Guy clapperton media training basic deck
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This is my basic media training slide deck which works for most clients. Of course it doesn't always make sense unless you have me there on the spot. To book me, please see my website at www.clapperton.co.uk/Media_training.aspx = here you can also look at my distance media training offering, in which you can buy individual modules (the first is free) to stream in your own time. We can arrange competitively-priced interview practice by phone at your convenience if you opt for the distance edition. I'll look forward to helping your business become confident in press interviews and to get your messages out into the public domain.
Transcript of Guy clapperton media training basic deck
Guy Clapperton
Freelance Journalistwww.clapperton.co.uk
Guy Clapperton
• Contributor and podcaster, The Guardian
• Contributor, Sunday Telegraph, The Times, The Independent
• Broadcaster, BBC World Service, BBC London
Objectives
Everyone to give out their objectives
Dummy interviews
• GC to interview people ‘blind’• Short interview session• Feedback
The journalist’s day
• 60+ Press releases• Calls• Follow-ups• Writing• Liaising• Interviewing
For the freelance add:
• Cash flow• Invoicing• Pitching• Credit control
Your objectives
• Messaging• Copy• Outcomes from press coverage
News analysis from your target press
• Why is that story there?• What’s a page lead?• What would the original release have
said?• Was there a release at all?
Roles
• Who does what in the press• The editor you’ll never meet• Commissioning editors• News, features, comment• Advertorial
Grannies and eggs
• Business rules apply• Mobile phones off• Be attentive even when repeating
yourself• Talk to the face, the breasts won’t listen
Interview techinques
• The rule of 3• The news pyramid• Conversational gambits – from Yes
Minister to Jeremy Paxman
Remember
FOCUS!!!!
No matter how many times
you’ve said something
Types of interview
• Face to face• Phone• Television• Radio• Print
Types of interview cont.
• Aggressive• Background• Getting to know you• Soft-pedalling
Our tricks
• Research• Feigning ignorance• Feigning knowledge• Silence• The voice recorder• We are not, repeat not, your friend
Q & A
Anything you want to ask
Second interview exercise
• GC leaves the room• You prepare your messages• GC to interview – you must get the
message in• Feedback, peer and from GC• Closing remarks
