Press Conference Tip: Use a Room With Two Doors
One major press conference tip I often advise companies is to always use a room with two doors. That leads to the question, “Why?” Read more
How to do an Online Media Interview: Media Training Tips
It’s finally time to get the lighting right. It’s finally time to get the camera angle right. It’s time to set aside nerves and confusion and get it straight. This late in the game, you either think you have this all down pat (and you could be wrong), or you are still too nervous to get on camera. This is the straightforward, quick guide to doing a proper media interview in your home office or at your workplace. Read more
Virtual Media Training Class
If media interviews are part of your job, here is the replay to Thursday’s Virtual Media Training.
Use this link to listen.
Talking to the media is hard, even on a sunny day. This is why top leaders, executives, and spokespeople take annual media training classes, either in person or as a virtual media training class. In a media interview, the pressure is on to say the right thing. Doing a media interview is even harder on your darkest day when you are in the middle of a situation that may become a crisis. You can plan and you can prepare. But can you control the media interview?
In this Virtual Media Training, we take away the fear of the media and media interviews by giving you practical techniques to be your best on, potentially, your worst day.
Not every crisis results in a media interview. However, it only takes that one rare interview to damage your revenue, reputation, and brand. Plus, when eyewitnesses are telling your story on social media, the pressure increases for you to issue a statement at the speed of social media.
In this Virtual Media Training Class we will:
- Examine the power of a preamble in your public statement
- Explore the differences between an ad-lib statement vs. using a script
- Understand the critical role of answering questions before they are asked
- Unlock secrets to avoid the speculation trap
- Discover the trick to control how the final news report is edited
Your FREE registration has been paid for by the team at SituationHub.com, which is the first and only crisis communications app that can automatically write a news release at the speed of social media.
Your host is crisis communications and media training expert Gerard Braud.
Related Articles:
Crisis Communication Class Replay: 15 Questions to Ask Before You Use Facebook
Virtual Presentation: “Don’t Talk to the Media & Words Matter”
If you could attach a dollar value to every word you say, would you make money or would you lose money?
Do your words in media interviews or even in conversation with clients, stakeholders, and colleagues enhance your profits, or destroy your revenue, reputation, and brand? The story I’m sharing here appears in my media training classes, as well as in my keynote presentations, “Don’t Talk to the Media Until…” and “Words Matter.”
How much do words matter? In this story, a company spokesperson destroys a $700-million dollar project in a 12-second soundbite. Watch this video to learn to mess up in private, not in public:
“A license to pollute.” Yikes. 4,000 construction jobs never created. 400 permanent jobs never created. Taxes were never paid. Safer roads were never built. The audience heard him say “We have a license to kill.” What should have been said? This spokesperson should have had proper media training to understand and communicate the three things he promises to protect. Preparation needs to be done before the real interview.
Ultimately, you should talk to the media to tell the story of your brand. The keyword is “until.” The key is to do it properly and understand the rules of engagement. The first lesson is don’t talk to the media, but talk to the media’s audience. The media are not your audience. The people at home are your audience. Talk to them. Manage their expectations.
To talk further about how to prepare to talk to the media or how this virtual presentation could benefit your boss or your colleagues, schedule a complimentary, confidential call with me https://calendly.com/braud/15min
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
15 Questions to Ask Before You Use Facebook for Crisis Communications
Can You Handle a Crisis When it Hits by Winging It?
Crisis Management Lessons from Hurricane Katrina vs. COVID19
Media Training for Covid-19 Key Messages: Rule of Threes
By Gerard Braud, CSP, Fellow IEC
The brain remembers three things better than five. That is why the Rule of Threes is a foundation of media training. So when key medical experts testified before Congress recently, the nit-picker in me appreciated their five tips for preventing the spread of Covid-19, yet I know that a minor shift to three tips could result in more effective crisis communications.
The doctors all suggested:
- Wear a mask
- Wash your hands frequently
- Practice social distancing
- Avoid crowds at businesses, bars, and social gatherings
- Avoid large family gatherings
Although their advice seems fairly straightforward, as a professional media trainer and crisis communications expert, I am always examining how to communicate more effectively in a crisis.
Watch the video to learn how you can convert these five points into three key messages to clearly explain the guidelines in a way that the spokesperson can easily remember, and listeners can easily remember, using the Rule of Threes, and our Key Message Tree mind-mapping model.
