The One-Hour Comprehensive Media Training Class from TJ Walker

1. Media Training The Complete Media Training Video Course: Hi, I'm t. J Walker. And for the next hour, I'm going to share with you the secrets of media training, corporate media training, media training that goes on for high level politicians, CEOs, heads of governments. You're gonna learn exactly the same secrets that they learn after they pay people like me lots of money specifically in this video, I'm going to teach you the ins and outs of how to look comfortable, confident, relaxed Any time you have to be in front of one of these a video camera, because for most people that gets the nervous, they're not sure where to look, going to go through all the tips of how to look your best and really sound your best. The next big skill is how do you shape a media message? How do you go from a topic that's really complex, where you could look at 50 100 things you could say and really boil it down to your top three messages? The third skill is how to answer questions in an interview. Now it's not what you think. It's not. Ignore the question and tell them whatever you want to tell. No, that's the cartoonish version of media training in the real world, you have to answer questions from reporters, but you have to do it in a focused strategic way. It's simply not the same as answering questions in the real world from colleagues, friends, family workers, co workers, investors, customers or clients. There's a different process. I'm gonna walk you through all the steps of them. The final thing that I'm gonna teach you is how to package your messages with sound bites. Now, if you follow news and politics closely, you hear this term. Soundbites bandied about all the time. But what is it? Most people can't actually define a sound bite or tell you how to take a message and turn it into a sound bite. I'm going to share with you my system on exactly how to convert any message point into a sound bite so that you know in advance exactly what quote is going to get in the final story. Because here's the goal of really high level professional media training. It's not just to be comfortable, you could be comfortable with the media and, frankly, be awful. You could be awful, and that means you don't get the messages you want in the store, even though you feel comfortable. So the goal is not just to feel comfortable. The goal was not to control the interview. The goal is not to make the reporter like you. The goal in high quality media training is for you to be able to get the exact message and the exact quote that you want into the final story. That's what I teach my clients, and that's what you can learn right here. Now, before we really hoppin deeper a brief, brief plug. If you want to know these skills in much greater detail, I haven't online course. That gives you a lot of exercises to help really build these skills so you can click below to fight Atmore about the online training. Plus I am available for in person workshops. That's what I do with presidents of countries and prime ministers and Nobel Peace Prize winners and CEOs all over the world. So if you want information about that, it's in the link below. Plus, you can always reach me at media training worldwide dot com and thats +12127644955 Now let's hop right in to the fundamentals of how to look your best, because it frankly doesn't matter if you have a great message. Great answers. Great sound bites. If you look scared or nervous or uncomfortable, no one's going to remember anything you say. So the first thing you've got to really keep in mind when you're on camera and these days it could be the BBC, CNN or NBC. But it also could be, Ah, one person blogger who at the last second pulls out of cell phone and ask if they can record a video of you so that video footage could go on their block. So you're going to see more and more opportunities to do video interviews, even if it's not, ah, full fledged broadcast TV news interview. That's why it's critically important that you know how to look your best and sound your best. Everyone says, Well, just be natural, be natural. Here's the problem with that advice. The natural thing to do when there's a bright light in your face and a microphone stuck in your face is this. It's to freeze, and I want to get my message. Just write My name is T. J. Walker, I president of media training worldwide. That's the natural thing to do. Unfortunately, you look scared. You look stiff because you are scared because you are stiff. So the first big thing you have to focus on is just not getting stiff, not stiffening up your face in your body, because that will make you look scared. Let's step back a minute and start with the fundamentals. Before the interview starts, you're asked to sit down. You go to a studio in, the reporter comes to you. People say, Well, be comfortable. Be relaxed it that if you sit back on TV, your double chin will show up. You'll look fatter than you are, even if you're not fat. You've heard the expression. The camera puts £20 on you. Well, it does. If you sit back, that's always the least flattering situation. If you're in a couch or a chair that leans back, don't lean back now. The next thing people do is something like this. They sit up perfectly straight. Hi, my name is T. J. Walker. I help people look relaxed and comfortable on TV. Stack credible? I don't think so. I looked literally stiff, scared by having the so called perfect posture on TV toe Look your best. You need to hold yourself up high and leaned forward about 15 degrees. Now you don't see a double chip. Now the camera is focussed more on my face than my body. That's what you want. Now let me turn to the side. It's not a particularly natural looking pose if I'm sitting or standing, but you will come across much more natural when you are on camera. So that's why it's important to sit that way. Now. Your face and your eyes are very important on camera because again, you can