2009 Media Training

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  • 8:30-9 a.m. interviews… informal greetings. Authorities take their seat after interviews. Have communications form/ worksheets on table…
  • After interviews --- Eliska set the stage… review the agenda… and overview media basics Show Eliska’s Taped Interview… Ask for honest feedback and critique of an interview I did while in West Texas recently… Girlstart camp coming… 45 girls from Austin coming to Sweetwater What have we done to prepare for the trip? Why a camp for girls? Why Sweetwater TX? What technology will they be getting their hands-on?
  • Poll group: How many have had experience with the media? How many have had media training before? Please share throughout day… 60 minutes special on for profit colleges taking advantage of students, call CBS to do followup localizing w/ TSTC to show public non-profit positive angle National security issues – network security, computer forensics role in national security Water issues – talk about ehs training, qualified technicians People afraid to fly – RV maintenance, Aviation Maintenance
  • Ask for audience examples of concerns & fears… Discuss items first, before showing list Explain the categories… Have the examples on screen (Take notes of audience ideas)
  • Reporters are as varied as they are individual Good ways to deliver information to them to make their jobs easier Know who they are, what they are interested in, who their audience is Reporters are under constant deadline pressures They seek truthful and compelling stories They work in a competitive industry (when and when not to give “exclusive” interviews) There are distinct differences between broadcast reporters and print reporters Freelance journalists vs. staff journalists Roles and responsibilities of various reporters (editors, assignment editors, producers, executive producers, beat reporters, etc.) Knows the best time for the media, priority of response times, what a “newsworthy” story is for each outlet, can return favors and built rapport. Knows and understands reporter deadlines. Knows to remember the camerapersons… they make us look good! Can help you and them think of visual stories, i.e. getting b-roll. Helps cameramen with white balance, names, cutlines, provide thank you notes, compliment recent stories, feed the egos! Eliska: There will be times that George/Cindy will not pitch a story… big picture… if they don’t feel that it’s newsworthy…
  • Respect… show up on time… be prepared, think of B-roll… Be prepared – show up on time; think of B-roll… Body language – composure… Eye contact – look at interviewer, not camera unless instructed otherwise Control - You are in control of the information you wish to share; do not feel compelled to answer every question unless it is in your best interest If you don’t know something, that’s OK “ Off the Record” is only in the movies Don’t be distracted Think before you speak- take your time Avoid being negative Smile (even if it’s a phone interview) “ No comment” is not acceptable Telling Stories - Clarifying Points… ABC, 1-2-3… examples, stories… laymen’s terms… not PHD level Telling stories… on point… see communications sheet (discuss in detail later) Trust - Be honest Trust. No Comment … don’t say anything in confidence … Don’t trust reporter/camera man… always be truthful. Ok to not have an answer… never make up one. Speak – think…
  • Anticipate the questions Do not get angry or look confused if someone asks an off topic, hostile or inappropriate question– revert to bridging and launch into something you feel comfortable discussing Don’t repeat the interviewer’s negative language– it can surface in a quote Don’t use your competition’s name in your responses– you WILL be quoted Don’t bring up past mistakes– this may lead the interviewer down an unpleasant path
  • If the format of the interview suddenly changes, roll with it. Often with broadcast interviews the length or format of the interview may change at the last minute. Don’t be surprised. If you can not discuss a topic, say so and then tell why, i.e. “of course, I can’t discuss that during litigation, what I can say is… (insert message)” Do not embarrass the reporter if he/she does not seem thoroughly knowledgeable about the topic; reporters are extremely varied in how prepared they are to interview you Overall, be positive and keep your own goals for the interview at the forefront of your mind
  • Eliska talk about their role as the subject matter authority. Be accessible to GEORGE. They need to take calls from GEORGE as if URGENT. Talk @ national/local news connections with Braid and trust her to pitch what she feels is best for TSTC.
