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1、Media Training,23 July 2004,Why take media training?,In your role,you are likely to be interviewed by the media because:You have specific news to impart Typically you contact themYou are a known expert in your field Typically they contact youYou have been called on to make a statement-eg in a crisis
2、 Contact may be both waysThe common denominator is NEWS!,What makes a news story?,FirstsNo one has heard about it beforeExtremes-“oh wow!”Big,small,rare,valuableFortune/misfortune-“That couldhave been me.”Big win on Mark SixWars,SarsHuman interestCoincidences,re-union with long-lost relative,What do
3、esnt make a news story?,RecruitmentNews!We have a new CEONoise!Weve hired some marketing/sales peopleRepositioningSays:We got it wrong.Were going to try something else RoadmapsTypically an excuse to re-state the business plan,What doesnt make a news story?,Were a great companyWeve introduced a new v
4、ersion of an old productJoes Auto-repair shop has bought our productWeve opened a new officeWeve promoted a member of staff to an inconsequential position,Preparing to meet the media,Before you meet the mediaAsk yourself if you are the right personCan you talk confidently about your:products/technol
5、ogyfinancial performancecorporate directionWhich aspects of your business are you empowered to discuss?Do you feel that you have had sufficient media training?,Prepare wellGet background on the publication/journalistCheck on questions to expectSet time limitsHave your own agendaReview your FAQsUpdat
6、e yourself on the latest informationPractice your key messagesMaster your soundbitesRemind yourself what to leave out,Preparing to meet the media,Managing your reputation,How you look What you do What you say,=Corporate Reputation,Key messages,Your company is perceived by what you say,what you do an
7、d how you lookYou can control what you say by developing and using key messagesKey messages are simply those 3 or 4 points you want people to rememberKey messages are critical when dealing with the media,Key messages,Key messages will usually describeyour companyyour productyour position on a partic
8、ular issueUse them to steer the media towards the headline you want Repeat them often It takes practice and skill,Key messages,Remember.Reporters have the right to identify what they believe is a good news storyBut you have the right to communicate your key messages as best you can,Key messages,Exam
9、ples.Behr is one of the worlds leading suppliers of automotive air conditioning and engine cooling equipmentWe designed and developed the worlds first 4-zone climate control system in one device individual comfort for the driver,front and rear seat passengers,Soundbites,Soundbites support and add co
10、lour to your key messagesBe brief10 seconds-30 words or lessUse the 5CsClear,Concise,Conversational,Catchy,ColourfulInclude facts,figures,everyday examples and analogies,a great quote,a lively anecdote,3rd party validationUse them wherever possible,in interviews,presentations and quotes“One small st
11、ep for a man,one giant leap for mankind”,Soundbites,Example.Our products can be found in the worlds best-known brands-from the Audi 8 and the new BMW 6 series,to Chryslers Crossfire and the VW GolfOur modern wind tunnels“bring the road into the lab”We can simulate extreme climatic conditions from a
12、freezing winter in Beijing to a tropical summer in Hainan,Key messages/soundbites-Gene Kim,CEO Bamboo,Uses memorable soundbites to underscore key message(offshore software development)The Infosys of China(anchor primed to use this phrase)CMM is like ISO9000 only specific to softwareGood use of facts
13、 and figuresWere 18-24 months ahead of the competitionUS$15 billion marketUS$55 billion by 2006 according to Gartner,Gene Kim,Bamboo,Exercise:ambush technique Pls introduce yourself,your company and what it does in 15 seconds,30 seconds and 60 seconds,Media training,How to handle interviews,Differen
14、t situations,Telephone interviewsShort but can be disconcerting Face-to-face interviews Print-more time,easier to controlTV-short,get messages across quicklyPress conferencesMore people,harder to control,Face to face interviews,Hold in your office for psychological advantageAllow approximately an ho
15、urUse PC,whiteboard,flip charts to explain complex informationPrepare background materials for the reporterDont give a sales pitch,Telephone interviews,Use delaying tacticsSay you are in a meeting/on another callGet the reporters detailsCall back asap with prepared answersAsk how the reporter got yo
16、ur numberAdvise them to go through correct channels eg PR dept/agencyBeware of the“silent”techniqueDont be put off by strange noisesDont be pressured by“deadlines”,Press conferences,Do you really need one?Visiting overseas executivesComplex subjects requiring demoSenior executives presentKeep it sim
17、pleRemember-“less is more”,Vendor conduct at press events,Arrive early and greet the reportersThroughout the event.Be concise and stick to the pointSpeak slowly and clearly but dont patroniseAvoid company,technical jargonAvoid flowery remarksEnd with a Q&A sessionBut dont expect too muchMini-intervi
