1. Next Generation Media Training
Presented to Fratelli Branca
July 20, 2017

2. 7 Traits of the Savvy Spokesperson
Uses multiple channels well
Responds rapidly
Tells stories
Creates a character
Adapts to different audiences
Performs well on camera
Manages attacks effectively

3. 3 Steps to Successful Interviews
Manage
the opportunity
Prepare
for the interview
Conduct
the interview

4. Think Like a Reporter

5. Think Like a Reporter
Information… …Trends… …Perspective

6. What They Really Want…
Soundbites
&
Quotes!

7. Nuggets
About 7 seconds long
Stands on its own
Sums up your message

8. − Cigar & Spirits magazine

9. O’Connor describes acquavit to unfamiliar consumers as the “Scandinavian cousin to gin.” − Artisan Spirit magazine

10. “Three sips of Fernet-Branca and you’re family!”

11. Preparing Your Messages 5 Key Tips
Focus on 3-4 key points, prepare to repeat them often
Think from the audience’s point of view
Anticipate questions and write your answers
Start with your conclusion
Prepare “nuggets”

12. Key Message Worksheet Overall message/headline_______________
Stories, analogies, examples____________________
Question I don’t want to answer_________________

13. 3 Steps to Successful Interviews
Manage
the opportunity
Prepare
for the interview
Conduct
the interview

14. Conducting Interviews

15. Conducting Interviews
Never say “No Comment”
Always tell the Truth
Stick to your Game Plan

16. Conducting Interviews
Use the “strip-tease” method
Use the K.I.S.S. method and avoid jargon
Don’t blame, speculate or criticize
If you don’t know, say so, and offer to find out

17. Mark Twain
“It’s better to keep your mouth shut and appear stupid than to open your mouth and remove all doubt.”

18. Conducting Interviews
Be passionate, but sincere
Talk quickly, but clearly
Listen for misstatements or errors
Never speak “off the record”

19. Conducting Interviews “Bridging”
“What’s most important to note is …” “The real issue here is …” “I can’t speculate on that, but I can tell you …” “What people really care about is …” “Let’s put this in context…”

20. Conducting Interviews Negative Questions
Don’t restate it!
Be careful with denials
“Bridge” to a positive statement
“I’m not wacko.”
~Mariah Carey

21. 3 Magic Words
To the contrary…

22. Conducting Interviews Redirecting
“I’m not the best one to answer that, but I will have [name] call you” “That’s a better question for [name]” “You really should ask [name] about that, but I can tell you…”

23. Phone Interviews Establish rapport at the outset
Diction, volume and pace are especially important
Engage the interviewer with questions and discussion
Be sure to explain slides or background materials
Listen very carefully

24. Performing on Camera

25. TV Techniques
Think SOUNDBITE! Look at the reporter, not the camera, unless being interviewed remotely Speak quickly, but don’t rush Vary your pace Be animated and lively Most of all… 25

27. Mannerisms to Avoid
“uuhhmss” and “ahs”
“You know”
Weaving back and forth or leaning
Facial mannerisms
Playing with things

28. Dressing for TV Success
Dress for the story, your brand and your personality
Lean toward conservative styles
Solid colors are best: reds, blues, grays – avoid greens, stripes & plaids
Keep jewelry to a minimum

29. A Few Final TV Tips
Put Vaseline on your lips and teeth
Use the reporter’s name
It’s OK to use notes with a FEW bullets
PRACTICE!
Remember, the camera is always ON!

30. Manage the opportunity Prepare your messages and practice
Recap
Manage the opportunity
Prepare your messages and practice
Conduct the interview

31. You Will Be
A Media Star!