Media Training 101

1
Media Training 101

• Thomas W. Hopkins, M.D.
• Medical Correspondent,
• KCRA Channel-3 (NBC)
• Sacramento, California

2
Outline

• Background
• Getting the Call
• Developing the Message
• Doing the Interview
• Pitching a Story
• Summary

3
Background

• Relevance
• Fear
• Confidence

4
Getting the Call

• Asking the Right Questions
• -Who is doing the interview?
• -What is the topic?
• -When is the interview?
• -Why you?
• -Where is the interview?
• -How long is the interview?

5
Getting the Call

• Doing the Right Things
• -Say Yes, only if you mean it!
• -Make time if you have time
• -Be prepared
• -Know your message key points
• -Keep It Simple
• -Dress the part
• -Make sure they know you (name, title,
  affiliation)
• -Be on time

6
Developing the Message

• The Message The most important message that
  youd like to convey.
• The Key Points Points which support the message
  (3-4 key points)

7
Doing the Interview The A,B,C,DsAPPEARANCE

• DOs
• Dress professionally
• Check yourself out

• DONTs
• No plaits, stripes, contrasting patterns
• No flashy jewelry
• No distracting hairstyles
• No tinted eyeglasses
• No Polyester-it may shine more than you!

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Doing the Interview The A,B,C,DsBEHAVIOR

• DOs
• Stay calm, be natural
• Look, listen speak to the interviewer
• Change body positions naturally every few minutes
• Use hand gestures sparingly and comfortably

• DONTs
• Dont freeze
• Dont grip the chair or let your hands dangle
• Keep the hands away from the face
• Dont act like a know it all
• Dont assume the camera is off!

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Doing the Interview The A,B,C,DsCONTROL

• DOs
• Be prepared
• Be organized
• Be honest
• Be accurate
• Know your audience
• Develop a rapport with the interviewer

• DONTs
• Dont use notes or paper while on cam
• Dont let a bad ? make you look bad
• Dont interrupt the interviewer
• Dont lose your cool, show no fear, anger or
  hostility

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Doing the Interview The A,B,C,DsDelivery

• DOs
• Speak clearly, slowly and to the point
• Keep statements brief
• Deliver useful sound bites
• If you dont know, just say so

• DONTs
• Dont ramble or use a monotone
• Dont use cliches
• Dont quote what you dont know
• Avoid the use of abbreviations, acronyms or
  technical terms unless explained

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Pitching a Story to the Media

• Choosing the topic
• Picking the message
• Keeping it simple
• Putting the elements together (person, place,
  time or thing)
• Telling a good story
• Making it entertaining

12
Lets Practice!

• The Topic Obesity
• What message would you like to convey?
• What are your key points?
• The Interviewer
• What is Obesity? Whats the big deal?
• The Interviewee
• Answers with their message, supported by
• their key points

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SUMMARY

• Become Media Savvy
• Develop a Message and stick to it
• Remember your A,B,C,Ds
• Tell a good story
• Make It Entertaining