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Media Training for Professionals. Today’s Media - Overview Traditional Media TV – Broadcast & Cable Print – Newspapers, Magazines & Newsletters Radio.

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Presentation on theme: "Media Training for Professionals. Today’s Media - Overview Traditional Media TV – Broadcast & Cable Print – Newspapers, Magazines & Newsletters Radio."— Presentation transcript:

1 Media Training for Professionals

2 Today’s Media - Overview Traditional Media TV – Broadcast & Cable Print – Newspapers, Magazines & Newsletters Radio

3 Today’s Media - Overview New Media Blogs Podcasts Internet Broadcasting/Streaming Video Social Media – Twitter, Facebook & Tumblr Viral Marketing

4 Today’s Media - Overview Often underpaid, overworked and underappreciated »Asked to do more with less General types of reporter »Student Reporters »Editorialists, Columnists & King-Makers »Self-Promoters »Agenda-Driven & Activist Reporters »Aspiring Celebrities »The Accidental Reporter »Bloggers »(Tenacious) News Hounds & Ethical Journalists

5 Today’s Media - Overview Trends Traditional print media »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

6 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

7 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

8 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

9 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

10 General Basics 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

11 General Basics Never lie to a reporter »Always tell the truth and nothing but the truth 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

12 BEFORE the Interview Ask questions »What topics will be discussed? »Who else is being interviewed? »What’s the format? »When/where will it air/be published?

13 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)

14 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

15 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

16 The Interview More Basics Be aware that you could always be on the air or being recorded »No off-the-cuff remarks 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

17 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

18 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 ◦ 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!

19 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

20 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

21 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

22 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

23 Media Training for Professionals Wrap up 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

24 Media Training for Professionals Questions


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