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2009 Media Training


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2009 Media Training

  1. 1. TSTC Authority Media Training
  2. 3. Agenda <ul><li>Initial Interviews </li></ul><ul><li>Media basics </li></ul><ul><li>What the PR Leader does for you </li></ul><ul><li>Preparing for Interviews </li></ul><ul><li>Critique of first interviews </li></ul><ul><li>Beyond the basics </li></ul><ul><ul><li>Anticipating questions </li></ul></ul><ul><ul><li>Building your message </li></ul></ul><ul><ul><li>Transition & Control </li></ul></ul>
  3. 4. Agenda <ul><li>Second interviews </li></ul><ul><li>Controlling interviews </li></ul><ul><li>Planning your message </li></ul><ul><li>Critiquing second round of interviews </li></ul><ul><li>Wrap up, Q&A </li></ul>
  4. 5. Media Basics <ul><li>WIFM? </li></ul><ul><ul><li>Payoff for TSTC </li></ul></ul><ul><ul><li>Third-party endorsement </li></ul></ul><ul><ul><li>More believable, don’t appear to be “selling” </li></ul></ul><ul><li>Trade-off </li></ul><ul><ul><li>Lack complete control </li></ul></ul><ul><ul><li>Must work on media’s timeline </li></ul></ul>
  5. 6. Authority Concerns & Fears <ul><li>Control </li></ul><ul><li>Exactness </li></ul><ul><li>Inaccuracy </li></ul><ul><li>Trap </li></ul><ul><li>Context </li></ul><ul><li>Misquoting </li></ul><ul><li>Authorization </li></ul><ul><li>Image </li></ul><ul><li>Rambling </li></ul><ul><li>Uncomfortable </li></ul><ul><li>Unknowledgeable </li></ul><ul><li>Psyched Up </li></ul><ul><li>Response </li></ul><ul><li>Retractions </li></ul><ul><li>Rights </li></ul>
  6. 7. TSTC PR Leader’s Role <ul><li>Relationship with members of Media </li></ul><ul><ul><li>Reporters, Assignment Editors, News Directors, Beat Reporters, Editorial Boards, etc. </li></ul></ul><ul><li>Understand the needs of Media </li></ul><ul><ul><li>22 minutes of news to fill morning, noon and night </li></ul></ul><ul><ul><li>Different focus of each news time </li></ul></ul><ul><ul><li>Can discern newsworthiness of stories </li></ul></ul><ul><ul><li>Can choose timing for exclusives, news conferences, pitches, news releases </li></ul></ul>
  7. 8. Rules of Engagement <ul><li>Respect – be honest, prepared, SMILE </li></ul><ul><li>Body Language -- eye contact </li></ul><ul><li>Control -- clarifying Points </li></ul><ul><li>Telling Stories </li></ul><ul><li>Trust – ok if you don’t know </li></ul><ul><li>No Comment – Off the Record </li></ul><ul><li>Speak – think before you speak & avoid negativity </li></ul>
  8. 9. Interview Basics <ul><li>Anticipate the questions </li></ul><ul><li>Poker face – control </li></ul><ul><li>Don’t restate negative </li></ul><ul><li>Don’t speak for other organizations </li></ul><ul><li>Don’t bring up extraneous material </li></ul>
  9. 10. Interview Basics <ul><li>Roll with it. </li></ul><ul><li>If you can not discuss a topic, say so with grace </li></ul><ul><li>Don’t talk down </li></ul><ul><li>Be positive and stick to the plan </li></ul>
  10. 11. Tips for Broadcast Interviews <ul><li>Do not wear loud patterns, all black or all white </li></ul><ul><li>If you can, avoid wearing glasses </li></ul><ul><li>Appearance: </li></ul><ul><ul><li>Always have compact mirror and powder on hand </li></ul></ul><ul><ul><li>Check teeth for lipstick </li></ul></ul><ul><ul><li>Buttons buttoned </li></ul></ul><ul><ul><li>Ties straight, sit on coat tail </li></ul></ul><ul><ul><li>Unless you are an entertainer, you want people to focus on what you’re saying, not your clothes or hairstyle </li></ul></ul>