have a great message if you're doing things like this high. Yes, at the TJ Walker Investment Fund. If you send your kids college education money to us in the Cayman Islands, I'll double your money every three months. Is that believable? I looked literally shifty eyed. Nobody trust anyone shifty eyed. So my advice is when you're being interviewed by a reporter, look at the reporter. Don't look at the camera now. I have no reporter here. I'm just talking to you. If there's no reporter around or if you're being interviewed through an ear piece remotely . Someone is interviewing you from another city. Well, then you would look right at the camera. But what you don't want to do is sort of being interviewed by a reporter and play to the camera. Hi, Bill. I'm glad you asked me that question. Aren't I cute playing to the camera? Now? It looks off. Just look at the human being. You have a lifetime of experience looking at human beings. When you talk to them, you have very little experience talking to human, being listening to them and ignoring them and staring at a piece of machinery across the road. So my advice keep it simple and just looking at the reporter. There's no reporter then at the camera. Now here's another problem. People often here. That's a good question. And really glad you asked me that. Sam. Yes. Have I ever trained CEOs see what I'm doing? My eyes were going up. Now it's natural when someone ask you a question and you're thinking for your eyes to go up over, but on video, it looks weird. It kind of looks like let me just make up stuff. So my advice. Try toe. Look at the reporter or the camera as much as possible. If you have to look away occasionally, look down. It would be much less noticeable. You look thoughtful if you look up. It's kind of like, uh, I don't know what to say. Something else that is really noticed more on camera. That's just different from being in person or giving a speech or a presentation. It's this most of us. When we're listening to someone talk, her face goes blank. But on TV, if you have a blank look, it looks like this. Not very impressive is it looks like a bored boring about to die flat. So in order, toe look natural alive toe. Look your best on video. I recommend you have a slight smile on your face, not a gigantic TV preacher. Smile just a little bit. You don't even have to show teeth. Just a little bit of a smile. Here's the thing. Even when you're talking about a crisis, even when you're talking about bad news, it won't look like you're smiling. You'll simply look a little more relaxed, a little more comfortable and a little more confident, regardless of the topic. It's always good to look relaxed, comfortable and confident. Now let's talk about makeup most millions and like to wear makeup. I don't wear makeup. What do we need that for? Here's the thing. Everybody on TV is wearing makeup. I'm wearing makeup right now. It's probably not noticeable to you, but here's all you need. And here's all I typically use just a simple powder and this is a called a mosaic. It just has a whole lot of different colors of powder. I do this and this takes the shine off. My forehead, takes the shine off my nose, and I already have some on, so it's not going to be that noticeable. They also minimizes some of the five oclock shadow and sorry to be this is overly personal here, but since you can see I don't have a lot of hair, in my case, I'll actually put it on the top of my head. Not because it's going to make me look like I have a beautiful head of hair, but it will reduce the shine, the reflection on the top of my head. And that way people can just focus on what I'm saying, with fewer distractions. Now, let's put some of these things together, so I'm gonna smile A little eyes are darting. Lean forward. Tell me how this looks. Hi, I'm T J. Walker at Media Training Worldwide. We coach CEOs and professionals, leaders, authors, experts on how to communicate to the world. What's wrong with that? Didn't seem very convincing, did it? Here's the problem. I was completely stiff. Nothing was moving except my lips, and that makes someone look scared. It makes them sound and look like a robot. I wasn't even trying to make my voice monitor, but by freezing my body, it basically forced my voice into this monitor. It sounded like I was reading something, even though I wasn't so. It's changing element. Tell me what's different here. Hi, I'm t J Walker Media Training worldwide. We help executives communicate more effectively, regardless of the medium. That was different that time. All I did was move my head. All of us move our head all the time when we talk and we're comfortable. So let's add another element. Hi, I'm t J Walker at Media Training Worldwide. We help executives communicate effectively regardless of the medium. What was different that time? Well, it was settled, but I was moving my body, not jerking around, not jumping up on dancing. But from the waist up, moving around. Let's add another element. Hi, I'm t J Walker in media training worldwide. What do we do? We help executives all over the world take a message and then communicated throughout every single media outlet. What was different that time? Thanks the number one myth out there When it comes to public speaking and speaking to the media, somehow you need to control your hands. Control your hands like these things were going to just strangle yourself. No complete utter nonsense. The more confident the speaker more comfortable. The speaker in general, the war. Often you see their hands move. I've worked with clients from six continents all over the world, all kinds of languages, all sorts of cultures. When people are comfortable and they're talking, their hands move. So the second, do this for this or something like that. That's what's distracting. That's what makes you appear to be less than comfortable. Do you have to move your hands? If you're going to be on TV, you're on did you know? But the second