Media Skills Training
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Transcript of Media Skills Training
![Page 1: Media Skills Training](https://reader034.fdocuments.net/reader034/viewer/2022050921/5538f30a550346b04c8b48a2/html5/thumbnails/1.jpg)
MEDIA TRAINING
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⏏ 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
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⏏ 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
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⏏ 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’
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⏏ 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
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⏏ 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
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⏏ 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
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⏏ 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
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Do’s and Don’ts cont…
⏏ Understand the news cycle and processes
⏏ Prepare for a negative story
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Why hold interviews?
⏏ To get the message home
⏏ To build relationships
⏏ To educate journalists
⏏ To broaden consumer knowledge
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⏏ 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?
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How to conduct yourself...
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⏏ Take an interest in the journalist first
⏏ Check that your agendas match
⏏ Make your points
⏏ List outstanding actions
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⏏ 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.
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⏏ 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
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⏏ Solid bright colors
⏏ Avoid all white colors or cream
ensembles and busy prints
⏏ Avoid heavy jewelry
⏏ Avoid heavy make up
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⏏ 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
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Qu – Quotability
A – Assertiveness
C – Clarity
K - Knowledge
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⏏ Create a presence
⏏ Make the statement – then explain
⏏ Shorten your points
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⏏ 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
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⏏ Keep it brief
⏏ Avoid jargons
⏏ Give live examples
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⏏ Must know - Your subject
- Your market
- Your competition
- Your industry
- Facts & figures up your sleeve
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⏏ 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