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Media Training
This document provides guidance on media training and interviews. It discusses different types of news and what makes a story newsworthy. It also outlines interviewee rights and responsibilities of reporters. The document gives tips for preparing for an interview such as knowing key messages and practicing delivery. It provides best practices for different types of interviews including bridging questions, rephrasing, repeating messages, using pauses, and ending positively. The goal is to deliver concise and impactful responses in an engaging manner.
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Media Training
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- 2. Is it news? •Why are people interested ? • How can you make them care? • How does news impact on your target audiences? • Take information about your organization and tell it in a creative way that makes people care
- 3. What makes news? Hardnews Soft news
- 4. Different types ofnews Hard news • Novelty and change • Controversy • Conflict • Challenge • Crisis • Concern • Problems • Solutions • Money • Business Soft news • People • Emotion • Fun • Lifestyle • Celebrities • Children • Humour • Romance • Visual stories • Trends and themes
- 5. Agenda • Your rights •Journalist responsibilities • Interview preparation • Interview best practices • Advanced tools • Practice
- 6. Interviewee Rights • Youhave the right to decline an interview or find someone else to do the interview. • You have the right to take time to think about your answer. • You have the right to request PR or another person be in attendance. • You have the right to defer a question to someone else. • You have the right to not answer a question. • You have the right to STOP the interview at any time.
- 7. Responsibilities The Reporter isresponsible for: • Gathering, getting a story • Accurate reporting • Balanced reporting. Reporters do not care about your name or mission. Reporters have little time for research and are sometimes biased.
- 8. Preparing for theInterview • Know the key messages you’d like to include. • Understand the intent of the interviews. • Watch/read a couple of the journalist’s stories. • Ask for backgrounders. • Practice your key messages out loud or have them on a sheet of paper.
- 9. Whatever you do… Don’tdo this.
- 10. Expectations • Expect tobe edited. And not always well. • Don’t expect to be a huge part of the story. • Expect other parties to be quoted. • Expect that sometimes you don’t get used at all.
- 11. Making the Mostof an Interview • Nerves are normal – think of it as adrenaline. • Breathe deeply…but not into the phone! • Clench your hands or toes ten times. • Practice your “friendly face.”
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- 15. Vocal Behavior • Don’tdrink dairy or too much caffeine right before the interview. • Be concise and don’t be afraid to pause. • Speak in a clear voice. • Learn your tics: um, you know, so Note: Know your physical habits too.
- 16. Making the mostof the interview • Shake hands with the reporter. • Use the interviewer’s first name. • The moment you meet a reporter, you’re ON. • Comments meant to be off the cuff may be used.
- 17. Phone/Radio Interviews • Voiceis most important tool. • Be upbeat but don’t rush. Don’t interrupt! • Don’t be adversarial - friendly but focused tone. • Use notes. • Revise your answer unless it’s live on air.
- 18. Television Interviews • Ifstanding, stand ¾ for best angle. • Project confidence by standing or sitting TALL. • Look at the reporter NOT at the camera. • Maintain eye contact with the reporter at all times. • Gesture naturally or keep your hands in one place. • Avoid sudden or distracting movements.
- 19. Making the Bestof an Interview • Bridging • Rephrasing • Repeating • Pauses • Permission • Positivity
- 20. Bridging • Recognize openingswhen you can. • Use bridging to avoid uncomfortable questions. • Bridge to your important points • Yes and in addition… • I don’t know about that but what I can tell you… • What’s important to remember…
- 21. Rephrasing Start by rephrasingthe question when: • The reporter asks the same question more than once – he/she wants a different sound byte. • When you need some time to answer. • If you feel they’re putting words in your mouth.
- 22. Repeating • Say nameof brand at the beginning of your answer. • Repeat the name of name of brand even if you wouldn’t in normal conversation. • Repeat the most important key message but not others. • Use a repeat if you feel the reporter wasn’t engaged in your answer. • Repeat if you feel you might be misconstrued or misquoted.
- 23. Pauses Have energy butDON’T RUSH. • Pause if you need time to answer. • Don’t interrupt too soon if the reporter pauses. • If the reporter interrupts you in a pause, repeat the entire phrase. • If the reporter is negative, turn it into a positive. • End the interview on a positive, upbeat note.
- 24. Interview DON’TS • Neverlie or exaggerate. • Never speak off the record. • Never say “no comment.” • Never lose your temper. • Never use jargon . • Don’t repeat negatives.
- 25. Rehearsal • Practice outloud. • Practice your friendly face in the mirror. • Role play. • Practice bridging and dealing with interruptions. • Don’t stop if you make mistakes, just calmly repeat your statement. • Practice shortening your replies.
- 26. Talking Points • Mustbe conversational. • Must be concise and contain one point only. • Must align with core strategy statement. • Try to pick your top 2-3. How do they differ from key messages?