Tell Your Story

Preface

Chapter 1: Introduction

Chapter 2: Understanding Media

Chapter 3: Messages

Chapter 4: The Interview

Chapter 5: Interviewing
On-Camera

Chapter 6: The Adversarial
Interview

Chapter 7: Public Presentations

Chapter 8: Online Media

Chapter 9: Taking Charge

Conclusion

Acknowledgements

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CHAPTER 1: Welcome & Introduction

First the good news: Learning the strategies and practical tools to communicate messages effectively in a media environment or public presentation is painless. They will yield benefits to you personally and to your colleagues.

And there’s more good news: It’s not that difficult, and you’ll be surprised to find it can be satisfying and fun.

Now the bad news: In the heat of the moment – maybe during a media interview – it’s easy to forget some of the important things that will help you deliver a stellar performance. That’s why we hope this manual is easy for you to read and short enough to serve as a quick review.

My professional experience includes more than 30 years inside the broadcast and print news media as well as working with the media as the Communications Director for Oregon Partnership. Over the years, Oregon Partnership has benefitted greatly – in terms of community support, funding, and outreach – as a result of its positive media image.

We have condensed what I feel are the most important aspects of being a great interview subject and a memorable speaker.

Your work as a scientist is not only important; it is newsworthy. You might know that, and you might not. But increasingly, the media – old and new – come calling to get your story. And you need to be ready for them.

Pete Schulberg

Chapter 2: Breaking Down Messages arrow