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Delivering an effective media interview is more challenging than ever before.
Today's media spokesperson must compete with shrinking audience attention spans, cope with social media overload, and confront sensationalized reporting. Given those challenges, how can you create positive messages that cut through the noise and motivate your audiences? How can you respond to difficult questions in a confident manner that increases your credibility? And how can you navigate your company through a media crisis so it becomes a mere blip instead of a reputation-destroying disaster?
Brad Phillips, one of the world's top media trainers, will lead you through an engaging mix of 101 two-page lessons, three dozen real-life case studies, and several hands-on exercises. He will teach you how to become an effective media spokesperson, eliminate your fear, build your brand, and enhance your reputation.
You will learn how to:
- Master the ground rules for working with reporters
- Create memorable media messages
- Support your message with media-friendly stories, statistics, and sound bites
- Deliver a winning interview
- Answer tough questions
- Adjust your approach for print, radio, television, and social media
- Use positive body language that reinforces your message
- Dress for television
- Prepare for and manage a media crisis
- Sales Rank: #59391 in Books
- Brand: Brand: SpeakGood Press
- Published on: 2012-11-29
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .58" w x 6.00" l, .76 pounds
- Binding: Paperback
- 254 pages
- Used Book in Good Condition
Review
"The Media Training Bible is an invaluable asset to improving one's brand recognition and getting one's message across clearly...Each of the 101 pointers is succinct, informative, and utterly invaluable in today's interconnected world of public relations. Highly recommended!" - Midwest Book Review
"There are lots of expensive public and media relations firms out there who can give you the full treatment, but I recommend starting with a good book on the subject, like the one just released by media training expert Brad Phillips, The Media Training Bible." - Martin Zwilling, Forbes
"In a chaotic media landscape, Brad Phillips offers a thorough and engaging guide to getting your message out authentically and effectively. Take Brad's advice to heart. The little things do matter. I've witnessed a man's ill-chosen words on national television implode his career, and a woman who handled a difficult interview so well she transcended the controversy swirling around her. Brad can help you avoid the former and execute the latter." - Richard Harris, Former Director of Afternoon Programming, National Public Radio and Former Senior Producer, ABC News Nightline
"The Media Training Bible is a must read for learning best practices for creating, delivering, and staying on message with the media -- a reference you'll want on your top shelf." - Wayne Bloom, CEO, Commonwealth Financial Network
"If more politicians read The Media Training Bible, there would be many fewer embarrassing stories about them featured on Political Wire." - Taegan Goddard, Founder and Publisher, Political Wire
"True to its title, this book is the bible of media training. It is also the Rosetta Stone of media training. And the Holy Grail of media training." - Dan Janal, Founder, PR Leads
"Through a perfect mix of lessons, case studies, and exercises, Brad Phillips unlocks the secrets of becoming an effective spokesperson. I refer to The Media Training Bible before every interview -- and you will too." - Tod Ibrahim, Executive Director, The American Society of Nephrology
"Everyone who speaks to the media -- and anyone who might -- should read The Media Training Bible before even thinking about doing another interview. Executives and other professionals will want to keep this invaluable resource within reaching distance for many years to come." - Russ Mittermeier, President, Conservation International
"The Media Training Bible is the most comprehensive and well-reasoned resource on this topic I have ever read. Well-organized and thorough, it contains everything necessary to prepare readers for contact with the media, regardless of whether they are a novice or a seasoned veteran. Brad Phillips leverages his unique background as an ex-member of the media and an active media trainer and commentator to create a powerful resource that can be used again and again. Public relations professionals -- and the executives they serve -- shouldn't be out there without it." - Linda Carlisle, Corporate Communications Manager, Elkay Manufacturing Company
"I couldn't put this book down...A compelling read that makes you feel as though you have your own, personal media trainer in your pocket -- or on your shelf." - Melissa Agnes, Crisis Communications Strategist and Blogger
"The Media Training Bible goes far beyond the standard media training guides and is must-reading for anyone who would be the least bit frightened by an unexpected knock on the door from the local TV news crew. Brad Phillips' 101 lessons will arm you with everything you need to know to be interviewed by even the toughest bulldog reporter and not only survive, but thrive, in the spotlight. More than three dozen case studies show you how to avoid costly mistakes made by celebrities, politicians and others who didn't understand the confusing rules of the media game. (The media know the rules, but they don't want YOU to know.) Don't pitch stories and don't accept requests for media interviews until you read this book." - Joan Stewart, Publisher, The Publicity Hound
"Brad Phillips' book will become THE Media Training Bible for CEOs, leaders, and spokespersons who want to be a winner with the media.Phillips shares what reporters need, how to craft your message, and how to deliver it simply and effectively in every medium. It's loaded with practical,tactical and proven advice from a true media training pro. After 30 years of PR consulting and media training myself, I've never seen the topic so well organized and practically delivered." - Jeff Domansky, The PR Coach
"Brad Phillips has produced an excellent resource with The Media Training Bible. It does in fact live up to its promise with over 100 lessons in what to do, say, and think (or not to do, say or think) before ever embarking on the often treacherous journey into 'Media Land.' The book is very comprehensive, a compelling read, and very practical. I highly recommend it -- a must for anyone contemplating a media spokesperson role." - Jane Jordan-Meier, Crisis Coach and Author, The Four Stages of Highly Effective Crisis Management
"The key to success with media interviews is preparation. The Media Training Bible is one of the most insightful and easy-to-use resources for communications professionals and business executives to prepare for any type of interview." - Dave Groobert, U.S. General Manager, Environics Communications
"The advice in The Media Training Bible is both timely and timeless, filled with hands-on guidance that can be applied immediately." - Michael Sebastian, Managing Editor, Ragan's PR Daily
"As a media trainer myself for the past decade and a half, I learned things about messaging and speaking successfully that were eye opening and useful in equal measure." - Gary Genard, author, Fearless Speaking
"Brad Phillips focuses on themes that make the point and eliminate the noise." -Jim Pawlak, Dallas Morning News
"Brad's bible captures the reader's attention - regardless of professional level - because it is a refreshing departure from the never-ending droning many PR and media relations books present... His streamlined approach makes the book not only an engaging read, but also a ready reference for the future." -John Barnett, Vox Optima Public Relations
"Theory is great. Action is better because it gets results. This book gives you the tools to get results. I've read over 100 public relations and communication-type books, and this is one of my favorites. It will be yours too." - Rodger D. Johnson, Get Social P.R.
