G W E B I N A R : M E D I A T R A I N I N G 1 0 1 -

F O R M U L A F O R S U C C E S SD E C E M B E R 6 , 2 0 1 7

Presented by: Evan Nierman (CCAS BA '00), Founder/Principal of Red Banyan

T A B L E O F C O N T E N T S

Reporters and Media…………………….……3

Your Interview & the Big Picture……..….……7

Preparation & Core Messages……..………..11

Showtime………………………………………15

Best Foot Forward………………………….…20

R E P O R T E R S + M E D I A

P U B L I C A T I O N G O A L S

• Make Money

• Educate

• Inform

• Entertain

R E P O R T E R S

• Power of the Pen

• Influence Public Opinion

• SEO

• $$$

• Live Forever Online

C O N S T R U C T I O N

• Lead

• Key News Questions

• Body of the Story

• Closing

T H E B I G P I C T U R E

P R I N T V S . T V

• Print

• Relaxed Conversation

• More Detail

• Context & Case Building

• Television

• Rapid Pace

• Sound Bites

• Key Points Only - No Context

T A K E C O N T R O L

• Conversation vs. Interrogation

• Ask Questions

• Control Topics

• Stick to Message

M O T I V A T I O N

• Us

• Numbers

• Data

• Facts

• Reports

• Them

• Conflict

• Confrontation

• Adversity

• Triumph

P R E P A R A T I O N

K N O W Y O U R I N T E R V I E W E R

• Understand the Outlet

• Learn about Reporter

• who they write for

• what they write about

• what’s the angle

• find clues/ask directly

• Reporters vs. Friends

C O R E M E S S A G E S

• Three to Four Messages

• Repetition

• Paraphrasing

• Answer Questions You Want

• Remember Who Knows More

I N T E R V I E W P R E P

• Read Core Messages

• Read Q & A

• Practice Interview

• Watch Tape

• Repeat and Refine

S H O W T I M E

G R O U N D R U L E S

• Always Set Terms Before Interview

• The Record

• assume you’re on

• The Impression

Y O U D E F I N E T H E D I R E C T I O N

• Questions are Opportunities

• Define Topic with Answers

• Drive the Message

• Stay Calm

• Stay Positive

• Eat Dessert First

T O U G H Q U E S T I O N S

• Return to Core Message

• Answer Different Question

• Stay Truthful

• Don’t Exaggerate

• Bridging

B R I D G I N G E X A M P L E S

• Here are the facts… • An even tougher question is...• I have heard that too, but the

real focus should be...• I would describe it differently...• If I may, let me explore a more

important point...• Let's deal in reality...• Let's talk about something I'm

even more familiar with...• Another perspective is...• Opinions can differ, but I

believe… • That's one view, mine is...• The critical issue is...• What concerns me even more...• I understand. For me, the

question is…

B E S T F O O T F O R W A R D

P R E S E N T Y O U R S E L F

• Dress

• Slightly Over is Best

• Colors and textures

• Comfort

• Posture (for TV)

• Don’t Slouch

• Legs uncomfortable (lazy legs lazy mouth)

• Lean Slightly Forward

• Fold Hands in Lap

• Look Happy :)

F O L L O W U P

• Thank Reporter for Opportunity

• Provide Feedback After Piece Airs

• Keep Contact Info

R E V I E W

• Prepare 3-4 Core Messages

• Eat Dessert First

• Take Control

• Prepare Your Bridging

• Dress the Part

Q U E S T I O N S ?

Keep in TouchEvan Nierman, Founder/Principal of Red BanyanContact Information:

t: 954-379-2115e: (for Evan) evan@redbanyan.com

(for Red Banyan) info@redbanyan.comw: www.redbanyan.com