I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the original version before the redesign.
2. This is the original version
of Alex Greenwood’s PR
training presentation.
3. Please see the re-designed
version of this presentation
titled:
Alex Greenwood
New Presentation Design.
Available on Slideshare
4. Alex has many years of media and public relations
experience. These original slides are full of great content.
When he put this presentation together, he typed his text
into one of the Keynote templates, carefully placed his
thoughts into rows of bullet points, included some photos
and added some nifty effects and transitions. While his
audience certainly benefited from the information contained
in each slide, the text heavy approach and use of effects
introduced unnecessary distractions and ultimately took
attention away from the narrative (Alex’s expertise and
knowledge) that accompanied the text.
People have separate information processing channels for
visual material and verbal material. They can only pay
attention to a few pieces of information in each channel at
a time.
6. into Triumph…
Strategies for Working with the News Media
7. Alex Greenwood
✤ 20 Years Experience in News Media, Public Relations & Marketing
✤ Former Newspaper Reporter & Editor
✤ Former Radio Talk Show Host
✤ Former Vice President of Public Affairs for Kansas City Public
Television
11. ...actually
✤ Public relations is a profession that ethically identifies, develops and
creates strategies to communicate the key messages of the client.
12. P is not...
.R.
✤ Propaganda
✤ Advertising
✤ Marketing
13. P Professionals
.R.
✤ Writers/Editors
✤ Spokespersons
✤ Speechwriters
✤ Strategic Planners
✤ Media Relations Experts
15. What is News?
✤ News is timely and relevant
info
✤ Often contains conflict and
drama
✤ Consists of notable/unusual
happenings
✤ Is of general interest to a
particular audience
✤ A scoop
16. The News Media
✤ Newspapers
✤ Magazines
✤ Trade Publications
✤ Local Television News
✤ National Television News
✤ Radio News/Talk shows
✤ Online News Website
✤ Web Blogs -- Blogs
✤ Podcasts
17. Media Roles/Needs
✤ Inform their audience
✤ Create a compelling story
✤ Sell publication/story
✤ Act as a catlyst for change
✤ Write first draft of history
✤ Bring together consumers and producers
19. Today’s Discussion
✤ The Basics about who the media are and how you can get the best
results through interaction with reporters, editors, bloggers and other
news gatherers.
20. What Do They Want?
✤ Content (is king)
✤ Ratings
✤ Circulation
✤ Hits/Visitors
✤ Truth/Facts
21. So, what do I do?
✤ First and foremost...an interview with the media is an Opportunity
that you should rarely pass up.
22. Opportunity
Has a (Secret)
Knock.
The secret is that most people see the
news media as something to be feared or
tolerated, not as a golden opportunity.
27. Good News...
✤ They want to interview you
about your latest sustainability
project.
28. Action Steps Before the Interview
✤ Hold your horses.
✤ Prep with your PR person or project team.
✤ Brainstorm.
✤ Identify THREE key message points.
✤ Questions anticipated.
✤ Questions you hope to get.
29. What is a Sound Bite?
✤ Sounds bites are clear, concise,
conversational, catchy
sentences that a reporter can
quote.
✤ If they’re good, they can shape
the entire story.
31. Hallmarks of a Good Bite
✤ Sizzle, not steak.
✤ Humor is good, but be careful.
✤ Absolutes, action words and analogies are absolutely good ideas.
✤ If the cliche’ ain’t broke...
✤ Keep the hyperbole to a minimum.
35. The Three Other P’s.
✤ Be presentable.
✤ Be positive.
✤ Be professional.
36. Quick Tips for Phone Interviews
✤ Have your key message bullet points and sound bites taped up where
you can see them. Use them--don’t READ them, but blend them into
your conversation.
✤ Stand up. Your energy will be higher, your voice brighter and
stronger.
✤ Smile. Smiling on the phone conveys warmth, confidence and can
bring tension down between you and the reporter.
37. Be presentable.
✤ Look your best. That includes personal hygiene and grooming.
✤ Make the interview site is presentable with few distractions.
