Download - Mastering the Media Interview [HC3]
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Mastering theMedia InterviewSeptember 29, 2010
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Presenter
Barrett Whitener, IQ Solutions
Mastering the Media Interview
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Media Interviews Opportunity
Obstacles
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The Ground Rules Mikes and Cameras always on
Off the Record never
Control of Outcomes none
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Preparing for the Interview
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The Main Message
Your Headline
Jargon-Free
One Sentence
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Supporting Messages
What did you find?
Why is this work important?
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1. What is the problem at 10,000 feet?
2. What aspectof this problem does yourwork address?
3. Whyis this aspect
especially significant?
4. What was yourspecific question or
goal?
Overview (Why?)
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Supporting Messages
What did you find?
Why is this work important?
How did you do it?
What now? (Call to Action)
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During the Interview
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1. Acknowledge
2. Bridge
3. Share your message
Answering Questions
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Tricky Questions
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Tricky Questions
Open-Ended (Tell me about)
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1. What is the problem at 10,000 feet?
2. What aspectof this problem does yourwork address?
3. Whyis this aspect
especially significant?
4. What was yourspecific question or
goal?
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Tricky Questions
Open-Ended (Tell me about)
Speculative (What if?)
Loaded Preface (We all know that)
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Mastering the Media Interview
Main Message
Supporting Supporting
Message #3 Message #1
SupportingMessage #2
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Real-World Example
Aymin Delgado-Borrego,M.D., M.P.H.
Harold Amos Medical FacultyDevelopment Program
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Mastering the Media Interview
Main Message
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Mastering the Media Interview
Main Message
Supporting
Message #1
(Overview)
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Mastering the Media Interview
Main Message
Supporting
Message #1
Supporting Message #2(Key finding)
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Mastering the Media Interview
Main Message
Supporting Supporting
Message #3 Message #1
(Additional finding)
SupportingMessage #2
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Mastering the Media Interview
Main Message
(Example)
Supporting Supporting
Message #3 Message #1
(Additional finding)
SupportingMessage #2
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Mastering the Media Interview
Main Message
Supporting Supporting
Message #3 Message #4
(Call to Action)
SupportingMessage #2
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Final Preparation Steps Likely Questions
Dreaded Questions
The Final Word
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Real-World Example Open-Ended Question
Speculative Question
Loaded Preface Question
The Final Word
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A media interview is not aconversation
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Further Help
RWJFLeaders.org
Tip Sheets
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Further Help
RWJFLeaders.org
Tip Sheets
Media Guide
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Your Questions
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You: A Valuable Media Source
Other Questions?Please Contact Us
(301) 984-1471
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Next Months Webinar
Making Yourself Known inthe Blogosphere
Wednesday, October 27 at 2:00 p.m. EST
Presented by PR Solutions
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Mastering theMedia InterviewSeptember 29, 2010