This two to
three day Workshop (or individual coaching) was developed
by former broadcast interviewers and reporters.
Successfully
addressing potentially explosive issues with the press is singularly
the most important
skill of an agency representative. Louws
Management uses drills of extreme intensity to make the
real situation seem easy.
» Dramatically
improve "Presence of mind under fire";
» Learn the secrets to getting your
message across as intended vs. the media's "take" on
things;
» Get the practical drilling that will
allow you to walk into your next media interview confident
you will get your point across with credibility and poise.
The most
unique benefit of this training is that it puts an
agency spokesperson firmly in charge of themselves, the interview,
and the message to be communicated. This is ensured by providing
all who attend the training a customized press checklist for
use in all future interviews and that is specific to one's
job function.
»14 Golden Rules:
› Strategies and tactics that will keep you on your
game plan;
› Dealing with what executives fear most about talking
with the media;
› Understand and leverage what the media fears the
most in talking to you;
› Understand the reporter's point of view by being
one;
› Understanding the real "media game" and
being equipped to address it like a pro.
» Communication
Skills:
› Building credibility and poise that renews
confidence in one's ability during interviews;
› Understanding the basics of making sure your intended
messages get used vs. the media's "take";
› How to organize one's message in bite size communications
that can easily be used by the media;
› How not to talk to the media and what type and style
of communications to avoid;
› Practical communication tips on how you can shape
the news coverage of your industry;
› Student will be video taped during realistic interviews
- with review, coaching and retakes.
» Organizational
Skills:
› How to build points that lead to the "big
picture";
› How to organize one's key messages around a theme;
› How to package a theme that makes your story appealing
and newsworthy;
› Skills for understanding how to package messages
in a way that appeals to the report's style and personality;
› How to separately prepare for the Television, Radio,
Press or E-Interview.
» Questions
and Objections:
› How not to handle;
› Techniques for thinking quickly on one's feet;
› Techniques for turning negatives into positive;
› Techniques for dealing with the "negative assumptive" questioning;
› Maintaining credibility;
› Skills for keeping the peace;
› Skills for dealing with the personal attack.
Knowing how the
media thinks, what their agendas are, how they go about ensuring
their agendas, what motivates their interests and how they
define real news are but a few of the answers you get. In
addition, you'll learn how to address these answers with
skills and techniques previously understood by only a select
few.
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