1. MEDIA TRAINING 101 Alison Chang Marina Irick

2. 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." Agenda

3. Print Radio Television Internet What are some different forms of media?

4. Watch 3 short clips of various interviews What would you do in this situation?? Interview video: A challenge for the class

5. Sarah Palin & Katie Couric

6. 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

7. 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

8. Republican Candidate Jesse Kelly

9. Does he... a) Ramble on? b) Avoid the question? c) Yell at the reporter? d) Repeat his answer? Question 2

10. Does he... a) Ramble on? b) Avoid the question? c) Yell at the reporter? d) Repeat his answer? Question 2

11. Dr. Duckett - Alberta Health Services

12. How many times does he say “I’m eating my cookie”? a) 1 b) 2 c) 3 d) 4+ Question 3

13. How many times does he say “I’m eating my cookie”? a) 1 b) 2 c) 3 d) 4+ Question 3

14. The outcome of an interview usually reflects the interests of the THREE parties involved: Interviewer Spokesperson (You) Audience: o Customers, employees, shareholders, business community, government, industry associations, other partners Media Relations Training Manual. National Public Relations. Who is involved?

15. "Do you have any questions for my answers?" -Henry Kissinger Why three? o Three = basic organizational grouping, helps audience remember Short, simple, colourful, convincing Back up by proof Repeat, repeat, repeat! Media Relations Training Manual Developing your 3 key messages

16. 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. Tips

17. 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. Tricks

18. 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 Do...

19. 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 Don't....

20. Prepare, prepare, prepare Honest, honest, honest Rehearse, rehearse, rehearse Remember: 3 key messages! Main things to remember

21. Questions?

22. -The PR Coach: www.theprcoach.com/media-trainingwww.theprcoach.com/media-training -Wilson Group Communications. http://www.wilson-group.com/articles/fiveTips.shtmlhttp://www.wilson-group.com/articles/fiveTips.shtml -Media Training Manual. National Public Relations. Xxx -Communicating Science: http://communicatingscience.aaas.orghttp://communicatingscience.aaas.org -Interview "Don'ts": http://www.wendyscharfman.com/articles/news-media-interviews.pdfhttp://www.wendyscharfman.com/articles/news-media-interviews.pdf -Media Training: Journalist Deadlines: http://www.mrmediatraining.com/2010/08/25/whatshttp://www.mrmediatraining.com/2010/08/25/whats your-deadline/ -21 Most Essential Media Training Links: http://www.mrmediatraining.com/2011/02/17http://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/ References/More Resources