CEOs need the ABC’s of media training ASAP

"There's no one who wants this over more than I do - I would like my life back,” said Tony Hayward, CEO of energy company BP, that’s dealing with the biggest oil spill in history, in response to finding a way to stop the spill. Hayward has already been dubbed "Wayward Hayward" by the media for his interview gaffes because even when he says very little, he gets it all wrong.

Examples like these prove that it is extremely important to have extensive media training before speaking to the press about any issue. This involves knowing how to effectively communicate with the press and news organizations to get your desired message across to the public. This is especially important during a time of crisis, because one needs to understand a news organizations’ needs and how to respond to the media, while at the same time protecting your company’s reputation.

There are many options for media training but regardless of the supplier, there are a few things that are critical to a media relations training program for the training to be worthwhile. Some tips include:

-Know how to handle interviews. Whether they are via telephone, email, or in person, knowing how to handle interviews is vital to the survival of any media spokesperson. This will allow for more effective communication, protection from not saying something stupid and always being on target to gain more coverage for the company.

-Spoon feed the media. The end goal is to cater to the media so that your news and company information has a large share of coverage in the article. This includes giving them press releases, backgrounders, images, videos, audio sound bytes and media packs to ensure your messages are communicated in the way you want them to be.

-Say what you want to say, and do so your way. It is important to exercise some control in interviews. This allows you to stay on message and make sure you are able to express your points without being overshadowed by journalist opinions. This also ensures you can answer questions the way you want and that the information you release is what you want, not what the media wants. Never say “No comment” or speak ‘Off the Record.’

-Pick an appropriate spokesperson. Especially in a time of crisis, the public wants to see an individual directly related to the situation speaking to the media. A senior representative in the company that has excellent communication skills is necessary to speak on behalf of the company.

A perfect example of someone who has been media trained to get their message across was Michael Howard when he was interviewed regarding the prison service in May 1997. Although he was relentlessly asked the same question by the interviewer, Jeremy Paxman, Howard was able to work around the question and give an answer he wanted to give that best represented his position on the issue.

Howard demonstrated a key media training tactic known as ‘ABC:’ Acknowledge, Bridge and Communicate. This method encourages the interviewee to take initiative and control the interview. One should acknowledge every question without necessarily answering it. For example, you may acknowledge a question by saying: ‘That’s an interesting point, but more importantly...’ Phrases like these create verbal bridges from which the interviewee can then communicate their key messages.

Overall it is important to know how to work with the media because they are your free advertising source, yet they can also be detrimental to your company’s reputation if not presented with solid information. It is their job only to report on a story, not to give free, positive, publicity to your company. They don’t work for your organization and as such, do not always want to print or broadcast the full story. It is your job as a well-trained media spokesperson to get a message out that best showcases your stance and positively represents your company.

New Wave of Journalism affecting all areas of the Media

In an age when speed and efficiency are valued at such a high standard, journalists and editors are increasingly pressured to put out news information as soon as it breaks. Although the growth of online journalism and blogs give the public quick access to information, it is causing the quality of journalism to suffer. As PR professionals, we can learn many lessons from journalists and the importance of doing thorough research before reporting any information to the public.

It’s so easy to make mistakes when things are done quickly and to be considered a credible journalist, it’s not worth reporting information before the facts have been checked and confirmed.

A classic example was on May 13, 2006 when the BBC quite literally interviewed the wrong “Guy” for their segment on live television. A producer for the show came out to the lobby looking for Guy Kewney, who was supposed to be interviewed for the show, but it turned out that the producer grabbed Guy Goma, a man waiting for a job interview with the BBC Technology Department. This mistake caused weeks of embarrassment for the BBC and was all over news sites within a few hours of airing.

Left: (Guy Goma courtesy of the DailyMail.co.uk)                      

Right: (Guy Kewney courtesy of Fronline.co.uk)

Later that day, The Guardian, as well as several other publications posted on their websites that the man who had been mistakenly interviewed, Guy Goma, was a cab driver. On May 15, Reuters posted the same story on its website.

But the following day, Reuters came out with the real story. Goma was a data cleansing expert and was at the BBC for a job interview working with the IT department. "The mixup is being blamed on a young, inexperienced producer," said the Reuters video next to which was no correction on the previous day's story. The Guardian's article also does not have a correction.

The new wave of journalism in which being the first to report news overpowers the need to have accurate facts is hurting the quality of journalism the public receives. There are too many opinions instead of facts out in the online community, causing the actual events to be undermined.

In a letter to The Guardian a reader wrote, "The growth of blogs and online communities seems to be contributing plenty in the way of opinion, of which there’s already plenty and not much in the way of facts. This is creating a brand of journalism in which it doesn’t really matter if you get things wrong.”