This media training model can be applied to every event for every spokesperson. When you apply the Rule of Threes, your media training will be far more effective.
If you’d like to learn more, schedule a no-obligation conversation with me using this link: https://calendly.com/braud/15min
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
Covid-19 Crisis Communications Webinar Recording
The Biggest Lie in Crisis Communications
4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson
“Covid-19 Death Toll is Like 5 Boeing 737 Max 8 Jets Crashing Every Day:” Crisis Communications Tips to Land Analogies
By Gerard Braud, CSP, Fellow IEC
Crisis communications surrounding Covid-19 has been difficult. Why is it that you can put a medical expert in front of the media and they have difficulty landing your crisis communications message?
From a communications standpoint, it comes down to:
- facts
- passion
- outrage, and
- fear.
Before reading this blog further, watch the INTRO to the video which describes the disclaimer, my personal bias, and my personal goal for putting out this message:
Now, imagine if a medical expert got on television and made the impassioned plea below: (Note, the entire plea is demonstrated in today’s video for training purposes.)
“The daily death toll from Covid-19 in the United States is like five Boeing 737 Max 8 jets crashing every day and killing everyone on board.
Think about this. Governments around the world were outraged that 346 people died in two crashes of 737 Max 8 jets. Governments and airlines banned the planes from flying because 346 people died.
Yet here we are, in the middle of a pandemic, and there is no outrage when the number of people who die each day in the United States is equal to five jets crashing each day.
The number of people who have died since the onset of the pandemic in the United States in March is equal to 750 jets crashing and killing everyone on board.
As a country, would we sit idly by if five jets crashed every day?
As a country, would we be outraged if 750 jets fell out of the sky and killed 150,000 U.S. Citizens?
We would not stand for it.
If terrorists shot down five jets every day in the United States and killed 1,000 people, would we not declare war?
If terrorists killed 150,000 U.S. Citizens over five months, would we not mobilize every bit of energy we have as a united nation to stop them from taking one more life?
So then why is it that we are okay with letting 1,000 U.S. Citizens die every day from a disease that we can fight and stop?
So then why is it that we are okay with letting 150,000 U.S. Citizens die in five months from a disease that we can fight and stop?”
©2020 Diversified Media, LLC
(…and scene.)
(Footnote: An Axios poll release while I am writing this says 30% of Americans believe the numbers I just used from the CDC are inflated.)
The opposing viewpoint has been effectively using the analogy that says:
“Covid-19 deaths are no different than the deaths we see every year from the common flu.”
The second analogy about the flu has stuck with about one-third of Americans, according to polls.
Here are three reasons why one side has been more successful in messaging:
- Medical experts are trying to sell scientific facts.
- Medical experts are failing to sell compelling fear or outrage.
- and #3 … and this is a big one… those with opposing views have done a better job of getting out front with their own analogies first.
And I’ll add this point to number 3 — Those who have been selling their analogies better, have sold them as a dismissive message to an audience that is usually motivated by fear. In other words, people who are normally motivated and inspired by fear are being told, “You have nothing to fear.”
— Now before you start wondering if this blog is motivated by my politics, the answer is no. For more than 25 years I’ve worked to share crisis communications strategies with you and this is just one more lesson.
It should be noted, that in most crises, there are not two opposing arguments. For example, when a jet crashes and kills all 200 people on board, the President, members of Congress, Governors, and elected officials are not standing in front of the media saying,
“It’s just one jet. More people die every day from the flu than died in that airplane crash.”
So no, this is not a blog that takes sides on the issue because of politics. It is a blog about how to be effective in your crisis communications.
Where did my airplane crash analogy come from? Recently on a television news program, a doctor was trying to use the analogy, but he failed to land the analogy. The doctor failed because his delivery of the analogy lacked passion, fear, and outrage.
So here are the realities as I write this on July 26, 2020:
- Many passenger jets carry 200 people.
- The 737 Max 8 was pulled from service after two crashes killed 346 people.
- Covid-19 deaths in the U.S. at this point have reached daily death tolls of 1,000 people.
In conclusion:
- Analogies are a great way to communicate.
- Analogies that tap into fear and outrage can be more effective.
- If you use analogies, you must sell the message with passion and outrage.
- When your analogy is compelling, others will use it.