38. Be Positive.
✤ Upbeat, pleasant and positive: the way to be.
39. Be professional.
✤ The reporter has a job to do, and so do you.
✤ Avoid “off the record” remarks.
✤ Brevity is the mother of great coverage.
✤ Get those sound bites in!
40. Wrapping Up the Interview
✤ A brief interview is a good thing.
✤ Watch out for the “Is there anything I forgot to ask?” ask.
✤ Short-sheet the reporter.
41. A Few No-No’s...
✤ Don’t ask the reporter if you can approve the story before it is
published.
✤ Don’t assume that because you’re walking to the door, the interview
is over.
42. Give Thanks.
✤ Send a thank you note.
✤ Errors and corrections.
44. CrisisCom
✤ Be prepared--have a crisis
communications strategy for
your company and high profile
projects.
✤ Be as honest as possible.
✤ Be as calm as possible.
✤ Be yourself. Let your corporate
culture be reflected in your
response.
45. A booger of a
crisis.
✤ The response gets a B+.
47. ✤ Social Media is a conversation. If you aren’t listening
and responding, you are just broadcasting.
48. Time to Go...
✤ The Media Seeks Content
✤ An Interview is an Opportunity.
✤ Be Positive, Professional and Presentable.
✤ Be Prepared, too.
✤ Sound bites help you control the story.
✤ Say thanks.
✤ Be yourself in a crisis--your calm, honest self.
✤ Use your power for good, not evil in social media.
✤ There’s more...
51. ✤ For a PDF of this presentation, please email
me:
✤ Alex@AlexGPR.com
✤ Sign up for my PR Tips Newsletter and
Read my AlexanderG Whiz Blog at
✤ www.AlexGPR.com
Notas del editor
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“The Man in the Grey Flannel Suit” starring Gregory Peck. Yes, I am wearing a clean shirt and I bathe regularly, hence my expertise.\n
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If it bleeds it leads, etc. Not always the case.\n
Which does BNIM deal with most?\n
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The novice: plays dumb....The buddy: establishes common ground to get your guard down....The repeater: ass the same question repeatedly. The drill: knowledgeable and asks complex questions...The 1-2-3 puncher: asks questions in a planned sequence, like a trila lawyer, to support a preconceived conclusion....Unprepared: asks vague questions. Is probably totally disinterested in the story and ticked off that his editor sent him to you...Paraphraser: puts words in your mouth...Dart thrower: may try to pin negative labels on you or your industry...Others: machine gunner, interrupter, Sphinx...\n
I cover all aspects of the media in my half-day seminar. I call it the Full Monty. Don’t worry, tho I bathe regularly, the clothes stay on.\n
Truth is subjective, sadly so are facts in some cases these days.\n
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I cover TV interviews, radio, etc. in the Full Monty.\n
Some may say that “Marketing pays for placement, PR positions for placement.”\n
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Also ask if they are on deadline. If they are 10 minutes from deadline, you still need time to prepare, so tell them you will call back in 5. Don’t get caught off guard.\nKey message points should be clear, strong and positive. Work them into every answer to every question possible. Use everyday words. NO LINGO. Even if the reporter seems to understand what your jargon/lingo is, their audience probably doesn’t. Exception: trade publications.\n
Interviews are like a dance someone has to lead” “Do you have any questions for my answers?” Using examples analogous to everyday life is very effective. Ask yourself...if you were reading this story what would you say that would answer “What’s in it for me?” Find ways to bridge the reporter’s question back to one of your three key messages. Example: “Do you believe sustainable architecture is worth the financial costs?” You could answer” “The real issue, Dave, is quality of life. Sustainability for people like the folks in Greensboro is more than just rebuilding their town, it’s about giving them a community worth of their will to rebuild. You can’t put a price on that.”\n
Reagan’s humor worked because it was self-deprecative, and funny. Mondale also had a good one about Reagan’s economic plan he lifted from a popular Wendy’s commercial: “Where’s the Beef?”\n
