The Media Trainers® - Archive - Deliver Strong, Positive Message

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Marietta, GA 30067
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Deliver a strong, positive, stand alone response and message

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Deliver a strong, positive, stand alone response and message

It was not the cover story that week. In fact, it was a relatively small blurb, but the reaction was world–wide, and a huge embarrassment for Newsweek. The magazine reported that Americans guarding captured Islamic militants had abused pages and copies of Korans, including flushing one down a toilet.

Newsweek DC Bureau Chief Dan Klaidman was interviewed by Today’s Matt Lauer. He begins by describing the magazine’s steps in retracting the story and how the editorial team made the decision. In the middle of that explanation, Lauer interrupts, asking if Newsweek had been pressured by the White House. Normally, the human reflex is to say “yes” or “no.” But, Klaidman he adopted one key word in that question to deliver a strong, positive, stand alone response and message. Lauer followed up, drilling for evidence that Newsweek had succumbed to Bush Administration pressure. Klaidman refused to bite, sticking to his message that Newsweek had recognized its mistake and acted on its own.

Looking for conflict between the magazine and the White House, Lauer stayed with his line of questioning. But, Klaidman maintained his calm, and stuck with his objective, refusing to be drawn in to a public fight with the administration.

Frankly, it’s rare for the news media to perform well when one of them is on the receiving line of questions. But, in this case, Newsweek’s Klaidman did well and gets an "A" for technique.

Click here to view the Today Show interview

The Media Trainers® Re–winder Reminder:

Evasion, or circumvention, is ill–advised. Being responsive is always your best option. However, you have the right to answer questions on your terms, from your perspective.
Listen closely for words and/or phrases in the question that you can use as springboards to your answer.
Give positive, stand alone answers. Repeating negatives or inflammatory words used in a question weaken your position.
Correcting, debating or denying are a waste of opportunity.

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Over 25 years of local & network news reporting and management experience
- Comprehensive knowledge of how media work and how to work with the media
- Managed more than 50 people
- Able to spot and develop talent
  - Hired and developed syndicated talk hosts Sean Hannity and Clark Howard and several news reporters who have gone on to network positions
  - Successfully molded and directed individuals into award winning broadcasters; more than 40 international, national, regional and statewide awards
- An understanding of running a business
  - Managed a seven figure budget
Deep experience in customized training
- TMT has conducted more than 450 workshops and consulting sessions with over 90 clients. Workshops are designed around the needs of each participant based on:
  - Their specific role inside the organization
  - Their available time for training
  - Their comfort level
  - Their level of experience dealing with the media
  - The type of interview(s) they will be doing
- Depending on your needs, our training will include:
  - Media skills built around The Media Trainers® 10 Rules of Interviewing™.
  - Tough questions preparations focusing on the most difficult inquiries reporters are apt to make.
  - Message development that gets your team "on message" to avert a crisis, diffuse an issue or promote your company.
  - Role playing, mock interviews and video clips drawn from our extensive library.
Attention to detail
- A Lockheed Martin Aeronautics Company executive:
  - "A training program where somebody spoke our language, prepared materials that reflected our business needs, and gave us just the right amount of useful materials."
- A Coca-Cola Company executive:
  - "I was significantly impressed by the pertinent and well-researched, well prepared questions. Much better than my Proctor & Gamble training."
- A Southern Company executive:
  - "I believe that this training was right on target to what we needed. The trainer was well prepared, not only for our industry, but also our project subject matter. Thanks!"
- A Georgia Power Company executive:
  - "Trainer obviously knows our business and was excellent in identifying the areas we may be presented with while dealing with the media."
- A Mirant executive:
  - "I was very impressed with the prep work done by the trainer relating to our business. Our industry is complex and he quickly adjusted to our local (Canada) issues."
- An AGL Resources executive:
  - "Your training is straightforward and completely accomplished my objectives. Thank you for the open, honest feedback and relaying real life experiences."
Exclusive Tools Transferred to You
- Through hundreds of training sessions and constant refinement, we have developed a set of proprietary media and communications training tools that are fast and easy to use. Our kit creates message structure, and makes your communications tangible and focused on results. Proprietary communications tools include:
  - TMT's 10 Rules of Interviewing™
  - TMT's Exposure Grid™
  - TMT's 30 Minute News Interview Planner™

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