Media Training 101: Discover the Basics of Being a Spokesperson

Discover the basic's to media training from what journalists want, how to avoid saying the wrong thing, and how to get your messages across effectively.
We also cover do's and don't when talking to the media, and how to ensure the journalist remains on your side.

1. Webinar Media Training 101 February 2024

2. Public Relations is the art of arranging the facts so that people will like you, trust you, believe you and care about what you’re saying. Good Public Relations is making it as easy as possible for journalists to write stories that they want to cover

3. Aims of the Webinar What journalists want How to prepare Controlling what happens in the interview Getting your message across effectively And ensure it is the right message How to keep the journalist on your side How to make sure the media comes back for more

4. The Rules of the Game There is NO guarantee of coverage The journalist decides what gets written You will only see a copy of the article in advance if the editor wants you to review it Editors can make mistakes. You can’t

5. The Role of the Media

6. Media landscape Mainstream news Report public interest news – crime, war, politics, sport, business Business publications Report in trends and issues - financial, management, marketing Trade publications Report on developments – New products & developments, channel issues. Bloggers and influencers Cover things that are interesting (and will get views) Analysts Conduct more in-depth analysis of markets and companies

7. What do journalists want Different journalists want different things Most want to help you –and want to promote: You (as a personality) The technology The industry Validation of their interest, time, ink/noise Under pressure to deliver copy, so need news Want a story to please producer/editor and audience Can be biased, but generally not “out to get you” Analysts and influencers are different

8. Dealing with Hostility We very rarely see any hostility or disagreement during editor interviews Establish areas of agreement Ask for clarification, say you don’t understand the question Use facts, statistics and examples to validate your statements Avoid “what if” scenarios You prefer dealing with facts and what you know Reinforce main point in a firm, polite manner Do not get angry!

9. Journalists ’ Tactics Rapid-fire questions Repeating the question Accusatory questions Pleading ignorance Paraphrasing Switching direction “Yes” or “no” questions Silence

10. Managing the Media: Best Practice

11. Good Practice It’s always good practice to: Always ensure you have something worthwhile to present Always treat editors fairly Always follow-up on commitments Never knock the competition

12. Preparing for the Interview

13. Prepare to be a SPOKES PERSON NOT an “ Answer -person ”

14. Determine your agenda Single main point – the news hook 2-3 key messages Give clear, concise answers Typically three to four sentences Simple language not pretentious jargon

15. Think like a journalist Make your most important point first Back it up with facts or examples Be clear & concise The “ Inverted Pyramid ” Most Important Less Important

16. PowerPoint Presentations Start with the key headline/conclusion Keep them short (10 slides or so) No effects, transitions or music Try not to read bullets Ensure that information that you don’t want to discuss is not in the presentation Make sure you provide handouts Consider how you will present the slides May benefit from paper copies in informal situation

17. The Interview

18. The Interview Know the journalist and what motivates them Give conclusion first Inserted headline several times Key points must be repeated several times Do not knock competitors Do not knock or embarrass reporter Do discuss market trends

19. Dealing With Questions Acknowledge good questions; rephrase bad ones Take a moment to think, then repeat the question If you don’t know the answer, you can say, “That’s a really great question, I’m not the best person to respond so let me take a note and come back”

20. A = Q + M Respond to question Bridging phrase Your message Bridging technique

21. Yes.... and what ’ s important is… KEY MESSAGE I can’ t talk about that... but what I can say is… KEY MESSAGE No.... let me explain… KEY MESSAGE Answer  bridge  communicate

22. Bridging phrases “The real issue here is…” “What we’re really talking about is…” “What’s important to remember is…” “Let me put that into perspective…” “What people want to know is…” “I don’t know about that but what I can say is…”

23. Confidential Information No such thing as “off the record” or “background” “No Comment” = “Your worst assumptions are true” If you do not want to comment, be consistent (e.g. never commenting on unannounced products) Legal, competitive and ethical considerations are respectable reasons for withholding information Be careful with financial information

24. Dos and Don’ts

25. Interview Tips – Do Be prepared, physically and mentally Think of the editor as a person Emphasize the positive. Talk solutions, not problems Take the time you need before you speak Stay cool. It’s your interview; you can set the pace Speak in simple terms, and avoid jargon Be aware of any language issues Remember that you speak for the company, not yourself Stay away from issues in which you are not an expert When you must decline to answer a question, explain why – use good reasons Make your answers crisp and colorful, but don’t force it Make sure you understand the questions Correct misinformation Look for softballs, and use them

26. Interview Tips – Don’t Dwell on negatives or mistakes Repeat negative language, even to refute it Allow the reporter to badger or take control Assume the reporter understands the complexity of an issue Comment on rumors or speculation or talk “off the record” Tease editors with reference to information they can’t have Give purely personal opinions on issues, people, policies Stray from agreed-upon subject areas Limit your answer to a “no comment.” if you can’t answer a question, say why and offer to connect with someone who can Disparage other companies or their products and services Ask to see a story before it is printed or aired Attack or embarrass a journalist

27. A Good Story Thank the editor and be happy!

28. A Bad Story Are the facts wrong? Correct the facts politely with the journalist Did the journalist break an embargo? Forgive him or her. It was probably accidental Is it just the opinion you didn’t like? Try to do a better job next time! Editors can write whatever they want Once the story is published, you can’t change it.

29. No Coverage Many things can lead to coverage not appearing Don’t ask the editor why they didn’t cover the story Putting the editor on the spot can’t help the situation Don’t worry. Keep trying.

30. Key Take-Aways You can be a spokesperson! But journalists can write what they want The key is: Good preparation Follow the rules Practice dealing with difficult questions

31. Questions? www.napierb2b.com [email protected]