This is an eye opening presetation about what the media wants and how to understand their psychology so as to get the best out of them.Denis Galava,the Managing Editor of Nation Weekend Editions shared the insights in this presentation with scientists in Kigali Rwanda on 4th July, 2012

1. MEDIA TRAINING

2. ⏏ Product launch, research evidence, disease
outbreak or new funding stream?
⏏No, think again. The story could be in the
nuances, off the cuff remarks, in the small print
of the report you are launching - a hint of
scandal here, and a sign of power struggle there

3. ⏏ A scoop – a story that will make the paper
stand out or sale out
⏏ What is important to you is not always
important to the journalist or the
reader/listener
⏏ It’s how you put it that makes the message
important

4. ⏏ A good source for a journalist is one who
knows what they want to say and when,
not the one who sends you deep sea
fishing
⏏ Keep it brief, it’s a sign you’re a master of
your discipline
⏏ 90 percent of all news stories received
every day are ‘killed’

5. ⏏ Accuracy, brevity, timeliness, relevance,
personalities/author
⏏ Flair for writing and mastery of content
⏏ Editors love good stories, because they
‘push copy’
⏏ Media seek to: Educate, Inform,
Entertain – but this is not an end in itself

6. ⏏ Reader/audience paradox: The most
important story is not always the one that
people want to read
⏏ Because of profits and circulation targets,
media publishes/broadcasts what will
bring in more readers/listeners which
translates into more advertisements

7. ⏏ It’s not only scientists that have a
problem getting published, politicians,
architects, educationists, preachers,
students, police- all love to hate the media
⏏ You need to know people: It will help
you know how the news cycle works, and
the other forums available for public
discourse; letters, op-eds

8. ⏏ Don’t bet big on your friendship with the
publisher/media owner to get covered
⏏ Don’t be a cashcow
⏏ Form personal relationships with at least
one journalist
⏏ Always be available for comment
⏏ Tip-off journalists as often as possible

9. Do’s and Don’ts cont…
⏏ Understand the news cycle and processes
⏏ Prepare for a negative story

10. Why hold interviews?
⏏ To get the message home
⏏ To build relationships
⏏ To educate journalists
⏏ To broaden consumer knowledge

11. ⏏ What’s the journalist like?
⏏ What does she like/dislike?
⏏ How knowledgeable is she?
⏏ What angle is he/she looking for?
⏏ What stories has he/she been covering
recently?
⏏ What is the audience?
⏏ What’s the right format?

12. How to conduct yourself...

13. ⏏ Take an interest in the journalist first
⏏ Check that your agendas match
⏏ Make your points
⏏ List outstanding actions

14. ⏏ Stick to the producer’s brief
⏏ Devise complete answers to questions
(20-30 seconds in length)
⏏ Don’t look straight at the camera – look
at the presenter.
⏏ Keep hand gestures to a minimum.

15. ⏏ Any air time is good air time
⏏ Watch what you wear (white shirts are no
good on TV)
⏏ Sit forward / don’t move away from
microphone
⏏ Speak slowly and clearly – modulate
speech

16. ⏏ Solid bright colors
⏏ Avoid all white colors or cream
ensembles and busy prints
⏏ Avoid heavy jewelry
⏏ Avoid heavy make up

17. ⏏ Dark colors: Solid gray or navy blue suits
⏏ Light colored shirt
⏏ Plain ties: Complicated patterns create
optical illusions on TV and draw attention
⏏ Avoid jewelry

18.  Qu – Quotability
 A – Assertiveness
 C – Clarity
 K - Knowledge

19. ⏏ Create a presence
⏏ Make the statement – then explain
⏏ Shorten your points

20. ⏏ Remember you’re in control
⏏ Body language (eye contact, posture)
⏏ Show you care about the subject matter
⏏ Ask for clarification or rephrase the
questions
⏏ Correct false assumptions

21. ⏏ Keep it brief
⏏ Avoid jargons
⏏ Give live examples

22. ⏏ Must know
- Your subject
- Your market
- Your competition
- Your industry
- Facts & figures up your sleeve

23. ⏏ Thank the interviewee by way of a
handwritten note
⏏ Review coverage and performance with
your team
⏏ Don’t scream at reporters in case of a
misquote – point out mistakes calmly
⏏ Send story with a cover note to business
partners and associates