18、ews after main eventAvoid discussions until all reporters have gone,Media training,Interviews.Roles and Responsibilities,The interview relationship,Your objectives are differentThe journalist wants a good storyYou want to“sell”your product/serviceThe situation is potentially antagonisticBe friendly
19、but not familiarResponsive,cautiousBe open and honestJournalists recognise evasionAim for a mutually rewarding exchange,The interviewers role,Journalist is neutralDont mistake scepticism for hostilityLooking for a story angleInterest in you/your company is limitedDont assume the reporter has prepare
20、dBe ready to help,Interviewer techniques,Fake hostility/charmTelephone trickssilence/noisesInviting agreement“Im sure you agree that.“Awkward questionsAsk them to rephraseNothing is“off the record”,Goal is to create a positive impressionStick to the factsUse figures and examplesStructure responsesAv
21、oid technical jargonDont get sidetrackedDont give a sales pitchDont make inflated claims,The interviewees role,Interviewee techniques,Ask for questions in advanceBut dont insistFaxed answers can reduce being misquotedPrepare your messages in advanceAt the outset,agree on topics to cover“Were here to
22、 talk about.”Then stick to themYou dont have to answer every questionSay“Ill get back to you on that”,Interviewee techniques,Take the initiativeMake an introductory statementFollow up on questions you cant answerTry to get information before reporter leavesFax or send information ASAPBe relaxed but
23、alertNever say things“Off the record”All journalists are newsmen at heartBe prepared to fend off difficult questions,Three interview techniques,Bridging,flagging and hooking,Bridging,Why use the bridge?Avoid tricky questionsDrive your key messagesDirect the flow of questioningPrevent the interview f
24、rom turning into an interrogation,Bridging,“Thats an interesting question but if I could just reiterate what I said earlier.”“But that is only a small part of the picture”“Or another way to look at it is.”“Let me that into perspective.”“However,our research shows.”Thats one way to look at it.”“What
25、most of our clients find.”“Yes,and not only that,but”“No,but let me explain”“The real issue is.”,Flagging,What is flagging?The verbal equivalent of waving a flag to get attentionYour opportunity to bring up your key messagesOpportunity to drop a memorable soundbite into the conversation,Flagging,“Th
26、e main point to remember is.”“There are three key points here,1.2.3.”“The most important thing weve talked about is.”“The best part about”“The most exciting element is”“Whats most important is”“Another thing to remember is”“The key thing is”Nod and emphasise with body language,Bridging/Flagging exer
27、cise,In the US and Europe,air conditioning equipment has long been regarded as environmentally unfriendly because it uses ozone depleting CFCs.Presumably it is easier to get away with this in China where the environment takes a back seat to the relentless pursuit of economic growth?,Bridging/Flaggin
28、g exercise,China is known for its general disregard for intellectual property.Is your business at risk from cheap fakes?,Hooking,How do I hook?Use language to indicate that you have something special or interesting to add,Hooking,“There are even more amazing developments”“Let me explain the intrigui
29、ng background of this”“I can show you some fascinating aspects of”,Hooking exercise,Surely China must be awash with cheaper competitive products.Behr would seem to be a luxury brand,how can you compete?,Interview techniques,Possible pitfalls,Interviewee techniques,Watch out for compound questionsExa
30、mple:“There have been 50 fatalities in the past month.What is the transport dept going to do about safety?”Decouple and answer separately,Compound question exercise,China stepped up efforts to slow growth after its economy expanded by a faster-than-forecast 9.7%last quarter.The government ordered ba
31、nks to halt lending to cement,real estate and other industries.What is the fallout as far as the auto sector is concerned?Is the government meddling or not doing enough?,Interviewee techniques,Dont let a reporter put words in your mouthExample:“So what you are saying is that the programme is a failu
32、re.”“Im saying that while some things have gone wrong,overall we are pleased with results”,Exercise,So what youre really saying is that China tends to look after its home-grown businesses and that the government should do more to attract foreign investment.,Coping with science,Silence is uncomfortab
33、leReporters use this to trick you into further commentParticularly in phone and TV interviewsThe reporter is the one who has to keepthe interview goingStop when you have answered the question,Come preparedKnow the latest company and competitive announcementsRemind yourself of what you cannot discuss
