Media Training - Who Needs it?

Media Training

当媒体联系你时，你想到的第一件事是什么？

如果你说，“安迪·沃霍尔的15分钟成名秀”，你会出人意料的接近。

轮到你了

媒体注意到了你的工作，这真是太好了——你会喜欢你的名声的。

But following that initial pride, your reaction might be (not necessarily in this order):

Fear.
Trepidation.
如果我搞砸了怎么办？
如果他们问我一个难题我无法回答怎么办？
而且，Omigod，我真的需要这个头痛吗？我有企业运行吗？

做好媒体准备

If this all sounds far too familiar, you've probably realised the need to be media prepared. That's a good thing.

After all, most people forget that a media interview is actually an opportunity - to say what you want to say. You just have to know how to take control.

你可能已经注意到，有些公司和发言人在媒体上很成功，有些则不然。原因是什么？有些人更了解媒体是如何运作的，以及如何与媒体合作。

News

So, what is the media interested in? news, news and more news. And what is news? Something that's a first, a trend, unusual or unique, something populated with celebrities, kids or dogs, and oh, of course, something that has a lot of money associated with it.

So, if you think like a reporter, your job becomes understanding your business in a way that you can communicate news to the media.

了解你的东西

What do you need to know to be prepared? Well, first off, you really need to know your company, your product, your industry and your business' success stories. Know the medium you're talking to (TV is different from the radio which is different from print and online). Know your audience.

但是，最重要的是，有三个关键信息。不管怎样，你都要传达这三个关键信息。

Key Messages

Which group of people is a great role model when it comes to communicating key messages? Most would say, politicians. Politicians know that no matter what they're asked, they're going to communicate their key messages - and consistency is the key to success in articulating their position.

What Not To Do

你应该在面试中做些什么？

Never say 'no comment.'(sounds like you're avoiding the issue)
永远不要重复一个否定的问题或短语（这只会强化否定），永远不要使用行业术语（人们不理解）
Never go 'off the record' (nothing is ever off the record);
永远不要撒谎
永远不要攻击竞争对手（你可以走大路）

Here's An Interview Checklist:

A. An interview is a basic tool of news gathering, not a conversation. Think of it as a formal debate
B、记者采访一个主题是为了寻找新闻，而不是为了提高一家公司的声誉
C、做你的家庭作业。在采访前阅读记者的文章和出版物
D. Anticipate key questions
E.准备关键答案
F. Identify your three key messages and make sure to deliver them no matter what!
G. Practice, practice, practice!