Elan Vital Media Training

August 1996

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Elan Vital Media Training

The primary objective of this program is to create a positive image of Elan Vital among the media and community. So, why is that necessary?

  • There is a need to educate people about Elan Vital when queries arise, to bring them up-to-date with the group and its activities; to discharge any baggage associated with the past.

  • This is not 1974. Don't be afraid to communicate the present.

  • Elan Vital's sponsorship of Mr Rawat is similar to those organisations sponsoring keynote business trainers, time management experts, motivational speakers, among numerous others. And people spend thousands of dollars to hear them.

  • The Maharaji's teachings are holistic - in short, teaching people how to be better people through self-knowledge. What can be more positive!

  • The employment of public relations to get your message across.

  • More than 200 people received the same advice at the Long Beach Convention Centre earlier this year with the Maharaji. Now, it's your turn.

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What is public relations? Why should you use it?

  • Simply put, public relations is the art of communicating successfully in order to present a favourable image for any business or oganisation.

  • Consistent, long-term use public relations, its tools and techniques, will build your image and create an environment where your other forms of marketing - like advertising, direct mail, etc, will be more effective. This may, or may not, apply directly to Elan Vital.

  • Your image is built on, and can be destroyed by, credibility. What do we mean?

  • In one day, one negative media article can destroy credibility that has taken many years to develop. And that's why you're here today. To learn how to work with, and manage, the media.

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The vagaries of the media

  • Many people are wary of the media, having seen the damage that can be done to others from negative coverage.

  • That's okay, but this is no reason to fear the media or ignore the opportunities presented through good media coverage if you can control the situation.

  • It is important to understand the media when dealing with them. Here are some key points.

  • Each media group tailors its coverage to suit its audience.

  • There are three main types of media, and the way they treat your story and the type of stories they seek are very different.

    1. Tabloid = Emotion
    2. Broadsheet = Analysis plus emotion
    3. Business = Analysis

  • Obviously, media types most likely to cause damage to your business are those that prefer to use a strong element of emotion in their articles, like the Sunday Mail, Daily Telegraph-Mirror, Gold Coast Bulletin, etc.

  • That's because controversy sells newspapers, and that underscores the economics of the media; if papers don't sell, they don't make profits. Controversial headlines sell.

  • And that makes the Murdoch's and Packer's of the world very happy.

  • The media is not altruistic.

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What can be done to encourage a balanced story?

  • Public relations and media training can teach you technical skills such as how to write a media release, understanding media deadlines and timing, how to be a media spokesperson, and learn how to identify positive media stories.

  • limn also help you to be prepared for negative media coverage so you can minimize its impact.

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Handling media enquiries

  • When the media come knocking at your door uninvited, never conduct an interview or make any substantial comment when unprepared. You need time to frame your point-of-view or comments. We suggest doing nothing more than...

  • Establishing the journalist's name, media outlet and contact details

  • Establishing, if you can, as much possible detail about the questions they intend to ask you.

  • Find out their deadline and arrange to call them back before the deadline, perhaps within the next 30 minutes, depending on how much work you will have to undertake to prepare yourself.

  • Remember, the media is contacting you, so you are coming from the position of power. So take your time, but treat the media with respect.

  • In the time you have available between first contact and interview, you, and your PR practitioner should determine the two or three main positive messages you want to convey and with rehearsal, be able to express them in 'quotes' of between 10 and 30 words. This will help get your message across through high repetitions.

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During any interview

  • Think before you talk. Listen to how you're coming across. Do you sound credible?

  • Say what you mean, and mean what you say.

  • Journalists will often ask the same question several times to draw you out on a particular point, so don't worry about repeating yourself if you have to.

  • Do not be drawn away from your main messages. If the question is negative, deal with it briefly, then make your positive point.

  • Most of all, don't be afraid to just say "Yes" or "No". There isn't always a need for a long-winded explanation, and sometimes you can talk yourself into trouble, which could have been avoided completely.

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Cameron Clients Say http://www.camcomm.com/mtwart.html

CAMERON

Making the Most of Your Media Interviews

by Jim Cameron, President Cameron Communications Inc., Darien CT

It's perhaps every business person's worst nightmare: you return to your office from lunch and find Mike Wallace and a crew from "Sixty Minutes" waiting in the lobby. "We have only a few questions," intones the prosecutorial journalist as you are videotaped running down the hall and into your office, slamming the door in his face.

Not all media interviews need be as frightening. In fact, knowing how to get your message across to the media can do a lot to actually promote your business. The trick is to be prepared.

You must go into every media encounter with your own messages... two or three points that you want to get across regardless of the questions you're asked. What that message is depends a lot on who is reading/viewing/hearing the interview and when. You must tailor your messages for that audience in terminology' they can easily understand.

Not all media were created equal. Print interviews, for example, are much harder than broadcast despite their lack of intimidating cameras and recorders. Print reporters take advantage of this seemingly conversational approach and can keep you chatting for hours... if you let them. You must set the guidelines for the interview: who will speak for your company, on what issues, where and when.

Radio interviews offer an opportunity to narrowly focus your message to a particular demographic or psychographic niche audience reached by the station you're on. On call-in shows you'll have plenty of time to deliver your messages... even from the comfort of your own home, as stations now can have guests by phone as well as callers.

Television is perhaps the most challenging of the media because of its brevity, complexity and reach. Even a lengthy interview may be distilled down to a "sound bite" of but a few seconds. But, with training, you'd be surprised at how much information can be conveyed in that limited time... and how well you can control what gets electronically quoted from your interview. Being a visual medium you'll want to keep viewers focused on your message rather than your flashy attire, ineffective body language or shifty-eyed glances off-camera.

