RSS
Pete Burdon

Pete is a leading New Zealand media trainer and regular blogger for his company, Media Training NZ . He has helped leaders from all sectors of society communicate with the media and other stakeholders. Pete is a former daily newspaper reporter and press secretary in the New Zealand government. From these roles, he understands the media process from both sides of the camera.

Media Training advice for Mainzeal director

8 February 2013
Mainzeal director Richard Yan is making a serious media training mistake by refusing to talk publicly about his company being placed in receivership. As we tell our media training clients, it’s best to front up with what you can say than put up a wall of silence. All this does is make him look unconcerned at the fate of his workers, subcontractors and everyone else affected by the event. At the very least, he should show some empathy for those who...

Bethlehem College saga highlights media training point

1 February 2013
The Bethlehem College story this week highlights an important media training consideration when it comes to multiple people being interviewed on the same issue. The conflicting views of who decided to hide the fact that a former Bethlehem College student was driving the vehicle, rather than a Kenyan, has become the story, rather than the unfortunate crash that killed three people. From a media training perspective, it’s always good to have a sole spokesperson to avoid conflicting accounts, but this was...

Media training advice for Gareth Morgan

24 January 2013
Gareth Morgan is a good media communicator, but there is one piece of media training advice he needs to take. This week he has been in the media spotlight for two reasons. These are his aim to eradicate domestic cats from New Zealand and his criticism of Phoenix football fans for demanding quick results from the team’s change to a more attractive style of football. Regarding the cats, his message has been very clear. He wants to eradicate cats because of...

Media training analysis of Lance Armstrong interview

19 January 2013
Lance Armstrong made one critical media training mistake in his interview with Oprah Winfrey yesterday. He failed to convince the audience that he really meant what he was saying. He often said the right thing. For example: “I will spend the rest of my life trying to earn back trust and apologise to people.” Great words, but the tone of his voice and body language didn’t convince people that he meant it. Another media training error he made was giving the...

Zorb inventors show media training skills

10 January 2013
The New Zealand inventors of zorbing highlighted an important media training point when responding to the zorb death at a Russian ski resort this week. David and Andrew Akers came up with the idea of a double-skinned inflatable sphere in 1994 and developed the activity of rolling down hills. The Russian death could have threatened the industry here, with people assuming all zorbing is the same with similar safety standards. This meant the New Zealanders had to distance themselves. They appear...

Eliminate your fear of journalists with media training in 2013

3 January 2013
A popular comment from our media training clients in 2012 was their change in attitude from believing media encounters were a threat, to seeing them as an opportunity. This change in mindset is mainly brought about by understanding what journalists and presenters want, and knowing how to give it to them, but also communicating what they (those being interviewed) want people to hear. Media training highlights the importance in fronting up in difficult situations, but doing so with the confidence that...

Take advantage of media training skills in holidays

18 December 2012
The summer holidays are a great time to put your media training skills to the test and generate some free publicity. That’s because there is little going on for reporters to cover, meaning the threshold for your idea making it into the news is lower than normal. Media Training NZ has a specific course focused on how to attract media interest. It covers issues like what journalists want, how to target them and how to communicate with them. For those who...

NZ Cricket makes critical media training error

14 December 2012
New Zealand Cricket (NZC)has made one major media training mistake in the whole Ross Taylor sacking affair. By not fronting up immediately and laying all the fact on the table, NZC has only made the story drag on for weeks, and it’s not finished yet. In these situations, we tell our media training clients to front the media straight away, tell them everything and make whatever apologies are necessary. This way, the story is told, and the media will move onto...

Media Training advice for John Tamihere

7 December 2012
Two fundamental media training tips we give our clients have been ignored by John Tamihere in the last few days. Firstly, every media encounter should be seen as an opportunity to communicate a message. In Tamihere’s case, that would probably be his view that the country is going in the wrong direction, and he wants to be involved in changing focus as part of a Labour-led Government. When he was asked by a journalist this week if he was sexist, this...

Media Training tip for All Blacks management over Hore incident

29 November 2012
We tell our media training clients that there’s one thing more damaging than doing something wrong and that’s not fronting up and apologising for it immediately. Sadly, this is exactly what All Blacks management has done with the Andrew Hore incident during the weekend’s Test against Wales. Hore’s swinging arm at Bradley Davies was clearly unacceptable as the video reply never lies. While Hore has now expressed his regret more than four days after the event, from a media training perspective,...
Page 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 27 29 30 31 32 33 34 35

My Latest Blog Posts

28 April 2022
Luxon's tax question problem and possible answer
More
3 February 2022
Christopher Luxon on the money with 'caring' comment
More
16 December 2021
Why Greg Foran is my Media Communicator of the Year
More

Subscribe to our newsletter and get our FREE ebook '5 Steps to Pain Free Media Interviews'

Get your copy now

Media Training NZ Limited
PO Box 105721
Auckland 1070
OR
PO Box 36-251
Christchurch 8011
Email: Pete Burdon
Tel: 029 200 8555
Website by
Limelight Online