We’ve watched the viral spread of the analogy that Covid-19 deaths are no different than the flu. Let’s watch to see if the analogy about the airline crash takes off.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
Covid-19 Crisis Communications Webinar Recording
The Biggest Lie in Crisis Communications
4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson
How to Do a Remote Media Interview: COVID-19 Media Training Tips
By Gerard Braud, CSP, Fellow IEC
The number of remote media interviews, online interviews, Zoom interviews, and the like have skyrocketed in the past few weeks. In last week’s video, I asked you, who is doing them well? How is the quality of the videos?
Well, today I am providing you with expert media training strategies to help you look professional, organized, and credible as a source for your media interview.
If lighting, camera angles, technology, and wardrobe stress you out (and rightfully so), this video can help you be a video producer in your own home office or other remote location.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
Covid-19 Crisis Communications Webinar Recording
The Biggest Lie in Crisis Communications
4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson
COVID-19 Media Interviews: Share Your Thoughts
By Gerard Braud, CSP, Fellow IEC
The COVID-19 coronavirus crisis has spawned new aspects of crisis communications and media interviews. Behold, the social distancing media interview done from your computer in your home.
What do you think about these interviews?
Your assignment for the day is to:
- Watch TV
- Take a photo of an interview being done from home
- Critique how the interview looks
- Send your image and your critique to me at any of my platforms, and feel free to include the hashtag #TVInterviews
Here are some criteria to look for and to comment on:
- Camera angle
- Lighting
- Background
- Glare
- Distractions
- Posture
- …plus anything else that you observe that your professional colleagues should either duplicate or avoid.
Share them via:
@gbraud on Twitter
Gerard Braud on LinkedIn
The BraudCast on YouTube
Braud Communications on Facebook
After you share your observations, I’ll share them back with our community so you’ll be better prepared if you or one of your team members is called upon to do a television interview via your computer from home.
Should you need in-depth training, we can provide you with remote media training for remote interviews as well as train-the-trainer remote training so you can coach your executives and subject matter experts. To learn more, schedule a call: https://calendly.com/braud/15min
Many of the techniques you have learned in traditional media training still apply. Yet, at the same time, there are some clear distinctions and additional burdens. Think of it this way: In a traditional television interview, the news crew is responsible for things you never need to think about, such as:
- lighting
- audio quality
- the background view
- background noise
- the camera angle
- and more
Whereas you traditionally needed to focus on:
- what you were going to say
- your wardrobe
- your body language
- and more
Suddenly, you have to do both your job and their job.
It isn’t easy. I’ll work on a checklist for all of you, but by all means, if you need professional training we’re here to be your training partner.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
How to Use Social Media for Crisis Communications
The Biggest Lie in Crisis Communications
4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson
Photo by Sam McGhee on Unsplash
There’s No Room for Your Facts in a Media Interview
When I was a reporter, I was always joking around in the newsroom. One day, I declared,
“Don’t let the facts get in the way of a good story.”
We all laughed. A colleague was pushing for a story to make the evening news, but there were lots of holes in the story and I wanted my story to be the lead story. I won and got the lead story. The colleague’s story was killed.
Over the years we used the joke here and there, but then we began to realize that way too much of what made the news at our TV station and at those of our competitors, made the news regardless of the facts. In the end, it was one of the reasons I left the news business after a great 15-year ride.
But let’s be honest. How many news stories are filled with facts? The truth is, not a lot. Newspaper stories will always have more details than TV and radio news reports. But TV stories, especially, are driven by visual images. The example that I always use is that if the story is about a brown cow, I need video of a brown cow. If I have no video of a brown cow, I can’t put the story on the evening news.
Another example I always use is the mixed metaphor that says,
“If a tree falls in the woods and it is not on video, is it news?”
When I used to cover hurricanes in the ‘80s and ‘90s I was always upset when I didn’t have video of something blowing away. I needed the visual on video to tell the story.
A print reporter will likely write only a 12-20 sentence synopsis, a radio reporter is only writing 6-8 sentences and a TV reporter is only writing 10-12 sentences.
The average person tries to give way, way, way too many facts in a news interview.
Take this comment with a grain of salt, but the reporter doesn’t really care about you or the facts. Sure, they seem interested in you, but their report is more important to them personally than your facts.
A news report is a puzzle. Certain pieces must fit exactly together. In a TV report, quotes make up one-third of the story. The lead and the conclusion together make up one-third of the story. I don’t want to burst your bubble, but can you guess how much room we have in the story for your facts? In a TV news report, that equals 4 sentences. In a print report that equals 8-12 sentences.
