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MEETING THE MEDIA: The Essentials (B006)

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WHY SHOULD YOU ATTEND?

Media calls are opportunities to promote your company - its initiatives, its products, its services. Yet too often too many corporate spokespeople and executives don't get full value from their media experiences. Whether you're the CEO or have been designated to speak to reporters, the ability to deal effectively with the media in interview situations is vital.

Simply answering the question is not good enough. It may serve the reporter's interests, but does it serve yours? Learn how to move to your agenda. Learn how to get your messages across effectively. Learn how to make the most of your media opportunities by communicating your company more effectively.

This workshop is designed for those who occupy a position where they may, as part of their job, have to be available to media or who would like to expand their professional skills - in fact, even if you're not directly involved with media, the skills and techniques learned here are invaluable when you're presenting, briefing, speaking in meetings or on similar occasions. They can be applied whether the audience is the board, shareholders, the boss, other bosses, colleagues, stakeholders, the public …or members of the media.

WHAT WILL YOU LEARN?

What's news, story selection, coverage drivers, differences between media
The basic Do's and Don'ts of dealing with the media
How to negotiate an interview - how to develop a strategy, prepare and stay in control
Dealing with difficult questions
Giving radio and television interviews

WHAT WILL YOU TAKE AWAY?

Workbook with checklists, how-to procedures/reminders and templates
Exercise hand-outs
Interview tapes

PRINCIPAL INSTRUCTOR

Ian Parker, a former CBC and CTV journalist and producer, and long-time media relations and communications trainer, is a Senior Associate of the Centre for Excellence in Communications and the principal instructor for this workshop. Mr. Parker, well known as a host of CBC's the fifth estate national public affairs show, has many years of experience across all facets of news and current affairs programming and communications. An expert in media and communications training, he has developed and delivered a wide range of courses for business, government and institutional clients in Canada and the United States. Mr. Parker will join with other Centre instructors to provide a dynamic, practical and strategic communications approach to dealing with and communicating through the media.

PROGRAM
8:30 - 8:50 AM	Registration, Introductions and Course Overview
8:50 - 10:00 AM	Media 101: Working with the Media/Negotiating and Preparing for the Interview Media characteristics and operation: overview of radio, television, print media, the Internet. What media want; how they get it; what they do with it when they get it – or don’t get it. Key aspects: media as opportunity; the idea of control; building and maintaining credibility - do’s and don’ts. When the first phone call comes: negotiating the ground rules. Preparing for the interview: getting ready; developing a personal interview plan and interview strategy; avoiding pitfalls: using examples.
10:00 - 10:15 AM	Break
10:15 - 11:15 AM	Exercise: Each participant will “negotiate” the terms of a telephone interview in a recorded conversation with a “reporter.” Playback and feedback identifying strengths and areas for improvement.
11:15 - 12:00 PM	Questions Journalists ask and Dealing with the Difficult Questions Questions that are: direct; vague; partly true; based on erroneous information; emotional; hostile; hypothetical; personal and how to respond. Conflicting agendas: you’ve agreed on what you will talk about but you and the journalist may have different agendas. Techniques for dealing with difficult questions: talking about what you want to talk about.
12:00 - 1:00 PM	Lunch
1:00 - 1:30 PM	Characteristics of Radio and Print Interviews The length and depth of print versus other interviews; the role of the voice and language in radio interviews; the interview plan; tips and techniques
1:30 – 2:45 PM	Exercise: Each participant will undertaker a taped radio interview. Playback and feedback identifying strengths and areas for improvement.
2:45 – 3:00 PM	Break
3:00 - 4:15 PM	The Television Environment and Interview Basics An environment where impressions trump content; attitude; facial expression; body language; dress; hair; etc. Exercise: Each participant will undertaker a taped television interview Playback and feedback identifying strengths and areas for improvement
4:15 - 4:30 PM	Wrap-up and Evaluation