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Testimonials for Media Training Worldwide “TJ Walker is the leading media trainer in the world and Media Training A-Z is the ideal resource for presenting well on TV. I’d highly recommend this book for anyone who is planning on doing any TV work.” – Stu Miller Viacom News Producer “I put the skills learned to excellent use. I was told by the producer that it was refreshing to work with someone who was comfortable in front of the camera and could get their message points out. So, kudos to you for training me! It was a wonderful experience.” – Roxanne Moster UCLA “This book gives away all the secrets! Jess Todtfeld and I were producers together. Now I know why all his guests shined.” – Brendan Conway CBS Early Show Producer “Media Training Worldwide is flat out better than any other presentation training firm we have ever used. They get better results in one day of training than other companies do in two-day seminars. The bottom line is that Media Training Worldwide changes our executives for the better; when they leave a Media Training Worldwide workshop they speak with much more confidence and passion. TJ Walker has made radical and permanent positive transformations with many of our employees. I can’t imagine using any other training firm.” – Jim Miller Amerada HESS “Anyone suffering from MDS (Media Deficiency Syndrome) will find this book an immediate antidote and long term, if taken regularly, cure.” – John F. Budd The Omega Group “Over the years I’ve been a fan of TJ Walker and his rigorous approach to media training. If TJ had his way, no client would ever lose a media interview. And, if every executive would take the time to read this latest edition, he or she probably never will. TJ is clearly a veteran of the broadcast and print interview world and his tips are well worth reading. I know I’ve learned some new strategies.” – Edward Aloysius Moed Peppercom, Inc. “This training with Jess has boosted my confidence in my media skills to a new level. Thank you!” – Kevin Connell Accu-Screen, Inc.
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“As a crisis communications consultant, I think I know a great deal about media training. However I learned a LOT by reading TJ Walker’s book – Especially when it comes to tips and techniques for presenting yourself in as positive a way as possible during TV interviews. TJ is truly an expert in this arena and his advice is valuable and practical. His writing style is conversational – enjoyable to read and easy to digest. I highly recommend this book to my clients.” – Judy Hoffman Principle JCH Enterprises and author of “Keeping Cool On The Hot Seat” "I wish all the newsmakers I speak to employed the useful tools supplied in 'Media Training A to Z.' I'd get much better interviews. And more importantly for them, they'd be much more successful at getting their message across." – Rick Folbaum, Anchor, FOX5 WNYW “A handy crash course for the busy or new executive encountering the media for the first time.” – Michael J. London Michael J. London & Associates "I've read a variety of media training books over the years and never found the exact type of training manual with content that I could just hand to a client for their review. That's until I read TJ's media training book. It incorporates most of the media techniques and approaches that I have emphasized with my clients over the years – and goes well beyond that – to help the novice and seasoned business professional alike with interview and media training tips. It really allows the most senior on-camera client to still learn about news interview techniques without insulting them or making them feel like their presentation is faulty or embarrassing. TJ's approach is well-organized and definitely concise so you can easily learn effective interview techniques". – Ron Dresner President Your PR Department, LLC "This comprehensive guide is a must-have for every communicator and PR practitioner. It's an invaluable resource and the ideal tool following professional training." – Nancy Friedman Nancy J. Friedman Public Relations “This training helped my confidence level” – Emily Baugher IBM
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"As the CEO of the fastest growing independent PR firm in the U.S., we realize that clients, corporations and executives need to understand how to be best prepared to speak with the media in order to communicate clear messages, and utilize every second on TV and every inch of ink. TJ Walker's book clearly communicates the necessary tools to ensure that image and messages are captured. From the color and design of one's shirt, to hand motions, style of answers to repeating messages over and over, media training can better prepare any and all for their PR Needs." – Ronn D. Torossian 5W Public Relations “TJ Walker was able to help my entire team operate more efficiently [and] maximize their message penetration to their audience. I can tell you his pace was incredible, he was extremely articulate and he got the whole group involved. We really enjoyed the day.” – Michael Gallant EMC “Media Training A-Z is a concise, highly readable, user-friendly book--written by one who has been practicing what he preaches--that should be in the briefcase of anyone who dares to speak to the public.” – George Haber Information Services "When I first started in the profession, media training was not considered an important element of the PR profession. But today, with the advent of new media, ranging from many different types of television opportunities, to blogs, to online media, training of corporate executives and celebrities is a vital part of the PR package. To have a book and a talent like TJ Walker all under one roof is great." – Alan Taylor Alan Taylor Communications, Inc. “Jess gave me easy strategies to change my appearance and showed how body- language influences the message.” – Michael S. Jensen AIG Europe “TJ Walker tells it like it is – simple, direct, impactful. Follow his savvy advice in Media Training A-Z and you’ll win with the media every time.” – Matthew Cossolotto Ovations International, Inc. “Home of the Standing O” “I feel confident and more organized in my thought process.” – Ken Porter TransUnion “[This Book] has helped my confidence in delivering a message and has greatly improved my ability to develop stories that explain key points.” – Keith Jacoby Wachovia Securities
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This Book Is Dedicated To Great And Aspiring Speakers Everywhere. ~ TJ Walker & Jess Todtfeld Receive FREE VIDEOS! To receive weekly video tips focusing on speaking to the media send a blank email to: freemediavideo@mediatrainingworldwide.com
