MEDIATRAINING PARTICIPATION HANDBOOK
2015
COMMUNICATIONS WITH HEART
Contents
2 / COMMUNICATIONS
04 05 06 07
Professionalsm Personal vs Company 10 Golden Truths Key Messages 2019 PRESIDENTIAL ELECTION PREPARATIONS
MEDIA TRAINING PARTICIPATION HANDBOOK
COMMUNICATIONS
WITH HEART
08 11 12 14
Key Messages In Use Your 10 Media “BILL OF RIGHTS” Interview Do’s & Dont’s Be Prepared PREPARATION
16 18 19 20
7 STEPS For Effective News Conference CRISIS Communication Non-Verbal Basics MEDIA TRICKS THE 8 Deadly Questions and “Friends” 40 Techniques for Dealing with The Media www.klirkom.com / 3
COMMUNICATIONS WITH HEART
Professionalsm NOT OK
NOT OK
SENSITIVE
SENSITIVE
OK
OK
YOURSELF/ PERSONAL
4 / professionalism
COMPANY
MEDIA TRAINING PARTICIPATION HANDBOOK
10 Golden Truths 1. Be natural. 2. Watch your mouth (literally). 3. Safety gear is your CAP. 4. Don’t memorize your Q&A answers. 5. The less the better. 6. There is always something to say. 7. You are not there to answer questions. 8. Interviews are not scary. 9. Know your audience. 10. Key messages are the priority.
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COMMUNICATIONS WITH HEART
Key Messages 1. General Answer (but exactly what we want) 2. Develops one voice 3. Needs you to “Prove it” 4. Must be repeated 5. Are tailored 6. Must permeate all communications 7. Simple, understandable, jargon free
6 / Key Messages
MEDIA TRAINING PARTICIPATION HANDBOOK
2019 PRESIDENTIAL ELECTION PREPARATIONS 1. How old are you? 2. What is your educational background? 3. What kind of experience do you have? 4. What do you feel about the environment? 5. What color is the sky? www.klirkom.com / 7
COMMUNICATIONS WITH HEART
Key Messages In Use
1. Bridge Example:
ANSWER I don’t know… Yes, that’s true… It’s more complex… That’s why… That was then…
8 / Key Messages In Use
BRIDGE
COMMUNICATE
What I do know… And in addition… Let me explain… Which leads me to… But now…
KEY MESSAGE KEY MESSAGE KEY MESSAGE KEY MESSAGE KEY MESSAGE
MEDIA TRAINING PARTICIPATION HANDBOOK
2. Flagging Example: “The most important fact is…” “Basically, …” “Here are the issues …” “There are three things to remember…” “We should never forget that…”
3. Marking Example: Mark the beginning and end of your interview “I would like to start by saying...” “Thank you for this opportunity to allow me to get the message across that…” “I summarize by saying...” “Remember what I said in the beginning…” “I have answered that. What we need to focus before we end is that…”
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COMMUNICATIONS WITH HEART
Just like a penalty
shootout 10 / BILL OF RIGHTS
MEDIA TRAINING PARTICIPATION HANDBOOK
Your 10 Media
“BILL OF RIGHTS” 1. You have the right to be comfortable and not under glaring lights. 2. You have the right to choose the interview location. 3. You have the right to set the time of the interview. 4. You have the right to set the “ground rules” for the reporter. 5. You have the right to tell “your story” the way you want it to appear. 6. You have the right to challenge incorrect information advanced by the reporter. 7. You have the right to provide background information - a fact sheet - on the subject. 8. You have the right to end the interview at a time of your choosing. 9. You have the right to stick to the topic that the reporter came to talk about. 10. You have the right to express yourself without the fear of rapidfire questions or constant interruptions.
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COMMUNICATIONS WITH HEART
Interview Do’s
12 / interview do’s & dont’s
MEDIA TRAINING PARTICIPATION HANDBOOK
& Dont’s
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COMMUNICATIONS WITH HEART
Be Prepared 1. Know your Key Messages 2. Know facts to support Key Messages 3. Needs you to “Prove it” 4. Omniscience is rare 5. Stimulate accurate understanding 14 / Be Prepared
MEDIA TRAINING PARTICIPATION HANDBOOK
PREPARATION A. BEFORE THE MEET 1.
Eat first (unless meeting at restaurant) •
Avoid caffeine
•
Avoid dairy products
•
Water, no ice
2. Dress conservatively 3. Avoid bright colors, tweeds, checks 4. Prepare your thoughts 5. Be conscious of bad habits •
Unnecessary adjustment of clothes
•
Umms and ahhhhs
•
Excessive gesticulation
•
No finger toys (pens, paper, rings, watch)
•
Restlessness
•
Face touching
6. Be aware of microphone and open microphone
B. DURING THE MEET
Use the Four C’s: 1.