you freeze your hands or hold pan or do something like that or not things over, it makes you look nervous, and it distracts the audience. So my recommendation. Move your hands now. A few tips for seated interviews. The best thing is, don't leave in the back of the seat. I'm standing at the moment, but if I were seated, I would not be leaning on the back of the seat. I wouldn't lean on the arm rests on either side because that would immobilize me and I wouldn't lean on a table in front. It's fine to have your hands on a table when you're listening to someone, but if you're talking, your hands should be moving. That's the best way a few items on clothing. I'm not trying to make everyone fit in a little box and make everybody sound the same. Look the same. My advice to you when it comes to how you dress for TV is just make sure that what you're wearing is consistent with what you're about and that you don't confuse people and that you don't distract people. I am primarily a corporate media trainer I work with politicians, authors, experts and others. But most of my clients work for big corporations, So I'm wearing a somewhat traditional suit and tie in a way that makes my customers feel like, Hey, he's one of us. Also note. A solid light blue shirt doesn't have to be light blue, the pinstripes on my sitter very subtle so they don't jump around. And Italian salad thes air. Not particularly interesting looking clothes. That's the point. I want you to focus on what I'm saying and not what I am wearing. That's what's really most significant. If you aren't artist, then by all means wear something really colorful that draws people in and helps cement your reputation someone different and artistic. But if you're in financial services or a CEO or CFO of a major corporation in energy services, for example, you probably don't want people focused on what you're wearing. And that's why I would recommend where solids avoid Black. Black is too dark. It's too hard to light, actually makes you look heavier in person, then are on TV than in person. Unlike how black and have a slimming effect in person because your arms blend together, it can blend in with the chair, the background so I would avoid black. I would also avoid white. The problem with White becomes the brightest thing on the screen, makes it harder toe light your face, and I want the focus to be on you, not what you're wearing or the white shirt. I'd also avoid stripes. They can jump around Platt's Anything that has a lot of complexity into it can be a problem . It might look great on someone's gigantic high definition TV, but if they're watching you on YouTube or on your website on their cell phone, it could be fuzzy. So that's really the problem with that. So these are the basics of how toe look your best on camera again. Just very, very briefly slight plug. If you want exercises on how to do this, more feedback and the ability to ask me questions and get personalized responses. Click below and you can sign up for my online course on media training, and we could go much more in depth and you can have the exercises you need to build this skill, or you can always call me and we can have a private workshop, typically one day long, often two days long, where I get you on camera and we practice thes things again and again and again, and I can help you really look your best so that you don't have any awkward moments. Speaking of which, some of you may remember a few years back a well known politician was giving a major speech on TV, and then he sort of lunged awkwardly for his bottle of water, drank it, put it back, and the thing was so memorable because he looked like a little boy who was caught stealing a cookie. There's nothing wrong with doing what I just did. Famous comedians do it. Some Broadway stars do it. Just don't act embarrassed. Don't act rushed, don't act ashamed. And typically people won't remember it. You want people to remember your messages? Not anything you're doing in a really distracting way. Okay, now Part two. How do you frame a message for a media interview? My recommendation to all of my clients is Hey, the reporter gets to pick the topic, but you get to pick what you think is most important. I believe any time you go into a media interview. You should have written down whether it's on your cell phone or a piece of paper. Three messages. Each message should be no more than 10 words. That's 30 words. It should be that focused. Each one should have a subject of urban object. It's not three main themes and three sub points beneath each one. No, a lot of people have difficulty with this because they're so immersed in all the details, all the minutia of their subject matter that they think in terms of whole paragraphs, whole pages, entire press releases that just doesn't work for an interview. Here's something else I'd ask you to think about before you go into a media interview. If you could write the story any way you want for the first paragraph, the 1st 3 sentences, what would it be? You need to have that level of clarity. If NBC came to you and said, We're going to give you a free public service announcement. TV ad 30 seconds long to say whatever you want on this subject, what would it be? I'm pretty sure you'd figure out how to boil your message down 2 30 seconds if you were given millions of dollars worth of advertising. So that's the challenge now. Some people bristle at this and say, Well, I don't want to dumb it down. That's not intellectually honest. That's the coward's way out. I'm sorry, Mark Twain once said to a friend. I'm sorry I wrote you a long letter. I didn't have time to write you a short letter. It actually takes Mawr intellect more time, more thought to write a short letter than a long letter. It takes more time to boil your messages down to three than it does to just go into an interview, knowing everything with 50 messages or thinking. Well, this questions asked. I'll say these 10 things, and if this