1.9 Why the Media Matters and How to Exploit It - Adam Kertley
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This document provides tips for effectively dealing with the media and preparing for interviews. It emphasizes that interviews are opportunities to deliver specific messages to audiences, not intellectual exercises. Preparation is key - one should research facts, anticipate questions, think from the journalist's perspective, and define the most important points to get across. The document recommends having a firm grasp of one's key messages and supporting them with facts, while also addressing any potential negatives. It advises taking control of interviews by using questions as opportunities to bridge to one's messages, rather than just answering questions. Silence and avoiding "no comment" are also presented as useful techniques.
1.9 Why the Media Matters and How to Exploit It - Adam Kertley
- 1. Adam Kirtley Broadcaster & Journalist Hand Made Productions WHY THE MEDIA MATTERS And how to exploit it!
- 4. The stakes are high Power to enhance Risk of damage Preparation is key
- 5. This is what you’re about!
- 6. Play Prague Video here!
- 15. The Newsroom The Newsroom Ideas Storie s The journalist’ s agenda Producers and reporters Editors Truth & integrity ++
- 16. How to deal with journalists “The press can be an ally. Treat it as such and you’re half way home. Treat it as an adversary and you’ll get what you asked for.” Tom Peters, Independent on Sunday
- 17. What do journalists want? The full story – who, what, why, when, where, how (and how much) To bring a story to life using people who can speak with conviction, humour, passion and humanity – whatever the subject happens to be. To satisfy their audience They want you to answer their questions – especially the difficult ones They want you to get straight to the point, without rambling Change minds
- 18. SHOCK TRUTH ABOUT INTERVIEWS! Exclusive story by Adam Kirtley What is an interview? Most people think of an interview as an intellectual exercise. They are wrong! An interview is not an intellectual exercise; it is simply an opportunity to deliver specific messages to specific audiences through the filter of a journalist. .
- 19. Preparation is key Read up, research and rehearse Be sure of your facts and figures and check with colleagues If you are handling a crisis, be sure of the line to take Think about how your message will be received and understood Remember what it is YOU want to get across. Have a very firm idea in your head of YOUR key points
- 20. Preparation is key continued Look at the story from the journalist’s point of view What is the readership of the newspaper? Has anything been said on the subject by anyone else?
- 21. Practical Tips and Techniques Be calm Be yourself and speak slowly and confidently. Be animated and passionate Don’t expect to tell the whole story Define the most important points ADDRESS THE NEGATIVES Don’t use jargon or long answers
- 22. Why we hate jargon The transition to an on demand digital environment requires a shift to an asset centric approach to media asset management, capturing meta data at the outset of the assets lifecycle. This in turn enables greater movement and sharing of audio and visual material across the BBC to deliver increased exploitation of assets!” That is a real BBC management directive by the way! Or how about these two? A vision of expanding contestability in the delivery of offender services The consultants recommend parallel management matrix approaches Thanks to John Humphreys Beyond words
- 23. Preparing for a print interview If a journalist reaches you unexpectedly, don’t jump straight in Give yourself time to prepare – arrange a time to call back Print interviews can be long – set a time limit NEVER go “off the record” Check the facts – but don’t ask for copy approval Never say “no comment” Flag up potential problems straight away They can’t print what you don’t say!
- 24. Press Interviews Shorthand – your words will be noted in full Get your soundbite in early – helps reporter Subbing – articles edited from bottom up Newspapers can be read many times by many people When you’ve said all you have to say, bring it to a close
- 25. Build your message house The Story Key Message 1 Key Message 2 Key Message 3
- 26. Support the key messages Bring to life with facts and figures Have “proof points” to hand Local examples (case studies) work well Personal examples also work well Remember who you are – YOUR dog or cats home! Brand it! Address the negatives – don’t ignore them! We will think of them for sure!
- 27. BEING INTERVIEWED ON YOUR TERMS NOT THEIRS! PHASE TWO! And the art of building bridges!
- 28. Taking control – bridging You are the one in control – you know 75% more than the interviewer Look at the story from the journalist’s point of view You are not just there to answer questions See each question as a route to a key message Acknowledge the question – don’t ignore it Use a verbal ‘bridge’ to reach a key message Question: Answer Or Question = acknowledgement…verbal bridge…message
- 29. Taking control – bridging I don’t have the precise details about that, but what I do know is… You’re right to ask me that, but first let me say… That’s certainly been an issue in the past, however… I cannot talk about that particular customer/dog/cat etc… but generally what we do is… (zoom out) It’s too early to talk about a national trend, but our experience in our kennel/cattery is….(zoom in) Bridging phrases only help if you know what you want to say
- 30. How to get it Right!
- 31. A WORD TO THE WISE! A wise old owl lived in an oak The more he saw the less he spoke The less he spoke the more he heard. Why can't we all be like that wise old bird?
- 32. “I found out early in life that you never have to explain something you haven’t said.” Calvin Coolidge, US President Silence can be golden: They cannot print what you don’t say
Editor's Notes
- #5: <number> 01/30/15 Media interviews have great power to enhance We are here because media interviews are a very powerful publicity tool Reach large audiences and highly targeted audiences Power to enhance your reputation, spread positive messages, engage audiences When you speak through the media, the message is received with authority, trust and impact (more so than a message delivered by marketing or advertising) BUT Media interviews also have great power to cause trouble You also hand over control of that message the moment you open your mouth Your agenda may conflict with that of the journalist That is why we do media training: to make the most of opportunities and avoid pitfalls People often say afterwards: the interview wasn’t what I expected, or the result wasn’t what I expected. That is because interviews are unusual situations. Unusual because you’re not used to them; also because strange dynamics and rules apply. That is another reason we do media training: to understand the dynamics of an interview: what journalists want, and the games they play
- #6: This is my cat Marjoram!! Remember that this is what you are all about. Now invite a brief response about what people fear. This must be quick, and then go on to the next slide, which shows examples.
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