Cool
2. Concise 3. Conversational 4. Catchy
C. POST MEETING 1.
Post meeting time risky for unwary (REMEMBER THE OPEN MICROPHONE)
2. Tendency to relax and let your guard down
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COMMUNICATIONS WITH HEART
7 STEPS For Effective News Conference 1. Be Prepared. Assemble a list of all questions that you think you may be asked. Remember how to use your management staff to practice these questions and bridge to positive themes, all ina short time frame. Remember your audience at all times, and think of “how” you are presenting the material.
2. Listen. You need to listen, carefully. Listen with your face; remember, you are getting “face time” while the questions are being asked. Look alert and be alert, both physically and mentally. Make the person asking the question feel you are genuinely interested and want to answer his or her question.
3. Clarify. Never answer a questions you are not sure of. Do not be embarrassed to simply say, “I’m sorry, but I’m not sure exactly what your question is, would you mind clarifying it?” Or try “Maybe if you are more specific, I can answer your question.”
16 / 6 STEPS For Effective News Conference
MEDIA TRAINING PARTICIPATION HANDBOOK
4. Offer a short, direct reply. Remember your “bridging” techniques and use them in your responses. Never repeat a negative in the question that may have been asked such as, “I don’t think it’s a question” part of your responses, only the “fraud on your part”. The more direct, concise, complete, and conversational your answer, the more forthright and “out front” of your image will be with the audience.
5. Provide fact sheets whenever possible. Your answer may not be enough to satisfy the audience. While keeping your vocal answer brief, remind your audience that you have more information for them in the way of a “fact sheet” that will be handed out after the news conference.
6. Set your time for Q&A Remember, you control the length of the news conference, not the media. If they ask the same question again, simply say, “I think I’ve answered that on. Do you have anything else?” You will have a very good sense of when it is time to conclude. Simply thank the media for coming and leave the stage.
7. Plan your exit. Indonesian media will rarely ask questions during the Q&A session and instead try to ask you ‘face to face’ once the press conference is over.
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COMMUNICATIONS WITH HEART
CRISIS Communication 1. Concern 2. Action 3. Perspective
Non-Verbal Basics 1. Open is best 2. Closed is bad 3. Use eye contact 4. Use different hand gestures 5. Be aware of what you wear
18 / CRISIS Communication
MEDIA TRAINING PARTICIPATION HANDBOOK
MEDIA TRICKS THE 8 Deadly Questions and “Friends” 1. Interrupting 2. Speculation 3. Dubious questioning 4. False choice 5. Paraphrasing 6. Multiple questioning 7. Cast iron guarantee 8. Comparison + Good friends
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COMMUNICATIONS WITH HEART
40 Techniques for Dealing with The Media 1. Know the facts; don’t guess. 2. Rehearse your message. 3. Help set the “ground rules” 4. Prepare for the worst; do your homework. 5. Answer questions. Stay alert. Listen. 6. Say it in a few sentences. 7. Admit mistakes. 8. Relate to the viewer, not the interviewer. 9. Humanize yourself and your organization. 10. Think like the media. 11. Know journalists language. 12. Be politely persistent, but don’t get angry. 13. Localize your story. 14. Lean forward slightly projecting positive body language. 15. Tell it like it is. Look at the interviewer. 16. Use the news conference sparingly. 17. Stick to the subject; don’t ramble. 18. Dress for the occasion. 19. Never go “off-the record”. 20. Keep it on a one-on-one basis. 20 /40 Techniques for Dealing with The Media
MEDIA TRAINING PARTICIPATION HANDBOOK
21. Never say “No comment”. 22. Maintain solid eye contact. 23. Avoid arguments and hostility. 24. Provide advance biographical/background data. 25. Be direct and friendly. 26. Do not fold your arms – defensive body language. 27. Ask for make-up if in a studio. 28. Do not squint at the lights. 29. Suggest talking points before the interview. 30. Always have at least 2 “themes” going into each interview: 31. Bridge potential adverse, negative stories into positive responses. 32. Anticipate questions to be asked. 33. If possible, find out about the reporter’s style. 34. Never guess, and never, never lie! 35. Advance work. Do it! 36. Arrive early for questions and pre-talk with the interviewer. 37. Set a 12 second timer and practice answers in that format time frame. 38. Remember the 7 deadlies. 39. Edit yourself as you speak. 40. Peak yourself before the interview. www.klirkom.com / 21
“Thank you”
22 /KLIRKOM
Office Address klirkom, no. 102 Lt 1 Gd 1 Plaza Bisnis Kemang Phone:+62 719 8463 Email Address:info@klirkom.com