If there is no room in the story for a bunch of facts, why would you spend so much time giving lots of facts to the reporter? Don’t let the facts get in the way of a good story.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
Please Pick Me to be Your Media Trainer
The Biggest Lie in Crisis Communications
4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson
Photo by Sam McGhee on Unsplash
Crisis Communication Question: What Would You Do?
By Gerard Braud, CSP, Fellow IEC
Today’s crisis communication question is, what would you do if there was a fire and explosion where you work?
How long would it take before someone in your company could gather the facts, write a crisis communications news release, get the news release approved by the crisis management team, then released to the media, your employees, your customers, and your community?
One hour? Two hours? Three hours, or more?
The crisis communication case studies I’ve reviewed indicates many companies still take in excess of three hours to issue a statement. That is far too long and frankly, unacceptable.
If your company can’t release at least a basic statement in less than one hour of the onset of the crisis, you are failing.
Let me add a layer of crisis communications reality. There is a chance that a member of the public is instantly posting pictures and videos to social media within minutes of the explosion.
Let me increase your crisis anxiety by pointing out that the eyewitness could be broadcasting the fire and disaster live with Twitter’s Periscope, Facebook Live, YouTube Live, Instagram Live, and LinkedIn Live, as well as other emerging apps.
With each passing minute that social media is telling your story, you are losing control of the narrative and increasing the potential damage to your company’s reputation and revenue.
The best way to communicate quickly is to
Follow the 5 Steps to Effective Crisis Communications
To learn more about the 5 Steps to Effective Crisis Communication, use this link to get access to a free 5-part video series that explores best practices in crisis communication. This series takes you into a deeper dive than we have time for here.
Step 1 Conduct a vulnerability assessment
The assessment, done on a clear sunny day, identifies everything that could potentially damage your company’s reputation and revenue. This must include sudden crises such as fires and explosions, as well as smoldering crises such as sexual harassment or a social media post gone wrong.
Step 2 Write an effective crisis communications plan
This should not be just a checklist of standard operating procedures. It should be specific, sequential instructions for gathering information, confirming it with your crisis management team, then disseminating one message to all audiences. Those audiences must include the media, your employees, your customers, and your community. The plans I license to my clients have a provision that they must communicate to their audiences within one hour or less of the onset of the crisis. You can learn more details by signing up for the 5-part video series. You’ll also be given an option to download a PDF of a First Critical Statement that is perfect for every crisis.
Step 3 Have a library of pre-written news releases
Each of my clients receives a base set of 100 pre-written news releases with their crisis communications plan. Each news release is methodically written to have multiple choice and fill-in-the-blank options that allow the statement to be modified in about 10 minutes. The statements read less like a traditional news release and more like a well-written news story. This one statement goes to all audiences and stakeholders.
Step 4 Provide Media Training
In crisis communication media training, all of your potential spokespeople learn to deliver their statements by using the pre-written news releases in Step 3. They also learn the secrets to answering tough follow-up questions. A primary purpose of media training is to allow your spokespeople to make mistakes in private so that they do not make mistakes in public. In media training, it is also critical that each participant gets videotaped and evaluated multiple times during the day.
Step 5 Hold a Crisis Communication Drill
Like media training, the drill is designed to allow participants to make mistakes in private so that they do not make mistakes during a real crisis. A good crisis communications drill must have misdirection, injections of social media and mainstream media activities, plus at least two full-blown mock news conferences. Generally, the drills I conduct last about three hours, followed by a 90-minute evaluation. Team members can know the day of the drill and the time, but the drill scenario should be a secret.
The bottom line is that the traditional speed of communications from companies is far too slow in the age of social media. Many executives seem oblivious to the speed of social media, in part, because so many executives are not personally on social media. That must change if you want to protect your organization’s reputation and revenue in a crisis.
If you need to know more, please contact us. For a deeper dive, make sure you sign up for the free 5-part video series on the 5 Steps to Effective Crisis Communications.
Crisis communications and media training expert Gerard Braud, CSP, Fellow IEC is based in New Orleans. Organizations on five continents have relied on him to write their crisis communications plans and to train their spokespeople. He is the author of “Don’t Talk to the Media Until…”
More crisis communications articles:
Please Pick Me to be Your Media Trainer
The Biggest Lie in Crisis Communications
4 Steps Every Company Needs to Take in Order to Avoid the Default Spokesperson