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Sale of this book without a front cover may be unauthorized. If this book is coverless, it may have been reported to the publisher as “unsold or destroyed” and neither the author nor the publisher may have received payment for it. No part of this book may be used or reproduced in any manner without written permission except in the case of an editorial review, a journalistic article, or for purposes of higher learning. For more information address Media Training Worldwide, 110 West 40th Street, - Suite 203 New York, NY 10018. Published by Media Training Worldwide Copyright © 2008 Media Training Worldwide Media Training Worldwide provides more media and presentation training workshops and seminars than any other company in the world. We also publish more than 100 media and presentation training books, DVDs, CDs, and other information products and are the premier presentation/media training publisher in the world. www.mediatrainingworldwide.com Library of Congress Catalog Card Number: 2004115412 ISBN: 1-932642-36-6 Printed in the United States of America Fifth Edition: February 2007 First Edition: December 2004 Developmental Editor: Deborah Knox Copy Editor: Joni Mitchell Book Design: Kristopher Gentile
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Media Training A-Z A Complete Guide To Controlling Your Image, Message, & Sound Bites By TJ Walker & Jess Todtfeld
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Table of Contents Introduction: - The Enemy Within ........................................................................................... 1 - The One Common Leadership Trait ................................................................5 - You Can Get A Second Chance To Make A Great Impression ........................7 Chapter 1: Warming Up - Don’t Think On Your Feet – Think At Your Seat .......................................... 11 - In The Moment ...............................................................................................12 - Got No Time ................................................................................................... 13 - Consistency Isn’t So Foolish .......................................................................... 15 Chapter 2: Talking Tips - I Hate My Voice! ............................................................................................19 - Protect Your Voice ......................................................................................... 20 - You Are What You Drink................................................................................21 - Talk To Your Best Friend .............................................................................. 24 - Battling The Talk-Radio Clock...................................................................... 25 Chapter 3: Looking “Mahvelous” On TV - Do Clothes Make the Man or Woman?......................................................... 29 - To Button Or Not To Button, That Is The Question ..................................... 31 - Be Cool, Man.................................................................................................. 32 - Make Up Your Mind About Makeup..............................................................35 - Smile For the Camera.................................................................................... 36 - Move Your Head............................................................................................ 38 - Lean Forward To Look Lean ......................................................................... 40 - Keep Your Tongue In Your Mouth................................................................ 42 - What Do I Do With My Hands? .................................................................... 43 - Befriend Your Host........................................................................................ 46 - Be A Name Dropper .......................................................................................47 - Prepping For Primetime ............................................................................... 48 Chapter 4: Creating and Conveying Your Media Message - Stop Worrying About The Questions.............................................................53 - The Power Of The Positive .............................................................................57 - Answer The Basic Questions ......................................................................... 58 - Keep It Short.................................................................................................. 59 - Creating Your Media Message ...................................................................... 60 - The Power Of Three....................................................................................... 62 - Reporters Are Distracted .............................................................................. 64 - What Does The Media Want? ....................................................................... 65 - Does The Audience Care?.............................................................................. 66 - What Do You Want? .......................................................................................67 - Results Are Key.............................................................................................. 68 - Say Everything You HAVE To Say ................................................................ 68 - What Is Your Problem? ................................................................................. 69 - Make It Engaging! ......................................................................................... 70 - Accomplishments And Solutions ................................................................... 71 - Make Your Message Tight And Simple..........................................................72 - Avoid The Weasel Words ...............................................................................73
