Media Training PowerPoint ® for Rowan University graduate students. Citations are given during oral presentation and in "The Public Relations Practitioner's Playbook" by M. Larry Litwin.
6. Goals
Help participants understand how
media operates
Share system of preparation
Comfort
Help each participant grow as a
communicator
How to better prepare
7. Goals
Help participants understand how media
operates
Share system of preparation
Comfort
Help each participant grow as a
communicator
How to better prepare
Give participants the added tools to help each
other
24. Basic Principles
• Relate your identity to help create an
image
Know the difference between identity and
image.
Persuasion – the activity of creating,
reinforcing, modifying or extinguishing
beliefs, attitudes and/or behaviors.
Logo not ego!
25. Basic Principles
Relate your identity to help create an
image
Analyze your credibility (trust) and
believability (truth)
Credibility – is in the eye of the
beholder.
26. Basic Principles
• Relate your identity to help create an
image
• Analyze your credibility and
believability
• Exercise control
27. Basic Principles
• Relate your identity to help create an
image
• Analyze your credibility and
believability
• Exercise control
• Maintain a positive attitude
28. Basic Principles
• Relate your identity to help create an
image
• Analyze your credibility and
believability
• Exercise control
• Maintain a positive attitude
• Demonstrate leadership listening
37. Audience Analysis/Worksheet
• Identify your audience.
• Analyze your audience
demographically, psychographically,
geodemographically.
• How well does your audience
understand the issues (or topics) you
wish to discuss?
38. Audience Analysis/Worksheet
• Identify your audience.
• Analyze your audience demographically,
psychographically, geodemographically.
3. How well does your audience understand
the issues (or topics) you wish to discuss?
4. What is your audience’s attitude toward your
agenda?
39. Audience Analysis/Worksheet
• Identify your audience.
• Analyze your audience demographically,
psychographically, geodemographically.
• How well does your audience understand the
issues (or topics) you wish to discuss?
• What is your audience’s attitude toward your
agenda?
• What does your audience need to know or believe
in before you can change its behavior? (What’s in
it for them?)
40. Audience Analysis/Worksheet
• Identify your audience.
• Analyze your audience demographically,
psychographically, geodemographically.
• How well does your audience understand the
issues (or topics) you wish to discuss?
• What is your audience’s attitude toward your
agenda?
• What does your audience need to know or believe
in before you can change its behavior? (What’s in
it for them?)
• To what type of arguments is your audience likely
to respond?
41. Audience Analysis/Worksheet
• Identify your audience.
• Analyze your audience
demographically, psychographically,
geodemographically.
• How well does your audience
understand the issues (or topics) you
wish to discuss?
42. Audience Analysis/Worksheet
4. What is your audience’s attitude
toward your agenda?
3. What does your audience need to
know or believe in before you can
change its behavior? (What’s in it
for them?)
7. To what type of arguments is your
audience likely to respond?
44. Interview Goals
What outcomes do you want from your
target audience as a result of your
strategic message?
What outcomes do you want to prevent
(if any) from your target audience?
45. Interview Goals
What outcomes do you want from your target
audience as a result of your strategic
message?
What outcomes do you want to prevent (if
any) from your target audience?
What points or arguments are your opponents
or competitors likely to make?
53. Avoid the Media Traps
Stay calm and composed.
Stay on message.
54. Avoid the Media Traps
Stay calm and composed.
Stay on message.
Don’t provide answers that could
negatively impact your reputation or
your organization’s reputation.
55. Avoid the Media Traps
Stay calm and composed.
Stay on message.
Don’t provide answers that could
negatively impact your reputation or
your organization’s reputation.
Don’t be caught off-guard by
questioning that you want to declare off-
limits.
56. Avoid the Media Traps
Stay calm and composed.
Stay on message.
Don’t provide answers that could negatively
impact your reputation or your organization’s
reputation.
Don’t be caught off-guard by questioning that
you want to declare off-limits.
Listen carefully to the reporter’s choice of
words and don’t repeat the negatives.
57. Avoid the Media Traps
Don’t go “off the record.” (There are
minor exceptions.)
58. Avoid the Media Traps
Don’t go “off the record.” (There are
minor exceptions.)
Don’t be tempted to speculate or
engage in hypothetical thinking.
59. Avoid the Media Traps
Don’t go “off the record.” (There are
minor exceptions.)
Don’t be tempted to speculate or
engage in hypothetical thinking.
Don’t feel obligated to fill a silence.
60. Avoid the Media Traps
Don’t go “off the record.” (There are
minor exceptions.)
Don’t be tempted to speculate or
engage in hypothetical thinking.
Don’t feel obligated to fill a silence.
Don’t allow yourself to be drawn into
disparaging your competition.
61. Avoid the Media Traps
Don’t go “off the record.” (There are minor
exceptions.)
Don’t be tempted to speculate or engage in
hypothetical thinking.
Don’t feel obligated to fill a silence.
Don’t allow yourself to be drawn into disparaging your
competition.
Listen carefully to each question to better determine
the reporter’s agenda in asking it.
62. Avoid the Media Traps
Don’t go “off the record.” (There are minor
exceptions.)
Don’t be tempted to speculate or engage in
hypothetical thinking.
Don’t feel obligated to fill a silence.
Don’t allow yourself to be drawn into disparaging your
competition.
Listen carefully to each question to better determine
the reporter’s agenda in asking it.
Correct inaccurate perceptions and facts.
74. A Summary
Be open, honest, thorough and
valid
Be accessible
Remain calm and confident – even
in the face of adversity
75. A Summary
Be open, honest, thorough and
valid
Be accessible
Remain calm and confident – even
in the face of adversity
Know the subject matter (as well as
you know your own name)
77. A Summary
Explain all the facts (key message
points) in simple English
(layperson’s terms)
Take control of the interview
78. A Summary
Explain all the facts (key message
points) in simple English
(layperson’s terms)
Take control of the interview
Be careful of going “off-the-record”
or giving “background information”
(not for attribution)
79. A Summary
Get your message and/or important
information out early (in the first few
statements). Then, drive these vital
points home by repeating them in your
closing summary.
Anticipate questions and be prepared
with the answers
81. Karen Friedman’s Bill of Rights
You have the right to tell your side
of the story.
You have the right not to answer
questions.
82. Karen Friedman’s Bill of Rights
You have the right to tell your side
of the story.
You have the right not to answer
questions.
You have the right to correct
someone who is putting words in
your mouth.
83. Karen Friedman’s Bill of Rights
You have the right to tell your side of the
story.
You have the right not to answer questions.
You have the right to correct someone who
is putting words in your mouth.
You have the right to share your
credentials, so it is clear you are the expert.
85. Karen Friedman’s Bill of Rights
You have the right to take time to
prepare.
You have the right to ask
questions.
86. Karen Friedman’s Bill of Rights
You have the right to take time to
prepare.
You have the right to ask
questions.
You have the right to decline to
talk.
87. Karen Friedman’s Bill of Rights
You have the right to take time to
prepare.
You have the right to ask questions.
You have the right to decline to talk.
You have the right to explain your
point of view.
88. Karen Friedman’s Bill of Rights
You have the right to take time to
prepare.
You have the right to ask questions.
You have the right to decline to talk.
You have the right to explain your
point of view.
You have the right to be human.
89. Karen Friedman’s Bill of Rights
You have the right to take time to prepare.
You have the right to ask questions.
You have the right to decline to talk.
You have the right to explain your point of
view.
You have the right to be human.
You have the right to make a mistake and
correct it.