MEDIA TRAINING 101

JJ Davis, Dell Corporate CommunicationsJillian Fisher, Enfatico

November 2009

PROGRAM

Introduction The opportunity Goals How the media works Spokesperson guidelines Do’s and don’ts refresher

2

THE OPPORTUNITY

Media are a conduit to: Customers Government Industry Employees

Positive coverage can increase investor and consumer confidence

3

MEDIA TRAINING GOALS

Help you take control of interviews

Engage the audience

Express messages clearly and in a compelling way

Deal with the tough questions

See every interview as an opportunity to promote your business

4

HOW THE NEWS MEDIA WORKS

“Products” News articles for consumers Audience for advertisers

News stories and pictures motivate audience loyalty

5

HOW THE NEWS MEDIA WORKS

News values: Controversy Conflict Drama Characters Nationalism Change, newness

First, biggest, most

6

TWO TYPES OF STORIES

Every good business news story has... Characters, conflict, change, controversy, drama

Every good feature story must be… Interesting, informative, creative Seek angles; e.g. trends, profiles, people

The story angle and “visuals” should “play” to the desired medium

7

THREE BROAD TYPES OF MEDIA

Business Profit/success, loss/failure Alliances, partnerships, huge contracts General picture

Consumer How does this make my day easier, life better Few details, top line

Trade Industry detail Latest product

8

HOW THE MEDIA WORKS

News travels fast Internet, blogs, online services, wire services

Audiences are more deluged than ever with news/info

Shorter stories Less depth Constant hum of news Online reporting feeds other channels Critical deadlines Blogs

9

THE SPOKESPERSON’S GUIDE

Dell Confidential

YOUR OFFENSE - KEY MESSAGES

Decide what you MUST get across -- can’t say it all (2-3 most critical) Categorize -- main points, support points State in simple, straightforward form

Listen for opportunities to convey them Target comments to specific audiences OK to repeat key points

11

OFFENSE: BUILD YOUR PYRAMIDSupport with evidence (Facts, Figures)

State message (Headline)

Illustrate with examples, analogies

State conclusion first, then explain your rationale.

12

THE ROLE OF A SPOKESPERSON

The “face” of the company

Make the company “human”

Engage the audience be responsive, factual, open, informative

13

YOUR ROLE

The media wants ‘experts’ who can customize and simplify the messages for their audience

The media wants well-connected, relevant experts

Should not view the media as ‘trusted’ friends but it is important to establish long-term relationships

14Dell

Confidential

INTERVIEW GUIDELINES

Listen Closely Answer the question being asked, do not pre-

empt or volunteer any unnecessary information Address any assumptions implied in the

questions

Pay Attention to Your Body Language Never let them see you sweat

Have a Good Attitude Be positive, confident and enthusiastic

15

INTERVIEW DON’TS

Don’t Go Off the Record It doesn’t mean what you think it does

Don’t Repeat a Volatile or Negative Word to Refute Something

You are being baited for a juicy quote

Don’t Feel you Need to Answer Every Question If you don’t know the answer

Don’t be Afraid to Challenge the Reporter’s Assumptions You have the expertise You have the opportunity to educate and to shape the story

16

REPORTER TRICKS

Your Best Friend

Leading the Witness It is your responsibility to challenge the

assumptions in the questions

Quiz Show Ask enough general questions to be able to

project specific answers

Silence Don’t feel compelled to fill the silence

17

MORE TRICKS

Taking Advantage of Being in Public Reporter’s could be listening anywhere!

Casual Conversation The interview isn’t over until the reporter leaves

the building or hangs up the phone

Broken Record Asking the same questions over and over until

you give an angry or different answer

18

GUIDELINE SUMMARY

Know what message you want to deliver

Make it easier for the press to cover your company in a positive manner than a negative one

Be available in good times and in bad

Tap into the PR department/agency expertise

Know your audience

Think of yourself as an educator

Prepare, think in advance and practice

19

STORYTELLING

STORYTELLING

You tell a story every time you answer a question

A good storyteller: Paints mental pictures Keeps it short, meaningful Has a beginning and an end Makes a point

21

STORYTELLING

In each interview: Build your message

Define your one key point, message Back-up your point

Statistics, facts

Localize it Personal example, analogy

22

STARTING THE STORY

Opening salvo Be ready with your first message

Control it from the start “What’s the first question?” “Can I start with an update on what’s new?”

23

DEFENSE STRATEGY

Stories are not ads, not 100% favorable

Balance is expected

Expect tough questions Anticipate them, identify vulnerabilities Consider positions on sensitive issues

Strategy for control is two-part: Build your message Block and bridge

24

DEFENSE: BLOCK AND BRIDGE

In interviews, listen closely to questions

Try to identify general direction, or essence of tough questions

Respond to the essence of the question, but make your point

Don’t be a “slave” to the question

25

DEFENSE: BLOCK AND BRIDGE

BLOCKING– Halting the direction of the interview

BRIDGING– Going from where you are to where to want to be

Frame response in a more broad context or in a narrow context

26

DEFENSE: BLOCK AND BRIDGE

Swim into safer waters through the use of “connectors” to bridge

“The real issue here is…” “Let’s look at that another way…” “No. But I can say this about that…” “Like all companies, we…” “If I understand you correctly, I think the question is…” “What we are here to talk about today is…

27

INTERVIEW TYPES

HANDLING IN-STUDIO INTERVIEWS

Get to the studio early to get bearings

Talk “over” the mic; let them put it on you

Talk in regular voice during audio check

If makeup is offered, take it

29

Reporter probably less informed, little background on subject

Demand short answers

Only use two or three comments

Your first words should be your copy points; state conclusions first

This is a presentation, not a conversation

HANDLING STAND-UP TV INTERVIEWS

30

HANDLING PRINT INTERVIEWS

Do your homework

Begin by making major points

Don’t use notes

Set a time limit in advance; and end interview on time

Don’t let the reporter wear you down

31

TIPS FOR TELEPHONE INTERVIEWS

If reporter gets through directly, buy prep time; ask if you can call him/her back

Establish time limit up front

Have key messages handy for easy reference

Speak slowly; the reporter is still writing in longhand

32

TIPS FOR EMAIL INTERVIEWS

Don’t reply immediately Speak to your PR person/agency if you have one Get the deadline

It’s not a novel Short answers = quotes Long answers = background information

Have someone else read it

33

NEVER LET YOUR GUARD DOWN

Watch stray, off-handed comments from beginning to end consequences of getting off key messages can be

unproductive, even dangerous

Assume the mic is always live

No such thing as “off the record”

34

INTERVIEW SETTING

Suggest best location to suit the messages/story

Consider brand exposure

If at your office, “reporterize” it Anything confidential Alert colleagues

35

NOTES ON APPEARANCE Dress according to the circumstances - business attire for most

interviews

Convey professionalism and authority without being too stuffy

Keep clothing simple - less to fiddle with, nothing too complicated

Watch how you’re sitting or standing when the cameras are on

Avoid reflective or flashy jewelry

Avoid fine stripes or prints

Soft pastel shirts best

Dark jackets usually look good

Men - wear knee-high socks for TV

36

IN CONCLUSION

Think about what you want to get across

Convey your messages in impactful ways

State your conclusion first

Block and bridge

Preparation -- remember do’s & don’ts

Practice!

37

Congratulations: You’ve Survived Media Training 101

Dell Confidential