Ep 15 Press Training Basics with Aqua's Mady Dudley
The central theme of this podcast episode revolves around the critical importance of media training in effectively conveying messages to various audiences. We, your hosts Larry Aldrich and Mady Dudley, delve into the multifaceted aspects of media training, elucidating its value for individuals across diverse industries. We emphasize that media interviews serve not merely as platforms for dialogue but as significant opportunities for individuals and organizations to articulate their narratives and enhance their public presence. Furthermore, we explore essential techniques and strategies that can fortify one's ability to engage effectively with media representatives, thereby fostering a more impactful communication experience. By the conclusion of our discussion, we aim to equip our listeners with actionable insights that can empower them to navigate the complexities of media interactions with confidence and poise.
IN THIS EPISODE:
- 00:07 - Introduction to Aqua Talks
- 06:15 - The Evolution of Media Training
- 08:29 - Media Training and Authenticity
- 10:20 - Preparing for Media Interviews
- 15:48 - Media Training Insights
KEY TAKEAWAYS:
- Aqua Talks delves into the intricate relationship between marketing strategies and their impactful execution.
- The podcast emphasizes the necessity of media training for individuals across various industries, irrespective of their experience level.
- Listeners are encouraged to appreciate media interviews as opportunities to convey their desired messages and amplify their personal brands.
- Effective media training includes preparation techniques to handle unexpected questions and maintain composure during interviews.
- The conversation highlights the evolving landscape of media and its implications for how we communicate our narratives.
- Maddie and Larry stress the importance of authenticity and clarity in conveying messages during media interactions.
Aqua Talks, marketing strategies, media training, public relations, destination marketing, interview preparation, communication skills, effective messaging, social media impact, audience engagement, media opportunities, marketing insights, press training, content creation, digital news evolution, interview techniques, spokesperson training, brand authenticity, marketing communications, actionable marketing strategies
Transcript
Welcome to Aqua Talks where marketing meets bold game changing ideas.
Speaker A:Join your hosts, Larry Aldrich and Maddie Dudley as they explore the art and science of cutting through the noise, capturing attention and fostering meaningful connections with your audience.
Speaker A:Whether you're a destination marketer, government contractor, or simply passionate about the transformative power of marketing, Aqua Talks offers engaging discussions, fresh insights and actionable strategies designed to inspire and inform.
Speaker B:Hi, welcome back to Aqua Talks.
Speaker B:I'm Maddie and I am one of the hosts of this podcast that dives into marketing.
Speaker B:Whether you're just getting started or you are a seasoned marketing pro, we cover everything from tourism to travel to the federal and private.
Speaker B:We are a podcast sponsored by Brinsys Technology.
Speaker B:I am joined by my co host Larry Aldridge today.
Speaker C:Hello, I'm Larry Aldridge, President CEO of Brensys and Aqua Marketing Communications.
Speaker C:Matti, you are the public relations director as you just introduced yourself.
Speaker C:So I figured it'd be a good opportunity for me to take this time to talk a little bit about media training.
Speaker B:Yes.
Speaker B:And thank you for giving me this opportunity to talk about it.
Speaker B:I actually, I've done like PowerPoint parties with my friends before, but I really want to sit everybody down and give them all a solid media training because I think it is such a good skill to have in your back pocket no matter who you are, no matter what kind of industry that you're in.
Speaker C:See how she gave that example and didn't use me because I'm the one that's been screwing up the most.
Speaker C:There've been many times that I have had interviews where people would reach out to me for interviews and I would completely just go off on my own and then reach out to Maddie and say, hey, I just gave an interview.
Speaker C:And then I can feel her anger just by looking in her eyes that I didn't reach out to her first and talk to her.
Speaker C:And I probably did a lot of things wrong.
Speaker C:So I know it's a, it's media training and, and press training is a, is a big topic and we like to every industry, in every industry and our destinations.
Speaker C:I know with our federal contracts, our state contracts.
Speaker C:So let's, let's dive into that a little bit.
Speaker C:So I got some questions, so let's do it, let's have a conversation with me throwing some questions at you.
Speaker C:For example, what is media training?
Speaker B:So media training provides context to everyday people or executives or anyone who has an upcoming interview with a source from the media.
Speaker B:So that could be someone who has a social media platform, someone who writes for a print magazine, someone who does a podcast like us and that's prepping them, giving them the context of the state of the industry at the time.