  11. 12. TSTC Authority’s Role <ul><li>Subject matter authority </li></ul><ul><ul><li>Provide cell phones, be reachable, be responsive to media requests from PR leader </li></ul></ul><ul><ul><li>Look for national / local news connections </li></ul></ul>
  12. 13. Preparing for Interviews <ul><li>Who is best authority for interview? President, PR Leader, Subject-matter authority </li></ul><ul><li>Understand response time </li></ul><ul><li>No such thing as “off the record” </li></ul>
  13. 14. Preparing for Interviews (cont.) Speak first-person… what you know not for others Tell your story to PR Leader, prune and coach Don’t repeat offensive statements Give direct, concise answers
  14. 15. Preparing for Interviews (cont.) <ul><li>Anticipate the Questions </li></ul><ul><li>Rehearse the Answers </li></ul><ul><li>Practice Controlling the Interview </li></ul>
  15. 16. Preparing for Interviews (cont.) <ul><li>Control interview </li></ul><ul><li>Don’t be afraid to say I don’t know (but follow up) </li></ul><ul><li>Don’t be afraid to ask for clarification or to restate an answer </li></ul>
  16. 17. Be A Good Interviewee <ul><li>HOW you say it is more important than WHAT you say </li></ul><ul><li>How you sound – 80% impact </li></ul><ul><li>Mannerisms – 90% impact </li></ul>
  17. 18. Critiquing First Interviews <ul><li>What was effective? </li></ul><ul><li>What was distracting? </li></ul><ul><li>Reading reporters body language </li></ul><ul><li>Understanding reporters tone, pitch, probing </li></ul><ul><li>On-camera/off-camera personas </li></ul>
  18. 19. Anticipate the Questions <ul><li>Top of mind – obvious questions </li></ul><ul><li>Questions you wish they wouldn’t ask </li></ul><ul><li>Questions you would love to respond to </li></ul>
  19. 20. Message Matrix Note: Create a unique message matrix for each interview as audiences, publications, and story focuses vary First, develop a simple, plain language communication statement (elevator message: 30-60 seconds/150 words).
  20. 21. Message Matrix Then, develop topics which support primary message along with data/supporting points, examples and illustrative stories. Topic 1 Topic 2 Topic 3 Message Data Point Examples Story
  21. 22. Rehearse the Answers Mentally or Verbally Talk it out with PR Leader Practice lay-persons answer (no jargon, acronyms) Set Communications Objective (matrix) Remember you are the authority – be credible Know Fact from Fiction Avoid Polarizing Words Be Memorable - Use Stories Turning Negatives to Positives Package and Bundle Use Power Words Use Simple Language Story-like construction (more than facts)
  22. 23. Authoritative Language <ul><li>Allegiance </li></ul><ul><li>Concern </li></ul><ul><li>Dedicated </li></ul><ul><li>Emphasize </li></ul><ul><li>Experience </li></ul><ul><li>Important </li></ul><ul><li>Loyal </li></ul><ul><li>Mission </li></ul><ul><li>Opportunity </li></ul><ul><li>Proactive </li></ul><ul><li>Protect </li></ul><ul><li>Proud </li></ul><ul><li>Responsible </li></ul><ul><li>Value </li></ul>
  23. 24. Transition & Control <ul><li>Minimalize and/or transition away from questions you wish they wouldn’t ask </li></ul><ul><li>Lead with questions you would love to respond to </li></ul><ul><li>Answer the obvious – top of mind questions </li></ul>
  24. 25. Transition Statements … A critical issue is … … Here’s another question … … I have heard that too. As a college, our focus is … … Looking ahead … … Opinions can differ, we believe … … Our goal is … … That’s one view, ours is … … The facts say … … What’s even more concerning, … … What’s important to remember is …