About the Author
Brad Phillips is the president of Phillips Media Relations, a media and presentation training firm with offices in New York City and Washington, DC.
Mr. Phillips has trained thousands of media spokespersons, is regularly quoted as an expert by the media, and writes the world's most-visited media training website, Mr. Media Training.
He has worked with hundreds of top-level executives, including corporate CEOs, presidents of nonprofit organizations and trade associations, and directors of government agencies.
Mr. Phillips founded Phillips Media Relations in 2004 after working for several years as a broadcast journalist. After beginning his career as an on-air radio announcer, Mr. Phillips worked for ABC's Nightline with Ted Koppel, where he contributed to broadcasts about everything from the declining national savings rate and school shootings to domestic politics and terrorism.
He then moved to CNN, where he helped produce two weekly programs: the media analysis program, Reliable Sources, and the political roundtable, The Capital Gang. He was also a contributing producer to the Sunday public affairs program, Late Edition with Wolf Blitzer.
He is also the author of 101 Ways to Open a Speech: How to Hook Your Audience From the Start With an Engaging and Effective Beginning.
Most helpful customer reviews
6 of 6 people found the following review helpful.
A Must-Have For Any PR Pro
By John Barnett
As a public and media relations practitioner for more years than I care to remember, I highly recommend Brad Phillips' Media Training Bible as a refreshing departure from the usual never-ending droning you see in many PR and media relations books. I have often had to trudge through endless chapters of concepts and theories trying to make it to Chapter 15 in order to get to anything useful or applies to my day-to-day work. Not so in the Media Training Bible, and I truly appreciate that Phillips gets down to business.
This book goes straight to the heart of practical -- and highly useful -- message development, news ground rules, media formats and great common-sense interviewing techniques and tips to help anyone become an effective and well-prepared spokesperson. His eight-section approach with two-page lessons quickly takes the reader from basics to pro in a clear and easy to follow method. Using real-world case studies and examples from his professional career, Phillips reinforces each set of teaching points to create strong foundations for upcoming sections and exercises. And the inclusion of social and other online media outlets makes this book a smart and up-to-date 21st century go-to reference for media relations and crisis communication processes.
The Media Training Bible should be on the required reading list for any organization leader, corporate CEO or over-cautious lawyer who defaults to "no comment" for any question (assuming you would let a lawyer be spokesperson). It should certainly be on the shelf of any practicing public relations professional. I side with Stevew; I should like to have two copies so that I had an extra copy for easy reference, full of highlights and post-it tabs.
10 of 11 people found the following review helpful.
If you deal with the media, you need this book
By Taegan Goddard
The Media Training Bible is packed with things you need to know when you deal with reporters and news organizations. It's filled with practical examples of the right way to do things, from handling a basic interview to dealing with a full blown crisis. This book will make you a better communicator. Highly recommended.
5 of 5 people found the following review helpful.
Invaluable resource
By D. Brody
Brad Phillip's Media Training Bible is an invaluable resource for any communications professional--agency or client-side. I would even recommend this for executive directors of small nonprofits who don't have access to communications counsel.
Phillips covers all aspects of dealing with the media (including social media), from messaging to appearance. Through easy-to-read lessons, he provides practical, tested tips and information that will help anyone who has to give a presentation or speak to a reporter.
The section that I found the most helpful was Messages and Message Supports, where Phillips provides a useful approach to developing messaging that is relevant to your audience using CUBE A components (consistent, unburdened, brief, ear-worthy and audience-focused). There are many spokespeople who tend to go "off-message" or whose message is too complicated, who could benefit from this exercise.
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