1.9 why the media matters and how to exploit it - adam kertley
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Broadcaster and JournalistTRANSCRIPT
Adam Kirtley
Broadcaster & JournalistHand Made Productions
WHY THE MEDIA MATTERSAnd how to exploit it!
The stakes are high
Power to enhance Risk of damage Preparation is key
This is what you’re about!
Play Prague Video here!
The Newsroom
The Newsroom
Ideas
Stories
The journalist’s agenda
Producersand reporters
Editors
Truth & integrity ++++
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
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
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.
.
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
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?
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
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
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!
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
Build your message house
Support the key messages
The Story
Key Message
1
Key Message
2
Key Message
3
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!
BEING INTERVIEWED ON YOUR TERMS NOT THEIRS!
PHASE TWO!
And the art of building bridges!
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
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
How to get it Right!
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?
“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