Media Training for Professionals

In this module, we will explore what it is journalists are looking for and look at the basics of engaging in interviews.

By the end of this module, you will:

● Understand the value of participating in interviews

● Identify reasons why engaging in interviews is beneficial for you, and

● Understand the concept of News Values and the criteria that determines the newsworthiness of a story.

Notes to remember

• Whether you're the face of a corporation or a pioneer in your field, interviews offer a powerful platform to share your message with the world.

• Understanding what journalists are looking for is a key step towards framing your communication in a way that will inspire them to showcase your work.

• Positive coverage of your work feels good in the short-term, but the real rewards come when media coverage leads to lasting benefits.

Whether you're the face of a corporation or a pioneer in your field, interviews offer a powerful platform to share your message with the world. Positive coverage of your work feels good in the short-term, but the real rewards come when media coverage leads to lasting benefits. Great examples of these are inspiring a donor to give, or impacting policy and industry practices for the better.

In this video, I’ll be talking about news-media, but the same general ideas apply to corporate communications. Journalists operate with specific criteria, often referred to as News Values, to determine if a story is newsworthy or not.

Key 'News Values'

• Timeliness

• Proximity

• Impact

• Prominence

• Human Interest

In this module I will help you understand how to distill your complex ideas into simple, engaging key messages. To do this, we will be using two tactics. The first is an Inverted Pyramid, followed by the Three What’s.

By the end of this module, you will be able to:

● Use an Inverted Pyramid framework to structure your media-friendly key messages, and

● Apply the ‘3 Whats’ framework to further refine your key messages with purpose.

Notes and Tips to Remember:

• The Inverted Pyramid focuses on placing the most fundamental information in the lead of your story, and then arranging the remaining details in descending order.

• The Three What's focuses on the basics: What did you do or find? So What? What is next?

• Use plain language and avoid acronyms, buzzwords, and business jargon.

• Limit key messages to one or two sentences.

• Use specific examples, stories, or metaphors to help explain complex ideas by connecting us with things we already know and understand.

In this module, we will be exploring how you as an interviewee can control your interview. It's not just about answering questions – it's about steering the conversation to convey your messages effectively.

By the end of this module, you will be able to:

• Feel confident staying in control of your key messages

• Spot hardball questions and how to use bridging phrases to deflect them

• And identify the different types of questions you should expectSte

Facing media interviews can be challenging, but with the right techniques, you can stay in control and ensure your key messages are delivered. You can do this most effectively if you are proactive, rather than reactive.

Bridging is a powerful technique that allows you to transition from the interviewer's question to the message you want to tell.

Steps to Remember:

Step 1: Acknowledge

Step 2: Bridge

Step 3: Control

Recognizing the common question types is going to help you maintain control.

Open Ended vs. Closed Ended

Open Ended questions give you the opportunity to elaborate, and provide personal perspectives.

Closed Ended questions can be signaled if your answer could be a 'yes' or a 'no'. Take control and turn these types of questions into open-ended questions.

Tips

• Journalists and filmmakers are not only trained to gather the basics, but to also get to the heart of the matter.

• When in doubt, avoid repeating the interviewer's language.

• Decline to speculate on hypothetical questions, or make it very clear you are only speculating.

• Stay calm and composed if faced with a hardball question, or a question you are unprepared for.

• Use bridging tactics as needed to return to your key message(s).

• Off-the-record questions are rarely off the record: Consider who may have access to a recording and if it could be leaked, taken out of context, or used later by accident.

Key Message Prep & Bridging

In this project, you are going to prepare, and present your key messages.

For your self-directed project, I want you to consider your own communication needs and work through both the Inverted Pyramid, and Three-Whats to develop your key messages. Imagine you are being interviewed by your local news, either radio or tv, in a few days. So, your audience is their audience.

Step 1:

• Begin by selecting a network or station local to you, and a particular program they offer (eg. morning talk radio show, evening radio spot, etc.).

• Start with your research: Who are they, what is their format, what is their typical length, who is their audience, and more.
  

Step 2:

• Prepare your key messages using the Inverted Pyramid document, and Three-Whats document.

• Practice your key-messages, reciting them out-loud to yourself.Consider all the types of questions you might encounter based on what we just covered in module five.

Step 3:

• Record yourself (audio or video, depending on what you selected for Step 1) answering the top three questions on the Example Questions document. If possible, have someone else read the questions to you, one at a time, followed by your answer, as if it were a real interview.

Step 4:

• As with step three, record yourself answering the top two questions on the Hardball Questions document. Remember, use your bridging phrases and remain in control.

Step 5:

• Watch or listen back to your responses!

  
  

If you have time, try it three more times but have the person helping you change it up by randomly select questions from the Example Questions sheet so you don’t know what is coming next.

If you have time, keep doing it again until you’re happy with the results. Practice makes perfect.

In this module, we dive into the various interview formats you may encounter. From video interviews to podcasts, radio, TV and more, this module equips you with the practical knowledge and confidence to succeed in any interview scenario. By understanding the nuances of each format, you will be better prepared to manage technical aspects and know what to expect.

By the end of this module, you will:

• Recognize the different types of media interview formats and what to expect in each.

• Understand the basic technical and logistical considerations to prepare for video, radio, TV, print, and podcast interviews.

Notes to Remember:

• Consider how each unique format may affect your choice of attire.

• If a video crew is coming to you, pay special attention to your environment and what may be seen in the background.

• Ask the Producer in your pre-interview what to expect, for wardrobe guidelines, and any other suggestion they may have so you can prepare accordingly.

• Do not be late. The implications extend beyond simply an inconvenience and can affect your total air-time and future collaborations.

In this module, we explore the power of non-verbal communication such as body language, tone, and pacing to help you connect with your audience.

Key Tips

• Establish Rapport: Start with a warm greeting and genuine smile to build a positive connection.

• Listen Then Respond: Carefully listen to each question and reword it in your answer to clarify context for the audience.

• Offer Soundbites: Use concise, impactful statements (1-2 sentences) to ensure your key messages are easy to understand and share.

• Repeat: Strategically reinforce your main points through the interview to drive your message home.

Non-Verbal Communication Tips

• Body Language: Maintain good posture, make eye contact, and match your energy to the tone of the interview.

• Embrace Silence: If the interview is not live, use pauses to gather your thoughts instead of rushing your answers.

• Stay Calm: If faced with tough questions, breathe deeply, stay composed, and respond with confidence.

• Smile & Have Fun: Enjoy the process! A smile makes you more relatable, especially when addressing general audiences.

Congratulations, everyone! You've successfully completed Media Training for Professionals.

It's been a rewarding journey, and I'm so proud that you've taken the time out of your schedules to learn a new skill or two.

Before you go, I encourage you to download all the materials from the course. I will have them all linked below. These will be valuable resources as you continue to refine your media skills.

Also, dont forget to connect with me on social media!

Remember:

• Practice Makes Perfect. The more you practice, the more naturally these techniques will come to you.

• Watch and Listen. Moving forward, pay attention to other interviews and how interviewers use hardball questions, observe if and how bridging phrases are used, and notice the different formats of interviews - from double-enders to news reports, and beyond.

• Less is more. Most of the time, interviewers are looking for short, concise, impactful messages. This makes them easy to understand, easy to share, and easy to edit.

• Consider your audience. Whatever you do, make sure you speak in plain language that is easy for a lay-audience to understand. Avoid business jargon, avoid acronyms, and use a story to help connect and relate.