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Media Training 3 For Better Client Coaching 
Internal Training Course 
Copyright by James Chung 2008
Chapter 4 Know How to Interview With the Media
Be Prepared...
Know Interview Skills...
Do not nervous
Do Not Lose Your Temper...
Answer Clearly, Simply and Effectively
Remember Never Do This...
Please...Please...Please...
See Audience, Not Reporter
Stay with Key Messages
Do Not Trespass
Key Message = Lifesaver
Manage Interview, Do not be managed
Know the question
The toughest question will be asked!
Beware ! Trap
Machine Gunning
Interrupting
Dart Throwing
He said... She said...
Wrong Choice
Guarantee?
Wrong Premise
What if...?
Oops...Sorry...
Asked about a problem, talk about a solution
The Most Important comes First !
Catch Lifesaver First!
A = Q + Key Message
Point 
Point 
Reason 
Example 
PREP
Stating the Problem !
Solution Credibility !
The Solution !
Positive Reference Stories !
Call To Action !
Thank Your Host
Block !
Bridge !
Flag !
Transition !
Pack !
Hook !
Editorial !
Deliver Key Message !
Repeat Repeat Repeat !
Do Not Speculate !
Do Not Say “No Comment” !
No “Off-the-Record” !
Say “I Don’t Know” if you do!
Make a Pause
Shut up
Avoid jargon
Don’t repeat negative
Do Not Use These Expressions... Never Ever...
취재 원하지 않습니다
제가 그런 질문에 꼭 답변을 해야 합니까?
찍지 마세요
솔직히 말씀 드리면…
저희도 사실 이러고 싶지 않은데…
맘대로 쓰세요…맘대로…
저희 회사 방침상…
답변이 됐습니까?

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