34、Confirm the ground rules at the outsetTiming and contentTake the initiativeMake an introductory statementGet to the pointKeep the ultimate target audience in mindBe truthful and informative,What to say and how to say it,What to say and how to say it,PAUSE Take time to collect your thoughtsLOOK at th
35、e reporterSmile.Let your face radiate interestLISTENConcentrate on whats being saidUSE body languageto confirm,react,supportLook interested.Lean in toward interviewerSTOPwhen youve answered the question,What NOT to Say,Nothing negative about your companyNothing about your competitors(unless asked)No
36、thing about customers(unless agreed)Nothing that might affect share priceNothing outside agreed topicNothing is“off the record”No unsupported statementsNever“No comment”No lies,DONT.Frame your response before youve heard the entire questionBe condescending in the way you speak or actFidget or squirm
37、,avoid eye contactCreate a physical barrier between you and the reporterTake yourself too seriously-project warmth,sinceritySay anything you dont want to see in printGet trapped in dangerous territory.Remember to bridgeAssume the interview is over until ITS OVER!,General“donts”,Concluding the interv
38、iew,45-60 minutes should be enoughInterviewer will end it when he has enough information“Fishing trip”=unsatisfactory answersInterviewee can end it if you have said all you wish to sayAsk if the journalist has enoughMention another appointmentA closed notepad/tape recorder switched off doesnt mean t
39、he interview is over,Presentation technique,Do not present topics with which you are uncomfortableeg if the presentation is technical,make sure that you have the right background to give itKeep presentations short and to the pointDo not use acronyms and arcane language unless you explainKeep visual
40、aids clean and clearLeave time for questions,and be prepared for them,Corporate knowledge,The most frequently asked questions are corporate facts and figuresBefore you present,rehearse:The names and titles of your key executivesYour annual turnoverTodays share price plus the highs and lowsR&D percen
41、tageNumber of staff and locations worldwideAny key recent issues,eg layoffs,Exercise:Print media interview,媒体：中国汽车报背景：中国汽车空调产业因不成熟而存在一些问题，如生产能力过剩导致年产量供大于求等？为此，中国汽车报计划采访在中国的外国汽车空调企业和本地汽车空调企业，了解他们在中国的运营状况，分析中国汽车空调产业的何去何从问题。除Behr外，记者还将采访上海德尔福、法雷奥汽车空调和上海汽车空调配件等公司。,Exercise:Telephone interview,媒体：北京青年报背景
42、：北京青年报接到读者投诉，说宝马车的空调经常出问题。经过与宝马联系，被告知该空调是Behr生产的。该记者想电话采访Behr中国区负责人，了解Behr的产品质量问题。,Media training,Media Overview,Chinese media,2,000+newspapers,9,000+magazines and 3,000+TV stations nationwideConcentrates in Beijing-80%national publications and most automobile publicationsSmall numbers in Shanghai,G
43、uangzhou,Shenzhen and ChengduThere are over 40 trade automobile publicationsMost daily/business publications have automobile pages or regular automobile supplementsPrefer face-to-face meetings(press conferences or interviews)to simple press release distribution,Chinese media,Second-tier cities(capit
44、als of provinces)5-6 major publications,3-4 TV stations,4-5 radio stationsBranches of foreign media and Hong Kong media mainly based in Beijing and Shanghai Most traditional publications have on-line versionsOn-line media like Sina is developing quicklywith China Internet users reaching 33.7 million
45、,Chinese media,Trends:convergence large media groupsFacing new challenges after Chinas entry into WTOForeign/local capital increases investment to China mediaLarge press groups are considering to go public through acquiring a publicly listed company,Chinese media,Chinese translation of press materia
46、ls is still a mustHighly competitive because of increasing numbersThe only way to survive:advertisement In favor of large enterprises,Information management,Big differences among different types of mediaNewspaperMagazineRadioTVInternet/online,Information management,NewspaperTight deadlinesTiming iss
47、ueSingle news angle/topicsMagazineLonger publishing cycleIn-depth reporting and trends-focusedMore professional with rich data and related information,Information management,TV/radioTiming and news value-orientedVisual/audio effectsEmphasis interviewees tone of voice and appearanceSuccinct and point
48、edSmile and pause in answering longer and tough questionsPay attention to your points of view,posture and body language,Information management,Internet/onlineBroad sources of informationSpecial columnFast disseminationChat room,personal website.,The power of the press,Media coverage can make or brea
49、k people and companiesGood relationships with media are essentialMore sympathetic in a crisisEditorial is far more credible than advertising-and its free,Government policy,General issues.Lack of free pressHighly regulatedFront pageOffice openingComment on government policy,.ResultNews definition dif
50、fers from the WestDo not walk on the line,The role of advertising,General issues.Fierce competition for advertisingDominant by major news groupsGuangzhou DailyJiefang DailyNanfang DailyBeijing Daily Government reformNo mandatory subscriptions Government papers needs to be financially sound,.ResultNo
