December 8, 2014
MEDIA TRAINING MEDIA TRAINING | December 8, 2014
The Reporter Mindset What’s Important?
MEDIA TRAINING | December 8, 2014
Pitching a Story The Do’s and Don’ts
Do’s
• Accuracy • Develop relationships • Develop compelling subject lines • Sunday to Wednesday they work 10 hour shifts. Send it during the day; Monday - Friday.
Don’ts
• Do not infringe photo copyright laws • Do not call in late afternoon • Do not make a general subject • Do not lie or over exaggerate.
MEDIA TRAINING | December 8, 2014
Key Takeaways • Be respectful of their time • Make sure pitches are timely, relevant & interesting • Know the type of reporter you are sending the pitch to and how they prefer pitches & follow ups • Know their work and the stories they’ve covered before • Subject lines must stop them in their tracks • Always be honest, your reputation & theirs is on the line • Being original and out of the ordinary it’s what makes the news MEDIA TRAINING | December 8, 2014
Anatomy of an Interview WWSB ABC 7 News: Chalk Festival 2014 http://www.clipsyndicate.com/video/play/5063369
MEDIA TRAINING | December 8, 2014
Message Map Key Message:
2-3 Supporting Messages:
Story/Anecdote:
MEDIA TRAINING | December 8, 2014
Brainstorming the Key Message • • • • • •
Who am I trying to reach? What will they take away? Why does the audience care? Can my message be easily understood? Would I be persuaded to believe it? Where do I want my audience to go?
MEDIA TRAINING | December 8, 2014
Developing Your Key Message • The message should work to accomplish a goal • The message should be appropriate for all audiences Tip: Use Concise, Simple, Straightforward Language
MEDIA TRAINING | December 8, 2014
Message Map Key Message:
At Starbucks we encourage employees to show their tattoos 2-3 Supporting Messages:
Story/Anecdote:
MEDIA TRAINING | December 8, 2014
Supporting Messages • Great examples include things such as facts, statistics and analogies to further communicate the key message • Use positive words & memorable phrases. Repetition is always helpful
MEDIA TRAINING | December 8, 2014
Message Map Key Message:
At Starbucks we encourage employees to show their tattoos 2-3 Supporting Messages: Tattoos are a form of
More than 20% of our stores
We want to challenge old-
self-expression
requested the change
fashioned hiring inhibitions
Story/Anecdote:
MEDIA TRAINING | December 8, 2014
Stories/Anecdotes • Supports the supporting messages • Use these stories to tie everything together with emotion • Make the story/anecdote relatable to you, your audience and your message
MEDIA TRAINING | December 8, 2014
Message Map Key Message:
At Starbucks we encourage employees to show their tattoos 2-3 Supporting Messages: Tattoos are a form of
More than 20% of our stores
We want to challenge old-
self-expression
requested the change
fashioned hiring inhibitions
Story/Anecdote: Christina’s been working at a Seattle Starbucks for 5 years and just got a tattoo to celebrate her love for the Spotted Owl. It’s an
Many of us remember a time when women needed their legs
endangered animal she spends her weekends training, and she is
covered with pantyhose. Or when more than one earring would
proud of her tattoo. We decided it was silly to make her cover up
need to be removed. We all have our stories. But times change
something she was so proud of. When she got the news she cried.
and we needed to as well.
She feels like we now value who she is and what’s important to her.
MEDIA TRAINING | December 8, 2014
Message Delivery http://youtu.be/8v_qwab5rmA
MEDIA TRAINING | December 8, 2014
Your Turn!
MEDIA TRAINING | December 8, 2014
Message Map for Steep Theatre Co. Key Message:
2-3 Supporting Messages:
Story/Anecdote:
MEDIA TRAINING | December 8, 2014
– Break –
MEDIA TRAINING | December 8, 2014
Tape Review: The Bad Example
https://www.youtube.com/watch?v=_wsde7yjK3A
MEDIA TRAINING | December 8, 2014
How To Make Sure Your Message Survives The Editing Process –5 Key Tips–
MEDIA TRAINING | December 8, 2014
#1 “Do’s” of the Interview Process • • • • • •
Be yourself! Be aware of your surroundings Understand that nothing is off the record Tell the truth Use everyday language Be a friend to the reporter
MEDIA TRAINING | December 8, 2014
#2 “Don’ts” of the Interview Process • • • •
Repeat the negative Say “No Comment” Dodge questions Lie
MEDIA TRAINING | December 8, 2014
#3 Bridging • Bridging redirects the answer to deliver your key messages via “connectors” “I can’t comment on that, but what I can tell you is…”
“I don’t have that informaJon at this Jme, but what you should know is…”
“For instance…” “I want to emphasize…”
“However…”
MEDIA TRAINING | December 8, 2014
#4 Flagging • What you want the reporter to take away from your interview • Key message
MEDIA TRAINING | December 8, 2014
#5 Practice, Practice, Practice • Anticipate questions – use your message map • Cover controversial areas ahead of time • Review and perfect your key messages • “The most important thing to remember is…” • Preparedness and relationships are key to success! MEDIA TRAINING | December 8, 2014
Tape Review: The Good Example
https://www.youtube.com/watch?v=_wsde7yjK3A
MEDIA TRAINING | December 8, 2014
Nonverbal Tactics • Posture
Sit up straight and slightly forward
• Eye contact
Maintain, but don’t stare
• Find reasons to smile
Also, smile with your eyes
• Subtle gestures
Gesture with purpose
• Face interviewer MEDIA TRAINING | December 8, 2014
Vocal Tactics • Answer with confidence Avoid delivering answers as questions
• Conversational
Remember, it’s a football conversation
• Pauses > Fillers
MEDIA TRAINING | December 8, 2014
Table Scenario #1: The Friendly Interview
WGN is doing a segment on entertainment options around Chicago that are budget friendly. They have decided to reach out to Steep Theatre to share more about their shows and the affordability of their tickets.
MEDIA TRAINING | December 8, 2014
Hostile Interview Situation: Val Warner from Windy City Live (WCL) is covering Chicago Theater Week. She is interviewing local Chicagoland storefront theaters and their ability to compete with larger (equity) theaters. WCL would like to include Steep Theater in this segment. MEDIA TRAINING | December 8, 2014
Strategic Media Relations Fall 2014
The following individuals played an integral role in the production, collaboration, and presentation of Steep Theatre Co.’s media training: Instructor: Anne Marie Mitchell Jasmyne Chambers Peter Crifase Stephen Elias Cynthia Garcia Nicole Guerrero Kevin Koerner Joon Lee Kelly Minx Alyson Ramsey
Juliana Reuter Haley Robles Melissa Rojas Lawrence Stewart Kayla Tricaso Kathryn Walters Elizabeth Wycklendt Nicole Yiakos Holly Moffitt
MEDIA TRAINING | December 8, 2014
THANK YOU! MEDIA TRAINING | December 8, 2014