Speaker B:So me bringing all of my years of knowledge to the table and saying this is how we usually do things here.
Speaker B:So I give them media intel, an idea of how the media industry is going right now, which, you know, it's a very volatile industry.
Speaker B:A lot of people in news are losing their jobs and continue to.
Speaker B:Media is also now evolving into being consumed off of social media channels and a lot of writers have to commoditize their, their own content and they need to make sure that it gets as many clicks as possible.
Speaker B:So they're constantly trying to make it very like click worthy or headline worthy or stuff like that.
Speaker B:So a lot of factors are working behind the scenes before you even go into an interview that you don't know what's going on.
Speaker B:So that's what I'm there for.
Speaker C:We're very thankful.
Speaker C:A lot of our clients reach out to us and ask us about our public relations.
Speaker C:And we are a full service marketing agency and we have, we do it all in house to include public relations.
Speaker C:So that kind of, you know, as the public relations director, that sets you up there as the thought expert and we're very thankful to have you and going into this media training that we're discussing right now.
Speaker C:So what are some of the key components of an effective media training practice?
Speaker B:Yeah, so as I mentioned earlier, I like to provide context behind what's going on in the media industry now.
Speaker B:I also like to provide sort of techniques for how people can best communicate their talking points and their anchor points, as well as how to even come up with anchor points.
Speaker B:I teach sort of techniques like flagging or flag planting, bridging to make sure that everything flows and the conversation seems natural because nerves can sometimes get the best of us in media conversations when the cameras are on you and the lights are on you.
Speaker B:Like even when we're sitting here doing the podcast, sometimes I'm like, blah, I don't say the right thing.
Speaker B:And then also even just basics of what to wear to a media interview, how to come across, but also just that every media opportunity is most likely going to be an opportunity for you to convey a message that you want to come across to readers, listeners or people watching a TV show.
Speaker C:So how do you coach someone to stay calm and composed during a hostile interview?
Speaker C:Or someone like me with a sense of humor that I'm always probably going to say something crazy or funny, or at least I think it's funny.
Speaker C:So how do you coach someone to do a proper interview?
Speaker B:Well, first of all, I think it's extremely important in media interviews that you are yourself.
Speaker B:I don't expect anybody to be a robot or a different version of themselves.
Speaker B:It's just to be very specific and intentional about what is being said within the conversation and what we really want to convey.
Speaker B:So putting together talking points early on so nothing gets misconstrued or confused, or the writer takes something and runs with it, because that can sometimes happen too, where they can take your words and sort of use synonymous words to go along with it and then quote you, and then that's how you're quoted.
Speaker C:Has media training evolved since the rise of social media and digital news?
Speaker B:Definitely.
Speaker B:I mean, I think now more than ever, we're all on more on than we have to be.
Speaker B:We're just under constant surveillance.
Speaker B:It kind of feels like I watched a TikTok yesterday of a couple celebrating Mother's Day, and they were just on their balcony celebrating, but someone decided.
Speaker B:And it was cute, but someone decided to take a video and post it on TikTok.
Speaker B:And I think, just keeping in mind that your reputation is extremely important, and it's great to always come across on behalf of your company and the values that you stand for just as a person.
Speaker B:But social media has really made it evolve in that way.
Speaker B:But it also has evolved because a lot of people get their news from social media now.
Speaker B:Like, I learned about Tom Petty passing away on Twitter.
Speaker B:Like, people get their news from TikTok, people get their news from Instagram, and there are independent journalists who are running accounts that are extremely popular and people use as their primary news source.
Speaker C:I didn't even know Tom Petty passed away.
Speaker C:So that's a news source.
Speaker B:Oh, you're a couple years late.
Speaker C:Oh, wow.
Speaker C:I've been.
Speaker C:I don't know what I've been doing, but I missed that one.
Speaker B:Oh, no, sorry to break the news to you.
Speaker C:I actually.
Speaker C:I watched the.
Speaker C:I was watching a movie on my flight here about Bob Dylan.
Speaker C:That's what it was.
Speaker C:Yeah, I liked it, actually.
Speaker C:I liked it a lot.
Speaker C:And then I started, like, chat gpting if he was still alive.
Speaker C:And he is.
Speaker B:Yeah.
Speaker B:But he had no say in the movie, apparently.
