Media training teaches how to effectively communicate your key messages during interviews by framing answers in a positive, on-message way and addressing difficult questions constructively. It examines Tony Hayward's poor media performance during the 2010 BP Gulf oil spill, where dismissive, callous quotes damaged BP's reputation. Lessons include determining up to three key messages; giving brief, story-based answers; avoiding guesses; and understanding that "no comment" is rarely advisable. Effective media skills like prepared soundbites can help control the interview narrative.

1. Media Training
Media Training is learning how to tell your story in the most
compelling and interesting way. It's how to take control of an
interview and transform contentious questions into positive "on
message" answers.

2. Media Training
Your message
Media interviews in general
TV Interviews
Dressing for TV
Prerecorded TV interviews
Radio interviews
Crisis management
Role play

3. THE MEDIA

4. IMPACT OF POOR INTERVIEWS
BP OIL SPILL IN THE GULF (2010)

5. TONY HAYWARD QUOTES during BP Gulf
Coast oil Spill disaster
April 29, 2010
After the Gulf Coast oil spill occurred, The New York
Times reported that Hayward said to fellow BP
executives, "What the hell did we do to deserve
this?"
Environmentalists and the families who lost loved
ones in the explosion could ask the same question.

6. May 14th, 2010
In one of his most famous gaffes, he told The
Guardian "the Gulf of Mexico is a very big ocean.
The amount of volume of oil and dispersant we are
putting into it is tiny in relation to the total water
volume.”

7. May 18, 2010
"I think the environmental impact of this disaster is
likely to be very, very modest," Hayward told
reporters. That same day, when asked about
whether he was able to sleep at night in light of the
oil spill's disastrous effects, he replied, "Of course I
can."

8. May 31, 2010
Hayward told reporters, "The first thing to say is I'm
sorry." However, he continued, "We're sorry for the
massive disruption it's caused their lives. There's no
one who wants this over more than I do. I would like
my life back."

9. Meanwhile, in the media…
• Reports of whistleblowers claiming there were no
safety measures
• Coast guard was being quoted as saying it’s the
worst disaster he’s ever seen
•Images of wildlife and the families of victims of the
explosion

10. Some words to describe his actions included:
• “dismissive”
• “callous”
• “incompetent”
• “deceptive”
• “inept”
• “arrogant”
•“tried to minimise impact”

11. Lessons to be learnt
• Sloppy answers are what damages your reputation.
• Never underestimate a media interview’s potential harm
or help to your career.
• One bad story can rarely destroy you – but many bad
stories definitely will
• Reporters do not need permission to quote you – be
careful of what you say.

12. Start by determining a message
• Focus on 3 key messages in an interview and start
with the most important first
• Try to state your message in 30 seconds

13. Getting the message across
• Flesh out your
main points with
case studies.
• Remain
conversational.
• 5-part questions
only need one
answer.
• Never guess.
• Never say no
comment.

14. NO COMMENT?
1. Yes, I have the answer and here it is.
2. No, I don't have the answer, but I'll get it for you.
3. Yes, I do have the answer, but I cannot discuss
it.
In today's world, you're going to have to deal with
the issue sooner or later. Sooner means on your
terms. Later means on everyone else's. - Eric
Bergman

15. Media interviews – Before the Interview
Practice the answers and messages
Research the angles
Be prepared to tell brief anecdotes and short stories and tie
them to your message:
“We examined the technology and felt no one had developed a low
cost, turnkey solution in digital publishing, which led to the development of
Snapplify.”
Avoid trying to be humorous or telling negative stories.

16. During the interview - The art of the soundbite
• Interesting enough to attract attention, powerful enough
to be remembered
Good sound bites include:
• Analogies, Bold action words
• Emotions and examples (the more personal the
better)
• Attacks and absolutes, Rhetorical questions

17. For more on Media Training, contact us on
our website www.duomarketing.co.za
• How to write a soundbite
• Media interviews – during the interview
• Dealing with journalists
• Media interviews – after the interview
• TV interviews
• Negative gestures
• Dressing for TV
• Pre-recorded TV interviews
• Radio interviews