Media Training Manual:
Table of Contents

WELCOME ...


SECTION 1: UNDERSTANDING THE MEDIA ...

• Inside the Minds of Journalists
• The Five Conundrums of Media Relations

SECTION 2: GETTING READY TO BE INTERVIEWED ...

• Pre-Interview Relaxation
• Attitude Is Everything
• Talking Wihtout Saying Anything

SECTION 3: MEDIA TACTICS - DANCING THE DANCE...

• Message Development & Delivery
• Categorically Speaking
• Keys to Media Interviews
• The Price of Dishonesty
• Positioning
• Guidelines for Confrontational Interviews
• Defusing Hostile Questions
• Question Turnaround
• They Aren't Lemons, They're Essential Components of Lemonade
  
  SECTION 4: MEDIA LOGISTICS...
• All interviews
• Print Interviews
• TV Interviews
• Radio Interviews
• Interviewing Yourself
  
  SECTION 5: SPECIAL CIRCUMSTANCES ...
• Crisis Management Media Relations
• Media Training the Untrainable
• When the Media Goes Too Far
  
  SECTION 6: BONUS MATERIALS ...
• The I-Reporter Born of the Web
• Criteria for Effective Spokespersons
• Crisis Interview Wallet Card
• Trial by Media-Do’s & Don’ts
• The Biggest Mistakes in Crisis Communications
• The Five Tenets of Effective Crisis Response
• The 11 Steps of Crisis Communications
  
  SECTION 7: ABOUT THE AUTHOR...
  
  

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Keeping the Wolves at Bay: A Media Training Manual