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Executive Media Training
Cision Webinar
September 9, 2015
© 2015 Phillips Media Relations, LLC
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Bob DiamondFormer CEO, Barclays Bank
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Media Training
Agenda
1. How to Develop Media Messages For Your Executives
2. Three Tips for Better Media Answers
3. How to Answer Challenging Questions
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The Six Things Great Spokespersons Know
Media Training
Part One: How to Develop Media Messages For Your Executives
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Media TrainingThe Message Support Stool
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Media TrainingThe Message Support Stool
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Media TrainingMessage Worksheets
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Media TrainingPart Two: Three Tips for Better Media Answers
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Media Training1. Remember “What” Is Not Enough
Why + What
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Messages and Message Supports
Media Training
2. Keep Your Answers Short (But Not Too Short)
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Media Training3. Speak to Your “Target Person”
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Messages and Message Supports
Media Training
Part Three: Answering Challenging Questions
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Media Training1. Ask “What’s The Real Answer?”
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Media Training2. Give The ‘Human’ Answer
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Media Training3. Sell The Positives
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Media Training4. Edit Yourself (or They’ll Do It For You)4. Return To Your Messages
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Media Training5. Don’t Take The Bait
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Mike WhanCommissioner, LPGA