Media Training – Using Radio and TV in Public Relations 071609

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Media Training PowerPoint ® for Rowan University graduate students. Citations are given during oral presentation and in "The Public Relations Practitioner's Playbook" by M. Larry Litwin.

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Media Training – Using Radio and TV in Public Relations 071609

  1. 1. Media Training Cross Platforming – The Networked Age Working with Radio/TV © 2009 – M. Larry Litwin, APR, Fellow PRSA
  2. 2. Taken from…
  3. 3. Goals
  4. 4. Goals Help participants understand how media operates
  5. 5. Goals Help participants understand how media operates Share system of preparation Comfort
  6. 6. Goals Help participants understand how media operates Share system of preparation Comfort Help each participant grow as a communicator How to better prepare
  7. 7. Goals Help participants understand how media operates Share system of preparation Comfort Help each participant grow as a communicator How to better prepare Give participants the added tools to help each other
  8. 8. Communication: A Tool of Leadership
  9. 9. Leadership Framework
  10. 10. Leadership Framework Control
  11. 11. Leadership Framework Control Consistency
  12. 12. Leadership Framework Control Consistency Campaign
  13. 13. Leadership Framework Control Preparation
  14. 14. Leadership Framework Control Preparation Follow-up
  15. 15. Leadership Framework Control Preparation Follow-up Proactive
  16. 16. Leadership Framework Consistency Organization
  17. 17. Leadership Framework Consistency Organization Repetition
  18. 18. Leadership Framework Campaign Planning/“Premeditated”
  19. 19. Leadership Framework Campaign Planning/”Premeditated” Strategy/Timing
  20. 20. Leadership Framework Campaign Planning/“Premeditated” Strategy/Timing Measurable results
  21. 21. Leadership Framework Control Campaign Preparation Planning/ Follow-up “Premeditated” Proactive Strategy/Timing Consistency Measurable Organization results Repetition
  22. 22. Basic Principles
  23. 23. Basic Principles • Relate your identity to help create an image
  24. 24. Basic Principles • Relate your identity to help create an image Know the difference between identity and image. Persuasion – the activity of creating, reinforcing, modifying or extinguishing beliefs, attitudes and/or behaviors. Logo not ego!
  25. 25. Basic Principles Relate your identity to help create an image Analyze your credibility (trust) and believability (truth) Credibility – is in the eye of the beholder.
  26. 26. Basic Principles • Relate your identity to help create an image • Analyze your credibility and believability • Exercise control
  27. 27. Basic Principles • Relate your identity to help create an image • Analyze your credibility and believability • Exercise control • Maintain a positive attitude
  28. 28. Basic Principles • Relate your identity to help create an image • Analyze your credibility and believability • Exercise control • Maintain a positive attitude • Demonstrate leadership listening
  29. 29. Credibility
  30. 30. Credibility Trustworthiness
  31. 31. Credibility Trustworthiness Competence
  32. 32. Credibility Trustworthiness Competence Communication style
  33. 33. Audience Analysis/Worksheet
  34. 34. MAC Triad MAC Triad M M +P+T +P+T AA C C M=Message A=Audience C=Channel M=MessageP=Purpose T=Timing A=Audience C=Channel P=Purpose T=Timing
  35. 35. Audience Analysis/Worksheet • Identify your audience.
  36. 36. Audience Analysis/Worksheet • Identify your audience. • Analyze your audience demographically.
  37. 37. Audience Analysis/Worksheet • Identify your audience. • Analyze your audience demographically, psychographically, geodemographically. • How well does your audience understand the issues (or topics) you wish to discuss?
  38. 38. Audience Analysis/Worksheet • Identify your audience. • Analyze your audience demographically, psychographically, geodemographically. 3. How well does your audience understand the issues (or topics) you wish to discuss? 4. What is your audience’s attitude toward your agenda?
  39. 39. Audience Analysis/Worksheet • Identify your audience. • Analyze your audience demographically, psychographically, geodemographically. • How well does your audience understand the issues (or topics) you wish to discuss? • What is your audience’s attitude toward your agenda? • What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?)
  40. 40. Audience Analysis/Worksheet • Identify your audience. • Analyze your audience demographically, psychographically, geodemographically. • How well does your audience understand the issues (or topics) you wish to discuss? • What is your audience’s attitude toward your agenda? • What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) • To what type of arguments is your audience likely to respond?
  41. 41. Audience Analysis/Worksheet • Identify your audience. • Analyze your audience demographically, psychographically, geodemographically. • How well does your audience understand the issues (or topics) you wish to discuss?
  42. 42. Audience Analysis/Worksheet 4. What is your audience’s attitude toward your agenda? 3. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?) 7. To what type of arguments is your audience likely to respond?
  43. 43. Interview Goals What outcomes do you want from your target audience as a result of your strategic message?
  44. 44. Interview Goals What outcomes do you want from your target audience as a result of your strategic message? What outcomes do you want to prevent (if any) from your target audience?
  45. 45. Interview Goals What outcomes do you want from your target audience as a result of your strategic message? What outcomes do you want to prevent (if any) from your target audience? What points or arguments are your opponents or competitors likely to make?
  46. 46. What makes a good soundbite?
