Media Training Unmasked

What Is It and Who Needs It?

Pete Burdon

  Please Note: No material from this white paper may be reproduced or copied in any form without the express and direct permission of Media Training NZ Limited. If you do wish to formally reference any content within, outside of this publication, please email Pete Burdon via pete@mediatrainingnz.co.nz with your request.

As a former daily newspaper reporter and high-profile government psecretary, Pete has the luxury of having been on both sides of the ‘mediafence’. Few are more qualified or more aware of just what it takes to communicate effectively with the Media in a way where you still maintain control of any interview. Pete has two Masters Degrees (Journalism and Communication Management) and trains throughout New Zealand.

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Media Training Unmasked

What is it and Who needs it? Introduction Media Training is often seen as a general term that can mean a number of things in the business world. However, its literal meaning is the process of learning how to deal competently with media interviews. With the growth of media outlets and media channels over recent decades, the landscape has changed dramatically. What this means is that the business community is now in the crosshairs of journalists and editors like it never has been before. Now more than ever, the media is delving into businesses of all shapes and sizes for stories as the demand for information in both traditional and online media intensifies. This means spokespeople need to be at the top of their game. This is both to take advantage of positive media opportunities, as well as, to limit the damage when media scrutiny has the potential to affect business bottom lines.

  This paper looks in more detail at media training. It looks at how media interviews are different from other conversations, and the issues covered in a typical media training session. Throughout the discussion, readers will learn valuable tips and techniques to use in their dealings with the media.

Why is media training necessary for even the ‘best’ communicators?

A media interview is not like a real conversation. In a real conversation, you have context, you understand the cand usually your audience understands the context. Iare explaining something to an employee, you can referensomething you said five minutes ago.

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If you are giving a speech, you can build one idea on another, referencing something you said earlier to highlight a point. You do not have that luxury when you are talking to the media. That is because a journalist may interview you fthirty minutes and use just one little snippet of that conversation for the story. That means everything you say must make sense on its own and not be reliant on things you say before or after each point you make. This requires a whole new range of skills. How many times have you heard someone say they were taken ‘out-of-context’? Most of the time that is because they do not understand that everything in a media interview is (automatically, by its very nature) taken out of context. That is the nature of journalism.

So how do you avoid this?

The answer to this question is what any good media training course will cover. In a nutshell, you must organise the three most important points you want to get across in the interview and keep coming back to them in different ways. Why? • The story will only include a few points, so make them the ones you want used • If you offer 57 different points, the reporter will pick 2 or 3 • By offering three, there is less chance of being misquoted • Whatever snippets the reporter uses, you will be happy

  

“Won’t I sound like a broken record?”

This is a question we always get in our media training courses and it is a fair one. Firstly, the message-points are more like themes, so you are unlikely to repeat them verbatim. When you

practice, you will notice that you do not sound like a broken record when coming back to your key points.

Secondly, by dressing up these points in language that the media love to use, you can repeat them in a vast variety of ways. These are called sound bites. Here are a few examples of ways you can make the same three points in ways journalists are far more likely to use:

• Examples • Analogies • Clichés • Emotion

“How can I come back to these three points if they don’t answer the question?”

This is another popular question in our media training sessions. The answer is by using ‘bridging techniques’. These are statements like “The point I really want to get across is.” or “The real issue here is..”.

Basically, what you do is answer the question you are asked briefly…then move on (as quickly as possible) to one of your key (message) points with a bridging statement. We in no way suggest you avoid the question – just, do not dwell on it if it does not relate directly to one of your key message-points.

Following bridging statements, you can come back either to one of your message-points, or use a sound bite you have created to make that same point.

  

Why is Body Language the most important part of media training..?

This is an area that is heavily overlooked by media trainers and those who appear in the media. Did you know that 93-percent of what people take away from seeing you in a

television interview is unrelated to what you say?

A massive 55-percent is your body language, 38-percent is the tone of your voice…and just 7-percent, what you (actually) say.

That is a fairly surprising number for most people. But it does show how important these things are.

One common mistake we see in our media training sessions is that people fail to use their hands to express themselves on television.

This can make them look unnatural and that makes them more difficult to believe (to the viewing audience at home). This also makes them sound more monotonic, because failure to use their hand affects their voice box.

How does a ‘typical’ media training day unfold?

Media Training sessions differ between companies. They also vary in length. However, there are some things that are typical. These include:

• How to construct what you want to say

• Answering basic questions

• Answering difficult questions

• Avoiding traps

• Developing and using sound bites

• Using bridging techniques

• Mastering body language

  These skills allow you to grow your reputation through the media in the good times, and limit

the damage in the bad times. They also transfer to many other areas of business. This includes

running more efficient meetings, dealing with difficult staff or clients, and also getting your

points across in presentations of all types.

The most valuable advice about media training is the

need for practice, practice, practice! It is a bit like

driving a car. You can read all the books you like, but

until you get in the car with an instructor, you will

never truly be able to master the skills involved.

By all means, attend short media training seminars. This will give you a great understanding of

it and offer valuable tips.

But if you really want to become an ‘expert’ and to be able to confidently hold-your-own in

front of a camera, video simulation is the only way. For this, your best option is to do a full-day

course with a limited number of participants.

The more you get on camera, the more you will learn and the better you will get. One more

word-of-warning. Some media training courses will give you a barrage of information before

getting a few ‘guinea-pigs’ up at-the-end to humiliate in front of everyone.

That will do nothing for the confidence of the interviewee. The best way to get better is to

learn one new skill at a time, before practicing that on camera.

By the way, the use of the camera does not mean that media training is just about television.

But by playing back your interviews, not only can you get constructive critiques from a

professional, but you learn so much by seeing yourself perform.

  

So who needs media training?

If the media were interested in your business, who would they speak to? Whoever that person is should be media-trained. A back-up person is also a sensible option. Remember, in this age, it is not if the media call, but when - so you need to be prepared. All of the points raised above

show that media interviews are unique.

If the media want to cover your business in a positive way, it is a great opportunity for you to get some positive publicity and profile. That is great for your reputation and bottom line.

It would be a pity to miss an opportunity to get the exact points you want covered into the story. It would also be a shame if you ran for cover and gave away the chance to

show your business in a positive light on the public stage. Many business people do this because of the fear of humiliation. Media Training goes a long way to conquering this fear.

On a more cautionary note, if your business ever faces serious media scrutiny, it is vital that someone knows how to get your messages out properly. Negative media publicity can have serious consequences for business bottom lines. Failure to front-up and know-how to limit any potential damage can be devastating.

So whatever your profession, whether you are a school principal, CEO, business owner or professional athlete...you need to be media-aware. It is too late once the Media call. You need to be prepared for that call. Then when it comes, you can treat it as a real OPPORTUNITY, rather than as a serious threat.

To find out more about Media Training, go to www.nzimsouthern.co.nz or contact info@nzimsouthern.co.nz.