The document outlines four rules for media training: 1) You can decline an interview request if it is not the right opportunity. 2) Ignoring a good story will result in your silence becoming the story. 3) Focus on providing information to your audience rather than what you want to say. 4) Reporters are not your friends and anything you say could be reported, so there is no such thing as off the record.
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Media Training; The Rules
1. Media Training; The Rules
By John Rockley
www.jdoubler.co.uk 07905428905 @johnrockley
2. Media Training Rule #1
YOU CAN SAY “NO!”
If it’s the wrong story, if you’re the wrong person, you’re not quite ready, you’re not briefed, the media outlet is opposed to your world view, if you’ve said it before, if you don’t like the journalist, if you’re hung-over, if you’re objectionable, or you just don’t want t be in the media today… you can say “no”.
Unless you’re in a crisis story then look at rule #2.
www.jdoubler.co.uk 07905428905 @johnrockley
3. Media Training Rule #2
A ‘good story’ won’t go away if you ignore it.
If a journalist has found a ‘good story’ they won’t stop working on it because you haven’t responded; they’ll make your silence, your inaction, you pig headedness the story.
www.jdoubler.co.uk 07905428905 @johnrockley
4. Media Training Rule #3
Focus on your audience
Don’t think about what you WANT to say; think about what they NEED to understand
www.jdoubler.co.uk 07905428905 @johnrockley
5. Media Training Rule #4
The reporter is
NOT your friend
They may be friendly, they may be unguarded, they may be personable, but they’re there to get a story. Anything you say may be reported; ‘off the record’ doesn’t exist.
www.jdoubler.co.uk 07905428905 @johnrockley