Speaker C:He didn't.
Speaker B:I.
Speaker B:I get.
Speaker B:Or, like, Timothy.
Speaker B:Timothy Sh.
Speaker B:Like, still hasn't met him or something.
Speaker B:Yeah.
Speaker B:Love the movie, though.
Speaker B:It's a good movie.
Speaker C:Interesting.
Speaker B:Yeah.
Speaker B:Then there are people like Bob Dylan who, like, I feel like you could never media train this man.
Speaker B:He Would absolutely never be media trained.
Speaker B:But that's what he wants to convey.
Speaker B:That's what he wants to be.
Speaker B:That's what he.
Speaker B:That's the hill he wants to die on.
Speaker B:So I always ask people who I'm media training, what hill do you want to die on?
Speaker B:What do you want to be known for?
Speaker B:Because these articles will live on with you and your Internet history of you existing in the world.
Speaker C:So a personality like his.
Speaker B:Yeah.
Speaker C:Very famous, very talented folk singer.
Speaker B:Yes.
Speaker C:I realized that and learned that when I watched the movie.
Speaker C:Didn't know Johnny Cash was a folk singer either.
Speaker C:I thought he was country.
Speaker B:Yeah.
Speaker C:But a good movie, someone with that type of personality just keeps his head down, stares at his shoes when he's walking.
Speaker C:How would you train someone like that to talk to the media?
Speaker B:That's a really good question.
Speaker B:Because a lot of people feel very uncomfortable talking about themselves.
Speaker B:They feel like they don't want to express any sort of goals or achievements that they've had.
Speaker B:But I really just like to see it as an opportunity to amplify who you are and to reach more people.
Speaker B:It's to expose your own brand more.
Speaker B:I mean, to be completely honest, I think without the power of pr, people like Bob Dylan would not be as famous and popular as they are.
Speaker B:Like the Beatles, they had so much reach because of media.
Speaker B:And a lot of other famous bands had a lot of reach in that way because of media as well, whether they were playing on a TV show or whether they were doing interviews.
Speaker B:I learned a lot about musicians that I love by watching interviews that they do.
Speaker B:So again, it's really important to have that authenticity and to be yourself.
Speaker C:But.
Speaker B:But it is good to take the time to just sit and maybe meditate before you go into a media interview and come in with just a clear, calm mind and armed with some anchor points so you can convey the message that you want to come across.
Speaker C:How do you prepare a spokesperson for unexpected questions?
Speaker C:And I've done that a few times in our episodes.
Speaker C:I ask a question because my brain went one way and my mouth went the other way, and everyone's eyes get big and think, okay, that question wasn't one that we prepared for.
Speaker C:So how would you prepare for a spokesperson?
Speaker C:How would you prepare a spokesperson?
Speaker C:Excuse me.
Speaker C:For unexpected questions.
Speaker B:So oftentimes writers will use tactics like saying something.
Speaker B:Isn't it irresponsible to.
Speaker B:Or put words in your mouth by using other tactics?
Speaker B:I always recommend that, again, you just have to go in with a clear mind and be steady, have your Anchor points on hand, so you know exactly how to answer questions.
Speaker B:A lot of times when you do interviews, they do not send over preliminary questions at all.
Speaker B:So it really is just going back and reading the reporter's coverage from the past.
Speaker B:What are they interested in highlighting?
Speaker B:Is this going to be a gotcha moment?
Speaker B:Are they someone who does a lot of investigative reporting?
Speaker B:Are they someone who likes to dig up the dirt or whatever, which is very rare?
Speaker B:Again, media is mostly opportunity to convey a message that you want to come across.
Speaker B:Institutions like publications are extremely trusted sources for people all around the world.
Speaker B:And they really back you up as a source by including you as an expert within their story.
Speaker B:So, again, I think it's really important for people to come to interviews as themselves, but also to really understand that they are providing a service for the reporter.
Speaker B:They're helping the reporter add validity to their story as well.
Speaker C:If you were talking to one of our clients, would you tailor your media?
Speaker C:Trying for different.
Speaker C:Tailor your media training.
Speaker C:Excuse me, for different types of media.
Speaker C:Tv, radio, print, or an online interview?
Speaker B:Definitely.
Speaker B:So online interviews are typically about 30 minutes long and they are usually over the phone with a reporter.
Speaker B:And sometimes you don't really have to be on camera for those.
