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How Media Communication is Different from Teacher Communication

(And Why it Matters)
by

Roxanna Elden

on 19 July 2016

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Transcript of How Media Communication is Different from Teacher Communication

How to Talk About Teaching
Teachers are professional
communicators.
To understand why,
it helps to
understand
something called
"media training."

with Roxanna Elden
Here's a summary of what media training is
and how it's different from educator communication.
Education
Media training
Plan a
lesson you can
teach in
45 minutes.
Plan a
"quotable quote" you can say
in 9 seconds.
Education:
Media training:
Answer questions directly and thoroughly.
Education:
Media
training:
Stay "on
message."
This means...
Have three main points.
Have 3 ways of saying each point.
Try to answer every question with these statements.

A representative of BP oil would never say...
But you do hear this sometimes....
Education=
Media training=
Encourage students
to think critically.
Frame the issue
to talk about
what YOU want to talk about.
And avoid restating the
question or opposing viewpoint.
Here's how to use
media training
to prepare for good
public communication:

1: Instead of trying to
anticipate every question,
2. Instead of studying every subject,
3. Find THREE good ways to say each point.
4. Repeat and revise as needed.
One final thought... Have fun!
It is satisfying and enjoyable to be
a "teacher voice" when you know what you want to say.
Recommended length is 27 words or fewer.
Unfortunately, the skills
that help us communicate
in the classroom can hurt
when we try to join public
discussions about education.
Most politicians, brand representatives,
and celebrities have had some form of this training.
Personal media coaching can run up to $4,000 a day
!
Note: This is a segment of a longer teacher communication workshop.
It should be self-explanatory enough to let you reteach this part of the workshop to your colleagues. If you have questions or want to
know more about the workshop, email me at roxannaelden@gmail.com.
Main idea
Main idea
This sounds a little bit evil...
But I don't think it is.
Media training is a skill teachers can learn
It's also helpful in many situations where teachers have to
communicate outside the classroom....
Pretty much any situation that leaves teachers tongue-tied or frustrated.
...because
context and editing
are beyond a
speaker's control.
to help to make our voices heard.
Job interviews
School board meetings
Community forums
anticipate the topic and tone
of the discussion.
Pick THREE main points.
These are your soundbites or
"quotable quotes."
These should stand alone and make your point without additional context.
Metaphors and analogies are good.
Strong imagery is helpful.
Word choice is important.
Is this a workshop?
If so, now is a good time to pause and write down a little bit about the intended audience of your message:
Who are they?
What do they already think about this topic?
What do they not know yet?
What are they sick of hearing?
What do they expect you to say? (If you say exactly what your audience expects, they will usually tune out, even if they agree.)
If this is a workshop, now is the time for
everyone to write down one message
they'd like to spread to the world.
Don't worry about how good it sounds.
That's step three.

Try it.
Then, practice working your main points into a conversation.
Thanksgiving dinner
with that one relative....
Full transcript