Predictive Media Training: The Power of Example Stories

Predictive Media Training: The Power of Example Stories


(slow dramatic music) – If you’ve seen any of our other Predictive Media Network videos, then you know we like
to show example of best and worst practices in media interviews. I recently came across
a best practice example of something we strongly emphasize in our training sessions, and
that’s the power of a story. When you prepare your messages, always come in armed with
at two example stories of your priority messages that you want the reporter to pick up. Stories bring to life your messages and it highlights the
human side of the story that reporters want. Here’s an example in a CBS interview with the CEO of the College Board, which administers the SAT
college entrance exam. David Coleman used a
story to make his point about why the SAT was
adding an adversity score. – What we can do with this context data is see how resourceful you are, have you done more with less. So to be clear, it’s not really a personalized adversity score, it’s the general context of
your school and neighborhood. And what it’s really aiming to do is highlight those resourceful students. Let me give you an example. A college that we partner with just let in a young woman from Mississippi. She happens to be a
rural, white, young woman in a very small school. And her SAT score was pretty much average with the other applicants,
but what they found when they looked at it in context, is it was 400 points higher than any other kid scored at her school. The neighborhood, the world she lived in was rife with poverty. It’s small school without a
lot of advanced opportunities. But she made the most of it. So, we’re saying the SAT
shows you achievement, but what it can’t show alone
is your resourcefulness, doing more with less. – Another important reason to
be ready with example stories to face questions is
they’re a great fall back when you don’t have an answer
to an on-the-spot question. You could be asked any question and transition to a pre-planned story with a bridging approach like, “Let me give you an example
of what we’re talking about,” and then launch into your story. Any audience is gonna stop
and listen to a story. And with a reporter, your anecdote might be
giving them an element to the story they’re looking for, even if you don’t give them a
direct answer to the question. The power of stories is
one of the tools we utilize in our Predictive Interviewing workshops. Thanks for watching.

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