Week 11

Media training

Leeds University Business School

Learning outcomes for today

• Review key steps in managing a media interview

• Develop key messages and Q&A for an interview
• Role play media interview
• Critique interview performance to assess likely outcomes

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Managing a media interview

Leeds University Business School

Before…

Leeds University Business School

Before…

• Know your media

– Who is the journalist?
– What do they know already?
– How do they feel about your organisation?
– What are they likely/able to write?
• Know your purpose
– Is this a proactive news announcement?
– Or, a reactive response to a crisis?
– What is your goal for the interview?

Leeds University Business School

Before…

• Know your key messages

– Not too many
– Write them down
• Know your facts
– About the topic in general
– About your organisation
SO
• Know your sound-bites
– Quotable quotes
WHAT?
– Killer statistics

Leeds University Business School

Before…

• Brainstorm all the

questions you could be
asked… good and bad!
• Agree the answers
• Make sure they are
accurate
• Write them down
• Rehearse out loud

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During…

Leeds University Business School

During…

• Establish and confirm the journalist’s goals

• Establish ground rules, if required
– Which topics are and are NOT open for discussion?
– Length and location of interview
– Need for other resources (Photographer? Video?)
• Stay ‘on message’
– Don’t be afraid to repeat your key messages

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During…

• Be professional
• Be confident
• Be empathetic
• Be in control
– “Package” your information to give the journalist verbal clues
– “Bridge” to maneuver discussion back to your key messages

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Do…

• Use short sentences

• Use simple terms and brief explanations
• Listen carefully
• Think before agreeing with a paraphrase
• Assume everything you say is ‘on the record’
• TELL THE TRUTH!

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Don’t…

• Ask for questions in • Speculate

advance
• Argue
• Be upset if the journalist
is ignorant
• Allow a journalist to
violate ground rules
• Make dumb promises
• Repeat anything you feel
is negative
• Say “No comment”
• Be afraid to say “I don’t
know…”
• Rush into an answer
• Ramble

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After…

Leeds University Business School

After…

• Follow up on your promises… quickly

• Feel free to ask if the journalist needs any further
information
• DON’T ask to see a story before it runs

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Interview role play

Leeds University Business School

Today’s briefing

• Role play a journalist interview with a range of media

– National news (print and digital)
– Travel consumer (magazines and websites)
– Travel trade
– Lifestyle
• Your objective is to gain coverage for a new luxury lodge
hotel and spa opening in Jordan in September 2018
• You do NOT have the option of inviting the journalist to
visit the property as construction is not yet complete
• Images and video of the property are available

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The destination

• The Zalabia eco lodge and spa is an exclusive luxury

resort in the Wadi Rum area of Jordan about two hours
drive from Aqaba Airport
• Guests are wealthy achievers who visit to get away from
the spotlight and to relax in complete privacy
• All-inclusive pricing
– Starts at US$895 per person per night
– Up to US$3995 per person per night

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Facilities include:

• Traditional adobe architecture helps keep out the heat

• 18 beautifully appointed suites with en-suite bathrooms
• Airconditioned lounge and bar with panoramic views of
the surrounding valley
• Restaurant serving classic Jordanian cuisine using
organic ingredients obtained from an agricultural
redevelopment programme in the Jordan valley
• Sauna, steam room, indoor heated pool and a relaxation
area, indoor and outdoor treatment areas, an outdoor
plunge pool, a fully equipped gym and a library

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Facilities include:

• Outdoor infinity pool set on top of a sand dune,

surrounded by terraces overlooking the valley
• Outdoor bar with comfortable seating area
• A private reserve that contains orchards, palm groves,
ancient Nabatean ruins and a desert garden
• Guided treks, Jeep safaris, horseback riding and
organised visits to Petra
• Private security on site at all times

Leeds University Business School

Preparation

Leeds University Business School

Preparation

• Research publications
• Brainstorm potential questions
• Research and write answers
• Prepare to conduct interviews in the next session

Leeds University Business School

Media

NATIONAL (TRAVEL) TRADE (TRAVEL)

• Guardian / Observer • Travel Weekly
• Independent.co.uk • Travel Trade Gazette
• Telegraph / Sunday Telegraph • Selling Travel
• Times / Sunday Times • Travelmole.com

TRAVEL (CONSUMER) LIFESTYLE

• aluxurytravelblog.com • Brides
• Conde Nast Traveller • Cosmopolitan
• luxurycolumnist.com • Elle
• luxurytravelbible.com • Esquire
• luxurytraveldiary.com • FHM
• luxurytravelmagazine.com • GQ
• silverspoonlondon.com • Harper’s Bazaar
• thetravelista.net • Vogue
• National Geographic Traveller
• Wanderlust

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Things to think about

• The spa’s philosophy • Transportation to/from

• Treatments on offer… airport
– Medical? • The menus - food and
– Cosmetic? drink
– Relaxation?
• Privacy
• The type of guests who • Price structure
come here
• Things to do and see in
• The resort’s eco the area
credentials
• Fittings and furnishings

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Interview role play

Leeds University Business School

Interview role play

• Split into teams of three, where possible

• You will swap roles in each of three rounds of interviews
– Spokesperson
– Journalist
– Observer
• When playing the role of journalist
– You may represent any title from the media list supplied
– Leave your group and find a spokesperson to interview
• Each interview will last approximately five minutes
• Observers critique interview performance

Leeds University Business School

Media

NATIONAL (TRAVEL) TRADE (TRAVEL)

• Guardian / Observer • Travel Weekly
• Independent.co.uk • Travel Trade Gazette
• Telegraph / Sunday Telegraph • Selling Travel
• Times / Sunday Times • Travelmole.com

TRAVEL (CONSUMER) LIFESTYLE

• aluxurytravelblog.com • Brides
• Conde Nast Traveller • Cosmopolitan
• luxurycolumnist.com • Elle
• luxurytravelbible.com • Esquire
• luxurytraveldiary.com • FHM
• luxurytravelmagazine.com • GQ
• silverspoonlondon.com • Harper’s Bazaar
• thetravelista.net • Vogue
• National Geographic Traveller
• Wanderlust

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The Final

• A number of spokespeople will be selected at random to

conduct an interview with Tony
…everyone must be prepared!
• Each interview will last approximately five minutes
• Once all interviews are complete, the class will discuss
and predict the likely outcomes

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