Table of Contents and Sample Lessons

The Media Training Bible contains 101 two-page lessons, three dozen real-life case studies, and several hands-on exercises.

This section contains a sample. Expand for details.

See a preview this sectionIntroduction
Foreword by Michael Sebastian, Editor, PR Daily
Preface: The State of the Media Today
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
See a preview this sectionSection 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
See a preview this sectionSection 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 Answers
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
See a preview this sectionSection 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
See a preview this sectionSection 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
74. 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
See a preview this sectionSection Seven: Crisis communications: The 10 truths of a crisis
78. What Is a Crisis?
79. Truth One: You’re Going to Suffer at First
80. Truth Two: You’ll Be Cast as a Good or Bad Guy
81. Truth Three: You Must Communicate Immediately
82. Truth Four: The Media Will Side With the Victims
83. Truth Five: The Spokesperson You Choose Speaks Volumes
84. Truth Six: Your Receptionist Needs Media Training
85. Truth Seven: Burying Bad Parts of the Story Makes It Worse
86. Truth Eight: Social Media Can Make or Break You
87. Truth Nine: You Need to Apologize the Right Way
88. Truth Ten: Your Lawyers Can Make Crises Worse
89. What to Do When You’re Not Guilty
90. How to Prepare for a Crisis
91. Responding to Bad Press Before the Story Runs
92.Responding to Bad Press After the Story Runs
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
100. How to Select a Media Trainer
101. Go Out There and Get ́ Em!


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