The document outlines a webinar on executive media training led by Bob Diamond, focusing on developing media messages, improving responses, and handling challenging questions. Key strategies include crafting clear messages, providing concise responses, and effectively engaging with the audience. Additional advice covers maintaining composure under pressure and staying true to core messages.

1. Executive
Media Training
Cision Webinar
September 9, 2015
© 2015 Phillips Media Relations, LLC

2. Bob Diamond
Former CEO, Barclays Bank

5. Media Training
Agenda
1. How to Develop
Media Messages For
Your Executives
2. Three Tips for
Better Media
Answers
3. How to Answer
Challenging
Questions

6. The Six Things Great
Spokespersons Know
Media Training
Part One: How to
Develop Media
Messages For
Your Executives

7. Media TrainingThe Message Support Stool

9. Media TrainingThe Message Support Stool

10. Media TrainingMessage Worksheets

11. Media Training
Part Two: Three
Tips for Better
Media Answers

12. Media Training1. Remember “What” Is Not Enough
Why + What

13. Messages and
Message Supports
Media Training
2. Keep Your Answers Short
(But Not Too Short)

14. Media Training3. Speak to Your “Target Person”

15. Messages and
Message Supports
Media Training
Part Three: Answering
Challenging Questions

16. Media Training1. Ask “What’s The Real Answer?”

17. Media Training2. Give The ‘Human’ Answer

18. Media Training
3. Sell The Positives

19. Media Training4. Edit Yourself (or They’ll Do It For You)
4. Return To
Your Messages

20. Media Training
5. Don’t Take The Bait

21. Mike Whan
Commissioner, LPGA

22. MrMediaTraining.com
© 2015 Phillips Media Relations, LLC