questions asked, I'll say these templates, not the way to do it. So I want to give you some more tips on how to come up with your message for a meaty interview before you go into the interview. For starters, you need a brain storm on messages that answer the most obvious questions coming up. The who, what, when, where, Why, as it relates to your topic, that's the first step. Next, you need to ask yourself what's important to me. What is it about this topic that I want the world to know again? If I were given a free ad, what would I say to people? Right, All those messages death. Next. I want you to think about the reporter What's interesting to the reporter. Ideally, it's overlaps with some of things you care about, but it might not write down every single idea you think would be of interest to the reporter. There's another constituency we have to think about, and that is the audience of that media outlet. I need you to ask yourself, What will the readers, viewers listeners of this media outlet really care about, right? All those messages down and then it's very helpful for people is to create a Venn diagram on the blackboard on white chart. Put all of the messages you care about in one circle. All of the messages that reporter cares about see where the overlap is. And then, finally, the message is of interest to the public, the readers, viewers, and you have to eliminate any messages that aren't right in the center of that. So, for example, if you are an energy company and There's an explosion at your plant and people are missing and three or injured. You might want to tell people. Safety is our number one concern. I understand that that may be a message that's important to you, but I can tell you right now there is no reporter in the world was putting together a story . Who is going to quote you, saying safety is your number one concern when there's a fire and explosion missing? But that's not interesting to the reporter. They want to know how you gonna stop this fire? The public wants to know. Is my aunt or uncle one of the ones missing? There's so many things that people want to know. The fact that you have a general platitude of safety is our number. One concern is a horrible message. Don't say it's perfectly fine message for a website for a press release for your own internal videos. But that's one of the challenges that so many people grapple with when they're coming up with their messages is they stick to generic self serving messages that are not of interest to the public and to the media. You've got to eliminate anything that isn't in the center of that man diagram. Then you've got a narrow down to the top three, and you've got to ask yourself each message. If I could only get quoted on one message in the entire story, would I be happy with this one? If the answer is no, chances are you don't really have a good message. If any of your messages are dependent on order or being second with the 1st 1 Gilling is your premise. If it has complexity that requires context in a certain way, that means it's a horrible message. Every single message point needs to stand on its own. It needs to be understood on its own. They can't stand on its own. It is, by definition, an awful message point. Get rid of it now. The hard part for many people is when a message point covers, say, two of these categories. Let me give you an example. Many years ago, 30 years ago, when I first got into the media training game, I worked with a number of politicians running for public office running for Congress, and they ran on the platform of I will not take Pac money. I will not take special interest PAC money. This was a message that was really important to them. They cared about it passionately, So it's in that check mark of the box of the circle for interesting to them. Political reporters found this fascinating. It was clearly in that part of the circle where reporters thought, This is interesting and you know what these politicians had. Story after story column after column written about the fact that they weren't taking PAC money and they're horrible opponents were taking PAC money. Sounds like a great media issue, right? Only one problem is that final circle down here. Messages of interest to the readers, viewers, listeners of these media outlets. In this case, it was the general public voters. One problem with this message. Voters didn't know what Pac money waas. They didn't care what Pac money waas. They didn't find the message. Interesting. Guess what happened. All of those candidates? That's right. Every single one of them lost. So it's not enough to have a message that's important to you. It's not enough to have a message of interest to the reporters. It has to be of interest to the audience. You care about who is looking at that media outlet. So that's what's involved with coming up with the media message. So please take that into my It's not about simply having a smart answer for every question . That's not the drilling. You can have a great answer for every question reporter asked, and never get quoted or never get quoted on anything that's important to you. So now let's go to the next port. We've covered how to look your best on TV. We've covered how to shape a media message. Now we got to talk about how to answer questions. This is one of these areas that people think they know what it is. Oh, just ignore the question and say, Which one? Now that's the cartoonish version of media training. There was a politician back in the nineties who ran for president, a magazine publisher. And no matter what, somebody asked him. Sir, what's your position on gun control? What's your position on school prayer? He would answer my position on school prayer. Is that the first thing I'll do Is president is abolished the I. R. S. My position on gun control is the first thing out there was president is abolished the i. R. S. Well, he had a message. He stuck to his message, but he's so completely ignored the