1. Media training Ilona van den Brink and Michel van Baal December 2013November 2012

2. Who are you? What media experience do you have? What do you expect from today?| 2 3. Publicity strategy Purpose Target audience Message MediaWho exactly do you want to reach? What do you want to tell them? What do you want them to do with that information? And how do you best package and send it?| 3 4. Which media? Radio and TV NEWS/CURRENT AFFAIRS Editor -> presenter/reporter. SCIENCE PROGRAMMES Background. Print Newspapers (journalist -> editor -> sub-editor). Opinion pieces (you are the author). Professional journals (read by other professionals in your field). Online Websites. Social media (Twitter, LinkedIn, blogs ). TU Delft YouTube channel. | 5. Target audience National/politicians/businesspeople Regional/local Professional colleagues/specific groupsStudents| 5 6. Interview round 1| 7. Control Sympathy| 7 8. Example: Rob Ford| 8 9. Example: Quantas| 9 10. And then the phone rings... Take CONTROL! Why is the journalist calling? What medium do they represent? What do they want from you (background information, an interview...)? When is the piece going to be published/broadcast? When, where and how do they want to interview you? On the phone or in person? Who else is being interviewed? How can you contact the journalist? Ask for time to think and prepare, and say you will call back. Journalists are always in a hurry, but insist on your right to preparation time! | 10 11. 1. Preparations Negotiate! You have something to say, but the journalist probably wants to hear something different. Try to reach a compromise. Set yourself boundaries, and keep to them. Beware: what you say during your preparations or negotiations could also be quoted. Consider who can best talk about your project. For TV/radio... Presentable? Neutral voice? Concise and to-the-point? For TV: can your story be presented in a visual manner? | 11 12. Talking Carrot| 12 13. Example Richard Nixon: I am not a crook Virgiel: This really isnt torture or anything like that Republicans: Tax cut-> Tax relief For more: George Lakeoff, Dont Think of an Elephant! Hans de Bruijn, Framing| 13 14. The interview Bridges Let me give you an example... For example, our project has always Let me explain how we deal with that. To answer your question, I first need to Thats a good question. As far as thats concerned...| 14 15. Interview round 2| 16. Once you have agreed... Preparations Formulate your core messages two or three only. Establish the five Ws: who, what, where, when, why. The sixth W: wow! Know what you want to say. And what you dont. Come up with appealing examples and/or comparisons. Check out the journalist and their medium know.| 16 17. The interview Take CONTROL Get to the core message as quickly as possible. Stick to your message, and repeat it if you have to. Keep your story easy to understand. Dont use jargon. Dont give too much information. Be patient. Separate facts from opinions. Always be honest. Dont be afraid of silences. YOU decide what you say! Techniques: ping pong; BRIDGES!! (Practise them!) | 17 18. Core messageExercise: formulate two or three core messages.What do you want the viewer/listener to remember tomorrow?| 18 19. Interview round 3| 20. Difficult questions Never, ever avoid the question! Instead, draw the journalist into your problem. Stay calm, honest and positive! Take your time. NEVER say No comment. Give an answer. DONT laugh. Deflect suggestive questions! But DONT repeat negative words. Use safe sentences (bridge/key message) Beware of friendly journalists. Remember: theyre doing their job!| 20 21. 3. And finally... - Has everything been said and asked? - Is any additional material needed? - Trust the journalist to do their job properly. - Offer to correct any factual inaccuracies. - It is hardly ever possible to see the final edited version before broadcast/publication. - How will you be captioned (name, title)? - If you want to see something changed, make a friendly suggestion. - You cannot veto broadcast/publication! Interview done?? Phew But beware: thats when the biggest mistakes are made. | 21 22. Rectification Is rectification really necessary? What can be done? Change to the website Published correction, etc. Complaint to the editor. Letter for publication. Netherlands Press Council. Legal action. Boycott.| 22 23. Clippings| 23 24. TU Delft contacts Michel van Baal Press Officer / TU Delft Spokesperson Tel: 015 278 5454 Mobile: 06 140 156 99 E-mail: M.vanBaal@tudelft.nl Ilona van den Brink Press Officer Tel: 015 278 4259 Mobile: 06 81 833 671 E-mail: I.vandenBrink@tudelft.nl Evenings/weekends: tel. 015 278 7000.| 24