POWER MEDIA TRAINING PROGRAM
The media can be your best friend or your worst enemy. It can portray you or your organization as hero or villain. As hero, you enjoy a 3rd party endorsement that's far CHEAPER and far more CREDIBLE than advertising. As villain, you lose customers, investors and image. So it pays to build good, win-win relations with the media.
Good media relations can lead to good publicity. And that is a much better way to build your brand than traditional advertising. Positive, 3rd party PR helps win hearts and minds. Consider some of the brands that have been built with virtually no advertising at all: Starbucks, Microsoft, eBay, Harry Potter, The Body Shop, Viagra, Oracle, Pokemon, Wal-Mart, Palm, Google, Yahoo!, PlayStation, Amazon.com. Advertising can defend your positive image. But PR is the first step to build that positive image.
What's the key to achieving win-win? MATCHING your MESSAGE with the MEDIA'S hunger for a GOOD STORY. This feeds the media's audience. And it promotes your interest. Without knowing how to MATCH, at best, you become a passive, reactive pawn who can only hope for a positive outcome. At worst, you risk killing your corporate image equity. And already, you're playing on defense because the media can selectively edit what you say.
In addition to knowing WHAT to say, you need to know HOW to say it. If your audience doesn't trust you, they tend not to trust your message. Same thing if they don't like you. No matter how scripted your message, if you fail as the messenger, your message fails too. WorldBizWatch helps build muscles for your message and your messenger.
HOW YOU'LL BENEFIT
Problem: Some executives feel nervous about speaking in public, facing a hostile audience of reporters or investors; representing the company on live TV; answering tough questions and being trapped into saying what they don't want to say.
Solution: We teach company executives how to feed the media's hunger for a good story, serve both themselves and the media, convey their key points succinctly no matter what they're asked, turn difficult questions into opportunities and present naturally and confidently instead of being robotic and scripted.
WorldBizWatch Full Day Media Training program. You learn important guidelines rules of engagement - for working with the media. And through challenging, interactive videotaped exercises, you see first hand - your own strengths and weaknesses in communicating with the media. We recommend the two-on-one, full day session so that your experience is not just broad, but deep.
Key learning opportunities:
- Overcoming fears, building confidence and thinking on your feet
- Handling tough questions in one-on-one or group settings
- Turning negative questions into positive messaging opportunities
- Matching your interests with the media's hunger for a good story
- Learning that What You Say can be Overshadowed by How You Say It.
- Getting in touch with your innate power to communicate naturally
- Engaging in simulated interviews on camera
- Enjoying instant feedback/review and critique of performances
WHO SHOULD ATTEND
- Chairmen, CEOS, COOs and Senior Executives who speak for their organization
- Proven presenters wanting a skills top-up
- Advertising, PR, Marketing and Communications Executives
FULL DAY TOPICS
1. YOUR BILL OF RIGHTS WHEN FACING THE MEDIA
2. MEDIA AS FRIEND OR FOE, ALLY OR ADVERSARY?
3. MATCHING YOUR MESSAGE WITH THE MEDIA'S HUNGER
4. THINKING LIKE JOURNALISTS
5. TOP 10 STORYTELLING TIPS TO GET OUT YOUR MESSAGE
5. WHAT YOU SAY
6. HOW YOU SAY IT
7. EMPOWERING MESSAGE & MESSENGER
8. DEVELOPING YOUR STYLE AND SUBSTANCE
9. WORDS VERSUS BODY LANGUAGE
10. ACTING VS. BEING YOUR BEST
11. COMMUNICATION PROBLEMS
12. DOS AND DON'TS DURING INTERVIEWS
13. REASONS WHY NOT TO ANSWER
14. TRAPS, BRIDGING, FLAGGING
15. TIPS FOR ENGAGING WITH THE MEDIA
16. HANDLING TOUGH QUESTIONS
17. VIDEO EXERCISES:
· THE INTERVIEW: YOU ARE THE MESSAGE
· PERFORMING UNDER PRESSURE
· NEWS CONFERENCE
18. DEALING WITH CRISES
19. POSITIVE NEWS STORIES THAT SERVE THE MEDIA'S NEEDS
WorldBizWatch can hold the training in the client's conference room. Or for an additional cost, WorldBizWatch can organize the event at a business center of a business-class hotel.
Specifically, WorldBizWatch handles the following:
- Organize the training team
- Review and research the key issues and controversies, as provided by the client(s)
- Customize/conceptualize the training program (exercises, simulations, relevant communication tips)
- Diagnose each participants’ communication strengths and weaknesses
- Prescribe ways to improve
- Share communication lessons from a lifetime of media experience
- Prepare, execute and deliver the program.