Media Training Basic
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Media Training Basic



This presentation gives the basic how to's for talking to the media.

This presentation gives the basic how to's for talking to the media.



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Media Training Basic Media Training Basic Presentation Transcript

  • Fear Not!
    There are techniques for dealing with the media that make the whole process much less painful. Sometimes you even enjoy the dance.
    Dancing With Porcupines
  • Philosophy to Live By
    Five minutes before the party is not the time to learn how to dance.
  • Purpose
    • To give you a clear hands-on understanding of how to handle the media during crisis and non-crisis situations.
    • To prepare you to effectively communicate with the media in a way which will your organization.
    • To take the fear out of the words, “Channel 4 is on the phone.”
  • Be Prepared
    In all cases involving a potential crisis;
    • You should be the one to determine if it is a crisis.
    • You should be there, in person, ready for anything.
    • It may be a routine situation, but you must . . Be Prepared!
  • Five Stages of Communication Management
    • Identify
    • Who is involved? What is going on? Where did it happen? How did it happen? Why did it happen? Who is impacted?
    • Containment
    • How do we contain this from a communication perspective?
    • Communication
    • Internal and External
  • Five Stages of Communication Management
    • Correction
    • How do we move on?
    • Recovery
    • The time it will take for people to forget that it happened.
  • Ground Rules
    • Who comes first in the line of communication?
    • There is no substitute for the FULL TRUTH.
    • Your personal opinions are NULL and Inappropriate.
    • Don’t speculate.
    • There is no such thing as “Off the Record.”
    • ALWAYS TELL THE TRUTH! Don’t bluff.
  • Communicating with the Media
    Your Goal As A Communicator Is To Be:
    • Understood
    • Believed
    • Trusted
  • When Media Calls
    • Always document calls from the media, even if the call is not regarding a crisis.
    • Make sure you get the reporter’s name, affiliation, the reason for the call, and a number where he or she can be reached.
    • If the reporter is working on a deadline, make sure to note that.
    • The more you know, the better.
  • When Media Calls, cont ..
    • Who else needs to know?
    • Be available and put staff on alert to provide any information relating to the story.
    • Make sure secretaries and assistants are trained on this process.
    • If the media knows something, your staff needs to know it too!
  • Media Traps
    • Negatives
    • Hypothetical Questions
    • Blind Source
    • Third Party Inquiries
    • Don’t go “Off the Record.”
    • Don’t say “No comment.”
    • Filling Silence
    • Keep your composure.
  • Bridging
    • Determine three key points that you want to get across.
    • After each answer, add one of your key points.
    • Example.
    • “Yes that is true, and the safety of our students has always been, and will continue to be, one of our highest priorities.”
  • Do’s& Do Not’s
    • Have a reason to be there.
    • Say, “I don’t know.”
    • Say, “That is under investigation.
    • Tell the truth.
    • Keep your composure.
    • Be prepared.
    • Bridge
    DO NOT
    • Cry.
    • Say, “No Comment.”
    • Get Mad.
    • Pick fights with the media.
    • Feel pressured to bluff.
    • Go “Off the Record.”
    • Give one word answers.
  • Remember
    • A successful encounter with the Media is one where you understand there is more than one agenda. The key to doing this is to be in control.
    • Determine when the interview starts.
    • Get your agenda across using bridging techniques.
    • Determine when the interview ends.