Keeping the Wolves at Bay: A Media Training Manual
49 pages, including three checklists
Published December 2002
by Jonathan Bernstein

(LawFuel offer applies only to PDF version) Yours Free!

Don’t agree to any press interviews without the Media Training Manual at your side. Includes how to prep; how to turn questions around so you make your (predetermined) point; how to defuse hostile questions; and three hands-on checklists.

The Media Training Manual gives you the tools to:

* Spot and avoid “leading” questions
* Refine your key message (before the interview)
* Appear calm and professional on camera
* Handle negative questions

Created by famed crisis communications expert, Jonathan Bernstein, editor/publisher of the “Crisis Manager” newsletter, the Media Training Manual guides you step-by-step through the interview process. Use Bernstein’s tactics to “optimize” interviews so you stand a much better chance of being quoted properly and looking good. It’s completely free when you order ‘The Crisis Book for Lawyers’. CLICK HERE
to order.

You’ll learn:

#1. Specific logistics for tv, radio, print and online interviews

Forget generalities, the Media Training Manual gives you very specific tricks and tips you can put into action immediately to improve your interviews. For example,

Discover exactly what to do (and what NOT to do) with your hands while you are on television.

Find out why you should never tell a print reporter “no comment”, and learn what phrases to use instead

Understand how to grab radio listeners’ attention with verbal anectdotes

Get 5 tips on how to handle live online interviews and chats

#2. “Positioning” tactics so the press is more likely to cover you in a positive light

Although you can’t control exactly what a reporter’s final story will be, the Media Training Manual gives you tools to “optimize” your interview so the story is much more likely to be a positive one. Even during a crisis.

You’ll get tips and useful examples of:

* Why it’s critical to set a time limit for interviews
* How to respond to questions that you’re not comfortable answering
* What you should email reporters after an interview is over
* The top 10 things you need to remember before talking to a potentially hostile interviewer, and how to defuse hostile questions when you’re on the hot seat
* You’ll also learn how to turn questions you hate into springboards for answers you want the audience to hear by either using “Question turnaround” or “context reframing” tactics.
* The Manual includes useful examples of both to make it easier.

#3. How to handle worst-case-scenarios

What do you do when your official spokesperson (such as CEO) gives terrible interviews? How do you handle it when your company has a crisis and the press is breathing down your neck to report the bad news? And what about when a reporter acts in an unethical manner? (Does quoting something you said “off the record” count?)

The Media Training Manual hands you practical answers to these questions. Plus, you’ll get three useful checklists:

* A Crisis Preparedness Checklist to put into action today
* A Crisis Response Checklist to keep on hand should the worst ever happen
* 13 tips on handing press resulting from a lawsuit
* Finally – a media relations guide that’s useful

You don’t have time to slog through hours of reading. That’s why the Media Training Manual is short and to-the-point. You’ll get the checklists, bullet-points and factoids you need to handle the press better — all packed into just 49 pages you can refer to quickly whenever you need to.

Get your copy today – it’s free when you order ‘The Crisis Book for Lawyers’. CLICK HERE

Here’s what PR pros say about Jonathan Bernstein’s media relations advice:

“It comforts me to know that in a time of need, when my colleagues aren’t available and I’m on the hook and in the spotlight, I can find some semblance of reason in your work.”
Gillian J. Farquhar
Sr Group Manager
Greenough Communications Group

“Just read your latest – and I think it’s terrific. Hat’s off to you”
Ashley Poteet
The Lauermann Group “You perform a wonderful service for companies who don’t have a clue about what can happen to them. I pass your tips on regularly to my clients.”
Leslie Habetler
Dynamic Communications Strategies

“It’s a joy to read, no less.”
Morten Svendsen
Kort Sagt, Kommunikation & PR

“… one of my most useful tools in teaching crisis planning to public relations students.”
Suzannah A. Patterson, Ph.D.
Asst Professor
Dept of Communication Arts
Valdosta State University

“This manual, though full of valuable insights and humor, is presented in a step-by-step and easy to digest format. I plan to make it a required pre-read for all future media training sessions.”
Gerald Baron
President, Baron & Co./PIER Systems

Do it now. This offer is strictly limited

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