questions from the reporters that they hated him. They thought he was a moron. And they went out of their way in every story to remind people that this was just a rich man's son who flunked eighth grade and was running a vanity campaign. So no, it's not about ignoring the question and saying what you want. That's not it at all. There is a very, very particular strategy you must follow when you're answering questions. So, for starters, sometimes a reporter may ask you two or three or four questions. Don't try to be the smart college professor and say, Well, let me take your fourth question first in your third question. Second. Now also, don't pick the most interesting question most intellectually challenging. Quit. This isn't about you. This is about the audience, how you're going to help them. So my recommendation Pick the one question that helps you get back to your message points as quickly as possible. You're not telling the reporter. I'm not gonna answer your other questions. You're not saying that they can ask again. But if you answered even one of the four questions, nobody can accuse you of dodging questions. So another big tip critically important for any kind of interview you do over the telephone . Have a cheat sheet. Have all your notes right in front of you. Have your message points in front of you. Have your eyes staring at your messages. It sounds obvious nobody ever does. People feel this. Need to continue doing email on handling text messages, looking at their phone while doing an interview, continuing to read different Web pages. What comes out of your mouth is quite often a function of what goes in your eyes. So if you want to have maximum control over the outcomes in the interview, you're far better off with your eyes focused on your message. Points literally stare at them. Now if you're doing a TV interview, I wouldn't be holding a sheet of paper in front of your face while doing a TV interview, but you should be looking at it right before the interview starts. If you're driving to the TV station or the press conference or your makeup room, you should be staring at your message points. Make it easy for yourself. The next thing. It's critically important. When you're answering questions. Don't repeat the negatives in the question. This is tripped up a lot of very successful CEOs and politicians. No, the president is not a crook. I'm not a crook. Richard Nixon repeating negatives and negative premises. Any time you're rebutting a negative premise in a media interview and it's edited, you're asking for trouble because only the negative premise might get in the story. Tony Hayward, the former CEO of BP during the Gulf spill, was asked. Are you going to make good on all the legal claims against you? All the wall suits, he said. Of course, we want to help people. We want to help. The economy will help entrepreneurs who have been harmed in any way everything you say. It was great. No one would object to it. Everything was fine. Then The question was, Yeah, but what about the frivolous lawsuits? And he said, Well, hey, it's America. Of course they'll be frivolous lawsuits, but I just want to stress we want and bung. But for the next 10 minutes, all great content all great messages. What was the only thing quoted, Hey, it's America! Of course, they'll be frivolous lawsuits. He repeated the negative. And that was quoted, I'll tell you in the next section exactly why it was quoted and how you control against that. So please do not repeat the negative questions or the negative assumptions when you're answering. There is one answer that's quite often a great answer, and it's often overlooked. If you're asked a question and you don't know the answer to it. Just state I don't know. Don't act embarrassed. Don't at fluster don't have your face. Get red. Don't apologize, but simply say, I don't know. What I do know is and then talk about something that is relevant to the question that takes you close to your message. That's the real key. Now I'm not suggesting that you why and just because it's a topic you're not interested in talking about saying, I don't know if you really do know. But if a reporter asked you to predict the future and you don't know the future, there's nothing wrong with saying I don't know and then bridging to something that is relevant that way, the reporter doesn't get flustered. Can't claim she can't claim that. You didn't answer gives. You didn't answer, he said. I don't melt. Reporter can't even write that death, but they're unlikely to quote you on that unless it's something really obvious. If you're running for president. United States and they say, Can you please name the prime minister of Great Britain and you can't name it? Will? Yes. Then it's you say, I don't know that could be quoted, but most of the time it's a very safe answer. Okay, I've covered a bunch of basics for how to answer questions and interviews. Now want to come to the two most important tips? This next tip is you have to rewrite questions when you hear them to make them easier for you. If you hear a tough question, I mean question, hostile question. All that means is you have not done your job yet. This is not the same thing. Is dodging questions, avoiding questions, But it is a subtle art here. There's an art form to rewriting the questions to make it easier for you in a way that still satisfies the reporter and doesn't give a reporter anything, any ammunition to quote you in a negative way. So, for example, often times when I go to foreign countries and I'm training a prime minister or a top political leader, the political reporters in the country will come to me and say, T j, Don't you feel guilty and ashamed about teaching? People had a lie and spin and off escape. Now that sounds like a tough question, right? How do I answer that? I don't teach people to lie, but I don't want to say I don't teach people to lie cause that kind of sounds like what a professional lying teacher would