Speaker B:And they just for the record, they would record the conversation, usually as they would with any other conversation with media.
Speaker B:So online publications, they will talk to you for about 30 minutes and then record the conversation, reference those notes back, and then maybe reach out to you for photos and your headshot and your bio.
Speaker B:Print publications is usually way ahead of time because they have to be sent to the printing press.
Speaker B:Like it has to go out and be published.
Speaker B:So it takes a little bit more time for those articles to come out.
Speaker B:I just like to gauge expectations of clients when we're working on that, to say it may be a couple of months rather than a couple of weeks, like an online article, and then for broadcast, of course.
Speaker B:Depends on if the segment is going to be live or recorded.
Speaker B:Making sure that whoever is going to be our spokesperson is prepared and ready to either be live or recorded.
Speaker B:Recorded.
Speaker B:And that means camera ready.
Speaker B:So also making sure they have nothing in their teeth or they have a great outfit on and that they feel confident going on camera.
Speaker C:Oh, that's.
Speaker C:That's intriguing information there.
Speaker C:Anything else you would bring up for media training that you think would, you know, benefit the audience or be of value to some of our clients?
Speaker C:Anything that you could think of that you would think would be a hot topic?
Speaker B:Oh, gosh, I feel like I could just ramble on forever.
Speaker B:First thing that comes to mind, just to drive it home, is that media interviews are mostly opportunities.
Speaker B:They are a place to convey something.
Speaker B:A good example I have is one of our clients is working on an expansion, and they want this to be in the news.
Speaker B:They want to raise positive sentiment about their institution.
Speaker B:So we reached out to a publication that was pretty.
Speaker B:They have a pretty high readership.
Speaker B:They have millions of readers.
Speaker B:We reached out to this publication who wasn't writing a story about that specific topic at the time.
Speaker B:But then we were able to sort of add in the element of the expansion.
Speaker B:So when people were reading about this relevant topic, they were also then reading about the fact that we were growing and that we're doing good things and that we're experts in the arena.
Speaker B:And then repeat negatives.
Speaker B:So a lot of people will say something back to a reporter or put words.
Speaker B:The reporter will put words in their mouth.
Speaker B:Like, for example, I use President Nixon as my prime source for why not to repeat negative.
Speaker B:So everyone later on, even though he was guilty, they had.
Speaker B:Because he said, I'm not a crook.
Speaker B:Everyone then associated crook with him from then on out.
Speaker B:And other reasons obviously, but, like, that's why crook was pulled from it, because he said it.
Speaker C:Oh, so if I said something like, I'm not everybody's favorite, then everyone will look at me like, hey, he's my favorite.
Speaker C:No, no, it doesn't work like that.
Speaker B:No.
Speaker B:But kind of, yeah, that.
Speaker B:And I think just like preparation is key when you're going into media interviews.
Speaker B:And if you have the time to do a mock interview with someone that you are close with and that's someone who is trusted in your circle, then I highly recommend doing that.
Speaker B:But yeah, besides that.
Speaker B:Give me a call if you need any other media training.
Speaker C:I promise to do that from now on before I jump in.
Speaker C:Yes, thank you, Maddie, for some media training today that was.
Speaker C:I get it quite often from Maddie, usually after I've already went and done it.
Speaker C:But I'm getting better at coming to you first.
Speaker C:Thank you very much.
Speaker C:I'm very thankful to have a really great media and public relations director.
Speaker C:Thanks for this conversation.
Speaker C:Thanks for this media training and sharing it with everyone else.
Speaker B:Yes, thank you.
Speaker B:And if you're interested in learning more about media training or maybe even getting a Media, go to aquatacs.com we have more information there on our website.
Speaker B:We also have our info for all of our socials as well as just details about the podcast and aqua.
Speaker B:So go check it out there.
Speaker C:But besides that Please go to aquatacs.com, reach out to Maddie Dudley, our Public Relations Director, and she will gladly talk more with you about media relations.
Speaker C:Tr.
Speaker A:You've been listening to aquatax, where marketing innovation takes center stage with bold ideas and actionable insights.
Speaker A:Ready to take your strategies to the next level?
Speaker A:Visit aquatacts.com to book your free consultation and explore resources that empower you to thrive in today's fast paced marketing world.
Speaker A:Until next time, stay bold, stay inspired, stay imaginative.
