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Media Training NZ Blog

Chirdcare centre makes serious media training mistake

13 May 2012
The childcare centre alleged to have expelled a boy with HIV made a serious media training mistake by not coming forward and appearing on Campbell Live once they knew the story would run. Understandably it was a difficult situation for centre management, but by keeping quiet and not appearing, they handed control of the story over to the Aids Foundation. If someone had appeared, that person would have been able to set the story straight and say they had just asked...

John Banks makes big Media Training mistake

4 May 2012
The decision by John Banks not to comment on whether he knew Kim Dotcom had made a $50,000 donation to his mayoral campaign in 2010 was a major media training mistake. On the Q + A programme last Sunday, Banks kept refusing to answer repeated questions from Paul Holmes about whether he knew where the donation came from. From a media training perspective, he should have answered that question. Failure to do so only harmed his reputation among viewers. He later...

Media training not the magic bullet for Shearer

28 April 2012
Labour leader David Shearer may be slowly improving his media training skills, but he must become more proactive with the media if he is to contend with John Key at the next Election. He is clearly working on his media training skills, but the other thing that needs work is the quality and frequency of his messages. While he did well last week attacking the Government over the Sky City deal, it was very reactionary. There's nothing wrong with that, as...

Shearer learning media training skill of speaking in sound bites

21 April 2012
Labour leader David Shearer is learning the important media training skill of speaking in sound bites. These are the parts of TV and radio news stories where a statement from an interviewee is used verbatim to illustrate a point. They usually last between 8 and 12 seconds. In the print media, they are called direct quotes. Those who take part in media training learn that it is best to dress a point you want to make up in language the media...

Alasdair Thompson verdict highlights media training lesson

13 April 2012
The Broadcasting Standards Authority (BSA) decision not to uphold a complaint by Alasdair Thompson over the infamous "women's problems" interviews reinforces an important media training lesson. Thompson claimed last year that women take more sick leave than men because of period pain. This led to intense media scrutiny, done more so than on TV3. His complaint to the BSA covered a number of areas, but the major one was that the interviews on 3 News and Campbell Live were unbalanced and...

Golden Bay High School offers media training lesson

6 April 2012
Golden Bay High School leaders have shown their media training skills this week by dealing perfectly with an incident of sexting. In a story that appeared in the Nelson Mail and Stuff, a girl approached school authorities after three students had obtained a sexualised image of her and sent it out to other high school students. This could have led to a neagive story about the school. But the response to the reporter's questions by school leaders turned it to their...

Brownlee deserves media training bouquet

31 March 2012
Earthquake Recovery Minister Gerry Brownlee has shown his media training skills again this week. His handling of the Finland incident was first-class. After responding to remarks by Labour Leader David Shearer that Finland was a country we should be following, Brownlee said Finland was not perfect, having higher inflation, unemployment and murder rates than New Zealand. This led to major criticism from a Finish comedian who poked fun at Brownlee's weight and implied that all New Zealand had going for it...

Nick Smith makes media training mistake

23 March 2012
Nick Smith made a fundamental media training mistake at Wellington airport this week when he took the bait and gave a reporter a confrontational and emotionally charged answer when questioned on whether he would resign. Dr Smith was on his way back to Wellington to resign after the conflict of interest around his letters of support for a friend who was seeking ACC assistance. When confronted with an ambush interview like this, any media training expert would tell the client to...

ACC uses media training skills

17 March 2012
The whole fiasco of ACC leaking personal information of thousands of people to an individual's email address last week may have been a public relations disaster, but from a media training standpoint, they handled the situation well. This is because the messages they communicated were good and CEO Ralph Stewart kept referring back to them. While there was some debate as to how much detail was revealed in the email leak, ACC focused on three key points throughout the media coverage....

Media training tip for Bishop Victoria Matthews

10 March 2012
Christchurch Bishop Victoria Matthews made a fundamental media training error this week when she failed to acknowledge the emotion many Cantabrians feel towards the Cathedral. After the decision was made by the Anglican Church to demolish the Christchurch icon, her response to calls to release the plans that led to that decision was "I don't answer to the public." Whether she meant to or not, her comments appeared to dismiss public sentiment by saying she answered to God and the Anglican...
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