  25. 26. Polarizing Words to AVOID <ul><li>Be aware of context when using polarizing words, such as </li></ul><ul><ul><li>Afraid </li></ul></ul><ul><ul><li>Catastrophic </li></ul></ul><ul><ul><li>Helpless </li></ul></ul><ul><ul><li>Ignorant </li></ul></ul><ul><ul><li>Negligent </li></ul></ul>
  26. 27. Turning Negatives to Positives <ul><li>Don’t hesitate to call … Please call </li></ul><ul><li>I can’t say… Here’s what’s important </li></ul><ul><li>It didn’t happen that way … Here’s what occurred </li></ul><ul><li>Not that again … Let’s move on </li></ul><ul><li>That’s not accurate… Here’s what is accurate </li></ul><ul><li>This doesn’t usually happen On a regular basis, </li></ul><ul><li>Yes, but That’s partially true. </li></ul>
  27. 28. Becoming an Unforgettable Authority <ul><li>Be animated. </li></ul><ul><li>Engage your audience. </li></ul><ul><li>Be Logical -- Keep it in an order, alpha, etc. </li></ul><ul><li>Remain positive. </li></ul><ul><li>Say it again and again. </li></ul><ul><li>Tell stories. </li></ul><ul><li>Top three points. </li></ul><ul><li>Use layman’s logic. </li></ul>
  28. 29. Second Interview Scenarios <ul><li>Explosion at Eastman – process operator injured </li></ul><ul><li>Tornado takes down power </li></ul><ul><li>Financial crisis – college affordability </li></ul><ul><li>Student brought gun to class on Friday </li></ul><ul><li>Longview DARR had forklift workplace injury </li></ul>
  29. 30. Critiquing Second Interviews <ul><li>Transition & Control? </li></ul><ul><li>Authoritative Language? </li></ul><ul><li>Polarizing words? </li></ul><ul><li>Turn negatives to positives? </li></ul><ul><li>Communications strategy? </li></ul><ul><li>Understandable? </li></ul><ul><li>Image building? </li></ul>
  30. 31. Load Up On News <ul><li>Look for connections </li></ul><ul><li>Read current news and events -- both online, TV and in print </li></ul><ul><li>Prepare for questions/answers based on research </li></ul>
  31. 32. Become a Media Junkie <ul><ul><li>Exercise: </li></ul></ul><ul><ul><li>Make a “wish list” of the various publications, ezines, blogs and programs in which you would like to be featured as a respected resource/authority/pundit. </li></ul></ul><ul><ul><li>Make special note of who the interviewers are, what they like to talk about. </li></ul></ul>
  32. 33. Wrap Up, Q&A <ul><li>Most important lesson learned? </li></ul><ul><li>New knowledge gained? </li></ul><ul><li>Questions for further explanation … </li></ul>
  33. 34. Questions? Eliska S. Flores 254.867.3049
  34. 35. Final Interviews <ul><li>Tech worker shortage </li></ul><ul><li>Unemployment rate rising </li></ul>
  35. 36. Reminders First answer the questions you would love to respond to. Read the reporters body language. Focus on your communications objective. Transition out of trouble. Be authoritative and unforgettable.
  36. 37. Third Interview Critique <ul><li>Review communication objectives </li></ul><ul><li>Polish skills learned </li></ul><ul><li>Answer strategy </li></ul>
  37. 38. Final Notes / Homework <ul><li>Begin writing your Q&A and Talking Points document </li></ul><ul><li>Complete your message matrix </li></ul><ul><li>Practice, practice, practice </li></ul><ul><ul><li>Anticipate “rude” or “clueless” questions and practice not becoming flustered </li></ul></ul><ul><ul><li>Incorporate bridging technique </li></ul></ul><ul><ul><li>Offer succinct sound bites </li></ul></ul>