Professional Training: Executive Media Briefings

Francie Murphy offers customized, real-world sessions for executives to develop expertise in media relations and to strengthen interview techniques for broadcast, cable, print and the Internet.

Research

She starts with research to thoroughly explore a company's goals and the issues likely to be addressed by executives attending the session. Executive Media Briefings comprise three important elements:

• Creating key messages
• Understanding the media's concept of what makes news
• Practicing successful interview techniques -- role playing

Message Development

Before you start an interview, think about what headline you would like to see on the resulting story -- that's your key message. The critical first step in successful media relations is crafting key messages. Francie counsels executives on how to communicate these messages clearly and effectively to help control the interview, connect with the reporter's audience and be convincing.

If you are preparing for a particular interview on a thorny subject, Francie will develop messages specifically for that interview and the reporter involved.

Understanding the Media

Successful media relations hinges on understanding how to work with reporters, respecting their needs and problems, and educating them on your company, industry and major issues. A portion of the training session will explore:

• The do's and don'ts of media interviews. Francie explains why you sometimes clash with reporters and how to work with them more effectively.
• Developing communication objectives. She helps executives to examine the issues affecting their particular company and to decide how the firm's views are best communicated to reporters.
• Videotaped examples. The right and wrong ways to conduct a media interview are demonstrated in a variety of real-life situations captured on television.

On Camera Roll-Playing

For the practice part of the session, Francie will give everyone the chance to rehearse in actual interview situations.

Throughout the session, she emphasizes controlling the interview, teaching various techniques for focusing the interview and communicating key messages.

Each practice session is videotaped and critiqued to show participants how they come across to the interviewer. This allows participants to observe strengths and weaknesses and adjust their performances. Everyone has an opportunity to learn from his or her first "take" and practice once again.

Both hostile and friendly interviews are conducted in order to build confidence. This approach is the best preparation for news media interviews.

Experienced Leadership

Francie Murphy has had extensive experience at both ends of the interview spectrum. She began her career as a television reporter and anchorwoman. Later she became the spokesperson for several national organizations. Over the past 25 years, she has worked with scores of business executives and politicians to hone their media relations skills.

Ms. Murphy has led sessions for top executives at the Walt Disney Company, Arthur Andersen, Korn/Ferry International, SunAmerica, Sara Lee, Lions Clubs International, Rebuild LA, Latham & Watkins, Pep Boys and The Hartford. She has also worked with book authors, university professors and sports organizations, including the world champion Volvo/Cannondale Mountain Bike Racing Team and the GEO/Rollerblade Racing Team.