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Media Training

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Media Training

  1. 1. Media Training September 2, 2015
  2. 2. Is it news? • Why are people interested ? • How can you make them care? • How does news impact on your target audiences? • Take information about your organization and tell it in a creative way that makes people care
  3. 3. What makes news? Hard news Soft news
  4. 4. Different types of news Hard news • Novelty and change • Controversy • Conflict • Challenge • Crisis • Concern • Problems • Solutions • Money • Business Soft news • People • Emotion • Fun • Lifestyle • Celebrities • Children • Humour • Romance • Visual stories • Trends and themes
  5. 5. Agenda • Your rights • Journalist responsibilities • Interview preparation • Interview best practices • Advanced tools • Practice
  6. 6. Interviewee Rights • You have the right to decline an interview or find someone else to do the interview. • You have the right to take time to think about your answer. • You have the right to request PR or another person be in attendance. • You have the right to defer a question to someone else. • You have the right to not answer a question. • You have the right to STOP the interview at any time.
  7. 7. Responsibilities The Reporter is responsible for: • Gathering, getting a story • Accurate reporting • Balanced reporting. Reporters do not care about your name or mission. Reporters have little time for research and are sometimes biased.
  8. 8. Preparing for the Interview • Know the key messages you’d like to include. • Understand the intent of the interviews. • Watch/read a couple of the journalist’s stories. • Ask for backgrounders. • Practice your key messages out loud or have them on a sheet of paper.
  9. 9. Whatever you do… Don’t do this.
  10. 10. Expectations • Expect to be edited. And not always well. • Don’t expect to be a huge part of the story. • Expect other parties to be quoted. • Expect that sometimes you don’t get used at all.
  11. 11. Making the Most of an Interview • Nerves are normal – think of it as adrenaline. • Breathe deeply…but not into the phone! • Clench your hands or toes ten times. • Practice your “friendly face.”
  12. 12. Friendly Face?
  13. 13. Friendly Face?
  14. 14. Friendly Face?
  15. 15. Vocal Behavior • Don’t drink dairy or too much caffeine right before the interview. • Be concise and don’t be afraid to pause. • Speak in a clear voice. • Learn your tics: um, you know, so Note: Know your physical habits too.
  16. 16. Making the most of the interview • Shake hands with the reporter. • Use the interviewer’s first name. • The moment you meet a reporter, you’re ON. • Comments meant to be off the cuff may be used.
  17. 17. Phone/Radio Interviews • Voice is most important tool. • Be upbeat but don’t rush. Don’t interrupt! • Don’t be adversarial - friendly but focused tone. • Use notes. • Revise your answer unless it’s live on air.
  18. 18. Television Interviews • If standing, stand ¾ for best angle. • Project confidence by standing or sitting TALL. • Look at the reporter NOT at the camera. • Maintain eye contact with the reporter at all times. • Gesture naturally or keep your hands in one place. • Avoid sudden or distracting movements.
  19. 19. Making the Best of an Interview • Bridging • Rephrasing • Repeating • Pauses • Permission • Positivity
  20. 20. Bridging • Recognize openings when you can. • Use bridging to avoid uncomfortable questions. • Bridge to your important points • Yes and in addition… • I don’t know about that but what I can tell you… • What’s important to remember…
  21. 21. Rephrasing Start by rephrasing the question when: • The reporter asks the same question more than once – he/she wants a different sound byte. • When you need some time to answer. • If you feel they’re putting words in your mouth.
  22. 22. Repeating • Say name of brand at the beginning of your answer. • Repeat the name of name of brand even if you wouldn’t in normal conversation. • Repeat the most important key message but not others. • Use a repeat if you feel the reporter wasn’t engaged in your answer. • Repeat if you feel you might be misconstrued or misquoted.
  23. 23. Pauses Have energy but DON’T RUSH. • Pause if you need time to answer. • Don’t interrupt too soon if the reporter pauses. • If the reporter interrupts you in a pause, repeat the entire phrase. • If the reporter is negative, turn it into a positive. • End the interview on a positive, upbeat note.
  24. 24. Interview DON’TS • Never lie or exaggerate. • Never speak off the record. • Never say “no comment.” • Never lose your temper. • Never use jargon . • Don’t repeat negatives.
  25. 25. Rehearsal • Practice out loud. • Practice your friendly face in the mirror. • Role play. • Practice bridging and dealing with interruptions. • Don’t stop if you make mistakes, just calmly repeat your statement. • Practice shortening your replies.
  26. 26. Talking Points • Must be conversational. • Must be concise and contain one point only. • Must align with core strategy statement. • Try to pick your top 2-3. How do they differ from key messages?

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