ANTHONY MCCLELLAN
AMC MEDIA
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ANTHONY MCCLELLAN
INTERACTIVE
MEDIA TRAINING FOR EXECUTIVES
INTERACTIVE
MEDIA TRAINING FOR EXECUTIVES
TOPICS
OVERVIEW
OF THE
MEDIA
What does the media actually want? The fundamental differences between print, radio &
television. Which is the most powerful? Which is the most effective?
Why you should tailor your message in sympathy with the media you use.
Who in the media actually decides what ‘gets to air’ or ‘goes to print’.
HOW
THE
MEDIA REALLY WORKS
Is it focused on ‘telling the truth’? Whose ‘truth’ does it really tell? Is the media just
another business? Does it matter? What does ‘on the record’ mean?
What is ‘off the record’? Do they work? How to protect yourself.
How to equalise the power relationship between you & the media.
WHAT
IS THE
MEDIA’S AGENDA
What motivates the media? Do they have an agenda? What is it? Is it political or economic?
What do journalists really think of business? How do you know when to trust a journalist?
Should you? How important is it to a journalist that they be first with a story?
The power of the ‘exclusive’.
UNDERSTANDING
THE
MEDIA’S NEEDS
How different arms of the media work in practice. The impact of deadlines.
How to work with a journalist to mutual advantage.
HOW
TO
DEAL
PRINT JOURNALIST
WITH A
How a print journalist works differently. Why print goes into more depth.
How you can utilise this.
HOW
TO
DEAL
WITH A
TELEVISION JOURNALIST
The incredible power of television. Why is it so?
Why you need different skills to face television. Why ‘image’ becomes the ‘message’.
HOW
TO
DEAL
WITH A
RADIO JOURNALIST
The power of the immediacy of radio. What to do if you are to be ‘heard’, but not ‘seen’.
The ‘reach’ and immediacy of radio—how to use it to your advantage.
HOW
TO
DEAL
WITH THE
HOSTILE INTERVIEW
What do you do if ‘60 Minutes’ turns up on your doorstep? How to remain calm
under pressure. Why being prepared for a hostile interview is half the battle won.
When do you walk out of an interview?
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INTERACTIVE
MEDIA TRAINING FOR EXECUTIVES
TOPICS
HOW
TO
MAXIMISE YOUR RELATIONSHIP
WITH THE
MEDIA
The importance of the ‘relationship’. What are the boundaries?
ISSUES & CRISIS MANAGEMENT
Why companies believe it will never happen to them.
Preparation is the key. What is a ‘Crisis Audit’? Can you stop a media crisis?
What it’s like being in the middle of a media firestorm.
PRACTICAL HANDS-ON INTERVIEWING TECHNIQUES
PARTICIPANTS ARE INTERVIEWED
USING A TELEVISION CREW
Facing a television camera. What is it really like? Do you smile?
‘Image’ v ‘Content’. Why Richard Nixon should have shaved.
THE WEB AND HOW IT WILL IMPACT
YOUR MEDIA RELATIONS
ON
We don’t yet understand its power. How to harness the Internet to sell your message.
HOW
TO
EFFECTIVELY ‘GET YOUR MESSAGE ACROSS’
Understanding the ‘language’ of the media. If you don’t understand your message,
they certainly won’t. Practise, then practise again.
HOW
TO
EFFECTIVELY IMPROVE YOUR MEDIA IMAGE
How do you tell what your image is? What type of image is best for your company.
How can you transmit that image? The pitfalls. The solutions.
ANTHONY MCCLELLAN
3 Logies
Chief of Production and Senior Producer“60 Minutes” - Channel 9
Executive Producer “Witness” - Channel 7
National Executive Producer, Current Affairs - Channel 7
Reporter - ABC TV
Reporter “AM” “PM” - ABC Radio
Reporter and Producer “A Current Affair” - Channel 9
National Nine News - Channel 9
AMC Media
MEDIA ISSUES & CRISIS MANAGEMENT
CLIENTS INCLUDE:
Ian Thorpe
2UE ‘Cash For Comment’
Baker & McKenzie World’s Largest Law Firm
Nick Pappas, Chairman, South Sydney Football Club
AMC Media was chosen to organise and launch the political strategy
and media coverage for the massive $250 million legal campaign
by retailers against “Big Tobacco”
Trinity Grammar School
Robbie Waterhouse
Australian Milk Producers Association
Sydney Harbour Federation Trust
DataDot Technology Ltd
INTERACTIVE MEDIA TRAINING
Anthony knows intimately how the media works; he has spent many years of his professional life
‘on the inside’. His skill set and experience are unique.
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Individually designed courses
Industry relevant
Cost effective
Sessions for small groups
Intensive one-on-one individual sessions
AMC Media
YORK HOUSE
Level 2/50 York St. Sydney
PO Box Q 182 Sydney 1230
Mobile: 0419 229 271
Tel:
02 8243 5752
email: [email protected]