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Chapter 5: Fielding Questions - Open With A Short Answer ........................................................................... 80 - Picking Your Poison .......................................................................................81 - Eyes On Your Message .................................................................................. 82 - “I Am Not A Crook” ....................................................................................... 84 - Move To Your Message Points ...................................................................... 86 - Eliminate Complexity.................................................................................... 86 - Delete Your Database of Knowledge............................................................. 88 - “I Don’t Know” Is A Perfectly Good Answer................................................. 89 - An Experts Dilemma ..................................................................................... 90 - Rewrite Questions To Suit You ......................................................................91 - Aim For All Three Message Points - In Every Answer ................................. 92 - Positive Answers Only ................................................................................... 94 - Oh, And One More Thing .............................................................................. 95 Chapter 6: Crafting Sound bites And Quotes - The Art Of The Sound Bite ...........................................................................199 - Analogies In Your Answers ..........................................................................102 - Use Bold, Action-Oriented Words ...............................................................103 - Let Your Emotions Flow Freely ...................................................................103 - The Quotable Example .................................................................................104 - Attack Your Way To The Headlines.............................................................105 - Absolutes Are Absolutely Quote Worthy .....................................................106 - Cliché Your Way To The Top .......................................................................107 - Joking Your Way Onto The Airwaves Using Humor ..................................109 - Populate Your Quotes With Pop Culture References...................................111 - Comment With A Rhetorical Question........................................................ 112 - Opposition Quotes........................................................................................ 113 - Recycling Can Be Environmentally And Rhetorically Correct ................... 114 - The Limits Of Spin ....................................................................................... 116 Chapter 7: New Media - What Is New Media? .................................................................................... 119 - How Can New Media Help You?..................................................................120 - Big Brother Is Watching............................................................................... 121 - New Media: Video ........................................................................................123 - New Media: Audio ........................................................................................124 - New Media: Text...........................................................................................126 - Types Of New Media ....................................................................................126 Chapter 8: Honing Your Skills - You Can Be a Star Without Having Star Talent .......................................... 133 - More Is More In The Media World.............................................................. 135 - The X Factor: Fun.........................................................................................138 - Learn From Friend And Foe Alike ...............................................................140 - Break the Rules, But First Learn Them .......................................................142 - Parlay Your Prominence ..............................................................................144 Chapter 9: Learning Do’s (And One Don’t) From Media Figures - Paul Harvey . . . . . . . Good Day!...................................................................149 - One Size Fits All............................................................................................ 151 - The Reagan Rhetorical Legacy..................................................................... 153 - The Dean Scream..........................................................................................158 - You Aren’t The Star Of The Universe .......................................................... 161
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Introduction All of my media training clients want the same things when it comes to dealing with the media. First, when facing an audience, they would like to come across as comfortable, confident and relaxed (and they’d actually like to feel comfortable, confident and relaxed, too). Next, they’d like to be able to come up with and deliver a clear-cut, simple message; answer questions in a thoughtful manner; and ensure that the exact quotes, or sound bites, they want get into the story. (A sound bite is a bite out of the sounds you are making with your words during an interview that actually ends up on a TV or radio newscasts) I use the term sound bite and quote interchangeably throughout this book. This book is a compilation of insights I’ve gleaned over the last 20 years of trying to help clients accomplish these goals. The Enemy Within It never ceases to amaze me how creative and resourceful people can be when trying to control the outcomes of media interviews. The following is a partial list of tactics used by would-be media manipulators. • demanding to know all the questions that will be asked in advance • setting restrictions on what topics can be addressed • stating what questions must be avoided • requesting that all questions be faxed in advance • insisting that the written story be sent to them for final approval before publishing
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2 – Media Training A-Z • demanding the right to fax in their answers rather than having a face-to-face or phone interview • requesting that a friendly or sympathetic reporter be assigned to their story • setting a strict time limit on the interview, e.g., 15 minutes (and not because the interviewee has a plane to catch or any other urgent business) • asking for the right to videotape or audiotape the interview This is only a partial list of extreme and counterproductive measures that people take to “control” the interview. In my professional opinion, all of these tactics are a complete and utter waste of time, and they can only have a negative impact on the story and your long-term reputation. (The only exception: if you are a $20-million-per-film movie star, you can get away with making demands such as these.) All of these tactics are an attempt to control the reporter. Unfortunately, the reporter is the one part of the process over which you, as the interview subject, have no control. For many people whose careers involve communication through the media, this realization is an important psychological breakthrough. YOU HAVE ZERO CONTROL OVER REPORTERS, SO GET OVER IT. What can you control? YOU HAVE 100 PERCENT CONTROL OVER WHAT COMES OUT OF YOUR MOUTH.
