Media Training in the Digital Age
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Why do bad interviews happen to good people? The reason behind that - bad prep work by PR folks who are missing the mark when it comes to media training. The second part to this is the willingness of the spokesperson to take the time to brief, research, and prepare. Media training isn't about just going over the dos and don'ts of media interviews but it's about understanding your key messages, delivery, authenticity, and knowing your audience.
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Media Training in the Digital Age
- 2. Media Training 2011 Prepared by Cindy Kim Email: kimvanhorne@gmail.com Twitter: @CindyKimPR Blog: The Marketing Journalist Blog http://cindykimblog.wordpress.com LinkedIn: www.linkedin.com/CindyKim
- 6. Rare - Winos and politicos/bridge burners/newshounds
- 9. Editing
- 10. Deadlines
- 11. How PR people develop stories
- 13. News stories
- 14. Opinion pieces
- 16. One-on-one/lunch
- 17. Telephone/casual
- 19. Have very little time available and are working to tight deadlines
- 20. Won’t remember much about your company if they met you six months ago
- 21. Will have spoken with your competitors recently
- 22. May be distracted by thinking about the (unrelated) article they’ve got to finish that afternoon
- 23. Will have different levels of experience and knowledge of the industry
- 24. Are more interested in your customers than your company
- 25. Will be more excited by a sniff of a disaster / product failure
- 29. Know their space & what they cover
- 30. Know the topic for the interview
- 31. Know your messages/talking points
- 32. Be prepared for hard questions
- 33. Know your competitive messaging & positioning
- 34. Ask for a briefing document
- 35. Ask for the journalist’s bio
- 38. Be dynamic
- 39. Tell a GOOD story
- 40. Paint a picture; illustrate
- 42. ALWAYS answer the QUESTION
- 43. Make it a two-way dialogue
- 46. Know the space
- 48. Use examples
- 49. Ask the journalist if they’re familiar w/ this space
- 51. Elevator Pitch Supporting Messages Proof Points
- 53. Think about your three most important messages
- 55. Keep it succinct – simple ‘sound bites’
- 56. Personalize - add anecdotes and put it in your own words
- 57. Illustrate and paint the picture
- 61. Don't get into an argument or become critical
- 62. Don't make the other person appear wrong or guilty for not understanding or agreeing with you
- 63. Change emphasis -- negative to positive, e.g.
- 64. Change emphasis -- general to specific, or specific to general
- 65. Use an example to demonstrate your idea, or a visual aid
- 68. Don’t bluff your way through an answer
- 69. *Don’t take a call directly from a reporter
- 70. Don’t lie
- 72. Don’t comment on subjects outside your knowledge area
- 73. Don’t answer hypothetical questions and don’t speculate
- 75. Never get into an argument
- 76. Never say ‘no comment’
- 77. Never tell a journalist he/she is wrong
- 78. Never criticize a competitor
- 85. Maintain an ‘open door’ attitude to talking about your company (publicONLY)
- 86. Try to build rapport with the journalist – long term relationship goal
- 87. Become comfortable with silence
- 88. Project a confident, yet helpful demeanor
- 90. What are the biggest challenges facing….?
- 91. How does COMPANY solve business challenges….?
- 93. be Successful
- 95. Convey a positive image of your company
- 96. Position your company favourably against your competitors
- 97. Influence journalists to perceive your company as a key player in your market
- 98. Generate an article or mention in a feature following the interview
- 99. Lead to closer media relationships and ongoing coverage in target publications
- 100. As a Spokesperson you are:
- 101. The voice of the company
- 102. The expert on your subject / industry
- 105. Remember that how you relay that information will have the most impact on what is remembered by the editor
- 106. Illustrate confidence, control, comfort and certainty in your interview
- 107. Use warmth, sincerity, facial expressions and vocal inflection to create a strong and positive impression
- 110. Don’t assume they know your language
- 111. Control your use of jargon
- 112. Use analogies to add colour, and especially if the editor appears to be confused
- 113. Speak dynamically, using hand movements to help convey your enthusiasm
- 114. Beware of using "vocalised pauses" (um, uh, okay...), as they can become very distracting during an interview
- 116. Don’t fidget or play with your pen – it can be distracting for the journalist
- 117. Maintain eye contact
- 118. Use hand gestures to animate your voice
- 119. Smile and nod encouragingly when the journalist asks questions
- 120. Pause
- 121. Use facial expressions to add warmth to your delivery
- 122. Don’t leave your cell phone on
- 123. Don’t play with your BlackBerry during an interview (face to face)
- 124. Telephone Interviews
- 125. If caught by surprise, find out the focus of the interview and call back
- 126. Avoid using mobile phones
- 128. Provide non-published financial information
- 130. Reference customers that are not yet ‘cleared’ / deals not yet signed
- 132. Share any views on your company’s shortcomings!
- 133. Do!
- 134. Summarise (“This is an important issue for three reasons…”)
- 135. Spell your name
- 136. Confirm your job title and company
Hinweis der Redaktion
- 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.
- 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
- 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