Media Training

Cross Platforming – The Networked Age

Working with Radio/TV

© 2009 – M. Larry Litwin, APR, Fellow PRSA

Taken from…

Goals

Goals

Help participants understand how media operates

Goals

Help participants understand how media operatesShare system of preparation

Comfort

Goals

Help participants understand how media operatesShare system of preparation

Comfort

Help each participant grow as a communicator

How to better prepare

Goals

Help participants understand how media operatesShare system of preparation

Comfort

Help each participant grow as a communicator

How to better prepare

Give participants the added tools to help each other

Communication:

A Tool of Leadership

Leadership Framework

Leadership Framework

Control

Leadership Framework

Control Consistency

Leadership Framework

Control Consistency Campaign

Leadership Framework

Control Preparation

Leadership Framework

Control Preparation Follow-up

Leadership Framework

Control Preparation Follow-up Proactive

Leadership Framework

Consistency Organization

Leadership Framework

Consistency Organization Repetition

Leadership Framework

Campaign Planning/“Premeditated”

Leadership Framework

Campaign Planning/”Premeditated” Strategy/Timing

Leadership Framework

Campaign Planning/“Premeditated” Strategy/Timing Measurable results

Leadership Framework

ControlPreparationFollow-upProactive

ConsistencyOrganizationRepetition

CampaignPlanning/

“Premeditated”Strategy/TimingMeasurable results

Basic Principles

Basic Principles

1. Relate your identity to help create an image

Basic Principles

1. Relate your identity to help create an image

• Know the difference between identity and image.

• Persuasion – the activity of creating, reinforcing, modifying or extinguishing beliefs, attitudes and/or behaviors.

• Logo not ego!

Basic Principles

1. Relate your identity to help create an image

2. Analyze your credibility (trust) and believability (truth)

• Credibility – is in the eye of the beholder.

Basic Principles

1. Relate your identity to help create an image

2. Analyze your credibility and believability

3. Exercise control

Basic Principles

1. Relate your identity to help create an image

2. Analyze your credibility and believability

3. Exercise control 4. Maintain a positive attitude

Basic Principles

1. Relate your identity to help create an image

2. Analyze your credibility and believability

3. Exercise control 4. Maintain a positive attitude

5. Demonstrate leadership listening

Credibility

Credibility

Trustworthiness

Credibility

Trustworthiness

Competence

Credibility

Trustworthiness

Competence

Communication style

Audience Analysis/Worksheet 

MAC Triad

M

+P+T

A C

M=Message A=Audience C=Channel P=Purpose T=Timing

MAC Triad

M

+P+T

A C

M=Message A=Audience C=Channel P=Purpose T=Timing

Audience Analysis/Worksheet

 1. Identify your audience.

Audience Analysis/Worksheet

 1. Identify your audience.2. Analyze your audience

demographically.

Audience Analysis/Worksheet

 1. Identify your audience.2. Analyze your audience

demographically, psychographically, geodemographically.

3. How well does your audience understand the issues (or topics) you wish to discuss?

Audience Analysis/Worksheet

1. Identify your audience.2. Analyze your audience

demographically, psychographically, geodemographically.

3. How well does your audience understand the issues (or topics) you wish to discuss?

4. What is your audience’s attitude toward your agenda?

Audience Analysis/Worksheet

 1. Identify your audience.2. Analyze your audience demographically,

psychographically, geodemographically.3. How well does your audience understand the

issues (or topics) you wish to discuss? 4. What is your audience’s attitude toward your

agenda?5. What does your audience need to know or

believe in before you can change its behavior? (What’s in it for them?)

Audience Analysis/Worksheet

 1. Identify your audience.2. Analyze your audience demographically,

psychographically, geodemographically.3. How well does your audience understand the

issues (or topics) you wish to discuss? 4. What is your audience’s attitude toward your

agenda?5. What does your audience need to know or

believe in before you can change its behavior? (What’s in it for them?)

6. To what type of arguments is your audience likely to respond?

Audience Analysis/Worksheet

 1. Identify your audience.2. Analyze your audience

demographically, psychographically, geodemographically.

3. How well does your audience understand the issues (or topics) you wish to discuss?

Audience Analysis/Worksheet

 4. What is your audience’s attitude toward your agenda?5. What does your audience need to know or believe in before you can change its behavior? (What’s in it for them?)6. To what type of arguments is your audience likely to respond?

Interview Goals

What outcomes do you want from your target audience as a result of

your strategic message?

Interview Goals

What outcomes do you want from your target audience as a result of your strategic message?What outcomes do you want to prevent (if any) from your target audience?

Interview Goals

What outcomes do you want from your target audience as a result of your strategic message?What outcomes do you want to prevent (if any) from your target audience?What points or arguments are your opponents or competitors likely to make?

What makes a good soundbite?

