MEDIA TRAINING

⏏ Product launch, research evidence, disease outbreak or new funding stream?

⏏No, think again. The story could be in the nuances, off the cuff remarks, in the small print of the report you are launching - a hint of scandal here, and a sign of power struggle there

⏏ A scoop – a story that will make the paper

stand out or sale out

⏏ What is important to you is not always

important to the journalist or the

reader/listener

⏏ It’s how you put it that makes the message

important

⏏ A good source for a journalist is one who

knows what they want to say and when,

not the one who sends you deep sea

fishing

⏏ Keep it brief, it’s a sign you’re a master of

your discipline

⏏ 90 percent of all news stories received

every day are ‘killed’

⏏ Accuracy, brevity, timeliness, relevance, personalities/author

⏏ Flair for writing and mastery of content ⏏ Editors love good stories, because they

‘push copy’ ⏏ Media seek to: Educate, Inform,

Entertain – but this is not an end in itself

⏏ Reader/audience paradox: The most

important story is not always the one that

people want to read

⏏ Because of profits and circulation targets,

media publishes/broadcasts what will

bring in more readers/listeners which

translates into more advertisements

⏏ It’s not only scientists that have a

problem getting published, politicians,

architects, educationists, preachers,

students, police- all love to hate the media

⏏ You need to know people: It will help

you know how the news cycle works, and

the other forums available for public

discourse; letters, op-eds

⏏ Don’t bet big on your friendship with the

publisher/media owner to get covered

⏏ Don’t be a cashcow

⏏ Form personal relationships with at least

one journalist

⏏ Always be available for comment

⏏ Tip-off journalists as often as possible

Do’s and Don’ts cont…

⏏ Understand the news cycle and processes

⏏ Prepare for a negative story

Why hold interviews?

⏏ To get the message home

⏏ To build relationships

⏏ To educate journalists

⏏ To broaden consumer knowledge

⏏ What’s the journalist like?

⏏ What does she like/dislike?

⏏ How knowledgeable is she?

⏏ What angle is he/she looking for?

⏏ What stories has he/she been covering

recently?

⏏ What is the audience?

⏏ What’s the right format?

How to conduct yourself...

⏏ Take an interest in the journalist first

⏏ Check that your agendas match

⏏ Make your points

⏏ List outstanding actions

⏏ Stick to the producer’s brief

⏏ Devise complete answers to questions

(20-30 seconds in length)

⏏ Don’t look straight at the camera – look

at the presenter.

⏏ Keep hand gestures to a minimum.

⏏ Any air time is good air time

⏏ Watch what you wear (white shirts are no

good on TV)

⏏ Sit forward / don’t move away from

microphone

⏏ Speak slowly and clearly – modulate

speech

⏏ Solid bright colors

⏏ Avoid all white colors or cream

ensembles and busy prints

⏏ Avoid heavy jewelry

⏏ Avoid heavy make up

⏏ Dark colors: Solid gray or navy blue suits

⏏ Light colored shirt

⏏ Plain ties: Complicated patterns create

optical illusions on TV and draw attention

⏏ Avoid jewelry

Qu – Quotability

A – Assertiveness

C – Clarity

K - Knowledge

⏏ Create a presence

⏏ Make the statement – then explain

⏏ Shorten your points

⏏ Remember you’re in control

⏏ Body language (eye contact, posture)

⏏ Show you care about the subject matter

⏏ Ask for clarification or rephrase the

questions

⏏ Correct false assumptions

⏏ Keep it brief

⏏ Avoid jargons

⏏ Give live examples

⏏ Must know - Your subject

- Your market

- Your competition

- Your industry

- Facts & figures up your sleeve

⏏ Thank the interviewee by way of a handwritten note

⏏ Review coverage and performance with your team

⏏ Don’t scream at reporters in case of a misquote – point out mistakes calmly

⏏ Send story with a cover note to business

partners and associates