Media Situation

1
Media Situation
2
Gasoline Price Protests

• Truckers, taxi drivers, others block access to
  gas stations
• No delivery of gas
• Driven by high price of fuel, cost of operations
• Public soon runs out of gas
• Public sympathetic, they pay high price, too

3
Britain Stops

• People cant get to work
• Trucks cant deliver goods to markets
• Emergency vehicles out of gas, cant move in
  traffic

4
Prime Minister Options

• Let the protest continue
• Make a reasoned plea to protesters
• Cut taxes, so that overall prices are lower
• Threaten OPEC and demand lower prices
• Send troops to clear protesters

5
OPEC Risks

• Does OPEC have any risks, other than military?
• How should they position themselves?
• Can they get world opinion on their side?

6
Oil Company Risks/Opportunity

• What should oil company do?
• What should it say or say nothing?
• Does it have any opportunity at this time?

7
Quick Analysis Suggestions

• Teams 12 -- advise Tony Blair
• Team 3 advise OPEC
• Teams 45 advise Shell/Ameco

8
Stage Managing an Interview

• Chapter 11

9
The Media Interview

• Company wants publicity
• Interviewer want
• Entertaining broadcast
• Facts for a story
• Confirmation of rumors

10
Getting Ready

• Right dress if theres time
• Provide graphics before hand
• Set objectives
• Pricing is fair
• We have new product
• The company is responsible

11
Drug Companies

• Charge very high prices for AIDS drugs
• Asked by developing countries for free drugs or
  at a price that only covers raw materials and
  processing
• What to say?

12
Questions

• Cant rule out legitimate questions
• No comment will not do
• Cant set ground rules
• Anticipate the questions, get the answers
• Rehearse under real conditions
• Whats the interviewer like?
• Review what he has written, aired

13
Being Natural on TV

• Continue natural movement, dont freeze
• Gesture
• Dont pose, look at others, check papers
• Put expression into face

14
Talk in Headlines

• Speak right to the objective, no long stories
• Have prepared short answers
• and sound bites
• If the interviewer wants more, he/she will ask

15
Remember Objective

• Dont miss the chance
• Bridge
• In addition, also, related to

16
The Media Is Not the Enemy

• Cultivate provide background
• Give access
• Dont hide

17
Interview for Print

• Longer interview
• Be prepared with stories
• Provide pictures,
• graphics

18
Handling the Aggressive Interviewer

• Dont take him on, be detached
• Dont argue
• Try to move in his direction
• Aggressive questions should be anticipated
• Move in a positive direction
• There is a right for concern
• Its a good point
• Theres been great improvement

19
Taped Interview

• There is an opportunity to clarify
• Let me make sure I understand what your question
  is
• Heres my understanding of what you are saying

20
Humor

• Fun in the office, but deadly in an interview

21
Danger

• Multiple questions
• Interruptions
• Negative restatement
• Labeler

22
What TV Wants

• Interesting person, personality
• Not too much sell
• Whats news worthy
• Product development
• Interesting sources

23
Good Spokesperson

• Well groomed, orderly, fashionable
• Speaks well
• Natural on camera
• Cool

24
Getting on TV

• What do various segments want?
• Know programming
• Know reporters
• Provide a press kit that appeals

25
Video News Release

• In China, even free features are used
• VNR
• Tells a story
• Shows interesting aspects of product
• Shows emerging trend

26
News Conference

• Usually for big news
• Many times bad news
• What is big product news

27
News Briefing and Tour

• May be better to provide background
• Show deep details
• Avoids dud news conference

28
Location

• Hotel room
• Plant
• Place convenient for press

29
Needs

• Lights
• Multi-box for audio
• Press kits