Media training and interview prep for consulting client
- 1. MEDIA TRAINING 101 Media Training Guidance: Tips of the Trade Working with the Media and Interview Readiness (Consulting Client Training) Lauren Raguzin lraguzin123@gmail.com www.linkedin.com/in/laurenraguzin @laurenraguzin Follow me! THE DO’s and DON’T’s 1
- 2. WHY TALK TO THE MEDIA? 2 Obligation to various stakeholders to keep them informed Public has a right / need to know about key issues Opportunity to tell your company’s story Most important you must be “RELEVANT” and messaging “newsworthy.”
- 3. 3 Message Development Practice before interview, be natural and not scripted. Don’t be a “talking head.” Know the key messages you want communicated and understood. Be consistent! Don’t Wing It! Interview Readiness Be personable, develop a rapport. Be natural, genuine, conversational. Be a confident storyteller! Delivery PREPARATION EQUALS SUCCESS
- 4. 4 Know Your Story Why Does Your Story Matter? Control the Narrative HOW TO TELL YOUR STORY Develop 3 messages, be sure to provide anecdotal examples and ensure what you share will resonate with the reporter! News for Them not You! Ensure your story is relevant, show your passion, if you can make it personal, find an emotional connection that will resonate with the public. Good Stories Have an Emotional Connection! Don’t let the interviewer control the interview. You control the message, don’t directly answer a question--answer in your own words with clarity and consistent messaging. You can control the narrative!
- 5. 5 UMBRELLA MESSAGE MAPPING: 1, 2, 3 Area of Concern Key Message 1 Key Message 2 Key Message 3 SF1 SF2 SF3 SF1 SF2 SF3 SF1 SF2 SF3
- 6. 6 Know the Media Read What they Write About Reporter Etiquette MEDIA RELATIONSHIPS MATTER Build rapport; do your homework find a common passion you may share with the interviewer (follow them on Twitter and LinkedIn (follow not stalk.) Be come a trusted media resource! Get background on the journalist and the media outlet, look at past interviews to get a sense of his interviewing style. Utilize PR tools (Cision, Gorkana, etc.) Know their style, do they prefer email? Twitter DM? Do your homework before pitching them! What is the focus of the piece? Trend story, specific to theme not industry specific? Important: What is the deadline? Who else will be in part of story? (Competitors) Cultivate relationships so they call you in the future?
- 7. 7 SME Expertise Read What they Write About Messaging Clarity BEING A CREDIBLE SOURCE Deliver credible and newsworthy information or public and reporter not your company. Use techniques to enhance interview (storytelling, data, industry analyst referrals for detail) Do your homework before pitching them! Speak as an expert (or if you aren’t one put reporter in touch with someone who is.) Represent your company as an “influencer” and “expert” on subject matter (give them access to senior executive) Be a valuable and trusted resource! Stay on point with your messaging; you don’t need to answer every question, ensure however your messaging answers the question but you control the narrative. Follow Message Mapping technique it works! Practice, take time to prepare. Engage reporter and don’t read from a Q&A they will know!
- 8. 8 Tips for the Interview Be Present and Engaged Interviewing Response Phrases MASTERING AN INTERVIEW The key thing to remember is….. The most important issue is….. I can tell you that….. Here is what it comes down to…… Our primary goal is…. We anticipate that….. Insert you Message Mapping with These! Take Control – don’t wait for the “right” question Turn Negatives into Positives – never repeat the reporter’s negative language, focus on positive messaging “don’t feed the beast.” Be in Control! Show interest and always “listen” before responding. Ensure you are not multi-tasking and focused, if you are not reporter may catch you “off-guard” be present! Follow up if you commit to doing so. Attentive Listening is Your Friend!
- 9. 9 Closing Interview Phrases Next Steps What Not to Say in Closing INTERVIEW WRAP UP So when can I see the article before printed—what you can say, if you need anything else of fact checking, please reach out! Please don’t take my quotes out of context—instead we talked about quite a bit don’t hesitate to reach out if you need clarification before finalizing your piece. Media Etiquette Matters If you didn’t make your case try these: …and let me add… …what you should know… …the important thing to remember is… …what I can tell you is…. Message, Message, Message Express your interest in staying in touch; offer to be a source on industry related stories (thought leadership) Ensure reporter has everything they need, if you offered to follow up—make sure you do and don’t miss their deadline! Demonstrate You are True to Your Word