Alex Greenwood PR Presentation - Orginal Version


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I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the original version before the redesign.

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  • “The Man in the Grey Flannel Suit” starring Gregory Peck. Yes, I am wearing a clean shirt and I bathe regularly, hence my expertise.\n
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  • If it bleeds it leads, etc. Not always the case.\n
  • Which does BNIM deal with most?\n
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  • The novice: plays dumb....The buddy: establishes common ground to get your guard down....The repeater: ass the same question repeatedly. The drill: knowledgeable and asks complex questions...The 1-2-3 puncher: asks questions in a planned sequence, like a trila lawyer, to support a preconceived conclusion....Unprepared: asks vague questions. Is probably totally disinterested in the story and ticked off that his editor sent him to you...Paraphraser: puts words in your mouth...Dart thrower: may try to pin negative labels on you or your industry...Others: machine gunner, interrupter, Sphinx...\n
  • I cover all aspects of the media in my half-day seminar. I call it the Full Monty. Don’t worry, tho I bathe regularly, the clothes stay on.\n
  • Truth is subjective, sadly so are facts in some cases these days.\n
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  • I cover TV interviews, radio, etc. in the Full Monty.\n
  • Some may say that “Marketing pays for placement, PR positions for placement.”\n
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  • Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.\nKey message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.\n
  • Interviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”\n
  • Reagan’s humor worked because it was self-deprecative, and funny. Mondale also had a good one about Reagan’s economic plan he lifted from a popular Wendy’s commercial: “Where’s the Beef?”\n
  • They already have the facts, usually. They look to you for the human factor. \nAnalogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.”\nCliche’s work-- “If it sounds too good to be true, it probably is.” \nAction words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points. \nAbsolutes work: “Read my lips, no new taxes!” \n“Go ahead, make my day,”\nWatch out for exaggerations. “80,000 people here at Riverfest!”\nAlso remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”\n
  • Never introduce a negative. Sure, people may have had the suspicion Nixon was a crook, so why does he have to go and bring that suspicion to the surface?\n
  • Warren Buffet uses so many analogies here. Really well done and interesting. And then there’s...\n
  • Don’t be this person. Which P was she guilty of ignoring? Not presentable. Not professional. Not positive...\n
  • The other ‘P’ was Prepared, as in Be Prepared, remember?\n
  • Now back to our newspaper interview...\n
  • Personal grooming: nose hairs and dandruff, oh my.\nA dirty office is a distraction. Unruly people nearby is also a bad distraction.\n
  • It’s tougher to write bad things about nice people.\n
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  • Make your sound bites and talking points into a fact sheet for the reporter, complete with your phone number(s) for folo-up, URLs to your copmpany media kit online, your email address, etc. This helps prevent errors and the reporter will love you for it. \n
  • Jimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said:\n" I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.'\n"I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it."\nHe went down 17 points in the polls.\n
  • Never threaten. Call the reporter first. Editors are reasonable when you are.\n
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  • I have a blog post or two on on this.\n
  • Once the company learned about the video from readers of The Consumerist, it responded quickly and targeted audiences that already viewed the video: readers of The Consumerist, twitter users and YouTube users\nBecause Domino’s didn’t have a twitter account, it launched one: and encouraged its employees to twitter (They should have had an account already)\nThe company showed its outrage through its president’s YouTube response:“It sickens me that the actions of two individuals could impact our great system,” said Doyle. (This is clearly scripted and it would be better if he was looking into the camera, but getting this out quickly is more important than what it looks like)\nSimilar outrage was shared via quotes in the media. Domino’s spokesman Tim McIntyre told USA Today: “Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.”\nDomino’s got the videos removed from YouTube, lowering the number of people who will come across it.\nDomino’s tried to explain that this was an isolated incident and used numbers to do that, saying that they have “125,000 hard-working men and women across the nation and in 60 countries around the world”. This was not used as an excuse but it does put things into perspective.\nThe employees were fired and the company filed complaints for the arrest of them. Later both were charged with distributing prohibited foods, which is a felony in North Carolina.\nThe store was closed and sanitized.\nDomino’s is banning video cameras in the stores. Frederic Lardinois makes an interesting point on ReadWriteWeb: “Domino’s should welcome cameras in its stores, so that customers can see that this was an isolated incident that is not representative of behavior of the thousands of other employees Domino’s and its franchisees have.”\nThe following days, Domino’s did not advertise sandwiches shown in the videos, it featured other items instead (according to twitter user @barbaranixon)\n\n
  • BNIM is moving in the right direction--but are you engaging enough?\n
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  • If you want to learn more, including in-depth scenarios and’ll want The Full Monty. It’s a great movie, too.\n
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  • Alex Greenwood PR Presentation - Orginal Version

