The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview by Brad Phillips -- Read -- Imperial Library of Trantor

Index

Front Cover Title Page Copyright Table of Contents Foreword by Michael Sebastian, Editor, PR Daily Preface: The State of the Media Today Introduction Section One: Eight Ground Rules for Working with the Media

1 The Rule of Thirds 2 Meeting a Reporter’s Deadline Isn’t Enough 3 Why “No Comment” Is a No-No 4 Comment Without Commenting 5 Why It’s Risky To Go “Off the Record” 6 If You Go Off the Record Anyway 7 There’s No Such Thing as an “Official” Interview 8 Know Your Rights

Section Two: Messages and Message Supports

9 What Is a Message? 10 CUBE A: C is for Consistent 11 CUBE A: U is for Unburdened 12 CUBE A: B is for Brief 13 CUBE A: E is for Ear-Worthy 14 CUBE A: A is for Audience-Focused 15 Types of Messages 16 Exercise: Craft Your Messages 17 What Is a Message Support? 18 Stories 19 Statistics 20 What Are Sound Bites? 21 How to Create Sound Bites 22 Using Message Supports During Interviews

Section Three: The Interview

23 Repeat, Repeat, Repeat 24 Don’t Educate the Reporter 25 Talk Short, but Not Too Short 26 The Reporter Isn’t Your Audience 27 The 12-Year-Old-Nephew Rule 28 Use Strong Language 29 Don’t Bury the Lead: Start at the End 30 Why + What 31 Speak In Complete Sentences, Unless… 32 Be a Better Media Guest in Three Seconds

Section Four: Answering the Tough Questions

33 Introducing the ATMs 34 Transitioning 35 The Seven-Second Stray 36 Three Dangerous Types of Reporters 37 Stay Cool, Baby! 38 They’ll Beat You With a Stick 39 The Ambush Interview 40 Answering Questions When You Don’t Know the Answer 41 Answering Questions That Call for Speculation 42 Answering Questions That Seek Personal Opinions 43 Answering a Paraphrased Question 44 Answering Questions That Present False Choices 45 Answering Questions from Left Field 46 Answering Questions Containing a False Premise & Questions Seeking a Guarantee 47 Answering Questions About Your Competition & Questions Containing an Indirect Attribution

Section Five: Body Language and Attire Guide

48 Why Body Language Matters 49 Energy 50 Eye Contact 51 Gestures 52 Posture 53 Voice 54 Eliminate the “Uhhhs” and “Ummms” 55 Overcoming Fear 56 General Rules When Dressing for Television 57 Attire 58 Makeup 59 Hair 60 Dressing for High-Definition Television

Section Six: The Different Media Formats

61 Email Interviews 62 Phone Interviews 63 Radio: Seven Ways to Rock Your Next Interview 64 Radio: Five Things Bad Guests Do 65 Television: 10 Things You Need to Know 66 Television: Know Your Background 67 Live vs. Edited 68 Long Interviews and Features 69 Press Conferences: An Introduction 70 Press Conferences: Opening & Questions 71 Social Media: An Introduction 72 Social Media: Six Best Practices 73 Social Media: You’re Always “On the Record” 74 Social Media: Once You Say It, It’s Out There 75 Blogs and Bloggers 76 Online Video, Podcasts, and Skype 77 Five Additional Media Formats

Section Seven: Crisis Communications: The 10 Truths of a Crisis

Section Eight: Final Interview Preparation

93 Step One: Complete Your Message Worksheets 94 Step Two: Create File Cards 95 Step Three: Interview the Reporter 96 Step Four: Do Your Research 97 Step Five: Develop a Q&A Document 98 Step Six: Conduct a Practice Interview 99 Step Seven: Select Three Areas for Improvement

Conclusion

100 How to Select a Media Trainer 101 Go Out There and Get Em!

Acknowledgments Sources About Phillips Media Relations About the Mr. Media Training Blog Brad Phillips Bio