Media Training – Using Radio and TV in Public Relations 071609
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Transcript of Media Training – Using Radio and TV in Public Relations 071609
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.