of that message the moment you open your mouth Your agenda may conflict with that of the journalist That is why we do media training: to make the most of opportunities and avoid pitfalls People often say afterwards: the interview wasn’t what I expected, or the result wasn’t what I expected. That is because interviews are unusual situations. Unusual because you’re not used to them; also because strange dynamics and rules apply. That is another reason we do media training: to understand the dynamics of an interview: what journalists want, and the games they play
This is my cat Marjoram!! Remember that this is what you are all about. Now invite a brief response about what people fear. This must be quick, and then go on to the next slide, which shows examples.
1.9 Why the Media Matters and How to Exploit It - Adam Kertley
Broadcaster & Journalist
Hand Made Productions
WHY THE MEDIA MATTERS
And how to exploit it!
The stakes are high
Power to enhance
Risk of damage
Preparation is key
How to deal with journalists
“The press can be an ally. Treat it as such
and you’re half way home. Treat it as an
adversary and you’ll get what you asked
Tom Peters, Independent on Sunday
What do journalists want?
The full story – who, what, why, when, where, how (and how much)
To bring a story to life using people who can speak with conviction, humour,
passion and humanity – whatever the subject happens to be.
To satisfy their audience
They want you to answer their questions – especially the difficult ones
They want you to get straight to the point, without rambling
SHOCK TRUTH ABOUT INTERVIEWS!
Exclusive story by Adam
What is an interview?
Most people think of an interview
as an intellectual exercise. They
An interview is not an intellectual
exercise; it is simply an opportunity
to deliver specific messages to
specific audiences through the filter
of a journalist.
Preparation is key
Read up, research and rehearse
Be sure of your facts and figures and check with
If you are handling a crisis, be sure of the line to take
Think about how your message will be received and
Remember what it is YOU want to get across. Have a
very firm idea in your head of YOUR key points
Preparation is key continued
Look at the story from the journalist’s point
What is the readership of the newspaper?
Has anything been said on the subject by
Practical Tips and Techniques
Be yourself and speak slowly and
Be animated and passionate
Don’t expect to tell the whole story
Define the most important points
ADDRESS THE NEGATIVES
Don’t use jargon or long answers
Why we hate jargon
The transition to an on demand digital environment requires a shift to an
asset centric approach to media asset management, capturing meta data at
the outset of the assets lifecycle. This in turn enables greater movement and
sharing of audio and visual material across the BBC to deliver increased
exploitation of assets!”
That is a real BBC management directive by the way!
Or how about these two?
A vision of expanding contestability in the delivery of offender services
The consultants recommend parallel management matrix approaches
Thanks to John Humphreys
Preparing for a print interview
If a journalist reaches you unexpectedly, don’t jump
Give yourself time to prepare – arrange a time to call back
Print interviews can be long – set a time limit
NEVER go “off the record”
Check the facts – but don’t ask for copy approval
Never say “no comment”
Flag up potential problems straight away
They can’t print what you don’t say!
Shorthand – your words will be noted in full
Get your soundbite in early – helps reporter
Subbing – articles edited from bottom up
Newspapers can be read many times by many people
When you’ve said all you have to say, bring it to a close
Build your message house
Support the key messages
Bring to life with facts and figures
Have “proof points” to hand
Local examples (case studies) work well
Personal examples also work well
Remember who you are – YOUR dog or
cats home! Brand it!
Address the negatives – don’t ignore them!
We will think of them for sure!
BEING INTERVIEWED ON YOUR
TERMS NOT THEIRS!
And the art of building bridges!
Taking control – bridging
You are the one in control – you know 75% more than the
Look at the story from the journalist’s point of view
You are not just there to answer questions
See each question as a route to a key message
Acknowledge the question – don’t ignore it
Use a verbal ‘bridge’ to reach a key message
Question = acknowledgement…verbal bridge…message
Taking control – bridging
I don’t have the precise details about that, but what I do
You’re right to ask me that, but first let me say…
That’s certainly been an issue in the past, however…
I cannot talk about that particular customer/dog/cat etc…
but generally what we do is… (zoom out)
It’s too early to talk about a national trend, but our
experience in our kennel/cattery is….(zoom in)
Bridging phrases only help if you know what you want to say