MEDIA TRAINING 101 - Communication4Health

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MEDIA
TRAINING
101
Alison Chang
Marina Irick
Agenda
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Media brief
Video challenge
Who is involved?
Tips & tricks
Do's and don'ts
Main things to remember
"A media interview is not an intellectual exercise. It is an opportunity to
deliver specific messages to specific audiences through the filter of
a journalist."
What are some different forms of media?
Print
Radio
Television
Internet
Interview video: A challenge for the class
Watch 3 short clips of various interviews
What would you do in this situation??
Sarah Palin & Katie Couric
Question 1
What does Sarah Palin respond with?
a) "The New York Times"
b) "The Chicago Tribune"
c) "All of them, any of them.."
d) "All of the newspapers George Bush
reads"
Question 1
What does Sarah Palin respond with?
a) "The New York Times"
b) "The Chicago Tribune"
c) "All of them, any of them.."
d) "All of the newspapers George Bush
reads"
Republican Candidate Jesse Kelly
Question 2
Does he...
a) Ramble on?
b) Avoid the question?
c) Yell at the reporter?
d) Repeat his answer?
Question 2
Does he...
a) Ramble on?
b) Avoid the question?
c) Yell at the reporter?
d) Repeat his answer?
Dr. Duckett - Alberta Health Services
Question 3
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How many times does he say “I’m eating
my cookie”?
a) 1
b) 2
c) 3
d) 4+
Question 3
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How many times does he say “I’m eating
my cookie”?
a) 1
b) 2
c) 3
d) 4+
Who is involved?
The outcome of an interview usually reflects
the interests of the THREE parties involved:
Interviewer
Spokesperson (You)
Audience:
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Customers, employees, shareholders, business
community, government, industry associations,
other partners
Media Relations Training Manual. National Public Relations.
Developing your 3 key messages
"Do you have any questions for my
answers?" -Henry Kissinger
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Why three?
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Three = basic organizational grouping, helps
audience remember
Short, simple, colourful, convincing
Back up by proof
Repeat, repeat, repeat!
Media Relations Training Manual
Tips
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Know your 3 key messages
Know your medium
Interviewer knows what you are talking
about
Accuracy
Put your best foot forward
Rehearse, rehearse, rehearse!
Media Relations Training Manual & Wilson Group Communications, Inc.
Tricks
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Figures
Quotable language
Turn negatives into positives
Avoid professional buzzwords
Beware of "off the record"
Treat the media well
Media Relations Training Manual. National Public Relations.
Do...
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Know your audience/interviewer
Talk in sound bites: Use your 3 key
messages!
Use the right words/check language with
friends/colleagues first
For media quotes: Return a reporter's call
as quickly as possible after his/her original
call, well before their deadline
http://www.mrmediatraining.com/2010/08/25/whats-your-deadline/
http://communicatingscience.aaas.org/comm101/right_words.shtml
Don't....
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Be deer in the headlights
Ramble
Be a pushover
Bobble-head
Be boring
Speculate when you don't know the answer
Agree right away to an interview
Lose control of the interview
http://www.wendyscharfman.com/articles/news-media-interviews.pdf
Main things to remember
Prepare, prepare, prepare
Honest, honest, honest
Rehearse, rehearse, rehearse
Remember: 3 key messages!
Questions?
References/More Resources
-The PR Coach: www.theprcoach.com/media-training
-Wilson Group Communications. http://www.wilson-group.com/articles/fiveTips.shtml
-Media Training Manual. National Public Relations. Xxx
-Communicating Science: http://communicatingscience.aaas.org
-Interview "Don'ts": http://www.wendyscharfman.com/articles/news-media-interviews.pdf
-Media Training: Journalist Deadlines: http://www.mrmediatraining.com/2010/08/25/whats
your-deadline/
-21 Most Essential Media Training Links: http://www.mrmediatraining.com/2011/02/17
the-21-most-essential-media-training-links/
-http://www.mrmediatraining.com/2010/11/29/im-eating-a-cookie-an-instant-media-classic/
-http://www.mrmediatraining.com/2012/05/29/why-you-shouldnt-repeat-your-message-ad
-nauseam/
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