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Media Skills Training


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This is an eye opening presetation about what the media wants and how to understand their psychology so as to get the best out of them.Denis Galava,the Managing Editor of Nation Weekend Editions shared the insights in this presentation with scientists in Kigali Rwanda on 4th July, 2012

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Media Skills Training

  2. 2. ⏏ Product launch, research evidence, disease outbreak or new funding stream?⏏No, think again. The story could be in the nuances, off the cuff remarks, in the small print of the report you are launching - a hint of scandal here, and a sign of power struggle there
  3. 3. ⏏ A scoop – a story that will make the paper stand out or sale out⏏ What is important to you is not always important to the journalist or the reader/listener⏏ It’s how you put it that makes the message important
  4. 4. ⏏ A good source for a journalist is one who knows what they want to say and when, not the one who sends you deep sea fishing⏏ Keep it brief, it’s a sign you’re a master of your discipline⏏ 90 percent of all news stories received every day are ‘killed’
  5. 5. ⏏ Accuracy, brevity, timeliness, relevance, personalities/author⏏ Flair for writing and mastery of content⏏ Editors love good stories, because they ‘push copy’⏏ Media seek to: Educate, Inform, Entertain – but this is not an end in itself
  6. 6. ⏏ Reader/audience paradox: The most important story is not always the one that people want to read⏏ Because of profits and circulation targets, media publishes/broadcasts what will bring in more readers/listeners which translates into more advertisements
  7. 7. ⏏ It’s not only scientists that have a problem getting published, politicians, architects, educationists, preachers, students, police- all love to hate the media⏏ You need to know people: It will help you know how the news cycle works, and the other forums available for public discourse; letters, op-eds
  8. 8. ⏏ Don’t bet big on your friendship with the publisher/media owner to get covered⏏ Don’t be a cashcow⏏ Form personal relationships with at least one journalist⏏ Always be available for comment⏏ Tip-off journalists as often as possible
  9. 9. Do’s and Don’ts cont…⏏ Understand the news cycle and processes⏏ Prepare for a negative story
  10. 10. Why hold interviews?⏏ To get the message home⏏ To build relationships⏏ To educate journalists⏏ To broaden consumer knowledge
  11. 11. ⏏ What’s the journalist like?⏏ What does she like/dislike?⏏ How knowledgeable is she?⏏ What angle is he/she looking for?⏏ What stories has he/she been covering recently?⏏ What is the audience?⏏ What’s the right format?
  12. 12. How to conduct yourself...
  13. 13. ⏏ Take an interest in the journalist first⏏ Check that your agendas match⏏ Make your points⏏ List outstanding actions
  14. 14. ⏏ Stick to the producer’s brief⏏ Devise complete answers to questions (20-30 seconds in length)⏏ Don’t look straight at the camera – look at the presenter.⏏ Keep hand gestures to a minimum.
  15. 15. ⏏ Any air time is good air time⏏ Watch what you wear (white shirts are no good on TV)⏏ Sit forward / don’t move away from microphone⏏ Speak slowly and clearly – modulate speech
  16. 16. ⏏ Solid bright colors⏏ Avoid all white colors or cream ensembles and busy prints⏏ Avoid heavy jewelry⏏ Avoid heavy make up
  17. 17. ⏏ Dark colors: Solid gray or navy blue suits⏏ Light colored shirt⏏ Plain ties: Complicated patterns create optical illusions on TV and draw attention⏏ Avoid jewelry
  18. 18.  Qu – Quotability A – Assertiveness C – Clarity K - Knowledge
  19. 19. ⏏ Create a presence⏏ Make the statement – then explain⏏ Shorten your points
  20. 20. ⏏ Remember you’re in control⏏ Body language (eye contact, posture)⏏ Show you care about the subject matter⏏ Ask for clarification or rephrase the questions⏏ Correct false assumptions
  21. 21. ⏏ Keep it brief⏏ Avoid jargons⏏ Give live examples
  22. 22. ⏏ Must know - Your subject - Your market - Your competition - Your industry - Facts & figures up your sleeve
  23. 23. ⏏ Thank the interviewee by way of a handwritten note⏏ Review coverage and performance with your team⏏ Don’t scream at reporters in case of a misquote – point out mistakes calmly⏏ Send story with a cover note to business partners and associates