  47. 47. What makes a good soundbite(byte) ? Short and sweet
  48. 48. What makes a good soundbite? Short and sweet Visual
  49. 49. What makes a good soundbite? Short and sweet Visual Simple
  50. 50. What makes a good soundbite? Short and sweet Visual Simple Compelling
  51. 51. Avoid the Media Traps
  52. 52. Avoid the Media Traps Stay calm and composed.
  53. 53. Avoid the Media Traps Stay calm and composed. Stay on message.
  54. 54. Avoid the Media Traps Stay calm and composed. Stay on message. Don’t provide answers that could negatively impact your reputation or your organization’s reputation.
  55. 55. Avoid the Media Traps Stay calm and composed. Stay on message. Don’t provide answers that could negatively impact your reputation or your organization’s reputation. Don’t be caught off-guard by questioning that you want to declare off- limits.
  56. 56. Avoid the Media Traps Stay calm and composed. Stay on message. Don’t provide answers that could negatively impact your reputation or your organization’s reputation. Don’t be caught off-guard by questioning that you want to declare off-limits. Listen carefully to the reporter’s choice of words and don’t repeat the negatives.
  57. 57. Avoid the Media Traps Don’t go “off the record.” (There are minor exceptions.)
  58. 58. Avoid the Media Traps Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking.
  59. 59. Avoid the Media Traps Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking. Don’t feel obligated to fill a silence.
  60. 60. Avoid the Media Traps Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking. Don’t feel obligated to fill a silence. Don’t allow yourself to be drawn into disparaging your competition.
  61. 61. Avoid the Media Traps Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking. Don’t feel obligated to fill a silence. Don’t allow yourself to be drawn into disparaging your competition. Listen carefully to each question to better determine the reporter’s agenda in asking it.
  62. 62. Avoid the Media Traps Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking. Don’t feel obligated to fill a silence. Don’t allow yourself to be drawn into disparaging your competition. Listen carefully to each question to better determine the reporter’s agenda in asking it. Correct inaccurate perceptions and facts.
  63. 63. Successful Media Interviews
  64. 64. Successful Media Interviews
  65. 65. Successful Media Interviews Before the interview
  66. 66. Successful Media Interviews Before the interview During the interview
  67. 67. Successful Media Interviews Before the interview During the interview After the interview
  68. 68. Television Interviews
  69. 69. Television Interviews Some guidelines…
  70. 70. Television Interviews
  71. 71. A Summary
  72. 72. A Summary Be open, honest, thorough and valid (relevant)
  73. 73. A Summary Be open, honest, thorough and valid Be accessible
  74. 74. A Summary Be open, honest, thorough and valid Be accessible Remain calm and confident – even in the face of adversity
  75. 75. A Summary Be open, honest, thorough and valid Be accessible Remain calm and confident – even in the face of adversity Know the subject matter (as well as you know your own name)
  76. 76. A Summary continued Explain all the facts (key message points) in simple English (layperson’s terms)
  77. 77. A Summary Explain all the facts (key message points) in simple English (layperson’s terms) Take control of the interview
  78. 78. A Summary Explain all the facts (key message points) in simple English (layperson’s terms) Take control of the interview Be careful of going “off-the-record” or giving “background information” (not for attribution)
  79. 79. A Summary Get your message and/or important information out early (in the first few statements). Then, drive these vital points home by repeating them in your closing summary. Anticipate questions and be prepared with the answers
  80. 80. Karen Friedman’s Bill of Rights You have the right to tell your side of the story.
  81. 81. Karen Friedman’s Bill of Rights You have the right to tell your side of the story. You have the right not to answer questions.
  82. 82. Karen Friedman’s Bill of Rights You have the right to tell your side of the story. You have the right not to answer questions. You have the right to correct someone who is putting words in your mouth.
  83. 83. Karen Friedman’s Bill of Rights You have the right to tell your side of the story. You have the right not to answer questions. You have the right to correct someone who is putting words in your mouth. You have the right to share your credentials, so it is clear you are the expert.
  84. 84. Karen Friedman’s Bill of Rights You have the right to take time to prepare.
  85. 85. Karen Friedman’s Bill of Rights You have the right to take time to prepare. You have the right to ask questions.
  86. 86. Karen Friedman’s Bill of Rights You have the right to take time to prepare. You have the right to ask questions. You have the right to decline to talk.
  87. 87. Karen Friedman’s Bill of Rights You have the right to take time to prepare. You have the right to ask questions. You have the right to decline to talk. You have the right to explain your point of view.
  88. 88. Karen Friedman’s Bill of Rights You have the right to take time to prepare. You have the right to ask questions. You have the right to decline to talk. You have the right to explain your point of view. You have the right to be human.
  89. 89. Karen Friedman’s Bill of Rights You have the right to take time to prepare. You have the right to ask questions. You have the right to decline to talk. You have the right to explain your point of view. You have the right to be human. You have the right to make a mistake and correct it.
  90. 90. Questions M. Larry Litwin, APR Rowan University larry@larrylitwin.com www.larrylitwin.com © 2009

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