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Media Skills Overview

A perfect way to present the media to may of your staff in one intense session. This is the same material as the full day Effective Media Skills workshop – but without the interviews.

Module 1: Setting the Scene

My qualifications for delivering the training; housekeeping; notes, questions, handouts; outline of the seminar

Module 2: The nature of the media

Similarities between radio, television and newspapers and the differences which affect the way your news is presented to the public; the dramatic changes in the media which will affect your organisation for better and worse; the decline of the printed newspaper and the rise of the internet as a news medium; blogs; SMS; digital advertising and bluetooth; user generated content; the citizen journalist. What is news? Which topics are most newsworthy? Is everyone interested in news? Is anyone?

Module 3: Effective Press Releases

Presenting your news to the media; the vital trick for getting attention. The anatomy of a press release; writing style, tense, headlines, notes to editors, contacts, quotes. Six important tricks of impact. Handling projects. Estimated hit rate.

This is an optional module but most organisations take it.

Module 4: Effective Media Interview Skills

The four cornerstones of success. Why the participant has been chosen for interview; why the media try to avoid the ‘spokesperson’; the three stages of most news stories. Kelly’s Bow Tie strategy – to win every media interview – the trick to deliver messages early. The essential approach to messages. Preparation; taking control of the journalist by asking five important questions; tricks of impact. Delivery – many tricks and considerations including four Golden Guidelines. The magic formula for disaster – providing up to five positive messages in any crisis situation. Responding to opposition; live vs pre-recorded; buying time live.

Preparing for a tv interview. Appearance: dress, hands, eyes, smiling body language – positive and negative. Smiling in bad news.

Reporters Tricks

Twelve or so tricks reporters use to catch people out, confuse them or make them sound foolish. Delivered with antidotes to all tricks.

Towards the end…

A short summary of the key points of the seminar. Distribution of website handouts.

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