Media Training from Wax Marketing

1. Media Training
September 2, 2015

2. Is it news?
• Why are people interested ?
• How can you make them care?
• How does news impact on your target
audiences?
• Take information about your organization
and tell it in a creative way that makes
people care

3. What makes news?
Hard news Soft news

4. Different types of news
Hard news
• Novelty and change
• Controversy
• Conflict
• Challenge
• Crisis
• Concern
• Problems
• Solutions
• Money
• Business
Soft news
• People
• Emotion
• Fun
• Lifestyle
• Celebrities
• Children
• Humour
• Romance
• Visual stories
• Trends and themes

5. Agenda
• Your rights
• Journalist responsibilities
• Interview preparation
• Interview best practices
• Advanced tools
• Practice

6. Interviewee Rights
• You have the right to decline an interview or find
someone else to do the interview.
• You have the right to take time to think about your
answer.
• You have the right to request PR or another person be
in attendance.
• You have the right to defer a question to someone
else.
• You have the right to not answer a question.
• You have the right to STOP the interview at any time.

7. Responsibilities
The Reporter is responsible for:
• Gathering, getting a story
• Accurate reporting
• Balanced reporting.
Reporters do not care about your name or
mission.
Reporters have little time for research and are
sometimes biased.

8. Preparing for the Interview
• Know the key messages you’d like to include.
• Understand the intent of the interviews.
• Watch/read a couple of the journalist’s
stories.
• Ask for backgrounders.
• Practice your key messages out loud or have
them on a sheet of paper.

9. Whatever you do…
Don’t do this.

10. Expectations
• Expect to be edited. And not always
well.
• Don’t expect to be a huge part of the
story.
• Expect other parties to be quoted.
• Expect that sometimes you don’t get
used at all.

11. Making the Most of an Interview
• Nerves are normal – think of it
as adrenaline.
• Breathe deeply…but not into
the phone!
• Clench your hands or toes ten
times.
• Practice your “friendly face.”

12. Friendly Face?

13. Friendly Face?

14. Friendly Face?

15. Vocal Behavior
• Don’t drink dairy or too much caffeine right
before the interview.
• Be concise and don’t be afraid to pause.
• Speak in a clear voice.
• Learn your tics: um, you know, so
Note: Know your physical habits too.

16. Making the most of the interview
• Shake hands with the reporter.
• Use the interviewer’s first name.
• The moment you meet a reporter, you’re ON.
• Comments meant to be off the cuff may be
used.

17. Phone/Radio Interviews
• Voice is most important tool.
• Be upbeat but don’t rush. Don’t interrupt!
• Don’t be adversarial - friendly but focused
tone.
• Use notes.
• Revise your answer
unless it’s live on air.

18. Television Interviews
• If standing, stand ¾ for best angle.
• Project confidence by standing or sitting TALL.
• Look at the reporter NOT at the camera.
• Maintain eye contact with the reporter at all
times.
• Gesture naturally or keep your hands in one
place.
• Avoid sudden or distracting movements.

19. Making the Best of an Interview
• Bridging
• Rephrasing
• Repeating
• Pauses
• Permission
• Positivity

20. Bridging
• Recognize openings when you can.
• Use bridging to avoid uncomfortable
questions.
• Bridge to your important points
• Yes and in addition…
• I don’t know about that but what I can tell you…
• What’s important to remember…

21. Rephrasing
Start by rephrasing the question when:
• The reporter asks the same question more
than once – he/she wants a different sound
byte.
• When you need some time to answer.
• If you feel they’re putting words in your
mouth.

22. Repeating
• Say name of brand at the beginning of your
answer.
• Repeat the name of name of brand even if you
wouldn’t in normal conversation.
• Repeat the most important key message but not
others.
• Use a repeat if you feel the reporter wasn’t
engaged in your answer.
• Repeat if you feel you might be misconstrued or
misquoted.

23. Pauses
Have energy but DON’T RUSH.
• Pause if you need time to answer.
• Don’t interrupt too soon if the reporter pauses.
• If the reporter interrupts you in a pause, repeat
the entire phrase.
• If the reporter is negative, turn it into a positive.
• End the interview on a positive, upbeat note.

24. Interview DON’TS
• Never lie or exaggerate.
• Never speak off the record.
• Never say “no comment.”
• Never lose your temper.
• Never use jargon .
• Don’t repeat negatives.

25. Rehearsal
• Practice out loud.
• Practice your friendly face in the mirror.
• Role play.
• Practice bridging and dealing with
interruptions.
• Don’t stop if you make mistakes, just calmly
repeat your statement.
• Practice shortening your replies.

26. Talking Points
• Must be conversational.
• Must be concise and contain one point only.
• Must align with core strategy statement.
• Try to pick your top 2-3.
How do they differ from key messages?