General Media Training Tips

Crisis comms handling

The first rule of crisis communications is - act swiftly to speak first, we all know that the vacuum created by a failure to communicate effectively is filled with rumour, misrepresentation and fake news.

You can pretty much always say something when a crisis hits - no comment's just not an option, but companies still do it, creating the perception that they're guilty, or hiding something. Written statements have a limited effect, fine on social media in the first hour, but just consider that if a statement is going to be your only form of Communication - you're giving away 50% of your control, partly because a journalist sub-edits them down to one paragraph and reads them out on-air in their tone of voice. Will that ever sound sympathetic to your cause?

So again, we might hear what you say, but people respond better to human connection and seeing what you mean? Never underestimate the power of the personal touch - a human, genuine expression of sympathy on Telly, the authentic warmth in your CEO's voice over the radio, saying sorry for any inconvenience or loss, resonate much more. You're now much more likely to retain public confidence and ultimately , preserve shareholder value.

It's vitality important to lead from the top and get out there. Following numerous recent corporate scandals, it's the least your customers and business partners now expect in turbulent times. As important, is not to assume the 'sit tight, say nothing, it'll blow over' mentality, or the "it'll never happen to us" policy - because it happens to organisations like yours every day -There are more tips on our website or @mentortrainer on Twitter. 1:30"

Dealing with tough questions

Great tennis or football players know they need constant coaching to stay on top form - the same is true for your communication skills in handling tricky questions from journalists, business associates or members of the public. And there is an art to it.

So let's take it back to ABC. It's not acceptable to drive a coach and horses through a string of reasonable questions, just sticking slavishly to a robotic 'line'. Leave that to Politicians. If you're able to answer, do so. But the purpose of your media appearance should have a business objective to it - so don't make it all about the questions, use them as a platform.

Acknowledging there's been an issue in your company or the wider sector is a more natural way to broaden out the topic - doing some homework about your profession also helps here.

Next is to Bridge that and bring the conversation around to your position on the issue, signposting your key message and positively framing how proactive you're being - which leads on to you weaving in your Content around that. We can show you how to go even further with this.

There are other journalistic devices often used to catch you out and elicit a headline, like the dreaded 'can you Guarantee this won't happen again?", Fear not, we'll coach you how to handle this and other bear traps on one of our advanced media skills courses. There are more tips on our website or @mentortrainer on Twitter. 1'15

- Social media in a crisis

Corporate scandals and crises break virtually every week and they routinely catch fire on social media.

So it's vital for organisations to be battle ready to provide speedy responses, clarity in that messaging and the appropriate tone of voice online. It's quite common for press teams, corporate affairs and customer services to find they're not speaking with one brand voice, when it comes to responding publicly, via social.

Which is why a coherent company wide strategy, social media training and crisis communications preparation are essential. 140 character holding statements and ones which work for Facebook can buy time, or point customers and the media to more detailed statements and videos on your website.

Mentor's tried and tested crisis communications formula, known as the CARE messages - can work across all these channels and prepare your organisation and executive team to respond effectively and personably in any situation. -There are more tips on our website or @mentortrainer on Twitter. 1'03"

- Techniques for press interviews

In many ways, press interviews are the most challenging because of the confusion around on and off the record comments and the common misconception that you're just having a bit of a chat. You're not. Everything you say to a journalist is on-the-record, unless you have developed a trusted relationship with them to negotiate non-attributable quotes.

Never speak with a press journalist on-the-fly, if you receive an unsolicited phone call. This is when you're organisationally at most risk - turn the tables and ask a few Q's of your own; their details, landline, angle, who else they're speaking with, plus any deadline. Now you've just bought some valuable time to get your press team organised.

Finally, and crucially - when you are giving an interview - try not to spend more than ten minutes chatting if they only need a quote, and never repeat any negative language supplied by the journalist - they use this to elicit an angle and a headline; for example; journalist: is this a complete disaster? You; 'no I wouldn't call it a complete disaster'; them; 'Ok, so just a partial one then!'

For more tips go to our website or @mentortrainer on Twitter.. 1:00

Techniques for radio interview - (In radio studio, Mentor)

Radio can be deceptive - it might look easy, but it's has its own rule book. Firstly, radio is the most personal, direct, and arguably effective form of mass communication, because it's portable and goes to the point of sale - it can also feel like a casual chat, but seasoned interviewers know that getting you comfortable, softens you up for some revealing, personal and sometimes tough questioning.

So some crucial tips on the grammar and etiquette of radio -

If you're live, don't waste precious time with hello's or extended platitudes if the presenter cracks straight on with the first question - just answer, unless they say good morning first.

Try to use the word imagine in your interview, linked with a story - it's the most powerful call to action word in this medium. You can take notes in, but stick to bullet points, don't write a script, otherwise you may be thrown and you risk not sounding authentic. Think about the station's audience and never use jargon.

Before the interview, practise talking into a microphone with some headphones hooked up, so that you can hear yourself back - it's the single most disorientating part of doing a studio or remote interview.

Finally, Consider what you wear, as radio stations often use video, webcams and pictures to promote guests and programmes. " -There are more tips on our website or @mentortrainer on Twitter. 1'05

- Techniques for TV interviews - in green screen studio, mentor

Your minute guide to the etiquette & grammar of tv interviews;

Rule 1 - if your interviewer is physically present, you must always look at them, not at the camera, including during live inserts.

Consciously slow down, have one clear message with, say, 3 bullet points or better, illustrated examples to bring your ideas to life. A great interview is not all ABOUT answering the questions - it's how interesting a guest you can be, how you respond, how you move the discussion onto your agenda, after all, that's why you're taking part, there's a business objective. Journalists always have an agenda - you need one too.

Be careful what you wear, avoid tight checks or stripes, and black or white shirts or tops, unless worn with a jacket. Pastels or bold colours are more flattering, and avoid fussy jewellery or earrings. If you're outside, be aware of how you're being framed by the camera operator and what's behind you - exit signs never look good! There are more tips on our website or @mentortrainer on Twitter. 1'00"

- General media training tips

The key to a successful interview is to be interesting, focussed and authentic. You need to go further than giving a string of dull facts or statistics -

Most of us respond better to visual ideas - We might hear what you say but we need to SEE what you mean, so it's essential to distill your message with analogies, anecdotal evidence and case studies which relate to your audience. One tip on numbers, don't reel off loads of stats, stick to one or two and never use percentages - use fractions, after all what does 74% mean to anyone? This should form the backbone of your preparation.

You need to have one simple, clear message, not three, and you mustn't cling slavishly to a single line to take, in the repetitive way that you see some politicians doing - expand, paint pictures for us, take control of your agenda and give the interviewer your news. We've got more tips on handling tough questions in another of these VODS."-There are more tips on our website or @mentortrainer on Twitter. 1'00"