Media Training for Professionals
Today’s Media - Overview
Traditional Media
• TV – Broadcast & Cable
• Print – Newspapers, Magazines &
Newsletters
• Radio
Today’s Media - Overview
New Media
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Blogs
Podcasts
Internet Broadcasting/Streaming Video
Social Media – Twitter, Facebook & Tumblr
Viral Marketing
Today’s Media - Overview
• Often underpaid, overworked and underappreciated
» Asked to do more with less
• General types of reporter
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Student Reporters
Editorialists, Columnists & King-Makers
Self-Promoters
Agenda-Driven & Activist Reporters
Aspiring Celebrities
The Accidental Reporter
Bloggers
(Tenacious) News Hounds & Ethical Journalists
Today’s Media - Overview
Trends
• Traditional print media
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Struggling, changing demographics
Profit model in flux
Online editions vs. print editions
Chasing eyeballs/traffic –If it Bleeds It Leads
◦ Reporters vs. Headline Writers (headlines can be misleading or damaging)
High overhead
Cost savings, resource sharing, cross-publishing
Usefulness/credibility
Diverse no/low-cost competition
Today’s Media - Overview
Trends
• TV
» Struggling but successful at adapting
◦ Network and cable hierarchy
» Cost savings, resource sharing
» Too much air to fill
» Too many choices (niche competitors)
» Evolving profit model
◦ Online & Social
» Thinning staff
◦ Results in superficial stories
» Chasing ratings
» Good reporters move on
Today’s Media - Overview
Trends
• Radio
» Struggling but accustomed to adapting
◦ Network and cable hierarchy
» Cost savings, resource sharing
◦ Consolidation & simulcasting
◦ Limited or no local news
◦ Opinion programming (not objective news) is profitable
» Competitors
◦ Satellite & internet radio
» Scarce advertising dollars
Today’s Media - Overview
Trends
• Bloggers
» New Breed
◦ Typically agenda, niche or industry-driven
◦ Growing subscribership
◦ No barriers to entry
◦ Can be sensational and void of journalistic ethics
» Profit model challenging
◦ Often unpaid authors
◦ Requires traffic for PPC ad revenue
◦ Niche-targeted sponsorships
◦ Often specialized or aggregators
Today’s Media - Overview
Trends
• Bloggers
» Dubious credibility
◦ Anyone can blog
◦ Often dismissed as being non-journalists
» Blurring Lines
◦ News Alerts & Search Engines don’t discriminate
◦ Huffington Post, MSN.com elevate bloggers
◦ Growing source for traditional media
◦ Sponsored by special interests
» Can significantly impact your reputation
General Basics
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Be professional
Return media calls/inquiries promptly
Be prepared - don’t make it up as you go
Coordinate with your PR Office or Administration
Be aware of deadlines & honor them
Speak to real people in real terms
Speak in sound bites
Think strategically
General Basics
• Never lie to a reporter
» Always tell the truth and nothing but the truth
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Visualize the story
Personalize the story
Don’t answer questions, respond to them
Offer suggestions for others who can help
complete the story
• It’s OK to not know an answer
BEFORE the Interview
Ask questions
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What topics will be discussed?
Who else is being interviewed?
What’s the format?
When/where will it air/be published?
BEFORE the Interview
• Develop message and translate into shorter sound bites
• Think through what questions you can expect to be
asked, especially potential ‘harsh’ or ‘bad’ questions,
prepare for the ‘worst’
• Anticipate conflict – real or contrived
• Think about what ‘the opposition’ will say
• Know your talking points and be well-practiced
• Prepare supporting background materials (ie: press kit)
The Interview
More Basics
• Be conversational
• Speak with authenticity
» Be genuine, credible and confident
• Speak slowly, clearly and avoid long pauses
• Don’t over explain - use sound bites and stay on
message
The Interview
More Basics
• If you are being recorded, stop if you make a mistake
and start over
• Pause for sirens, planes, etc. and start over at the
beginning of your messaging point when noise subsides
• Don’t let a hostile question or comment anger or fluster
you
• Don't be thrown off by a question; "discipline" your
message
The Interview
More Basics
• Be aware that you could always be on the air or being
recorded
» No off-the-cuff remarks
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There is no such thing as an ‘off the record’ comment
Clarify when speaking on “background”
Avoid saying ‘No Comment’
It is ok not to know an answer, so be forthright
It is ok to ask the reporter to repeat the question
Understand the power of strategic omission, but don’t
abuse it
The Interview
More Basics
• When preparing to answer: Stop, Breathe, Relax, Think,
Speak!
• Avoid pause words (um, uh, like)
• Listen, Respond, Expand (if necessary), STOP – don’t
over answer
The Interview
More Basics
• Answer strategically
» It is not your job to directly answer every question; it is your job to
deliver your message
» Don't try to explain everything; stay on key points
» Minimize potential conflict and opposing perspective
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Don’t answer or acknowledge a negative, rephrase the question
Always stay calm and cool
• Remember the your target audience - It’s not always the
reporter!
Media Training for Professionals
TV Tips
• If standing, stand straight, no rocking, one foot slightly in
front of the other, hands clasped in front or behind you,
or on the podium (not in your pockets!)
• If sitting, sit up straight a few inches away from the back
of the chair and watch out for how your clothes may
bunch up.
» Women - watch your skirt
» Men - sit on your jacket so it remains looking straight
Media Training for Professionals
TV Tips
• Avoid fidgeting and excessive hand motions, don’t tap
your foot or your pen
• Don’t touch the mike or your hand piece
• Natural hand gestures that don’t distract are ok
Media Training for Professionals
TV Tips
• Clothes
» Colors that don’t distract, but NOT black or white
» Avoid patterns, plaids, floral, checks, stripes or dots (if you must, larger
patterns wear better, but solids are best)
• Small lapel pins are OK (think ribbons and American flag
pins) but no big buttons, broaches or slogans on t-shirts.
• Keep hair brushed away from your face
Media Training for Professionals
TV Tips
• Take off your glasses if possible (they can create glare)
• Wear make-up if they offer it and consider having some
of your own (powder your face and forehead)
• Prepare for bright lights, they are very hot
Media Training for Professionals
Wrap up
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Know your stuff
Be comfortable
Be confident
Be wary of traps
Remember that you are always representing your
school
Study your performance, learn from your mistakes
Media Training for Professionals
Questions