Media Training: A 5 Step Process To Drive Message Development and Interview Preparation

Reading Summary 8

Rob Letterman

Reference

Wetherhead, D. (2012, September 17). Media Training: A 5 Step Process To Drive Message Development and Interview Preparation. Retrieved from Comprehension: http://comprehension.prsa.org/?p=5048

Theme

               Public relations professionals need to hone successful communication skills outlined by the five steps.

Summary

·        This article outlines 5 steps to communicating an effective message.

·        Setting an agenda is the first step.  Identifying the objectives of the message your agency or company is trying to accomplish.

·        "Your conclusions should be reflected in key messages, supporting information, Q&A responses and a pre-planned closing statement" (Wetherhead, 2012).

·        Crafting key messages and the repeated use of them is important when trying to communicate an effective message.

·        "Develop three key messages to serve as the foundation for all communications and to weave into each interview" (Wetherhead, 2012).

·        It's important to describe your product or service and focus on the benefits to the target audience.

·        Proving your points is the third step in the process.  We must introduce and reinforce key messages.

·        We must be prepared for potential questions during the interview process.  After we list potential questions "…you can arm yourself with key message-laden responses and seek needed data or counsel in advance of the interview" (Wetherhead, 2012).

·        Making lasting impressions is the final step.  Most people will remember the first and last things you say, so it's important to make them meaningful.

Application

               Although this article came from the perspective of public relations professionals and their techniques and strategies we can learn and apply the proven successes to my own future work situation.  The steps that Debbie outlined are extremely beneficial to the work of a PIO.