Book description
Proven strategies for managing all types of media encounters!
Award-winning journalist and Fortune 500 consultant Jeff Ansell provides a how-to guide for leaders, executives, and other professionals whose high-visibility requires frequent contact with the media. Drawing on nearly four decades of media experience, Ansell presents tested techniques for responding to challenging questions and delivering effective messages. In addition, he reveals lessons learned and pitfalls to avoid by referencing recent news events from around the world. Valuable features include:
A behind-the-scenes look at how news is made
Complete guidelines to creating compelling messages
Specific messaging formulae for building trust when the news is bad
Step-by-step strategies for managing hostile or relentless questions
Insider tips on how to identify and handle misleading questions
An essential resource for navigating both traditional and online media, this book prepares readers for even the most challenging media events.
Table of contents
- Copyright
- Foreword
- Introduction
-
1. WHAT IS NEWS?
- 1.1. If It Bleeds, It Leads
- 1.2. Social Media Raises the Stakes
- 1.3. Much Can Go Wrong
- 1.4. Biojax Part 1: The Dynamics of an Interview
- 1.5. Telling Your Story
- 1.6. The Public Is Losing Trust
- 1.7. The Media Training Model Is Broken
- 1.8. Chapter Talking Points
- 2. YOU ARE THE STORY
- 3. HOW TO ADMIT BAD NEWS
-
4. CRAFTING COMPELLING MESSAGES
- 4.1. Messaging Maxims
- 4.2. Media Message Types
- 4.3. The Compelling Message Creator
- 4.4. Biojax Part 4: The Compelling Message Creator in Practice
- 4.5. Chapter Talking Points
-
5. DELIVERING YOUR MESSAGE
- 5.1. Slow Your Racing Brain
- 5.2. Body Language Speaks
- 5.3. Vocal Motion
- 5.4. Optimizing Message Delivery
- 5.5. Messages as Mantra
-
5.6. Message Delivery Development
- 5.6.1. Practice, Practice, Practice
-
5.6.2. Message Delivery Exercise
- 5.6.2.1. Step 1: Say Your Message(s) Aloud.
- 5.6.2.2. Step 2: Say Your Message(s) Aloud and Focus on Breathing Properly.
- 5.6.2.3. Step 3: Say Your Message(s) Aloud and Focus on Breathing Properly and Pausing between Thoughts.
- 5.6.2.4. Step 4: Say Your Message(s) Aloud and Focus on Breathing Properly, Pausing between Thoughts, and Using Your Hands.
- 5.6.2.5. Step 5: Say Your Message(s) Aloud and Focus on Breathing Properly, Pausing between Thoughts, Using Your Hands, and Making Strong Eye Contact.
- 5.7. Biojax Part 5: Message Delivery Skills in Practice
- 5.8. Chapter Talking Points
- 6. WHEN THE GOING GETS TOUGH
-
7. TWENTY WHAT-IFS
-
7.1. You Don't Know What to Say
-
7.1.1.
- 7.1.1.1. What If You Don't Want to Answer the Question, But You Have to Say Something?
- 7.1.1.2. What If You Don't Know How an Accident or Mistake Happened?
- 7.1.1.3. What If You're Asked for Hard Numbers and Don't Know the Answer?
- 7.1.1.4. What If You Don't Know the Answer, But a Colleague Who Is with You May Know It?
- 7.1.1.5. What If You Need to Pause?
-
7.1.1.
- 7.2. You Shouldn't Answer at All
-
7.3. You Have to Be Careful When Answering
-
7.3.1.
- 7.3.1.1. What If It's a Question about a Competitor?
- 7.3.1.2. What If It's a General Question about a Specific Private or Privileged Situation?
- 7.3.1.3. What If the Question Is Offensive?
- 7.3.1.4. What If You Are Asked for Your Personal Opinion?
- 7.3.1.5. What If the Issue Is Ugly, But You're Not the Appropriate Spokesperson?
- 7.3.1.6. What If You Don't Like What You're Saying?
-
7.3.1.
- 7.4. It's a Trick Question
- 7.5. Quotus Interruptus
- 7.6. Sign Off
-
7.1. You Don't Know What to Say
- A. Media Messaging Toolkit
- Notes
- Acknowledgments
- The Authors
Product information
- Title: When the Headline Is You: An Insider's Guide to Handling the Media
- Author(s):
- Release date: October 2010
- Publisher(s): Jossey-Bass
- ISBN: 9780470543948
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