Insights

What is the role of the media?

• At the most basic level, the media provide information that is new and relevant to its audience
• It also creates powerful, usually emotion based brand images, that leave lasting impressions.  In so doing, it shapes public opinion
• At a higher level, journalists believe they are representing the interests of the average Australian
• Invariably they will take the side of the man and woman in the street and report those elements of the story they believe are relevant to the  average member of the public
• They will seek to do so in the most interesting way possible

Preparation, the first step to delivering your message.

• Far too many people walk confidently into interview situations without asking themselves the same key questions the journalist is thinking…. Who, What, Where, When and Why?

Before dealing with the media always take the time to ask these simple questions:

• What are your objectives when dealing with the media?  What do you want to get out of it?
• What do you want people to think about your issue?  What do you want them to do?
• Who is the audience you’re talking to?
• What’s in it for them?
• What questions do I expect to be asked?
• What questions would I like most to be asked?
• What questions do I least want to be asked?

Key messages… a lasting impression!

• A key message is a simple but relevant truth that leaves an impression which is to your advantage
• Key messages are what you see politicians and other ‘media savvy’ performers delivery every night on TV
• Key messages can be a great refuge in a stressful or aggressive interview
• Key messages do not necessarily put forward a case or argument and are most effective when supported with facts, examples and colourful images
• When the question permits, always begin your answer with your key message and then support it with proof.  Never build up to your message