Work, Work, Workshops
OK - you've learnt the Media Training basics. The thought of an interview probably makes you break out into a cold sweat, but you pretty much understand the rules of engagement. You're also uncomfortably aware that once you say something, it's out there and can't be taken back. There's no second shot.
So - can you afford to be complacent about facing the media? It's like asking an Olympic medal-winning athlete if they should stop sharpening their skills for the next Olympic Games.
In these tough economic times, if being ready is the secret to success, ask yourself this question: Are you honestly prepared to address shareholders, the public and hard-core journalists?
In the Firing Line is a highly interactive communications intervention that will boost your confidence and go a long way in equipping you to handle any issue-based interaction with the media, taking the basics of Media Skills Training to a much higher level.
The programme focuses on the client's particular issues and throws the spotlight on the following core segments:
Relationships: Local and National Media Vive la Différence!
There's a huge difference between the local and national media. Locally – newspapers, radio and TV stations depend on people like you to fill their pages and screens with local human interest. But national journalists are likely to ride roughshod over your feelings and sensitivities to get the sharpest angle and the best picture. It's a jungle out there!
Understanding the difference between local and national media involves building rapport with the key media representatives. Good relationships with journalists mean you'll be better able to handle the tougher interviews with confidence, and whack those 'curved ball' questions!
Topics to be highlighted during this segment include:
- Building key relationships with select media
- Maintaining contact
- Knowing your media : Monitoring, strategies and relationships
Dealing with difficult interviews
The phone rings, and out of the blue a journalist is on the line asking you some tricky questions about your company's activities. How do you handle it? How do you make your point in responding to adversarial and aggressive questions? Your company's reputation could depend on your answers. Nerve-wracking, right?
An interview with the media around controversial issues can be extremely daunting. Clear thought, adequate preparation and the effective use of sound communication skills, all help to make the experience less intimidating.
- Here we'll deal with:
- Establishing the ground rules
- Preparing your key messages
- Identifying with the audience
- How to use facts and figures
- Coping 'under fire'
- Effective damage limitation techniques
- What to say – and what not to say
Tackling the challenges from the news media:
The media report news in swift brush strokes, rather than in depth and in detail. For negative news, the story line often follows the 'heroes, villains and victims' pattern. This leaves the media in what some see as the rather dubious role of watchdogs or champions.
In a tussle between any kind of bureaucracy and the public, the news media - especially the popular media - will take up the cudgels on the public's behalf.
Understanding the news media will equip you to handle the barrage of challenges they throw at you.
Core topics to help you understand the news media include:
- News integrity
- News angles
- Human interest and how to use it
- Finding creative ways to 'market' your organisation to the media
The message of this coaching programme is a simple one: The media may provide you with an enormous opportunity to get your message across to the right audience, and if you don't recognise and exploit this situation - your rivals probably will.
This is no off-the-shelf course: it's personal, practical, intensive customised coaching that is above all – relevant.
