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The Media Training Bible 101 Things You Absolutely Positvely Need to Know Before Your Next Interview von Phillips, Brad (eBook)

  • Erscheinungsdatum: 08.01.2013
  • Verlag: SpeakGood Press
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The Media Training Bible

Delivering an effective media interview today is more challenging than ever before. Today's media spokesperson must compete with shrinking audience attention spans, cope with social media overload, and confront sensationalized reporting. Given those challenges, how can you create positive messages that cut through the noise and motivate your audiences? How can you respond to difficult questions in a confident manner that increases your credibility? And how can you navigate your company through a media crisis so it becomes a mere blip instead of a reputation-destroying disaster? Brad Phillips, one of the world's top media trainers, will lead you through an engaging mix of 101 two-page lessons, three dozen real-life case studies, and several hands-on exercises. He will teach you how to become an effective media spokesperson, eliminate your fear, build your brand, and enhance your reputation. You will learn how to: - Master the ground rules for working with reporters - Create memorable media messages - Support your message with media-friendly stories, statistics, and sound bites - Deliver a winning interview - Answer tough questions - Adjust your approach for print, radio, television, and social media - Use positive body language that reinforces your message - Dress for television - Prepare for and manage a media crisis One of the most comprehensive and well-organized books ever published on the topic, The Media Training Bible will prepare you for today's media culture, in which a tweet can become newsworthy and a news interview can become tweet-worthy.


    Format: ePUB
    Kopierschutz: none
    Seitenzahl: 256
    Erscheinungsdatum: 08.01.2013
    Sprache: Englisch
    ISBN: 9780988322011
    Verlag: SpeakGood Press
    Größe: 1872kBytes
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The Media Training Bible


"Journalists are accused of being lapdogs when they don't ask the hard questions, but then accused of being rude when they do. Good thing we have tough hides."

- Gwen Ifill, Journalist


Every day, I receive phone calls from potential new clients seeking media training.

When I ask what concerns prompted their calls, they almost always say the same things: "We're not good at getting our messages across," or, "I tend to say too much, and I'm afraid the audience isn't getting my point," or, "I'm terrified of going on television, but it's my responsibility as the executive director to do so."

Toward the end of the conversation, many callers ask - often skeptically - whether we can help. They wonder whether a day of media training can truly make them feel more confident and in control during an interview.

It can.

I often ask the callers to rate their media skills on a scale of 1 to 10. If they score themselves a 5, I tell them they can become a 7 in just one day of training. Our clients regularly leap a couple of notches in just a few hours simply by learning how to identify and focus on the areas that most impede their effectiveness. By removing their own roadblocks, budding spokespersons experience noticeable, often dramatic, and occasionally shocking growth.

My goal for this book is to help you achieve the same growth without me being there in person (and for thousands of dollars less than we charge our private clients). You really can go from a 5 to a 7 - or whatever your equivalent - simply by reading this book. And I wouldn't be surprised if you jumped more than two notches, but I'd rather under-promise and over-deliver.

Almost everyone we work with has the capacity to improve, no matter how great their challenges. It's true that some people are born with the tremendous gift of being captivating communicators, but that's not the case for most people you see on television. They blew an interview or two early on and suffered a few media missteps along the way. But they stuck with it, nurtured their communications skills, adjusted their approaches, and improved over time.

You can too.

Great spokespersons know that it doesn't matter if you stumble over a few words once in a while or lose your train of thought on occasion. You don't have to be perfect - in fact, the public often regards "perfect" spokespersons as slick and inauthentic. If you're a perfectionist, I'm going to ask you to try your hardest to abandon your perfectionism - it will only get in your way and inhibit your most effective self from stepping forward.

You may be pleasantly surprised to learn that you already share some traits with the world's most gifted spokespersons. Most of the greats, regardless of personal style, ideology, or cause, have the following six traits in common:

First, they're authentic. The audience may not agree with their perspectives, but viewers can tell that the spokespersons genuinely believe in their own messages.

Second, they're natural. The best spokespersons are the ones the public perceives as being the same person on camera as off, the same in a television studio as in their living room. They're the spokespersons who bring the same passion to their interviews that they express privately when discussing similar topics with their friends.

Third, they're flexible. They know that breaking news, technical issues, or a shifting storyline can change the nature of their interview with little notice. They know that rolling with the changes, maintaining their composure, and displaying a touch of humor - where appropriate - will enhance th

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