What makes a good soundbite(byte)

? Short and sweet

What makes a good soundbite?

Short and sweet

Visual

What makes a good soundbite?

Short and sweet

Visual Simple

What makes a good soundbite? Short and sweet

Visual SimpleCompelling

Avoid the Media Traps

Avoid the Media Traps

Stay calm and composed.

Avoid the Media Traps

Stay calm and composed.Stay on message.

Avoid the Media Traps

Stay calm and composed. Stay on message. Don’t provide answers that could negatively impact your reputation or your organization’s reputation.

Avoid the Media Traps

Stay calm and composed. Stay on message. Don’t provide answers that could negatively impact your reputation or your organization’s reputation. Don’t be caught off-guard by questioning that you want to declare off-limits.

Avoid the Media Traps

Stay calm and composed.Stay on message. Don’t provide answers that could negatively impact your reputation or your organization’s reputation. Don’t be caught off-guard by questioning that you want to declare off-limits. Listen carefully to the reporter’s choice of words and don’t repeat the negatives.

Avoid the Media Traps

Don’t go “off the record.” (There are minor exceptions.)

Avoid the Media Traps

Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking.

Avoid the Media Traps

Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking.Don’t feel obligated to fill a silence.

Avoid the Media Traps

Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking.Don’t feel obligated to fill a silence. Don’t allow yourself to be drawn into disparaging your competition.

Avoid the Media Traps

Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking.Don’t feel obligated to fill a silence. Don’t allow yourself to be drawn into disparaging your competition. Listen carefully to each question to better determine the reporter’s agenda in asking it.

Avoid the Media Traps

Don’t go “off the record.” (There are minor exceptions.) Don’t be tempted to speculate or engage in hypothetical thinking.Don’t feel obligated to fill a silence. Don’t allow yourself to be drawn into disparaging your competition. Listen carefully to each question to better determine the reporter’s agenda in asking it.

Correct inaccurate perceptions and facts.

Successful Media Interviews

Successful Media Interviews

Successful Media Interviews

Before the interview

Successful Media Interviews

Before the interviewDuring the interview

Successful Media Interviews

Before the interviewDuring the interviewAfter the interview

Television Interviews

Television Interviews

Some guidelines…

Television Interviews

A Summary

A Summary

Be open, honest, thorough and valid (relevant)

A Summary

Be open, honest, thorough and validBe accessible

A Summary

Be open, honest, thorough and validBe accessibleRemain calm and confident – even in the face of adversity

A Summary

Be open, honest, thorough and validBe accessibleRemain calm and confident – even in the face of adversityKnow the subject matter (as well as you know your own name)

A Summary continued

Explain all the facts (key message points) in simple English (layperson’s terms)

A Summary

Explain all the facts (key message points) in simple English (layperson’s terms)Take control of the interview

A Summary

Explain all the facts (key message points) in simple English (layperson’s terms)Take control of the interviewBe careful of going “off-the-record” or giving “background information” (not for attribution)

A Summary

Get your message and/or important information out early (in the first few statements). Then, drive these vital points home by repeating them in your closing summary.Anticipate questions and be prepared with the answers

Karen Friedman’s Bill of Rights

1. You have the right to tell your side of the story.

Karen Friedman’s Bill of Rights

1. You have the right to tell your side of the story.

2. You have the right not to answer questions.

Karen Friedman’s Bill of Rights

1. You have the right to tell your side of the story.

2. You have the right not to answer questions.

3. You have the right to correct someone who is putting words in your mouth.

Karen Friedman’s Bill of Rights

1. You have the right to tell your side of the story.

2. You have the right not to answer questions.

3. You have the right to correct someone who is putting words in your mouth.

4. You have the right to share your credentials, so it is clear you are the expert.

Karen Friedman’s Bill of Rights

5. You have the right to take time

to prepare.

Karen Friedman’s Bill of Rights

5. You have the right to take time to prepare.

6. You have the right to ask questions.

Karen Friedman’s Bill of Rights

5. You have the right to take time to prepare.

6. You have the right to ask questions.

7. You have the right to decline to talk.

Karen Friedman’s Bill of Rights

5. You have the right to take time to prepare.

6. You have the right to ask questions.

7. You have the right to decline to talk.

8. You have the right to explain your point of view.

Karen Friedman’s Bill of Rights

5. You have the right to take time to prepare.

6. You have the right to ask questions.7. You have the right to decline to talk.8. You have the right to explain your

point of view.9. You have the right to be human.

Karen Friedman’s Bill of Rights

5. You have the right to take time to prepare.

6. You have the right to ask questions.7. You have the right to decline to talk.8. You have the right to explain your

point of view.9. You have the right to be human.10. You have the right to make a mistake

and correct it.

Questions

M. Larry Litwin, APRRowan University

larry@larrylitwin.comwww.larrylitwin.com

© 2009