THE POCKET MEDIA COACH More related titles Getting Free Publicity The secrets of successful press relations 'For small companies, clubs, churches or charities, this step-by- step manual takes you right through from who you should target to what journalists are looking for.' - The Bookseller 100 Ways to Make Your Business a Success A resource book for small business managers 'No waffle, no preaching, just straightforward advice written in an unfussy, no bulls..t manner. What a nice change.' - K Trimble, Gaelkat Ltd Successful Seminar Selling The ultimate small business guide to boosting sales and profits through seminars and workshops 'This book is ideal for small business owners as it reveals one of the most profitable ways of promoting your company - seminar selling. – Digby Jones, Director-General, Confederation of British Industry Send for a free copy of the latest catalogue to: How To Books Spring Hill House, Spring Hill Road Begbroke, Oxford, 0X5 1RX, United Kingdom email: [email protected] http://www.howtobooks.co.uk THE POCKET MEDIA COACH The handy guide to getting your message across on TV, radio or in print ALAN STEVENS howtobooks Published by How To Content, A division of How To Books Ltd, Spring Hill House, Spring Hill Road, Begbroke, Oxford 0X5 1RX. United Kingdom. Tel: (01865) 375794. Fax: (01865) 379162. email: [email protected] http://www.howtobooks.co.uk All rights reserved. No part of this work may be reproduced or stored in an information retrieval system (other than for purposes of review) without the express permission of the publisher in writing. The right of Alan Stevens to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. © 2005 Alan Stevens First published in paperback 2005 First published in electronic form 2007 ISBN: 978 1 84803 087 9 Cover design by Baseline Arts Ltd, Oxford, UK Produced for How To Books by Deer Park Productions, Tavistock, Devon, UK Typeset by Baseline Arts Ltd, Oxford, UK NOTE: The material contained in this book is set out in good faith for general guidance and no liability can be accepted for loss or expense incurred as a result of relying in particular circumstances on statements made in the book. The laws and regulations are complex and liable to change, and readers should check the current position with the relevant authorities before making personal arrangements. Contents About the author ix Acknowledgement xi Introduction xv How to use this book xvi Five-minute guides xvi Checklists xvii 1 Being Media-Ready 1 Knowing your facts 1 Knowing your business 2 Thinking like a journalist 2 Why journalists are your friends 5 How to prepare 6 What to do when a reporter calls 6 Five-minute preparation checklist 8 Backgrounder checklist 9 2 Your Core Message 11 The importance of a core message 12 Core message characteristics 12 The news hook 16 How to define the message 16 How to deliver the message 17 Stunning facts 18 Five-minute core message guide 20 Core message planner checklist 22 3 Your Voice 25 Breathing and relaxation 25 Vocal exercises 26 Speaking with clarity 27 vi • THE POCKET MEDIA COACH Accents and dialects 29 Taking care of your voice 29 Five-minute voice preparation guide 30 4 Your Personal Appearance 33 The importance of visual impact 33 Being comfortable 34 Projecting confidence 35 Tips for television 36 What to avoid 37 Five-minute appearance guide 39 5 Body Language 41 Posture 42 Being neutral 43 Being open and honest 43 Hands 44 Eyes 44 Walking and talking 45 Five-minute body language guide 47 6 Talking to Print Journalists 49 Doing your research 49 Writing a column 51 The first contact 51 Telephone interviews 52 Face-to-face interviews 53 Supplying quotes 54 After the interview 55 Five-minute print interview guide 56 7 Appearing on Radio 59 The benefits of radio 59 Using humour 60 CONTENTS • vii Knowing your stations 60 Who does what in radio 60 On the way to the studio 62 While you wait 63 In the studio 64 Other types of radio interview 65 Pre-recorded 65 Telephone interviews 66 Live on location 67 Phone-ins and panel discussions 67 After the interview 68 Five-minute radio interview guide 70 8 Appearing on Television 73 Types of TV interview 74 Who does what on TV 80 On the way to the studio 81 In the green room 81 In the studio 82 Using props 82 After the interview 83 Five-minute TV interview guide 84 9 Other Media 87 Webchats 88 Teleconferences 89 Video conferences 90 10 The Press Conference 93 When to hold a press conference 94 The venue 94 The agenda 95 Organisation tips 95 Taking questions 96 Five-minute press conference guide 97 viii • THE POCKET MEDIA COACH 11 Handling Questions 99 Being an expert 99 Anticipating the worst 100 Respecting the questioner 101 How to rehearse 102 The importance of listening 103 Using pauses 103 Dealing with hostility 104 Avoidance tactics 105 Six things you should never say to a journalist 105 Five-minute guide to handling questions 107 12 Dealing with a Crisis 109 Recognising a crisis 110 Acting quickly 110 Doing the right things Ill What to say, what not to say 112 Becoming the definitive source 113 The stake-out 114 Correcting misreporting 114 After the crisis is over 115 Five-minute crisis checklist 116 Appendix 117 Blank checklists 118 Index 121 About the author Alan Stevens CMIPR MRSA CITP MBCS Alan is a media coach, broadcaster, PR expert, professional speaker and writer. His company (www.mediacoach.co.uk), provides individuals and organisations with the skills to communicate more effectively on radio, TV, in print and in front of an audience. He has made over 1,000 radio and TV appearances, both as a presenter and an expert interviewee. He has been quoted in every national UK newspaper, and many magazines, as well as writing articles for numerous business journals. During a 21-year career at Consumers' Association, he undertook a number of roles, including journalist, media spokesman, technologist and product developer. In 1996, he led the team that launched one of the most successful internet service providers in Europe - Which? Online. He is a former advisor to the UK Cabinet Office on communication strategy. As well as being a regular speaker at conferences around the world, he still broadcasts regularly on radio and television.