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Introduction - 3 For starters, you can come up with a clear, simple, easy-to understand, interesting message. Next, you can package your message in media-friendly sound bites. Finally, you can talk to reporters in a comfortable, confident way that makes you look your best. These are the three elements over which you, the interviewee, have total control. 100 percent control. How effective would Bill Gates of Microsoft be if he spent 100 percent, or even 80 percent, of his time trying to figure out what Larry Ellison of Oracle was going to do next week? Sure, Gates might be interested. He might appreciate market intelligence from time to time. But Gates has to spend most of his time worrying about what Microsoft employees are actually doing next week. Why? Because that’s what he has the most control over. The real problem most of these would-be media manipulators have is that they don’t realize that they already have tremendous power to control every interview. That power derives from the fact that they have 100 percent control over what comes out of their own mouth. Never forget this: the reporter has 100 percent control over the questions and the topics, but we interviewees have 100 percent control over our answers. When clients complain to me about a so-called bad journalist who “burned” them in the past and who is “out to get them,” I always ask for proof. The clients then might mention a previous article that made them look bad that included damaging quotes. I ask, “But did you say this quote?” Invariably, the clients say, “They used a totally negative quote that they knew would make me look bad.”
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4 – Media Training A-Z Again, I ask, “But is that an accurate quote?” They respond, “The quote was totally taken out of context.” Then I remind them that every quote in every newspaper, radio or TV report is taken out of context. Any one sentence you say is taken out of the context of a 10- or 20-minute conversation. Since you know this will happen before you even start the interview, it’s rather pointless to complain after the fact that your comments were “taken out of context.” Finally, I ask one more time, “Were you quoted accurately?” A look of frustration comes over them and then they confess, “Yes! It was an accurate quote.” And I respond, “So what you are really complaining about is that the reporter listened to you, accurately wrote down what you said, accurately quoted you, but now, since you don’t like the quote and you feel it makes you look bad, you want to blame someone else for your own mistakes. You’d like to blame the reporter for not trying to make you look good, is that correct?” At this point the clients are speechless because they know that this is exactly the situation, and they suddenly realize how foolish they have been. I’m not saying reporters don’t make mistakes – they do. I’m not implying there aren’t unethical reporters who occasionally just make stuff up (the New York Times and USA Today have had their share of such reporters). But I’ve found it extraordinarily rare for people to be upset about quotes and statements attributed to them that were fabricated. What angers people
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Introduction - 5 most is when their own words are used against them to make them look foolish. Remember, it’s not the reporter’s job to make you look good; that’s your job. If you go into an interview without a clear message and well- thought-out sound bites, you just might have an enemy ready to destroy your career. But if you want to locate this enemy, don’t stare down the reporter across the table. Instead, look in the mirror. The One Common Leadership Trait Why Communication Skills Matter Political, business and cultural leaders come in many sizes, shapes and styles, displaying varying degrees of skill. Some rise at 4 a.m.; some work from noon to 2 a.m. Some are teetotalers; some like to drink a fifth a day. Leaders often become leaders because they are experts at motivating other people to do that which they would normally not want to do. Leaders learn how to delegate effectively. Corporate leaders can delegate sales, advertising and accounting tasks. Political leaders can delegate the planning and fighting of wars. However, there is one thing that all real leaders know they cannot delegate: speaking on behalf of their organization to the outside world. A President must be able to speak on behalf of the entire American public when addressing the country and the rest of the world. A corporate CEO must be able to speak on behalf of the company to clients, customers, employees, vendors, analysts, investors and the news media. This cannot be delegated to staff.