People are hungry for information, but are often only offered opinions. Journalism may be losing its focus: to report the facts. Journalists need to be equally responsible in ensuring they produce news and information that has value. As PR professionals, we rely on our relationships with journalists to report accurate information and gain credibility for our clients. However, this relationship is becoming hindered because of pressures on editors and journalists to keep producing new content to make deadlines.

In his novel Flat Earth News, Nick Davies refers to the current state of global media as ‘churnalism,’ in which journalists are constantly trying to churn out stories at rapid speeds “Speed. The problems of churnalism have become even worse with the arrival of news websites-some of them staffed by specialist journalists; some of them by mainstream reporters who file copy for the site was well for their traditional outlets. For all of them, the possibility of filing their stories immediately has become an imperative to spend even less time on their work, even less time checking. Rapid repackaging takes over.”

As new technologies continue to emerge, it will be interesting to see the effects and pressures they have on journalism and the media industry. But as PR professionals, we can learn many lessons from journalists; one of the most important being to always do thorough research and present accurate facts. We also must appreciate the pressures journalists are under and help the relationship by giving well researched facts and knowledgeable spokespeople to achieve a positive outcome for the public.

For other PR lessons and more media videos visit:

http://pwkpr.com/downloads/FreePRLessonsFromFamousPeople.htm

Note: On April 8, 2010 Guy Kewney sadly passed away at age 63 after battling with bowel and liver cancer. He was one of the most influential writers of the technology world and had long stints with publications such as PC Magazine and Personal Computer World.

Demands of large companies ending stereotypical PR agency model

During this time of recession it seems that many large companies are taking their PR business elsewhere, to smaller agencies that have a lower price tag, but still deliver a quality service. This new phenomenon might just be a consequence of the economic downturn, but at the same time, we might also be in the midst of a new PR trend.

Mobile network giant Vodafone recently signed over all its accounts to Paratus, a ten-person agency that was selected after a competitive pitch from other larger agencies. Similarly Symantec, the largest maker of personal computer security software, hired Speed Communications in August to handle its six-figure corporate and enterprise PR brief for the UK and Ireland. And finally McCain Foods, the world’s largest producer of frozen-foods, signed Pitch PR in June to promote its sponsorship of UK Athletics. All these companies had the option to go with a larger agency but in the end chose the smaller firms. Just what is making small firms so appealing in comparison to large agencies and why are companies making the sudden switch?

When you typically think of a PR agency, you think of posh offices, attractive socializing females, schmoozing clients over lunches, often unnecessary extravagance, over the top and pulls out all the stops to impress its clients. All great, but the bells and whistles have to be paid for by someone – and that’s often client budgets or higher fees.

A handful of the top PR agencies grossed more than £130 billion globally in 2001. Impressive, yes, but in the end it’s the client who ends up paying more for all the extra, lavish, amenities and in a time when money is tight, finding the PR agency with the most economic benefit is a must for companies.

Naturally larger agencies also pride themselves on their ability to provide media relations, lobbying, event management, social media and other PR practice areas for companies, to make up their "integrated communications services" for their clients – but smaller companies are also offering all these services.

“Boutique” agencies are smaller and are typically less expensive for clients. Often they have a more detailed focus and expertise in certain industries and this business model seems to be thriving. These agencies are beginning to compete with large PR firms because they offer attractive budgeting options. New technologies have made the PR process so much more efficient that small companies can conduct PR just as well as large agencies – the Internet; customer relationship management systems; online media monitoring; cheaper, easy to use, high quality audio and video production tools; web design – all services now provided within small agency walls.

David Watson, senior Vice President of PR Boutiques International said in a letter to PR Week, “Importantly, it has never been easier to outsource non-core activity and plug into global markets through online communications and networking. Boutique PR firms are managed with the same rigour as big companies, and are succeeding worldwide.”

But even the “boutique” label for smaller agencies is just a fancy way of saying what they really are: a smaller company providing the same public relations services for companies wanting to gain publicity, build an image and be perceived positively in the public arena. Why not be proud of being a “small agency,” offering more cost effective, high quality PR services without making us sound like some sort of fashion house.

The primary driver for Symantec Corporation’s Dominic Cook is the flexibility offered by small agencies. “For those of us in-house relying heavily on external agency support, one of the key drivers in agency selection, particularly in tight budgetary conditions, is flexibility. The flexibility to move budgets around, to increase or decrease focus on social media or another piece of the PR puzzle, is vital and unfortunately many of the larger agencies find this difficult to cope with,” he says.

Companies may be turning to small agencies because they recognise they value the practitioners’ proficiency, flexibility and lower fees – rather than the unnecessary perks.

John Brice of the small U.S. based agency, Brice & Associates said, “Like doctors, lawyers, accountants and electricians, one good PR practitioner can get the job done well and generally do so at a more cost-effective price. A small agency can convene substantial marketing expertise as needed and not have to pass along any overhead to the client.” Flexible budgeting options and their deviation from the ‘typical’ PR agency traits may prove that these small agencies might just be the public relations industry’s new trend.