This stripped down version of my media training does not inlcude the company/issue specific slides addressin the particular needs of those being trained but hopefully those needing a good tutorial

1. SHERPA MEDIA TRAINING 2011

3. Drill Down: Social Media – Gaining in Popularity and Importance

4. Journalists: The Good, Bad and Ugly

7. Demystifying the Media

8. HOW IT HAPPENED… Social Media gains in familiarity and users 1-2 Hours per day given up for email Admit it, you miss me… 2009 - 2010 1990 2008 1995 1994 2005 2011 Business latches on and legitimizes the platform Challenge: in real terms SM asks more of us than previous innovations but its potential is uncertain www. Search Disruptive technology: like a phone; like a telly but better in some ways 1998

9. THE CHATTERING CLASSES Facebook: 600m+ users - Avg. user creates 70 pieces/month Twitter: 195m user accounts - 300,000 New users/day LinkedIn: 90m members - 50% Are Decision Makers in Their Co's Wikipedia: 17m+ articles/270 languages - 5thmost visited website YouTube: 3rd most used search engine. - 2b videos watched/day; 24 hours video uploaded every minute

10. JOURNALISTS

12. JOURNALISTS THE BEARD Up to 20+ years in the business Experience as a staff journalist and perhaps as an administrator, e.g. Managing Editor Considers themselves to an industry authority Feels that they have heard and seen it all Can become easily bored, but still seeks meetings and attends industry events Often very productive; could be the biggest single source of press coverage for a particular region

13. JOURNALISTS THE BABY The Dream: Had hoped to become a Novelist The Reality: The rent was due; takes any job they could Spends the first year without a clue of what’s being said yet still files seven stories a week. These journalists represent a long-term hope for a constructive and trusting media relationship

14. JOURNALISTS THE BELLIGERENT The baby grown up; Still in denial about not being the next Shakespeare Tried to augment journalism career with in-house corporate stint but fails and returns to journalism Constantly plays the contrarian – often responds aggressively to ‘pre-planned’ marketing messages Responds best when given access to the top people and exclusive news opportunities

15. JOURNALISTS THE BUSKER The fastest growing sector for ‘real’ journalists Either: 1) years of staff journalism result in redundancy; 2) low pay results in an entrepreneur -a freelancer Works from home; does media training and ghost writing to augment income. Writes more on publisher need than for personal interest. Lack of inside knowledge can pose opportunities for well organized PR teams

16. JOURNALISTS THE BLOGGER Either an Enthusiast or a Fantasist Clearly Has Too Much Available Time Can be surprisingly well informed and articulate; perhaps more so than trade journalists restricted by company mediocrity Difficult to place a value on; Difficult to engage with No hierarchical structure can make them loose cannons

17. HOW THE PR PROCESS OPERATES

18. The publicity process is inherently challenging because everybody has an opinion on how it should be run and the press rarely know a good story when they see one.

20. Your Competitor’s Story

21. The Consultant/Analyst Perspective

22. The Reporter, Writer and Editor Spin

23. The Copy Editor/Headline Editor SpinThese Balance Out As: “The Published Stories”

25. The amount of added energy put into the process

26. Delivering “proof of story value”/importance to reader

27. Taking advantage of "industry winds”

28. How easy it is for the press to cover the story

29. Clear, well thought-out messaging for each issue and theme

30. The creativity of ongoing “story ideas”

31. The consistency and quality of the messages

33. Like a Good Sandwich, in Messaging Quality Really Does Matter

34. KEY MESSAGES These are the statements we wish to have appear prominently in the media. Therefore, they must be stated easily and frequently during interviews

35. MESSAGING MATRIX Wide Range of Product Areas Differentiators Company ABC Mission Statement Market/Industry Focus Industry Leadership

37. Forwarding looking statements regarding products or market expectation

38. Guarantees of product cost & availability

39. Client engagement details

41. 4 Stay within your own area of competence. 5 Consider that every word you say could end up in print. Sell , but do so softly. Give the perception that your role/goal is to provide a service to the media. 6

42. 7 Assume nothing. Get a feeling for where the journalist stands. Seize the opportunity to make the points you want to make, always returning to your key theme when answering a reporter’s question. 8 9 Keep in mind your primary concern is for your company, its customers and partners.

