1.9 why the media matters and how to exploit it - adam kertley

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Adam Kirtley Broadcaster & Journalist Hand Made Productions WHY THE MEDIA MATTERS And how to exploit it!

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Broadcaster and Journalist

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Page 1: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

Adam Kirtley

Broadcaster & JournalistHand Made Productions

WHY THE MEDIA MATTERSAnd how to exploit it!

Page 2: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley
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The stakes are high

Power to enhance Risk of damage Preparation is key

Page 5: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

This is what you’re about!

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Play Prague Video here!

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The Newsroom

The Newsroom

Ideas

Stories

The journalist’s agenda

Producersand reporters

Editors

Truth & integrity ++++

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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

Page 17: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

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

Page 18: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

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.

.

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Preparation is keyRead 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

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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?

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Practical Tips and Techniques

Be calmBe yourself and speak slowly and confidently. Be animated and passionateDon’t expect to tell the whole storyDefine the most important pointsADDRESS THE NEGATIVES Don’t use jargon or long answers

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Why we hate jargonThe 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 HumphreysBeyond words

Page 23: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

Preparing for a print interview

If a journalist reaches you unexpectedly, don’t jump straight inGive yourself time to prepare – arrange a time to call backPrint interviews can be long – set a time limitNEVER 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!

Page 24: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

Press InterviewsShorthand – 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

Page 25: 1.9 Why the Media Matters and How to Exploit It - Adam Kertley

Build your message house

Support the key messages

The Story

Key Message

1

Key Message

2

Key Message

3

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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!

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BEING INTERVIEWED ON YOUR TERMS NOT THEIRS!

PHASE TWO!

And the art of building bridges!

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Taking control – bridging

You are the one in control – you know 75% more than the interviewerLook at the story from the journalist’s point of viewYou are not just there to answer questionsSee each question as a route to a key messageAcknowledge the question – don’t ignore itUse a verbal ‘bridge’ to reach a key message

Question: Answer Or

Question = acknowledgement…verbal bridge…message

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Taking control – bridgingI 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

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How to get it Right!

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A WORD TO THE WISE!

A wise old owl lived in an oakThe more he saw the less he spokeThe less he spoke the more he heard.Why can't we all be like that wise old bird? 

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“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