Media Training Basic


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This presentation gives the basic how to's for talking to the media.

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Media Training Basic

  1. 1. Fear Not!<br />There are techniques for dealing with the media that make the whole process much less painful. Sometimes you even enjoy the dance.<br />Dancing With Porcupines<br />
  2. 2. Philosophy to Live By<br />Five minutes before the party is not the time to learn how to dance.<br />~Snoopy<br />
  3. 3. Purpose<br /><ul><li>To give you a clear hands-on understanding of how to handle the media during crisis and non-crisis situations.
  4. 4. To prepare you to effectively communicate with the media in a way which will your organization.
  5. 5. To take the fear out of the words, “Channel 4 is on the phone.”</li></li></ul><li>Be Prepared<br />In all cases involving a potential crisis;<br /><ul><li>You should be the one to determine if it is a crisis.
  6. 6. You should be there, in person, ready for anything.
  7. 7. It may be a routine situation, but you must . . Be Prepared!</li></li></ul><li>Five Stages of Communication Management<br /><ul><li>Identify
  8. 8. Who is involved? What is going on? Where did it happen? How did it happen? Why did it happen? Who is impacted?
  9. 9. Containment
  10. 10. How do we contain this from a communication perspective?
  11. 11. Communication
  12. 12. Internal and External</li></li></ul><li>Five Stages of Communication Management<br /><ul><li>Correction
  13. 13. How do we move on?
  14. 14. Recovery
  15. 15. The time it will take for people to forget that it happened.</li></li></ul><li>Ground Rules<br /><ul><li>Who comes first in the line of communication?
  16. 16. There is no substitute for the FULL TRUTH.
  17. 17. Your personal opinions are NULL and Inappropriate.
  18. 18. Don’t speculate.
  19. 19. There is no such thing as “Off the Record.”
  20. 20. ALWAYS TELL THE TRUTH! Don’t bluff.</li></li></ul><li>Communicating with the Media<br />Your Goal As A Communicator Is To Be:<br /><ul><li>Understood
  21. 21. Believed
  22. 22. Trusted</li></li></ul><li>When Media Calls<br /><ul><li>Always document calls from the media, even if the call is not regarding a crisis.
  23. 23. Make sure you get the reporter’s name, affiliation, the reason for the call, and a number where he or she can be reached.
  24. 24. If the reporter is working on a deadline, make sure to note that.
  25. 25. The more you know, the better.</li></li></ul><li>When Media Calls, cont ..<br /><ul><li>Who else needs to know?
  26. 26. Be available and put staff on alert to provide any information relating to the story.
  27. 27. Make sure secretaries and assistants are trained on this process.
  28. 28. If the media knows something, your staff needs to know it too!</li></li></ul><li>Media Traps<br /><ul><li>Negatives
  29. 29. Hypothetical Questions
  30. 30. Blind Source
  31. 31. Third Party Inquiries
  32. 32. Don’t go “Off the Record.”
  33. 33. Don’t say “No comment.”
  34. 34. Filling Silence
  35. 35. Keep your composure.</li></li></ul><li>Bridging<br />QUESTIONS = ANSWER + ONE<br /><ul><li>Determine three key points that you want to get across.
  36. 36. After each answer, add one of your key points.
  37. 37. Example.
  38. 38. “Yes that is true, and the safety of our students has always been, and will continue to be, one of our highest priorities.”</li></li></ul><li>Do’s& Do Not’s<br />DO<br /><ul><li>Have a reason to be there.
  39. 39. Say, “I don’t know.”
  40. 40. Say, “That is under investigation.
  41. 41. Tell the truth.
  42. 42. Keep your composure.
  43. 43. Be prepared.
  44. 44. Bridge</li></ul>DO NOT<br /><ul><li>Cry.
  45. 45. Say, “No Comment.”
  46. 46. Get Mad.
  47. 47. Pick fights with the media.
  48. 48. Feel pressured to bluff.
  49. 49. Go “Off the Record.”
  50. 50. Give one word answers.</li></li></ul><li>Remember<br /><ul><li>A successful encounter with the Media is one where you understand there is more than one agenda. The key to doing this is to be in control.
  51. 51. Determine when the interview starts.
  52. 52. Get your agenda across using bridging techniques.
  53. 53. Determine when the interview ends.</li>