Media Training: Opportunity Has a Secret Knock
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Learning the “secret knock” to the door of opportunity is key when dealing with today’s news media. Check out this brief presentation to learn tips and strategies to get the most out of your interview opportunities. Contact us to schedule your media training or to learn ways to make your Slideshare presentation more effective.
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Media Training: Opportunity Has a Secret Knock
- 2. Opportunity Has a (Secret) Knock.
- 3. The secret is... Most people see the news media as something to be feared or tolerated, not as a golden opportunity.
- 4. Strategies for working with the news media.
- 5. Presented by Alex Greenwood
- 6. 20 Years of experience in news media, public relations and marketing.
- 7. Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.
- 9. Propaganda
- 10. Advertising
- 11. Marketing
- 12. P.R. Professionals are...
- 13. Writers/Editors
- 14. Spokespersons
- 15. Speechwriters
- 18. Media Relations
- 19. ? Who are these Media people and what do they want, anyway?
- 20. What is News ?
- 21. Timely and relevant information
- 22. Often contains conflict and drama
- 23. Consists of notable or unusual happenings
- 24. Scoop
- 25. Is of general interest to a particular audience
- 26. The News Media
- 27. Newspapers
- 28. Local or National Magazines
- 33. Podcasts
- 35. Inform
- 36. Need to create a compelling story
- 37. Sell publication or story
- 38. Act as a catalyst for change.
- 39. Write a first draft of history.
- 40. Bring consumers and producers together
- 41. ? What do they want?
- 42. Content is...
- 44. They need to sell papers.
- 45. Text Website impressions and unique visitors
- 46. Truth Facts Truth is subjective, sadly so are facts in some cases these days.
- 47. Look good, sound good... ...and never let’em see you sweat.
- 48. So, what to do First and foremost...an interview with the media is an opportunity that you should rarely pass up.
- 49. Let’s pretend you’ve been asked by your local newspaper to give an interview at your office about your company’s new service.
- 51. Remember: Advertising can raise awareness, but good public relations can earn credibility. (Instead of buying an ad and saying how great you are, you have a newspaper implying it--if you manage to tell your story correctly.)
- 52. Be Prepared
- 53. Ask the reporter what their angle is for the story?
- 54. Action Steps before the interview
- 55. Hold your horses! Ask if the reporter is on deadline
- 56. Take time to prep with your PR person or project team.
- 57. Brainstorm
- 59. Questions Anticipated and ones you hope to get.
- 60. Make your answers into good sound bites.
- 61. ? What is a sound bite?
- 62. Sounds bites are clear, concise, conversational, catchy sentences that a reporter can quote.
- 63. If they’re good, they can shape the entire story. Develop three good ones and rehearse them enough that they don’t sound rehearsed.
- 64. Hallmarks of a Good Bite.
- 65. Sizzle, not
- 66. Humor is good... Use Caution
- 67. Absolutes, action words and analogies are absolutely good ideas.
- 68. Keep the hyperbole to a minimum.
- 69. The Three P’s Presentable. Positive. Professional.
- 70. Be Presentable Look your best. That includes personal hygiene and grooming.
- 71. Make the interview site presentable
- 72. Be Positive Upbeat Pleasant It’s tougher to write bad things about nice people.
- 73. Be Professional
- 74. The reporter has a job to do, so do you.
- 75. Avoid “Off the record” remarks.
- 76. Brevity is the mother of great coverage.
- 77. Get those Sound bites in.
- 78. Wrapping up the interview
- 79. A brief interview is a good thing.
- 80. Watch out for the “Is there anything I forgot to ask?” ask. This can lead to inadvertent introduction of negatives or temptation to be funny.
- 81. Short-sheet the reporter. Leave a page of clear, easy to read facts, bullet points and references for them to use later when putting their story together. This can also be a PDF online--but make sure you print a copy and give it to the reporter. Leave nothing to chance.
- 82. A few No-No’s...
- 83. Never ask the reporter to “approve” their story. This is tacky and makes you look bush league.
- 84. Don’t assume it’s over until you’re out of the room. Everything you say is on the record-- including follow-up calls to verify information. Don’t say something “juicy” and expect the reporter not to use it.
- 85. Send a note...
- 86. Errors and corrections Never threaten. Call the reporter first. Editors are reasonable when you are.
- 87. Check out our “Beyond the Basics” Seminar Get the full monty! Go in-depth with tips on what to do when things go wrong, crisis communications strategies and actual hands-on practice.
- 88. Visit our website for more details about our services.
- 89. Sign up for our PR Tips Newsletter and Read our AlexanderG Whiz Blog at: www.AlexGPR.com Twitter: @A_Greenwood
Editor's Notes
- 20 Years Experience in News Media, Public Relations & Marketing Former Newspaper Reporter & Editor Former Radio Talk Show Host Former Vice President of Public Affairs for Kansas City Public Television
- 20 Years Experience in News Media, Public Relations & Marketing
- Public relations is a profession that ethically identifies, develops and creates strategies to communicate the key messages of the client.
- Propaganda Advertising Marketing
- Writers/Editors Spokespersons Speechwriters Strategic Planners Media Relations Experts
- News is timely and relevant info Often contains conflict and drama Consists of notable/unusual happenings Is of general interest to a particular audience A scoop
- Newspapers Magazines Trade Publications Local Television News National Television News Radio News/Talk shows Online News Website Web Blogs -- Blogs Podcasts
- Inform their audience Create a compelling story Sell publication/story Act as a catlyst for change Write first draft of history Bring together consumers and producers
- inform their audience
- Create a compelling story
- Create a compelling story
- write a first draft of history
- Content (is king) Ratings Circulation Hits/Visitors Truth/Facts
- Impressions and unique visitors
- I cover TV interviews, radio, etc. in the Full Monty.
- Some may say that “Marketing pays for placement, PR positions for placement.”
- Ask the reporter what their “angle” is for the story.
- Hold your horses. Prep with your PR person or project team. Brainstorm. Identify THREE key message points. Questions anticipated. Questions you hope to get.
- Hold your horses
- Brainstorm
- Identify 3 Key message points
- Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard. Key message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.
- Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard. Key message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.
- Interviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”
- Sizzle, not steak. Humor is good, but be careful. Absolutes, action words and analogies are absolutely good ideas. If the cliche’ ain’t broke... Keep the hyperbole to a minimum. They already have the facts, usually. They look to you for the human factor. Analogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.” Cliche’s work-- “If it sounds too good to be true, it probably is.” Action words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points. Absolutes work: “Read my lips, no new taxes!” “Go ahead, make my day,” Watch out for exaggerations. “80,000 people here at Riverfest!” Also remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”
- Humor is good, but be careful
- The other ‘P’ was Prepared, as in Be Prepared, remember?
- Now back to our newspaper interview... Look your best. That includes personal hygiene and grooming. Make the interview site is presentable with few distractions.
- A dirty office is a distraction. Unruly people nearby is also a bad distraction.
- It’s tougher to write bad things about nice people.
- The reporter has a job to do, and so do you. Avoid “off the record” remarks. Brevity is the mother of great coverage. Get those sound bites in!
- Avoid “off the record” remarks.
- A brief interview is a good thing. Watch out for the “Is there anything I forgot to ask?” ask. Short-sheet the reporter.
- Don’t ask the reporter if you can approve the story before it is published. Don’t assume that because you’re walking to the door, the interview is over. Jimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said: " I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.' "I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it." He went down 17 points in the polls.
- Never threaten. Call the reporter first. Editors are reasonable when you are.
- If you want to learn more, including in-depth scenarios and training...you’ll want The Full Monty. It’s a great movie, too.