    1. 1. Original Version
    2. 2. This is the original version of Alex Greenwood’s PR training presentation.
    3. 3. Please see the re-designedversion of this presentation titled: Alex GreenwoodNew Presentation Design. Available on Slideshare
    4. 4. Alex has many years of media and public relationsexperience. These original slides are full of great content.When he put this presentation together, he typed his textinto one of the Keynote templates, carefully placed histhoughts into rows of bullet points, included some photosand added some nifty effects and transitions. While hisaudience certainly benefited from the information containedin each slide, the text heavy approach and use of effectsintroduced unnecessary distractions and ultimately tookattention away from the narrative (Alex’s expertise andknowledge) that accompanied the text.People have separate information processing channels forvisual material and verbal material. They can only payattention to a few pieces of information in each channel ata time.
    5. 5. Turn Terror
    6. 6. into Triumph… Strategies for Working with the News Media
    7. 7. Alex Greenwood✤ 20 Years Experience in News Media, Public Relations & Marketing✤ Former Newspaper Reporter & Editor✤ Former Radio Talk Show Host✤ Former Vice President of Public Affairs for Kansas City Public Television
    8. 8. A Brief Primer on P.R....
    9. 9. ...actually✤ Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.
    10. 10. P is not... .R.✤ Propaganda✤ Advertising✤ Marketing
    11. 11. P Professionals .R.✤ Writers/Editors✤ Spokespersons✤ Speechwriters✤ Strategic Planners✤ Media Relations Experts
    12. 12. Media Relations...✤ Who are these Media people and what do they want, anyway?
    13. 13. What is News?✤ News is timely and relevant info✤ Often contains conflict and drama✤ Consists of notable/unusual happenings✤ Is of general interest to a particular audience✤ A scoop
    14. 14. The News Media✤ Newspapers✤ Magazines✤ Trade Publications✤ Local Television News✤ National Television News✤ Radio News/Talk shows✤ Online News Website✤ Web Blogs -- Blogs✤ Podcasts
    15. 15. Media Roles/Needs ✤ Inform their audience ✤ Create a compelling story ✤ Sell publication/story ✤ Act as a catlyst for change ✤ Write first draft of history ✤ Bring together consumers and producers
    16. 16. Reporters Rogues Gallery✤ There are lots of different kinds of reporters.
    17. 17. Today’s Discussion✤ The Basics about who the media are and how you can get the best results through interaction with reporters, editors, bloggers and other news gatherers.
    18. 18. What Do They Want?✤ Content (is king)✤ Ratings✤ Circulation✤ Hits/Visitors✤ Truth/Facts
    19. 19. So, what do I do?✤ First and interview with the media is an Opportunity that you should rarely pass up.
    20. 20. OpportunityHas a (Secret)Knock.The secret is that most people see thenews media as something to be feared ortolerated, not as a golden opportunity.
    21. 21. Look Good. Sound Good... ✤ ...and never let ‘em see you sweat.
    22. 22. The Scenario✤ You’ve been asked by your local newspaper to give an interview at your office about your company’s new service.
    23. 23. Congrats!✤ An opportunity!✤ Advertising can raise awareness, but good public relations can earn credibility.
    24. 24. Be prepared.Ask the reporter what their “angle” is forthe story.
    25. 25. Good News...✤ They want to interview you about your latest sustainability project.
    26. 26. Action Steps Before the Interview✤ Hold your horses.✤ Prep with your PR person or project team.✤ Brainstorm.✤ Identify THREE key message points.✤ Questions anticipated.✤ Questions you hope to get.
    27. 27. What is a Sound Bite? ✤ Sounds bites are clear, concise, conversational, catchy sentences that a reporter can quote. ✤ If they’re good, they can shape the entire story.
    28. 28. ✤ Prepare three good sound bites.
    29. 29. Hallmarks of a Good Bite✤ Sizzle, not steak.✤ Humor is good, but be careful.✤ Absolutes, action words and analogies are absolutely good ideas.✤ If the cliche’ ain’t broke...✤ Keep the hyperbole to a minimum.
    30. 30. A Bad Bite.
    31. 31. Masterful Use of the Interview
    32. 32. ...and such as...not so masterful
    33. 33. The Three Other P’s.✤ Be presentable.✤ Be positive.✤ Be professional.
    34. 34. Quick Tips for Phone Interviews✤ Have your key message bullet points and sound bites taped up where you can see them. Use them--don’t READ them, but blend them into your conversation.✤ Stand up. Your energy will be higher, your voice brighter and stronger.✤ Smile. Smiling on the phone conveys warmth, confidence and can bring tension down between you and the reporter.
    35. 35. Be presentable.✤ Look your best. That includes personal hygiene and grooming.✤ Make the interview site is presentable with few distractions.
    36. 36. Be Positive.✤ Upbeat, pleasant and positive: the way to be.
    37. 37. Be professional.✤ The reporter has a job to do, and so do you.✤ Avoid “off the record” remarks.✤ Brevity is the mother of great coverage.✤ Get those sound bites in!
    38. 38. Wrapping Up the Interview✤ A brief interview is a good thing.✤ Watch out for the “Is there anything I forgot to ask?” ask.✤ Short-sheet the reporter.
    39. 39. A Few No-No’s...✤ Don’t ask the reporter if you can approve the story before it is published.✤ Don’t assume that because you’re walking to the door, the interview is over.
    40. 40. Give Thanks.✤ Send a thank you note.✤ Errors and corrections.
    41. 41. CrisisCommunications
    42. 42. CrisisCom✤ Be prepared--have a crisis communications strategy for your company and high profile projects.✤ Be as honest as possible.✤ Be as calm as possible.✤ Be yourself. Let your corporate culture be reflected in your response.
    43. 43. A booger of acrisis.✤ The response gets a B+.
    44. 44. New MediaBlogs, Podcasts YouTube, Twitter, Facebook, etc.
    45. 45. ✤ Social Media is a conversation. If you aren’t listening and responding, you are just broadcasting.
    46. 46. Time to Go...✤ The Media Seeks Content✤ An Interview is an Opportunity.✤ Be Positive, Professional and Presentable.✤ Be Prepared, too.✤ Sound bites help you control the story.✤ Say thanks.✤ Be yourself in a crisis--your calm, honest self.✤ Use your power for good, not evil in social media.✤ There’s more...
    47. 47. Beyond theBasics SeminarGoes in-depth with strategies, tips andactual hands-on practice.
    48. 48. Questions?
    49. 49. ✤ For a PDF of this presentation, please email me:✤✤ Sign up for my PR Tips Newsletter and Read my AlexanderG Whiz Blog at✤