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Media training for speakers
If a dog bites a man, that’s not news. News is if a man bites a dog. This phrase is the essence of modern journalism – thirsty for sensationalism and scandalous revelations. Even experienced top managers are often thrown into a cold sweat by the idea of live TV interviews. Speakers are afraid of treacherous interviewers that mock them in front of the whole country asking insidious questions which they do not know the answers to. Even worse, some worry that they will lose control and say something that will make headlines, end their career or destroy their business.
Journalists are neither enemies nor criminals. They just skillfully do their jobs to extract insights that are of interest to their audience. Interviews can really be a trap for some. But they can also be a springboard – if you know media techniques and prepare for every public appearance.
Target audience
Company executives and spokespersons
PR experts and press secretaries who help speakers prepare for interviews
Goals of a media training
Behavior during interviews
Project confident and professional behavior during interviews on television / radio
Answering tough questions
Practice tactics for answering tough questions and provocations while conveying your key messages
Understanding journalists' motives
Understand journalists’ motives and media needs
Enjoying working with camera
Enjoy working with professional interviewers and camera
Programme
How to prepare for a public speech, interview, press conference
Tactics you can practice in answering undesirable or tricky questions from journalists
How to build an effective argument when answering tough and awkward questions
Rules for adhering to the “general line” and delivering your key messages
What to do if the information isn’t available but you need to answer here and now
How to steer a discussion in the right direction, controlling the dialogue
How to handle provocations, tricky questions, accusations
How to avoid topics that cannot be discussed with journalists
Tactics for handling a journalist: When it’s worth reacting to attacks, responding directly or “leading your line”
The basics of rhetoric and non-verbal aspects: How to stand confidently live and at a press conference
Media training is an opportunity for public speakers to improve their professional media interview skills, practice tactics for answering tough questions and provocations while conveying key messages and enjoy working with professional interviewers and camera.
A few important tips for media interviews
Prepare for every interview
You should know what you want to say. Your messages are an anchor that will not allow you to lose the course of the conversation in case of tough questions or provocations. Back your messages up with strong evidence — stories, facts, and statistics.
Don't make excuse
It is not necessary to answer the question in a straightforward manner – evaluate the larger context and give a broader answer. Rephrase a complex question into a simpler one and answer it. One famous movie star was once asked: why do you fall in love only with rich people? She replied: "I love cheerful men, but among the poor they are very rare."
Get rid of negative responses
Answers with the part "no" give an impression that you have something to hide. Instead of saying, "I can not disclose the details of this deal," try: "Our policy only allows us to share information from press releases."
Finish your thought
Your right as a speaker is to finish the sentence. Stop anyone interrupting you. Avoid confusion, answer in a structured way, do not give in to strong emotions.
Warm up before broadcasting
Do articulation gymnastics. Take a deep breath. Look through the news feed to understand what’s going on. Channel your excitement into being more active on air — the camera eats up our energy.
Respect your interlocutor
Remember that your audience is looking at you through the eyes of a journalist. Use simple words, avoid passive constructions. Don't be cocky or overconfident.