Here are a few media DO's and DON'Ts which I stress in my Media Training Workshops:

  • Know what you want to get across in the interview. Build a bridge of words from the reporter's question to your messages... and say them several times during the interview.

  • Don't be afraid to admit that you don't know the answer to a question but instead offer to find the answer and get back to the reporter before their deadline. Never respond to questions based on unfamiliar facts.

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Cameron Clients Say http://www.camcomm.com/mtwart.ht

  • Don't be rushed into answering. Don't feel obliged to fill "dead air" after a tricky question. Just pause, think... and then answer.

  • Don't use professional jargon. Keep your message simple, but not condescending

  • Find out as much as you can about the reporter and his/her story before you agree to be interviewed. Have they covered your business and its issues before? Who else are they talking to for this story? Do you really want to be in that mix? You can always politely decline an interview. Nobody can force you to talk if you don't wish

  • On TV, always dress your part, projecting a cool, clean-cut professional image

  • Don't look into the camera. Instead, look at whomever is talking. Avoid the temptation to look at the monitor or acknowledge other distractions out of camera range. And remember: you are always potentially on camera, even if someone else is talking. TV Director's love "reaction shots" of your expression or body language when someone else is verbally skewering you.

  • Project enthusiasm for your messages. That attitude is contagious. And if you're not excited about your message, the reporter and audience never will be.

Finally._ don't wait for the media to come looking for you. Reach out to them with story ideas, professional commentary and fresh ideas. Call your local papers and radio/TV stations and introduce yourself to the reporter(s) covering your business. Briefly tell them about your work and offer to be "on call" to them should they need your expertise. And follow up with a note, a fact sheet and business card. You'll be amazed at their reaction as very few business professionals are so proactive.

With a little practice, these interviewing skills will become second nature. So the next time Mike Wallace is waiting to ambush you, instead of fear, your reaction might be more like: "Sure Mike. I'd be glad to chat. In fact, I have a few questions for you!"

JIM CAMERON is President of Cameron Communications Inc. in Darien CT. He has trained hundreds of CEO's , authors and celebrities for everything from "Sixty Minutes" to The Wall Street Journal. An award winning journalist and former News Director at NBC, he is also the founder of JFORUM, CompuServe's online service for journalists. He can be reached at (203) 655-0138 or by e-mail at

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C 1995 Cameron Communications Inc.

Reproduction rights are hereby granted if article and byline information are printed in toto without editing.

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Handling the media in a crisis situation

  • Crisis management is dealing with the media in a situation that could be potentially damaging to Elan Vital.

  • Many organizations are tempted to try and ignore the media when they are facing the brunt of criticism or negativity. They are only rare occasions where this will prove to the be correct strategy and in most circumstances you should take the opportunity to put your point of view across.

  • While you can't often win with the media in this situation, you do have a legitimate right to express your side of the story and you can minimize the damage.

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Preparing for a negative media interview

  • Prior to the interview, have a PR practitioner conduct an issues audit or (sic) your organization.

  • The purpose of this is to identify all the possible issues that could result in negative coverage and to develop business or communication strategies designed to remove them as potential issues. If these issues cannot be negated you need to plan and document your proposed responses to media enquiries, agree who will handle them, and have this spokesperson media trained.

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When a TV news crew turns up

  • You cannot win. Seek to minimize damage.

  • Stay calm and in control. Confront your fears.

  • Say you are happy to conduct an interview, but want to prepare for it.

  • Give short, polite answers.

  • Show you have nothing to hide and would like to resolve the dispute or query.

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How the Ten News Network sees it

Those who attended the Elan Vital Media Training Day on Saturday, 3 August 1996, in Brisbane will remember well the training tips provided by Ten Network News broadcaster Tracey Spicer, and Reporter Lisa Backhouse.

As a refresher, the issues and points they raised are listed below:-

How Television is different

  • It relies on vision more than words to get the story across.
  • TV journalists work with tight deadlines. Therefore, they usually have the story written before they see you, - with a predetermined angle - and will be seeking to ask you questions to fill in their blanks.
  • TV journalists are looking for current issues, and controversial ones.
  • TV journalists are looking for short stories, with little detail, that rely on vision to tell the story.

Types of Television interviews

  • The TV News Story. Short, sharp, punchy.
  • The Current Affairs Story.
  • The Live Interview.
  • The Pre-Recorded Interview.

When going on camera

Verbal Tips …

  • Communicate energy, warmth and friendliness.
  • Keep sentences brief.
  • Avoid saying "um" and "uh".

Non-Verbal Tips …

  • Facial expressions are important Use open body language.
  • Maintain direct eye contact
  • Don't gesture needlessly.
  • Sit straight Don't hunch over. Don't cross your arms.
  • Keep your feet flat on the floor, or cross your legs toward the interviewer.

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How to be a good performer

  • Decide what your message will be.
  • Keep your message positive.
  • Repeat your message as many times as possible.
  • Make your message short and catchy.
  • Say why your message is important, and given an example.

Handling difficult questions

  • Be prepared.
  • Don't lose your temper.
  • Keep answers short.
  • Avoid jargon.
  • If you don't know an answer, offer to find out.
  • If you're not sure of a question, ask the journalist to repeat it.
  • Never say "no comment".
  • And above all, be "message driven, not question driven". In other words, take control.

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