I’m so looking forward to presenting “Media Training: How to Deliver Compelling Messages” on Monday, Oct. 15 from 11:45 a.m.–1 p.m. At last year’s Conference, this session attracted a standing-room only crowd that generated stimulating questions and dynamic interactions. I hope you’ll plan to attend this year’s workshop and join the fast-paced, engaging program designed to guide you through spokesperson preparation, message development, delivery and control techniques, and personal presence.

Spokespersons—and PR practitioners who provide behind-the-scene counsel and support—know successful communications skills are honed by media training and practice. The most effective are strategic and follow a simple five-step process to drive message development and interview preparation. 

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I can’t wait to address “Media Training: Develop & Deliver Compelling Messages,” on Monday, Oct. 17, from 11:30 a.m.–12:45 p.m., at the PRSA 2011 International Conference. Here’s a sneak peek at what I’ll present during an engaging session designed to guide you through spokesperson preparation, message development, delivery and control techniques, and personal presence.

Session Highlights

Spokespersons — and public relations practitioners who provide behind-the-scene counsel and support — know successful communications skills are honed by media training and practice. The most effective are strategic and follow a simple five-step process to drive message development and interview preparation. 

Continue reading " Media Training: Develop & Deliver Compelling Messages "

The final film in the blockbuster Harry Potter series, “Harry Potter and the Deathly Hallows Part 2,” opened in U.S. theaters on July 15. I must admit some sadness as the saga drew to a close.

From the book series’ birth 14 years ago, my family and I were enchanted with the protagonist Harry, his friends and enemies, and their remarkable adventures. My kids were 12 and 10 back then, and have grown into young adulthood following the unfolding dramas at Hogwarts School of Witchcraft and Wizardry and beyond.

We shared author J.K. Rowling’s books, went to the movies, bought the DVDs and impatiently awaited the next installments in the film series. Seeing the end in sight leaves me a little melancholy, though we’re sure to re-read the books and re-watch the movies as time goes by.

As an executive communications coach, I can’t help but think about Harry Potter in terms of my work. Here are the 10 lessons that Harry has taught me

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1. Timeliness Is Key.

Pretty good answers NOW are a lot more valuable than perfect answers tomorrow. If the story is breaking and the reporter calls now, you need to react quickly. If you have to take 20 minutes to prepare message points and sound bites, do so. But make sure the reporter knows you will absolutely, positively 100 percent call back in 20 minutes or less. And then do it. If a reporter from a major national TV network or newspaper calls you for the first time, give them an interview RIGHT THEN. If you let them off the phone for even five minutes, you might not ever get them back.

2. Be Accessible.

If you want to be a part of breaking news stories, you need to be easy to reach. Public relations counselors hate it when I say this, but I believe that anyone who is seeking news coverage should allow direct access to the media. That means you and your clients should have your cell phone and home phone numbers made accessible on your Web sites, press releases and work voice mails. A reporter working on a deadline after hours does not want to have to call a public relations firm just to get a number of a news source. I have often been a guest on national TV news networks like MSNBC and Fox News Channel on Saturday morning, not because I am a famous big shot. (I’m not.) I got invited on because desperate bookers had my cell phone and home numbers and knew I wouldn’t be mad if they called me at 11:15 p.m. on Friday night or 7:05 Saturday morning.

Continue reading " 5 Tips on Working with Reporters and Top News Stories "

By T.J.Walker, president, Media Training Worldwide. He is “the leading media and presentation trainer in the world,” and “the #1 expert for executives seeking guidance on speaking to the public and media” according to quotes from Viacom and Bloomberg TV. T.J. has trained thousands of executives and government officials over the last 20 years.

Join Walker for his on-site seminar, Media Training: Control your message to get the quotes you want, on Monday, June 23, 2008 in New York, NY! Click here for more deatils on T.J Walker’s Media Training seminar or visit http://www.mediatrainingworldwide.com/prsa/ !

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