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Le nuove regole del Media Training; come affrontare i giornalisti di fronte a una crisi; il caso Mic

06/07/2004
Si presenta molto interessante l'agenda delle teleconferenze organizzate dalla PRSA nel mese di luglio: si va da come parlare ai giornalisti (scansandone le trappole...) a una lezione sulla gestione delle strategie di comunicazione durante le crisi, a un'analisi del ruolo giocato dalle rp nel caso Michael Jackson.
It's Tough Out There: The New Rules of Media TrainingThursday, July 8, 20043:00 p.m. EasternDuration: 1 hourIn the wake of corporate malfeasance, mutual fund breakdowns, the Spitzer investigations, Martha Stewart and all the rest, media training isn't just about teaching executives and spokespeople how to look and sound good on-camera anymore - it's about disciplining them to speak the right words to keep themselves and their companies out of trouble. Off-the-cuff candor is out; choosing words extremely carefully is in.  But reporters don't want to talk to a canned or overly coached spokesperson, of course, so in this fast-paced 60-minute teleseminar Evergreen Media Counselors' Susan Tomai will teach you how to be savvier about the process.

What's truly newsworthy? What's radioactive?
Adapting to the medium: Specialized or general-interest story? Print or broadcast? Friendly or hostile?
Understanding audience demographics.
Developing strong messages.
Bridging techniques.
Avoiding reporter "traps."
Taking charge of the interview.
Wearing the right clothing and makeup, etc.
Improving speaking skills and adapting them to specific media situations.
Choosing the right interview location: Inside or outside, office or conference room, props, proper chairs, etc.
Supporting key messages with good eye contact and body language.
Anticipating questions.
Learning the "touch and go" technique.
You Will Hear From:Since founding Evergreen Media Counselors in 1988, Susan Tomai has counseled hundreds of business executives, government officials and other public figures for public relations campaigns, media interviews, crisis communications, presentations and speeches. Tomai has also been a newscaster, a talk show producer, and a producer for "CBS This Morning" and "Good Morning America."Register Today!PRSA Member: $150   Non-Member: $250Click here for registration details: http://www.prsa.org/_Advance/seminars/070804flyer.pdfBehind the Headlines: The Role of Public Relations in the Michael Jackson CaseThursday, July 15, 20043:00 p.m. EasternDuration: 1 hourTellem Worldwide is providing media relations support for Santa Barbara, California, District Attorney Tom Sneddon, the prosecutor in the high-profile Michael Jackson molestation case. From their unique perspective, Susan Tellem and Jason Karpf examine this timely public relations challenge: high-stakes media relations in a celebrity trial. Challenges include:

Working with reporters who don't follow policy.
Avoiding collusion among the court, the sheriff and the district attorney.
How the agency can become a story in itself.
Since the actual trial is not expected to take place until well into 2005, this teleseminar will be the first in a series. By attending, you'll learn how to:

Create a regional to global media relations plan on a tight schedule.
Counter negative press while maintaining prosecutorial standards.
Stay focused and ethical if you become the target of media scrutiny.
Follow the rules when a protective (gag) order is invoked.
You Will Hear From:Susan M. Tellem, APR, president and CEO, Tellem Worldwide, Los Angeles is an expert in crisis management and media training and has provided counsel for many high-profile clients. She has also served for more than 12 years as an instructor in public and media relations at both Pepperdine University and UCLA Extension. Jason Karpf, vice president, Tellem Worldwide, Los Angeles has been interviewed by media across the country, including MSNBC and The Dallas Morning News. He has written for Public Relations Tactics and is the author of Anatomy of a Massacre, a detailed account of the worst mass shooting in American history.Register Today!PRSA Member: $150   Non-Member: $250Click here for registration details: http://www.prsa.org/_Advance/seminars/071504flyer.pdf
Media Relations Strategies During Crises:When to Send the Boss and Other Strategic DecisionsThursday, July 29, 20041:00 - 2:30 p.m. U.S./Canadian EDTFor additional information, and to register, visit www.krm.com/prsa.Media relations is frequently the front line of public expression for an organization in crisis.  Do we just pick up the phone and spill our guts or are there other strategic approaches we can take?  How do we get ready for appropriate, fast, and credible media relations work when it's called for?  What role does the Web play in this process?  How promptly do we have to call reporters back?  Are there some reporters we never call back?  What is our internal strategy?Here are some other important questions:

How do we gather the strategic and useful information we need with great speed so we can respond pre-emptively and preventively?
Management says, "We can't prepare for every possible situation."  How do we prioritize what we plan to respond to?
How do we behave, act, and prepare differently when it's 60 Minutes, 20/20, the Fifth Estate, or a powerful local I-Team news crew?
What do you do when there's no time to prepare?
What are the rules for sending the boss, and what are the criteria?  How do we convince the boss it is time to be out there?
Every time we send a spokesperson (including ourselves), the question always arises, "What will the media actually use?"  Why does the media choose what it chooses?  Even more important, how can we control what they choose to use?  This seminar will demonstrate a scripting process that, together with some very interesting and unusual strategies about word and phrase selection, will help participants have a much better understanding of how to control the ultimate product of interviews and, more importantly, control what comes out of the spokesperson's mouth.James E. Lukaszewski, ABC, APR, Fellow PRSA, is considered one of America's most innovative media strategists.  He's routinely brought in to advise clients when they are subjected to exposure by the show biz news shows such as, 60 minutes, 20/20, Dateline, Nightline, The Fifth Estate, and even during very intensive local investigative reporting situations - print or broadcast.  His approach usually involves assessing the total media environment of those affected, establishing and coordinating non-media direct communication strategies, and, where appropriate, pre-empt the effects of negative investigative reporting.This is a program about the strategy of selectively engaging the media for maximum impact, control, and effect.  Check all your preconceived media relations notions, ideas, and rules at the door.  It's time to have a substantive discussion with an expert on what you currently do, why you currently do it, how you currently think, and, just maybe, some new and interesting approaches that might serve your clients in useful, powerful, and productive ways.  Be prepared to bend your brain for 90 minutes.This program is delivered direct to your office - no travel.  How it works: The live audio is delivered direct to your office over the telephone to provide clear, reliable sound quality.  The visuals are presented over the Internet.  The program is live and interactive.  You will be able to ask questions of Jim as this is much like a talk-radio program.Use a speakerphone and invite your entire staff to attend for one low price of $250 per site for PRSA members; $275 nonmembers.  An early-bird discount is available as advertised.  Click on www.krm.com/prsa for more specific information about the seminar, the early-bird discount, and registration.If you are registering from outside the United States or U.S. Territories there will be additional telephone charges added to your registration fees.  Detailed information can be found on the registration form under "Special Notice."Visit the PRSA Professional Development Center to learn more about the PRSA-Lukaszewski Collection of books, monographs, and articles.

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