Uploaded byCindy Kim
Media Training in the Digital Age
The document is a comprehensive guide on effective media training, emphasizing key preparations for interacting with journalists. It covers the importance of understanding the journalist's background, knowing your own messaging, and maintaining a positive demeanor during interviews. Additionally, it outlines common pitfalls to avoid and strategies to ensure clear communication and lasting media relationships.
Media Training in the Digital Age
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- 2. Media Training 2011Prepared by Cindy KimEmail: kimvanhorne@gmail.comTwitter: @CindyKimPRBlog: The Marketing Journalist Bloghttp://cindykimblog.wordpress.comLinkedIn: www.linkedin.com/CindyKim
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- 4. things to RememberTypesof Journalists
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- 6. Rare - Winosand politicos/bridge burners/newshounds
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- 11. How PR peopledevelop stories
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- 18. Press conferences/roundtablesthings toRememberTypically, Journalists and Editors:
- 19. Have very littletime available and are working to tight deadlines
- 20. Won’t remember muchabout your company if they met you six months ago
- 21. Will have spokenwith your competitors recently
- 22. May be distractedby thinking about the (unrelated) article they’ve got to finish that afternoon
- 23. Will have differentlevels of experience and knowledge of the industry
- 24. Are more interestedin your customers than your company
- 25. Will be moreexcited by a sniff of a disaster / product failure
- 26. Will remember around5-10% of what you tell thembe Prepared
- 27. things to RememberKnowyour journalist
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- 29. Know their space& what they cover
- 30. Know the topicfor the interview
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- 32. Be prepared forhard questions
- 33. Know your competitivemessaging & positioning
- 34. Ask for abriefing document
- 35. Ask for thejournalist’s bio
Editor's Notes
- #12 Send in a suggested list of questions for the interviewer to use. (Note: Do not try this before a first, second, or third date.) You’ll be able to answer these questions in a very succinct and clear manner, making great sound bites that can be pulled out and used in print articles, getting more publicity for you. It’s always a good idea to review your online press kit prior to the interview as well. Print media in particular will appreciate any background, supporting studies or research you can provide to back up your expertise.The best free publicity tip is also the Scouts motto: Be prepared. Lack of preparation is a publicist’s nightmare — yours too. So dress up, know your sound bites ahead of time, and review your online press kit.Being interviewed by the media is the best free publicity you can get. So do all you can to be the best interviewee (date) the journalist has ever had so that you will be the first person they call when they need a spokesperson in your area of expertise.Remember, good publicity begets more good publicity. When you come across as a polished professional in your media interviews, journalists will take note and call you for many future dates.
- #13 Be on timeBe courteous – ask about time expectations Establish polite conversation and initial rapportListen to questions carefullyAnswer appropriately, succinctlyHelp a journalist’s storyRemember your main goals/messages for the interview
- #18 Be on timeBe courteous – ask about time expectations Establish polite conversation and initial rapportListen to questions carefullyAnswer appropriately, succinctlyHelp a journalist’s storyRemember your main goals/messages for the interview