43. Deny and/or correct misinterpretations firmly and quickly when necessary. 10 11 Keep the journalist’s audience in mind at all times. 12 Know your messages.

44. 13 Don’t speak for others in the industry. 14 Be careful of deliberate provocation by the reporter. 15 Restate leading or rambling questions back to the reporter.

45. DEALING WITH THE PRESS

46. OFF LIMIT QUESTIONS Legal Ongoing legal discussions, or bound by SEC regulations Legal considerations Pending results Proprietary Competitive Proprietary considerations Pending further findings Your Response 1. General Response : "As you know, we are in....” 2. Lead-in To Direct Response: "You've asked a good question, however..." 3. Promise/Future: "I'll be glad to discuss that with you at a later date..."

47. REPORTER QUESTIONING TACTICS Your Response Pigeon Holing Reunite Yourself with Humanity. This question is designed toseparate you and your industry from the rest of humanity. Example: Announcing Something New “Aren’t you just announcing the same initiative as you did last year at this time?” “Not at all. This is an entirely new program. We are constantly investing in programs to advance our equipment and service offerings so perhaps you have this one confused with another but I assure you this is a stand-alone initiative not a rehash of something you’ve heard before.”

48. REPORTER QUESTIONING TACTICS Death or Destruction Your Response Personalise your response to the interviewer and negate any misinterpretations. This question can force you to make a choice between twoequally negative responses. Example: “In today’s belt-tightening environment, it’s hard to believe that incentive exist for companies or governments to appropriate money to explore/develop these new programs. I realize you have to continue pushing these but it’s clearly not a time for extras. You guys havegot to be running out of realistic ideas.” “Actually, energy revenue grew by XX% in the past X years and we are in position to meet the growing demand. The market is expecting lower demand so our mission is to protect our business through, among other things, maintaining customer relationships by focusing on execution and quality.”

49. REPORTER QUESTIONING TACTICS Hit and Run Your Response The reporter’s design here is to state a strong negative and then move on to a very natural topic without giving you any time to refute the opener. Never let a negative comment go unchallenged. Example: “This announcement is premature and only serves to exploit the market condition. Anyway, why don’t you tell me about it – that’s why I came here…” “We can talk about the news in a moment but first, let me explain what our company is all about because I think you’ve misunderstood our position”

51. Accurate

52. Clear

53. Concise

54. Brief

55. MemorableIt ensures that your key messages appear in the story By using bridging techniques, you can re-focus or re-direct the interview to the messages you want to convey

56. TAILORING YOUR RESPONSE Bridging Your Response The reporter may raise a sensitive issue relating to inward investment, staff redundancies or a legal or political issue. Bridging allows you to acknowledge the question and give credibility to the journalist while moving the answer in another direction – your direction. That is why…. This is another example of… Let me expand on that… However, the real issues here is… If we look at the bigger picture… Let me put this into perspective… And what this all means is… If we take a broader perspective…. This is an important point because…

58. They thrive on Negative/Controversial subjects – So Use Caution

59. Stay engaged at all times.

60. Deliver your three messages through short declarative sentences.

61. Be conversational and energetic. The way you say something is as important as the words.

62. Avoid jargon, acronyms and excessive numbers.

63. Assume the camera and/or microphone are always on.

64. Make your body language consistent with your message.

65. Don’t nod unless you are agreeing.

66. Look at the reporter, not the camera.

67. Show and tell. TV is a visual medium.

69. Answer questions outside your specialty

70. Speculate

71. Use jargon throughout the interview

72. Answer “no comment” – sounds defensive

74. Use positive gestures, eye contact, posture, voice, etc…

75. Manage expectations, provide proof, not promises

76. Stay within area of competence

77. Sketch out key messages beforehand

78. Be proactive, not guilty or defensive