  • Response time – w/in 20 minutes of call, PR leader needs to CONFIRM interview with authority Who does interview… if it’s positive … go to the top, give it to the president Bad news…think about release time… let pr leader give it Technology specific…go to program authority
  • Eliska…. Explain how she can impromptu rehearse with them… Reinterate these important points Braid shared earlier Is it true that not all of your gradates get placed immediately after graduate… don’t say Yes, not all of our graduates get placed… rather say… Most of our graduates are placed in …
  • Explain how George will help, either over phone, over GOTOMEETING, or notes/sidebars during live interviews. PR leader participate in interview even if over the phone… use GoToMeeting to coordinate notes over computer if in off-sites. Have participants get out the communication planning worksheet. 150 word summary… 3 points/stories. Discuss sample. Tell them to think of this for organizing thoughts prior to each interview.
  • explain rhythm… ok to ask to restate… ok to start over if you mess up… especially if it will help you do better. It’s just tape!
  • Eliska… Going to be spending a lot of time today preparing the message… but keep in mind… both the message and delivery thereof, are important. Did you know that HOW you deliver your messages is actually more important than the messages themselves? Audio Impact: Up to 80% of what an interviewer takes away from a phone interview is based on how you sound, not what you say Visual: Up to 90% of what an interviewer takes away from a face to face interview is based on your mannerisms, not what you say Do not be distracted Show an interest in the reporter’s questions, even if you don’t like them Do not cross your legs or your arms– these make you seem closed off Sit straight up (even if you’re on the phone); both feet on the floor Be enthusiastic For television, force yourself to be a little animated– it may seem unnatural, but it will not appear this way on camera Make good eye contact, but don’t be intimidating– just engage naturally and confidently Put your whole self into it– use your hands to help express yourself
  • Cue up interview from welcome … Eliska asks… Distracting also damaging to image, reputation On camera… be same on camera as off… as far as genuine, sincere… “pretend momma’s sitting by you.” Reporter off-camera will be thinking of how to manipulate you to get your guard down. … or herd you through interview, be quick about it… so take control and lead in to your important parts
  • Eliska… Top of mind… questions the general public will most likely have and want to know
  • Eliska See Message Matrix “communication planning sheet” (blank and samples) Be credible… you have permission to explain your expertise… Eradicating negative words… see worksheet called “Create Positive Equivalents” Reporters’ Powerful Weapon: Color Words Power Words
  • Authoritative language… Red flags that what you are saying is important Brainstorm other authoritative words with the group.
  • if reporter green, doesn’t jump on controlling interview… you have green light to jump on into the questions you want answered.
  • Leave personal opinion out… you are speaking for the college Accusatory… don’t debate… transition away with … Looking ahead… or a critical issue etc… Our goal is… Yes, but…. Dangerous as it gives them the “YES.” that they can edit out the rest!
  • Polarizing Words are Red flag words for the reporter that trigger sensational stories… avoid these! Brainstorm other polarizing words with the group.
  • Eliska… Not just for interviews… but a good business habit Refer to handout of other list… do these when have time throughout day!
  • Braid… Positive (not negative or blah) 150 words, say less but more important, use stories…brief, positive, understandable, useful
  • explain the 2 nd interview assignment… pass out the assignments groups of 6… Identify questions… top of mind (use your smart phone) What you want them to ask … What you don’t want them to ask… As a group prepare a brief communications statement… And three supporting stories points… When they return… as a group we’ll interview them one at a time.. .. Each will not answer all questions… but will share and should stay there and listen to all answers AS IF one person had answered all.. Ask them to be a little dysfunctional! Realistically… never want more than two heads in an interview… maybe three… airline… passenger… authority Pool ideas… for training purposes only… normally , it’ll be ALL YOU!
  • Take notes here on audience discussion. What’s something we went over that you already knew? That you wish we hadn’t spent the time on today. What did you learn that you had not known before?
  • Give assignment to all present. Have them work through questions and communication plan at tables… have one person do the interview per table…
  • This will help solidify your messages Complete message matrix (remember, each interview will have a different matrix, so simply concentrate on your boilerplate messages for the moment.) Work with George!
  • 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>

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