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Media Training
- 2. Reputation
- 3. Why connect with the media? • Think like a hack
- 8. RISK V OPPORTUNITY This Photo by Unknown Author is licensed under CC BY-SA
- 9. Got a story? • Planned events • Reax to story • Local interest • New product • Winning an award • Opinion on issue
- 11. Newsworthy? 1. Scale 2. Place 3. Timing 4. Unusual 5. Human interest
- 12. The curse of knowledge is a cognitive bias that occurs when an individual, communicating with other individuals, unknowingly assumes that the others have the background to understand.
- 13. Local outlets
- 14. Types of interviews • TV or radio • Newspaper • In studio • Down the line (BBC Newsline) • Phone (landline) • Live or pre recorded
- 16. Contacts • Wendy Austin, @wendytalksbizz • John Campbell, Economics Editor @JP_Biz • Clodagh Rice, @ClodaghLRice • Marie-Louise Connolly, @mlchealth • Catherine Smyth, @CathSmyth1 • William Crawley, @williamcrawley • Colette Maguire, @colettemaguire
- 17. Be Available! Make it easy for your media contact!
- 18. Before a media interview: 8 questions 1. Collect the basics – name, news organisation, tel contact 2. Tell me more about the story you’re working on. Are you approaching the story from any perspective? 3. Who else are you interviewing? 4. What’s the format – print, TV, radio, live, over the phone? 5. What exactly do you need from me? 6. Who will be doing interview? 7. How long will it take 8. Deadline? • Spell your name and company name – preferably email it!
- 21. SARA model • S – Explain the SITUATION • A - Describe the APPROACH you took/are taking • R - State the RESULT or expected result • A - Close with what you’ve learned or a call to ACTION
- 22. Car Insurance Premium Increase• Scene “If you have an accident, the cost of repairs and parts for cars has gone up, so what’s happening is the insurance industry has passed the cost of this rise onto the customer.”
- 23. Car Insurance Premium Increase• Scene “If you have an accident, the cost of repairs and parts for cars has gone up, so what’s happening is the insurance industry has passed the cost of this rise onto the customer.”
- 24. • Approach – “What we do at Confused.Com is shop around for our customer to make sure we get them the best deal.”
- 25. • Benefits – “Just last week one of our customers received a renewal quote for £1,100 – but we managed to get it down to £400 for him.”
- 26. • Action – “So it absolutely pays to shop around to make sure you get the best quote possible. We can do that for you.”
- 27. # B e S e e n B e H e a r d Key messages 20,000 people with dementia in NI First hospice dementia palliative care facility in NI Want to roll out across NI Supporting message 1 Anticipated to rise to 60,000 by 2050 Offers end of life care both in- community and in- house It is a pilot project for three years Supporting message 2 1,400 people last year died of dementia related causes Designed specially to meet the needs of people with dementia Currently only available in North and West Belfast Supporting message 3 Listened to people with dementia and families Entitled to same dignity and respect as people with other terminal illnesses. Only available in North and West Belfast
- 28. Be Memorable • Use metaphors, analogies, tell a story • Power of three (list three points, three big mistakes, three actions) • Be definite – we’re going to instead of we’re trying to • Use – Biggest, Best, Worst, Fastest!
- 29. Make them care • Make people care • Get them to laugh, cheer, shake their head, be surprised, be afraid, be sad • Ditch the jargon/acronyms
- 33. Warmth Competence How we judge others
- 34. Photo by Airwolfhound CC-BY Photo by Chris Parker CC-BY
- 37. Body language
- 46. Posture
- 52. Bridging Example • What matters most in this situation is…. • I’d like to emphasise again …. • We sympathise greatly with the family and …. • Whilst _______ is important, it is also important to remember ….
- 53. Good v Bad
- 54. Over to YOU!
Editor's Notes
- Sceptical of the media – Hands up? Usually that’s about protecting your reputation -
- Tell your story – be the change – think like a journalist – connect with the media –
- Warren Buffet – one of the world’s richest men - It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.
- Non verbal communication