10 simple rules to ensure your message gets heard anywhere, by anyone, any time © Inverted Pyramid Communications   www.in...
<ul><li>Ken Kerrigan is an award-winning, media-savvy, communications counselor who has been advising senior executives in...
<ul><li>An introduction </li></ul>
If you're a CEO - or someone who would like to be - you've likely read management books like &quot;Who Moved My Cheese?&qu...
<ul><li>An inverted pyramid is the method in which journalist write stories </li></ul><ul><ul><li>Today, it’s largely how ...
<ul><li>In today’s new MeDia world communications has been turned upside down </li></ul><ul><ul><li>Everyone is MeDia – th...
 
<ul><li>News still matters </li></ul><ul><li>But the sources have changed </li></ul><ul><li>It’s relevant </li></ul><ul><l...
 
<ul><li>Can be a big gamble </li></ul>
<ul><li>The ten simple rules </li></ul>
<ul><li>#1 Paint a picture </li></ul><ul><ul><li>Allow your audience to really  see  your message </li></ul></ul><ul><li>#...
<ul><li>Trainings are available in: </li></ul><ul><ul><ul><li>Half or full-day sessions </li></ul></ul></ul><ul><ul><ul><l...
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Invert Your Pyramid Linked In

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A new approach to media training for a disintermediated world.

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Invert Your Pyramid Linked In

  1. 1. 10 simple rules to ensure your message gets heard anywhere, by anyone, any time © Inverted Pyramid Communications www.invertyourpyramid.blogspot.com
  2. 2. <ul><li>Ken Kerrigan is an award-winning, media-savvy, communications counselor who has been advising senior executives in multiple industries for more than 20 years </li></ul><ul><li>He has worked for some of the world’s most respected public relations agencies, and spent a decade as a director of communications at Big Four firm Ernst & Young </li></ul><ul><li>He learned to write on a typewriter in journalism school, where he first learned to invert his pyramid </li></ul>
  3. 3. <ul><li>An introduction </li></ul>
  4. 4. If you're a CEO - or someone who would like to be - you've likely read management books like &quot;Who Moved My Cheese?&quot; And if you are about to do your first media interview you could read a book on &quot;media training.&quot; There are several. But to know how reporters think – and frankly how any audience thinks and receives messages - to ensure that your message is heard by anyone, anywhere, any time, regardless of the media &quot;channel&quot; - you first need to learn how to Invert Your Pyramid.
  5. 5. <ul><li>An inverted pyramid is the method in which journalist write stories </li></ul><ul><ul><li>Today, it’s largely how we have been programmed to receive messages </li></ul></ul><ul><li>Years ago editors would take a reporter’s copy and draw an inverted pyramid over it, usually with a red marker </li></ul><ul><ul><li>The who, what, why, where, when and how needed to come up front </li></ul></ul><ul><ul><li>What followed – in the narrow part of the inverted pyramid –was usually cut </li></ul></ul>
  6. 6. <ul><li>In today’s new MeDia world communications has been turned upside down </li></ul><ul><ul><li>Everyone is MeDia – the local newspaper/TV/radio, a blogger or your employees, friends and colleagues </li></ul></ul><ul><li>Your audience wants the information they need to know… and fast… often on a handheld device </li></ul><ul><li>Traditional communications channels that may have helped convey your message in the past – like newspapers – may no longer exist or be as trusted </li></ul><ul><li>In business, or anywhere else, you have the right to speak, but you don’t have the right to expect your message to be heard or remembered </li></ul><ul><ul><li>Your message must be at the top of the inverted pyramid </li></ul></ul>
  7. 8. <ul><li>News still matters </li></ul><ul><li>But the sources have changed </li></ul><ul><li>It’s relevant </li></ul><ul><li>Timely </li></ul><ul><li>Game-changing </li></ul><ul><li>Matters to me, my friends, my family, my clients, my company </li></ul><ul><li>Comes from a trusted source </li></ul><ul><li>Something new and different </li></ul><ul><li>Something I need to know </li></ul><ul><li>Something that surprises me </li></ul><ul><li>Gets my attention </li></ul><ul><li>Something I want to share with others </li></ul><ul><li>Not something I’ve heard before </li></ul>
  8. 10. <ul><li>Can be a big gamble </li></ul>
  9. 11. <ul><li>The ten simple rules </li></ul>
  10. 12. <ul><li>#1 Paint a picture </li></ul><ul><ul><li>Allow your audience to really see your message </li></ul></ul><ul><li>#2 Tell a MeDia story </li></ul><ul><ul><li>The best place to start is hardly ever at the beginning </li></ul></ul><ul><li>#3 Don’t do a Nixon </li></ul><ul><ul><li>Two negatives only make a positive in algebra </li></ul></ul><ul><li>#4 Avoid traps </li></ul><ul><ul><li>Think like a reporter </li></ul></ul><ul><li># 5 Lock up </li></ul><ul><ul><li>Use aural triggers to avoid your message getting lost </li></ul></ul><ul><li>#6 Find the bridge </li></ul><ul><ul><li>Always get back to your message </li></ul></ul><ul><li>#7 Be prepared </li></ul><ul><ul><li>It’s not just a good motto for Boy Scouts </li></ul></ul><ul><li>#8 Know your rights </li></ul><ul><ul><li>You control what comes out of your mouth and that’s it </li></ul></ul><ul><li>#9 Don’t forget to tango </li></ul><ul><ul><li>You have a job to do and so does the reporter </li></ul></ul><ul><li>#10 Practice </li></ul><ul><ul><li>Old habits die hard </li></ul></ul>
  11. 13. <ul><li>Trainings are available in: </li></ul><ul><ul><ul><li>Half or full-day sessions </li></ul></ul></ul><ul><ul><ul><li>One-on-one or small groups of 3-5 people </li></ul></ul></ul><ul><ul><ul><ul><li>Classroom style training is also available </li></ul></ul></ul></ul><ul><ul><ul><li>All trainings include 2 brief, mock print media interviews recorded on tape and critiqued by instructor </li></ul></ul></ul><ul><ul><ul><li>Public relations counsel are welcome to attend </li></ul></ul></ul><ul><ul><ul><ul><li>Call for free rate quote (not including travel and expenses) </li></ul></ul></ul></ul>

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