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6 – Media Training A-Z That is why the one most common trait shared by true leaders is the ability to communicate well, especially through the spoken word. Of course, speaking styles vary among leaders, but at some point most leaders find a way to be effective when they are speaking. There is more to being a leader than just speaking well. Having wisdom, good judgment and solid principles are also essential. But try to imagine a wise and principled Winston Churchill who was afraid to give a speech. Impossible! Churchill’s wisdom, judgment and principles would never have been brought to the world stage if he had not been able to communicate them effectively via the spoken word. More than height or looks or wealth or even charm, mastering public speaking is the one true X-factor that determines a great leader. In fact, having strong communication skills can sometimes override the fact that there is nothing else a leader can do in a certain situation. Take, for example, the case of New York City Mayor Rudy Giuliani during the 9/11 crisis. By every traditional measure of leadership (e.g., making unpopular decisions, encouraging the public to make sacrifices, anticipating and preventing future dangers), how did Giuliani fare? I would contend that Giuliani didn’t take any of the actions most commonly associated with great acts of political leadership that we may associate with Lincoln or Churchill. (I’m not criticizing Giuliani; I don’t think the mayor of any city would have been able to do much more than Giuliani did. Disclosure: I even voted for Giuliani in his reelection bid.) But why, in the aftermath of 9/11, was Giuliani hailed as a hero across the country and around the world? What did Giuliani actually DO to achieve such universal acclaim?
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Introduction - 7 He talked. He communicated. He expressed emotions. He talked, without notes, from the head and the heart. For several weeks, Giuliani was the nation’s talk-show-host-in-chief. A la Oprah, Giuliani was also a ratings hit, especially since he was a more talented communicator than the New York governor or even the president of the United States at the time. The public so deeply believes that outstanding communication skills are a hallmark of a great leader that sometimes delivering a knockout single speech or series of public presentations is enough to etch an image of heroic leadership in the public’s mind. You Can Get A Second Chance To Make A Great Impression Of course, you never want to go into a presentation opportunity thinking, “OK, I’ll be lousy here because I can always do better next time.” That’s highly counterproductive. However, one bad speech, or even a string of poor presentations, will not kill you as long as you hone your skills and start to deliver great talks. Your peers and colleagues in your company and industry will start to think of you as a great communicator in a short period of time if you start giving excellent presentations, no matter how many lackluster speeches you’ve given in the past. By all accounts, then-Governor Bill Clinton flubbed his keynote address at the 1988 Democratic Convention in Atlanta. He went way too long and lost his audience, and he was roundly booed. The only time he elicited a cheer was when he said, “And in conclusion . . .” That brought down the house –
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8 – Media Training A-Z not exactly what a speaker is hoping for. Clinton didn’t wait long to rehabilitate his image. He went on the Today Show the very next morning to make fun of himself and to reposition himself as a more engaging speaker. Over time, and many well-delivered speeches later, even Clinton’s worst enemies (He did have a few, didn’t he?) forgot the debacle of ’88. If you ask Americans who were some of the greatest speakers of the 20th century, President John F. Kennedy makes the top ten on any list, but he was not always considered a good communicator. As late as the mid-’50s, when Kennedy was a senator, he was known as a lackluster speaker who came across as shy, awkward, unenergetic and not very interesting. I’ve had Democratic activists who heard Kennedy speak to small political clubs in New York City tell me, “Kennedy came across like any other run-of-the-mill city council candidate – he was mediocre at best.” Jack Valenti, former aide to Lyndon Johnson, has written that the first time he saw Kennedy speak in the ’50s, the then-senator read with his head buried in notes – only his thick hair was visible to the audience. Valenti even noted that as president, Kennedy’s hands shook from nervousness while speaking. But Kennedy changed. He practiced. He improved. You can, too.
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