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.

Megan Woods highlights importance of media training for social media users

30 June 2012
Comments made by new Labour MP Megan Woods on Twitter this week show how important media training skills are for high profile social media users. The Wigram MP said on Twitter after the vote to sell shares in state assets that: ''Hitler had a pretty clear manifesto that he campaigned and won on. Question: does this make what he did OK?'' This was clearly an inaccurate and offensive statement, but it does bring up some interesting points. Firstly, because Twitter only...

Biblical media training advice for Sky City

22 June 2012
Sky City made a fundamental media training error by failing to appear on One News on Tuesday night. By not fronting up, company management lost control of the Bible story. The angle of the One News story was that this poor old woman was likely to be sacked for carrying her Bible to work. But this was never a possibility, as the Sky City spokesperson said in The Herald on the same day. But this was only known by Herald readers....

Greens need media training test

16 June 2012
The Greens have been very conspicuous in the media over the last few months, but they still haven’t faced a major media training test. Much comment has been made about them overtaking Labour as the major opposition, but from a media training perspective, they have never had to rigorously defend their policies in the public arena. For example, while Russell Norman constantly criticises the Government in its dealings with China over Labour conditions, Tibet etc, an end to our trading relationship...

Last two weeks big media training test for Hekia Parata

9 June 2012
While it is debatable whether Hekia Parata was solely responsible for the whole class size fiasco, it’s been a baptism of fire for her when it comes to testing her media training skills. So how did she do? As a relatively new Minister, she did okay. The main problem she had was the message she was trying to communicate. From a media training perspective, she was reasonably successful at getting her message out. The problem was that very few people accepted...

Parata makes media training mistake by not apologising

2 June 2012
Education Minister Hekia Parata made a fundamental media training error this week by failing to apologise when it became clear that Intermediate Schools could lose up to seven teachers under the new class size modeling. The policy was intended to see schools lose no more than two teachers, but it soon became clear that intermediate and middle schools could lose far more. This was clearly a mistake and not what the Government intended. When approached about the issue by media, Ms...

Hell Pizza management makes common media training mistake

25 May 2012
The decision by Hell Pizza Management not to appear on the Sunday programme last week was a typical media training mistake. Two franchisees were complaining about why Hell had revoked their franchise licenses and also how they had been treated in the process. The big mistake made by Hell was refusing to be interviewed for the programme. From a media training perspective, this was the worst thing they could have done. This is because the whole story was devoted to the...

John Key highlights importance of media training

19 May 2012
A point made by John Key this week illustrates why leaders from all walks of life need media training. When suggesting the media had been tougher on him since the last Election, he said he could not control the 'bit they cut out', or the 7 second sound bite that made the six o'clock news. This is a common complaint. While leaders are usually good communicators, the media interview is like no other conversation. That's because you may speak to a...

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...
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 26 27 28 30 32 33 34 35

My Latest Blog Posts

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

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
PO Box 36-251
Christchurch 8011
Email: Pete Burdon
Tel: 029 200 8555
Website by
Limelight Online