dayat dell media training
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Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009TRANSCRIPT
MEDIA TRAINING 101
JJ Davis, Dell Corporate CommunicationsJillian Fisher, Enfatico
November 2009
PROGRAM
Introduction The opportunity Goals How the media works Spokesperson guidelines Do’s and don’ts refresher
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THE OPPORTUNITY
Media are a conduit to: Customers Government Industry Employees
Positive coverage can increase investor and consumer confidence
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MEDIA TRAINING GOALS
Help you take control of interviews
Engage the audience
Express messages clearly and in a compelling way
Deal with the tough questions
See every interview as an opportunity to promote your business
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HOW THE NEWS MEDIA WORKS
“Products” News articles for consumers Audience for advertisers
News stories and pictures motivate audience loyalty
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HOW THE NEWS MEDIA WORKS
News values: Controversy Conflict Drama Characters Nationalism Change, newness
First, biggest, most
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TWO TYPES OF STORIES
Every good business news story has... Characters, conflict, change, controversy, drama
Every good feature story must be… Interesting, informative, creative Seek angles; e.g. trends, profiles, people
The story angle and “visuals” should “play” to the desired medium
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THREE BROAD TYPES OF MEDIA
Business Profit/success, loss/failure Alliances, partnerships, huge contracts General picture
Consumer How does this make my day easier, life better Few details, top line
Trade Industry detail Latest product
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HOW THE MEDIA WORKS
News travels fast Internet, blogs, online services, wire services
Audiences are more deluged than ever with news/info
Shorter stories Less depth Constant hum of news Online reporting feeds other channels Critical deadlines Blogs
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THE SPOKESPERSON’S GUIDE
Dell Confidential
YOUR OFFENSE - KEY MESSAGES
Decide what you MUST get across -- can’t say it all (2-3 most critical) Categorize -- main points, support points State in simple, straightforward form
Listen for opportunities to convey them Target comments to specific audiences OK to repeat key points
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OFFENSE: BUILD YOUR PYRAMIDSupport with evidence (Facts, Figures)
State message (Headline)
Illustrate with examples, analogies
State conclusion first, then explain your rationale.
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THE ROLE OF A SPOKESPERSON
The “face” of the company
Make the company “human”
Engage the audience be responsive, factual, open, informative
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YOUR ROLE
The media wants ‘experts’ who can customize and simplify the messages for their audience
The media wants well-connected, relevant experts
Should not view the media as ‘trusted’ friends but it is important to establish long-term relationships
14Dell
Confidential
INTERVIEW GUIDELINES
Listen Closely Answer the question being asked, do not pre-
empt or volunteer any unnecessary information Address any assumptions implied in the
questions
Pay Attention to Your Body Language Never let them see you sweat
Have a Good Attitude Be positive, confident and enthusiastic
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INTERVIEW DON’TS
Don’t Go Off the Record It doesn’t mean what you think it does
Don’t Repeat a Volatile or Negative Word to Refute Something
You are being baited for a juicy quote
Don’t Feel you Need to Answer Every Question If you don’t know the answer
Don’t be Afraid to Challenge the Reporter’s Assumptions You have the expertise You have the opportunity to educate and to shape the story
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REPORTER TRICKS
Your Best Friend
Leading the Witness It is your responsibility to challenge the
assumptions in the questions
Quiz Show Ask enough general questions to be able to
project specific answers
Silence Don’t feel compelled to fill the silence
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MORE TRICKS
Taking Advantage of Being in Public Reporter’s could be listening anywhere!
Casual Conversation The interview isn’t over until the reporter leaves
the building or hangs up the phone
Broken Record Asking the same questions over and over until
you give an angry or different answer
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GUIDELINE SUMMARY
Know what message you want to deliver
Make it easier for the press to cover your company in a positive manner than a negative one
Be available in good times and in bad
Tap into the PR department/agency expertise
Know your audience
Think of yourself as an educator
Prepare, think in advance and practice
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STORYTELLING
STORYTELLING
You tell a story every time you answer a question
A good storyteller: Paints mental pictures Keeps it short, meaningful Has a beginning and an end Makes a point
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STORYTELLING
In each interview: Build your message
Define your one key point, message Back-up your point
Statistics, facts
Localize it Personal example, analogy
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STARTING THE STORY
Opening salvo Be ready with your first message
Control it from the start “What’s the first question?” “Can I start with an update on what’s new?”
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DEFENSE STRATEGY
Stories are not ads, not 100% favorable
Balance is expected
Expect tough questions Anticipate them, identify vulnerabilities Consider positions on sensitive issues
Strategy for control is two-part: Build your message Block and bridge
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DEFENSE: BLOCK AND BRIDGE
In interviews, listen closely to questions
Try to identify general direction, or essence of tough questions
Respond to the essence of the question, but make your point
Don’t be a “slave” to the question
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DEFENSE: BLOCK AND BRIDGE
BLOCKING– Halting the direction of the interview
BRIDGING– Going from where you are to where to want to be
Frame response in a more broad context or in a narrow context
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DEFENSE: BLOCK AND BRIDGE
Swim into safer waters through the use of “connectors” to bridge
“The real issue here is…” “Let’s look at that another way…” “No. But I can say this about that…” “Like all companies, we…” “If I understand you correctly, I think the question is…” “What we are here to talk about today is…
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INTERVIEW TYPES
HANDLING IN-STUDIO INTERVIEWS
Get to the studio early to get bearings
Talk “over” the mic; let them put it on you
Talk in regular voice during audio check
If makeup is offered, take it
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Reporter probably less informed, little background on subject
Demand short answers
Only use two or three comments
Your first words should be your copy points; state conclusions first
This is a presentation, not a conversation
HANDLING STAND-UP TV INTERVIEWS
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HANDLING PRINT INTERVIEWS
Do your homework
Begin by making major points
Don’t use notes
Set a time limit in advance; and end interview on time
Don’t let the reporter wear you down
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TIPS FOR TELEPHONE INTERVIEWS
If reporter gets through directly, buy prep time; ask if you can call him/her back
Establish time limit up front
Have key messages handy for easy reference
Speak slowly; the reporter is still writing in longhand
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TIPS FOR EMAIL INTERVIEWS
Don’t reply immediately Speak to your PR person/agency if you have one Get the deadline
It’s not a novel Short answers = quotes Long answers = background information
Have someone else read it
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NEVER LET YOUR GUARD DOWN
Watch stray, off-handed comments from beginning to end consequences of getting off key messages can be
unproductive, even dangerous
Assume the mic is always live
No such thing as “off the record”
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INTERVIEW SETTING
Suggest best location to suit the messages/story
Consider brand exposure
If at your office, “reporterize” it Anything confidential Alert colleagues
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NOTES ON APPEARANCE Dress according to the circumstances - business attire for most
interviews
Convey professionalism and authority without being too stuffy
Keep clothing simple - less to fiddle with, nothing too complicated
Watch how you’re sitting or standing when the cameras are on
Avoid reflective or flashy jewelry
Avoid fine stripes or prints
Soft pastel shirts best
Dark jackets usually look good
Men - wear knee-high socks for TV
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IN CONCLUSION
Think about what you want to get across
Convey your messages in impactful ways
State your conclusion first
Block and bridge
Preparation -- remember do’s & don’ts
Practice!
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Congratulations: You’ve Survived Media Training 101
Dell Confidential