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Lightning Media Training
12th April 2016
Agenda
• The UK media in 2016
• Top tips for interacting with journalists
• Today’s media interaction
• Perfecting your elevator pitch
• Your message
• The ABC of answers and useful phrases
• Today’s journalists
The UK media in 2016
Rolling news cycle – there’s no
‘good’ time of day
If you don’t speak they will find
someone else
Don’t necessarily write the
headline
Increasingly seeing the rise of
Citizen Journalism
Also contributing to blogs,
podcasts, social media feeds
Competing with rivals inside and
out
Top tips
Do
 Tell your story
 Build a rapport with journalists
 Be aware of their time pressures
 Think about the readers
 Use anecdotes and examples
 Be yourself
 Be honest
 Avoid jargon
Don’t
Use this as a sales opportunity
Change the parameters of the interview
Speculate
Think anything is off the record
Say anything you don’t want to be seen
in print
Say no comment
Ask to review before publication
Be overtly critical
Today’s media interaction
Interviews can be:
Face to face, at events, on the phone, written, at a trade show, networking
Perfecting your elevator pitch
Gap in the market
Why are you
unique?
WWWWW Differentiators?
Explanations:
Your gran?
Someone in the
pub?
The acid test: who
cares?
Show your passion!
You’re the expert
Trumpet your
success!
Your message Wider world
Your business
Your
business
Wider industry
You as an SMB
The ABC of Answers
Acknowledge
Bridge
Control
Useful phrases
That’s a great
question
Where are you
hearing that?
I am not sure on
that – but my
colleague is an
expert, let me
introduce you
Let me check
those details and
get back to you
That’s an
interesting stance,
what makes you
say that?
I wouldn’t
necessarily go
that far, but I
would say…
Top take-aways
• Journalists aren’t out to get you
• The media landscape is increasingly fast paced
• Journalists will not provide you with free advertising
• Hone your elevator pitch
• Be human

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Media training from Axicom - 123VOOM

  • 2. Agenda • The UK media in 2016 • Top tips for interacting with journalists • Today’s media interaction • Perfecting your elevator pitch • Your message • The ABC of answers and useful phrases • Today’s journalists
  • 3. The UK media in 2016 Rolling news cycle – there’s no ‘good’ time of day If you don’t speak they will find someone else Don’t necessarily write the headline Increasingly seeing the rise of Citizen Journalism Also contributing to blogs, podcasts, social media feeds Competing with rivals inside and out
  • 4. Top tips Do  Tell your story  Build a rapport with journalists  Be aware of their time pressures  Think about the readers  Use anecdotes and examples  Be yourself  Be honest  Avoid jargon Don’t Use this as a sales opportunity Change the parameters of the interview Speculate Think anything is off the record Say anything you don’t want to be seen in print Say no comment Ask to review before publication Be overtly critical
  • 5. Today’s media interaction Interviews can be: Face to face, at events, on the phone, written, at a trade show, networking
  • 6. Perfecting your elevator pitch Gap in the market Why are you unique? WWWWW Differentiators? Explanations: Your gran? Someone in the pub? The acid test: who cares? Show your passion! You’re the expert Trumpet your success!
  • 7. Your message Wider world Your business Your business Wider industry You as an SMB
  • 8. The ABC of Answers Acknowledge Bridge Control
  • 9. Useful phrases That’s a great question Where are you hearing that? I am not sure on that – but my colleague is an expert, let me introduce you Let me check those details and get back to you That’s an interesting stance, what makes you say that? I wouldn’t necessarily go that far, but I would say…
  • 10. Top take-aways • Journalists aren’t out to get you • The media landscape is increasingly fast paced • Journalists will not provide you with free advertising • Hone your elevator pitch • Be human