They already have the facts, usually. They look to you for the human factor. \nAnalogies: “Men are like buses, there’s always another one coming along.” or “Life is like a box of chocolates.”\nCliche’s work-- “If it sounds too good to be true, it probably is.” \nAction words: destroy, decimated, accelerating, swatting, etc. Use only when it truly enhances your key points. \nAbsolutes work: “Read my lips, no new taxes!” \n“Go ahead, make my day,”\nWatch out for exaggerations. “80,000 people here at Riverfest!”\nAlso remember--the closing thing you will get to controlling an interview is having good information and juicy soundbites. I have been in situations where a good soundbite has changed the tenor of an interview. Nurisng home--”We are terribly worried about him and appreciate you helping us get the word out to the public so they may help us find him.”\n
Never introduce a negative. Sure, people may have had the suspicion Nixon was a crook, so why does he have to go and bring that suspicion to the surface?\n
Warren Buffet uses so many analogies here. Really well done and interesting. And then there’s...\n
Don’t be this person. Which P was she guilty of ignoring? Not presentable. Not professional. Not positive...\n
The other ‘P’ was Prepared, as in Be Prepared, remember?\n
Now back to our newspaper interview...\n
Personal grooming: nose hairs and dandruff, oh my.\nA dirty office is a distraction. Unruly people nearby is also a bad distraction.\n
It’s tougher to write bad things about nice people.\n
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Make your sound bites and talking points into a fact sheet for the reporter, complete with your phone number(s) for folo-up, URLs to your copmpany media kit online, your email address, etc. This helps prevent errors and the reporter will love you for it. \n
Jimmy Carter made this mistake--PLAYBOY INTERVIEW: In an interview published in the November 1976 issue of Playboy magazine, then-Governor Carter talked about the role of religion in his life. It was the last of several interviews, and as he walked the reporter to the door he said:\n" I try not to commit a deliberate sin. I recognize that I'm going to do it anyhow, because I'm human and I'm tempted. And Christ set some almost impossible standards for us. Christ said, 'I tell you that anyone who looks on a woman with lust has in his heart already committed adultery.'\n"I've looked on a lot of women with lust. I've committed adultery in my heart many times. This is something that God recognizes I will do--and I have done it--and God forgives me for it."\nHe went down 17 points in the polls.\n
Never threaten. Call the reporter first. Editors are reasonable when you are.\n
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I have a blog post or two on AlexGPR.com on this.\n
Once the company learned about the video from readers of The Consumerist, it responded quickly and targeted audiences that already viewed the video: readers of The Consumerist, twitter users and YouTube users\nBecause Domino’s didn’t have a twitter account, it launched one: twitter.com/dpzinfo and encouraged its employees to twitter (They should have had an account already)\nThe company showed its outrage through its president’s YouTube response:“It sickens me that the actions of two individuals could impact our great system,” said Doyle. (This is clearly scripted and it would be better if he was looking into the camera, but getting this out quickly is more important than what it looks like)\nSimilar outrage was shared via quotes in the media. Domino’s spokesman Tim McIntyre told USA Today: “Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year-old brand.”\nDomino’s got the videos removed from YouTube, lowering the number of people who will come across it.\nDomino’s tried to explain that this was an isolated incident and used numbers to do that, saying that they have “125,000 hard-working men and women across the nation and in 60 countries around the world”. This was not used as an excuse but it does put things into perspective.\nThe employees were fired and the company filed complaints for the arrest of them. Later both were charged with distributing prohibited foods, which is a felony in North Carolina.\nThe store was closed and sanitized.\nDomino’s is banning video cameras in the stores. Frederic Lardinois makes an interesting point on ReadWriteWeb: “Domino’s should welcome cameras in its stores, so that customers can see that this was an isolated incident that is not representative of behavior of the thousands of other employees Domino’s and its franchisees have.”\nThe following days, Domino’s did not advertise sandwiches shown in the videos, it featured other items instead (according to twitter user @barbaranixon)\n\n
BNIM is moving in the right direction--but are you engaging enough?\n
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If you want to learn more, including in-depth scenarios and training...you’ll want The Full Monty. It’s a great movie, too.\n