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Chris Urquhart - Making News: The Ultimate Guide to Handling the Media

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Making News: The Ultimate Guide to Handling the Media
Author:
Chris Urquhart
Publisher:
Immediate Communications
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Year:
2021
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Making News: The Ultimate Guide to Handling the Media is a vital media training resource for executives, leaders and spokespeople.

Making News draws on Chris Urquharts vast experience as a journalist and media trainer to help give you the confidence you need to shine as a spokesperson.

Making News helps you understand how journalists work, learn about different styles of interviews, set goals and choose key messages, cope with difficult questions, improve delivery and presentation and get strategies to remain calm and relaxed, even when under the bright lights of a tough media interview. The book covers preparation for television, radio, print and online interviews, and includes an easy, five-step plan to prepare for any media interview.

Making News also includes case studies of real interviews with world leaders, politicians, sportspeople and entertainers so you can learn the mistakes to avoid on the way to delivering a successful interview.

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Making News

The Ultimate Guide to Handling the Media

Chris Urquhart

Published by Immediate Communications

The information contained within this book is for general use purposes only. The author and publisher disclaim any liability in connection with the use of this information.

Interior Design: Immediate Communications
Cover Imagery: Can Stock Photo / IvicaNS /Abscent / Immediate Communications

ISBN: 978-0-6452152-0-5

For Dad, who taught me confidence.
For Mum, who showed me resilience.

For Liz, who brings me love and laughter.
And for Zachary, who gives everything purpose.

Thank you.

Contents

Introduction

My life in the media

I was a reporter and presenter on radio and television for about fifteen years. It was a wild adventure that took me around Australia and around the world, covering all manner of stories, great and small. Over the years, I interviewed hundreds of politicians, CEOs, sports stars and entertainers. My work took me from the press gallery in Canberra, to the front line of terrorism at the Lindt Caf in Sydney. One day, Id be raiding drug dens with a police SWAT team in Miami, on another, chasing crocodiles with the Irwin family in remote North Queensland. From red carpet interviews, to the red dust of droughts, and the red flames of bushfires. Such were the dizzying highs and devastating lows of a career in the media. Im so grateful for everything it taught me about our world, and for what it taught me about the people in it.

Above all, I learnt the power of storytelling. Stories have connected us since the dawn of time. Our oldest ancestors would sit around a fire at night, sharing stories of their journeys and adventures. Theyd leave their marks in artwork on caves, for future generations to discover their stories too. Later, stories were etched on to stone tablets or papyrus. Then centuries later, the printing press would mean stories could be shared further and more widely than ever before. Later, radio, television and the internet meant stories could be shared around the world in an instant. The methods of sharing stories might have changed, but the power of them never has.

One of the most valuable skills any of us can have is the ability to tell our own story. And one of the most efficient ways to share our story with millions of people at once, is through an interview with a journalist from the media.

In my time as a journalist, Id often speak to business leaders, spokespeople and others who were incredibly talented in their field, and who had achieved great success, but couldnt quite understand how to get their story or message across. Many of them were terrified to interact with a journalist and werent sure what to say and what to do. At best, theyd fluke their way through. At worst, their interviews were disastrous, damaging to their own reputation and the organisations they were representing.

It was a shame, because so many benefits can come from a good media interview. Communicating effectively and concisely isnt a skill that comes naturally to everyone, but it is certainly one that can be learnt.

Leaders who take time to learn the art of communication and storytelling, and gain the skills to give a successful media interview, are well-placed to promote their organisation in good times, and are in a much stronger position to defend it during a crisis. With so much at stake, communications and media training isnt a luxury for leaders, it is an absolute necessity.

When I decided that my journalism career had taken me on enough adventures, I knew that I wanted to go from telling stories myself, to empowering other people to tell their own.

In the years since, Ive trained hundreds of business leaders, politicians, emergency services personnel, sportspeople, entertainers and entrepreneurs in the art of effective communication, message delivery and how to handle themselves in media interviews. In the many training sessions I have conducted, Ive shared secrets on how to prepare, how to remain calm, how to deal with nerves and how to handle difficult questions when they arise. Most of all I explain the power of a story, and the importance of being able to share it.

What I share in training sessions and in this book is based on everything I learnt in a long career at programs like Nine News, Seven News, A Current Affair, Today and the ABCs 7.30. Im good at helping people answer tough questions because Im so used to asking them.

Thats my story. And this book is all about helping you tell yours.

Chris Urquhart

MEDIA TRAINING: WHAT YOU NEED TO KNOW

Australia's Changing Media

What happened to the news?

The media in Australia is undergoing an overwhelming period of change.

Not so long ago, Australians relied on just a handful of news sources to find out about the world around them. We might have read a newspaper in the morning, listened to the radio on the drive to work and watched the six oclock news on the television at night. Perhaps before bed, wed have flicked through a magazine, too.

In the twentieth century, the news media was among the most profitable of industries. Some of Australias wealthiest families the Packer, Murdoch and Fairfax dynasties made their fortunes building vast media empires in publishing and broadcasting.

Then the internet changed everything. Suddenly, we had more sources to choose from and there was more competition for our limited attention spans. No longer were readers and viewers limited to the newspaper or television station in their local town. Suddenly we could get our news from anywhere in the world, at any time.

Until the age of the internet, one reason media owners became wealthy was that they owned the relatively limited means of production in their field. There were only a handful of broadcasting licences and they were expensive. The infrastructure of printing presses and the logistics of distribution meant newspaper proprietors faced little competition.

But with the internet, suddenly anyone could become a publisher by starting their own website. Some people launched blogs, which grew into digital media empires, such as Mia Freedmans Mamamia. Around the world, new outlets like Vice and BuzzFeed competed for readers with household names and traditional titles like The New York Times and The Sydney Morning Herald. What it all meant was that audiences, once concentrated in the hands of a few programs or newspapers, became fragmented as the publics attention was diverted to new entrants to the market.

Even before the internet though, the advent of cable television, and with it, 24-hour news channels, brought an upheaval to the news cycle. News become instant, and constant. The 24-hour news cycle quickly became a 24-second news cycle, as deadlines were obliterated and news events and opinions were broadcast in real-time around the clock. The immediacy of this type of broadcasting meant fact-checking was frequently overlooked in the race to be first with a story. Nuance and context also started to take a back seat. Because of the relentless demand from journalists, organisations facing a crisis had to learn to respond to the media straight away. They no longer had the luxury of time to craft their responses.

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