say. I don't feel guilty about my profession, but I don't want to say I don't feel guilty about my profession because that's kind of one of those quotes you see and profiles of exotic dancers and people in other embarrassing professions, or at least to some embarrassing. I don't want to be associated with that. How do I answer that? Because I do want to answer the question. I can't answer the question until I rewrite the question. So again, the question waas t j. Don't you feel guilty and ashamed about being in a profession that teaches people. So why? I don't agree with the premise of lying, so I'm not gonna deal with that part. I don't agree with the premise of feeling embarrassed, so I'm not gonna deal with that part. So I had to keep backing up looking at this question, holding it up to the light. What is this reporter really asking me? Well, how do you instead of do you feel embarrassed? It's How do you feel? I'm simply going to rewrite the question, too. T j. How do you feel about being in your profession now? I've neutralized the question. I've taken all the negativity out of it. I've taken all the negative assumptions. It's still essentially the same question. I've just stripped it of all of its negative assumptions, and I've rewritten it too. T j. How do you feel about being in your profession? Well, now it's easy to answer. I feel great to be in a profession or I teach leaders communicate more effectively to the rest of the world that will the reporter love that answer? Not necessarily. But is there any part of that message that answer a reporter could use to make me look negative. Foolish, defensive, stupid? No. Can the reporter right or state that? I refused to comment? No, Can't do that either. That's why it protects me now. The final big tip. You really need to know when you're answering questions in an interview and let me confess right up front. It feels awkward. It feels strange. It feels weird. But here's the tip. You're asked a question. You need to answer it briefly at some level, and then you need to hit one of your message points. And the 2nd 1 and the 3rd 1 you need to hit a little three message points in every answer, or at least try to I don't mean in the same order. I don't mean word for word the same, but you do need to try hit all three. Get different order. Different levels of abstraction, different examples, different case studies, but thematically, you need to try to hit all three. Ah, but TJ report will think I'm crazy. That's boring. Not if you do it well, and you mix it up with different examples. Different case studies different wording. If you say it word for word. The same way like a broken record. Yeah, Then it's gonna sound annoying and the reporters going to find it obnoxious. This is hard to do, but it is a great way of increasing the odds that the message you want gets into the final story. Let's not lose sight of what the ultimate goal is. The ultimate goal is for you to get the message you want in the final story. So if all you do is answer the reporter's questions and every single answer, you have a bunch of different message points. Well, then what's important to you is gonna get lost. Because of the end of the interview, there's gonna be 75 different messages for the repute. For the reporter to choose from, it's gonna be lost. So that's what's critically important is to bridge back again and again and again, all of your three messages repeatedly. Now, for those of you who do sign up for my course, you'll have exercises where you'll actually grade your own answers. Here's a little grid. Did you hit your message Point chance of the question. Did you hit 123 message points so again, just briefly. If you are interested in going from an intellectual understanding, which I hope I'm giving you here toe actual skill. Then I would suggest you sign up for either on online media training course the information is below, or give us a call and scheduling in person Media training workshops information is below. Plus, you can always reach me at media training worldwide dot com. That's three W's dot media training worldwide dot com, or just pick up the phone and call me from anywhere in the world, plus one, 212 7644955 soundbites I've got good news and I got bad news for you. The good news is, if you've been following me so far, you actually know a lot about how to look your best on camera. That's great. You know how to shape a message. That's great. You know how to deliver a message. That's fantastic. And you've got tips on how to answer questions in an interview. All wonderful, all fantastic. But here's the problem. You can do that all day long and never get quoted. What we've really done so far is talk about what we want, what we like, what we need. We haven't really talked about what reporters need, and reporters other than those doing live shows need soundbites. They need quotes for newspaper stories, tech stories, Web page stories They need soundbites for any audio or video, whether it's television broadcast or a radio podcast. And here's the problem. You can talk to reporter for 10 minutes and have 1000 words Come out of your mouth and only eight words get into the final story. 992 words are edited away. So how do you know in advance what those eight words were going to be? Or if you have two or three quotes, one of those 24 words going to be that you get into the final story, That's what I'm gonna teach you right here. So please take careful notes, because this is what you don't find in any public relations handbook. You don't find it in most media training books, either, but I'm gonna walk you through steps because what I have found is that every single quote in newspapers, television, broadcast radio, broadcast subject matter may be different, but the actual sentence structure of what gets quoted is remarkably consistent. It all comes down to 10 very specific speech batters. Before we go into that, let's step back from it and ask yourself,