Media & PR Interviews

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People Don’t Buy Ideas. They Buy You

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VOCABULARY & EXPRESSIONS

grumpy: 기분이 언짢은, 심기가 불편한
We had somebody come out on Shark Tank one time and I was in a grumpy mood and this person was pitching their idea.

accountant: 회계사
We can hire an accountant to help you.

efficiency: 효율성
You’re selling incredible efficiency idea to the company, tell me how you came up with it.

subconscious: 잠재의식, 무의식
conscious: 의식적인, 의식
The subconscious message is more powerful than the conscious mind.

stability: 안정성
So, if you’re selling something about stability and security, you need to portray stability and security.

expenditure: 지출, 지출액
return on investment: 투자수익률, 투자 대비 수익
But if you’re pitching it to the CEO, you need to start thinking about business outcomes, finance, expenditure, ROI, return on investment, all of those things.

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How I Started My Career in PR

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VOCABULARY & EXPRESSIONS

real world application: 실무 적용
It was a lot of writing, a lot of reading, and a lot of real world applications.

get off the ground: 시작되다
And that’s when I knew that I definitely wanted to start my career representing smaller companies that are just trying to get off the ground.

firm: 회사
spokesperson: 대변인
But then you have the smaller firms like mine that are representing local companies that you probably walk past every day whenever you see one of their spokespeople on the news.

tangible: 눈에 보이는
It was really great seeing like tangible outcomes from my work.

reintegration: 사회 복귀
I have gotten to work on a few reintegration campaigns for returning citizens so that’s helping incarcerated people transition back into daily life.

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Media Training,  Mastering Difficult  Questions

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VOCABULARY & EXPRESSIONS

tactic: 전략
There’s a range of different tactics that journalists might try to use to produce an answer from you that you may not have wanted to give in the first instance.

negative: 부정적인
affirm: 단언하다 
One of the most obvious ones is the loaded question, and that is where the journalist has already assumed that there is a negative outcome which they will try to encourage you to affirm.

binary choice: 양자택일
The false dilemma question is one that journalists often use to present a series of binary choices, as though one is not possible without the other.

hypothetical question: 가상의 질문
divulge: 누설하다
The hypothetical question invites you to consider a scenario that may not ever happen, in a way which may lead you to divulge unintended information.

concise: 간결한
What it gives you is the ability to be transparent, concise, and clear.

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What Are Typical Questions for PR Interviews?

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VOCABULARY & EXPRESSIONS

typical: 보통의, 일반적인
I want to talk to you a little bit about typical questions for a public relations interview.

brand: 상표
They’re very different from media interviews and this is your great chance to get your message out on behalf of your brand the way you want it told.

sound flat:  밋밋하게 들리다
The first thing they tend to do is sound flat.

generic: 포괄적인
They sound very generic and that actually pushes your audience away.

struggle: ~로 고심하다
invent: 발명하다
Ask them about what they struggled with that led them to invent the product or create the company.

primary goal: 주요 목표
Anything that lets them seem more real, that’s your primary goal.

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Executive Presence

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VOCABULARY & EXPRESSIONS

authority: 지휘권
authenticity:진본
Executive presence is the ability to project authority to communicate with confidence and authenticity.

body language: 몸짓 언어
But if you’re looking for some tips to make sure that your body language projects what you want it to, then think about these three things for your camera presence.

ditch: 버리다
Ditch the ‘if’ ‘would’ ‘could’ and move to ‘when’ ‘will’ and ‘should.’

vital: 필수적인
It makes you look comfortable in your own skin and helps with that vital connection with your audience.

reinforce: 강화하다
So make sure to support and reinforce what you’re saying on video with your executive presence.

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How To Handle Tough Questions in a Media Interview

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VOCABULARY & EXPRESSIONS

anxious: 불안한
awkward: (기분이) 어색한
It’s perfectly natural to feel anxious or nervous about facing the media and being put on a spot with an awkward or potentially negative question.

dodge (something): 기피(회피)하다
But you can’t dodge it.

evasive: 얼버무리는
If you say no comment or I’m not answering that, then you come across as being defensive or evasive.

address (something): ~을(를) 연설하다
So you really should address the tough question.

anticipate: 예상하다 
You can anticipate much of the subject matter you’ll be asked about.

hard-hitting: 직설적인
And when the hard-hitting question arrives you build a verbal bridge acknowledging the point of the question, why it’s relevant.

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The Fine Line between Marketing and PR

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VOCABULARY & EXPRESSIONS

complement one another: 서로를 보완하다
We look at how they complement one another.

close knit: 긴밀히 맺어진
There’s some really, really close knit things that occur here.

driven by reputation: 평판에 의해 주도되는
reality: 현실
So with PR, we’re driven by reputation, and our reputation as an organization is very much our reality.

organization: 조직
consistent: 일관된
transparent: 명백한
If an organization spends time both marketing, providing clear, consistent communications and messages and PR being transparent in their operations, they can start to help one another.

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Revolutionizing Cybersecurity: Enisgn’s AI on AWS

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VOCABULARY & EXPRESSIONS

threat landscape: 위협 환경
The threat landscape has been evolving rapidly.

inadequate: 불충분한
Conventional cyber solutions, they are rule-based, are inadequate.

end-to-end services: 제품 설계, 원자재 조달부터 일정 계획, 생산 및 최종 제품을 고객에게 전달하는 모든 과정
So, Ensign is Asia’s largest cybersecurity company offering end-to-end services.

at the end of the day: 결국 가장 중요한 것은
So, what we want to offer our customers at the end of the day is the ability to defend them from all aspects of these threats.

onboard: 탑승
In addition to offering cybersecurity services to our customer, we are able to onboard them quicker onto AWS on Helios.

deploy: 배포하다
marketplace: 시장
We’re also looking into how we can actually deploy Helios on to the marketplace so that our customers can easily be protected using our services.

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Media Training: The Bridging Technique

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Vocabulary & Expressions

politician: 정치인
dodge: 피하다
Now we’re all used to hearing politicians in particular dodge or avoid questions when they’re asked them.

audience: 청중
credibility: 신뢰성
It gets you nowhere and if your audience hears you doing it your credibility goes out the window.

agenda: 의제
It’s important to prepare for negative questioning and know how to answer before moving things on to your own agenda.

brief: 간단한
I’m glad you raised that point and go on to address it briefly.

journalist: 기자
editor: 편집자
Journalists, their editors, and most importantly the audience will allow you to do this so long as you don’t appear evasive or shifty.

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Whistleblowing the Facebook

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Vocabulary & Expressions

allegation: 주장 
…after stunning allegations from a formal employee.

accusation: 비난, 고발, 기소 
…while he disputes to the whistleblower’s accusation, he says that he does agree…

complacency: 안일함, 안주
…ex-employee Frances Haugen detailed what she described was a culture of secrecy and complacency that put profit over safety.

squarely: 정면으로, 정확하게 
And she pinned the blames squarely on her formal boss, Mark Zuckerberg.

buck stops with (someone): 책임은 ~에게 있다 
And in the end, the buck stops with Mark.

downward spiral: 원인 모를 이유로 점점 더 우울해지는 상태 
exacerbate: 악화시키다 
It found user’s experience of downward spiral is exacerbated by our platform. 

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