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Conducting Media Interviews

Conducting Media Interviews






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    Conducting Media Interviews Conducting Media Interviews Presentation Transcript

    • Media Training
      “Interviewing 101”
    • Interviewing Overview
      Interviewing 101
    • Interviewing 101
      An interview is not:
      A conversation
      An opportunity to show how funny you are
      An opportunity to show how much smarter you are than the reporter
      An interview is:
      An opportunity to make a reporter understand and believe what you are talking about
      An opportunity to convey the important points that are critical to your objectives
      A chance to mitigate damage or change opinions
      An opportunity for your voice to be heard
      Interviewing 101
    • Newsmaker’s and Reporter’s Roles and Responsibilities
      The right to bring up relevant topics and points not specifically asked for in questioning
      The right to correct misstatements and misinformation during an interview and before they appear in the news
      The right to reasonable access to legitimate news sources
      The right to ask any question that is important to their audience and the story you have agreed to be interviewed about
      Interviewing 101
    • “Their” Interview Goals
      To clearly understand your point of view
      Balance what your saying with what other experts or the industry is saying
      Challenge points that are untested, unproven
      Provide their audience with a balanced and objective look at you, your brand and your products
      Remain unbiased and objective
      Provide their editors with a solid piece of reporting that looks at issues from all sides
      Meet their deadlines and space requirements
      Interviewing 101
    • “Your” Interview Goals
      Understand the reporter’s level of knowledge about the subject and ensure that they can properly articulate your side of the story
      Deliver the points you want to see
      Support those points so they (and you) will be credible
      Frame the story the way you want to see it reported
      Mitigate what detractors have said
      Get the reporter to see you as an authority who is helping them understand the subject matter
      Interviewing 101
    • “Your” Keys To Success
      Mentally prepare a “game plan” before the interview about how you can get your message across.
      Develop three or four key messages prior to an interview
      Stick to your area of expertise
      Be enthusiastic about your subject matter
      If you have an important point to share, tell the reporter
      Keep your responses short and on point
      The interview isn’t over until the reporter is gone
      Never say ANYTHING to a reporter that you wouldn’t want to see in print
      Interviewing 101
    • Preparing For Interviews
      In most cases, this will be the job of your PR Team:
      Determine the direction of the story
      Actual questions are preferred
      Themes and topics are more likely
      Do homework on the reporter’s beat and reputation and the news outlet he/she represents
      Find out who else the reporter is interviewing
      Set a time limit and location for the interview
      Interviewing 101
    • “Your” Interview Preparation
      Practice creates effective interviews
      Rehearse, don’t memorize
      Craft key messages into “sound bites”
      Provide color and offer insight
      Prepare for the “other side of the story” so you can address criticism
      Expect the unexpected - Fear no question
      Interviewing 101
    • “Their” Interview Preparation
      Search past articles about:
      The subject matter
      The company
      The product
      The person being interviewed
      Research recent and past litigation
      Interviews with “go to” “experts”
      Discussions with colleagues
      Interviewing 101
    • Types of Interviews
      Interviewing 101
    • Types of Interviews
      Print Interviews:
      In depth look at issue – details and facts are paramount
      You may end up taking a large amount of time educating the reporter or providing background
      Use this time to set up your key points
      This will also help establish your credibility
      Print interviews are normally longer than broadcast or radio interviews
      Print interviews create a permanent record that often shapes future interviews (Web-based searches by future reporters)
      Answers can be more in-depth, but be careful, try to stick to sound bites.
      Interviewing 101
    • Types of Interviews
      Television Interviews
      Increased emphasis on look, tone and delivery
      Personality comes more into play
      How you say it can be as important as what you say
      Don’t wear shirts with drastic color changes from your skin color
      Don’t wear crazy patterns
      Don’t sway, no darting eyes
      Look at the reporter, not into the camera
      Watch “filler” words
      Understand in advance how long the piece is likely to be, that will shape your delivery
      If it is a 30 second story, need to stick to top line message points
      If it is a five minute piece, more depth is possible
      In all cases, speak in sound bites. If you don’t edit yourself, they will
      Interviewing 101
    • Types of Interviews
      Radio/Phone Interviews
      Voice is critical – convey confidence
      Energy must come across – if you don’t care why should anyone else?
      Provide depth to answers (especially when you are live)
      Consider your audience before the interview
      Have your message points written down in front of you
      Interviewing 101
    • Interview Techniques
      Interviewing 101
    • How Reporters Get What They Want
      Interviewing 101
      “Ice breaking”
      Casual talk
      Silence can be deadly
      Lobbing softballs followed by a question that takes you by surprise
      Editing and paraphrasing
      Playing both sides against the middle
      Rapid-fire questions
      Asking several questions in one
      Constant interruptions of your answers
    • The Inverted Pyramid
      Tell your story with the headline first
      Follow with your key messages
      Add in supporting details
      Interviewing 101
    • More Ways to Succeed
      Don’t repeat negative words / issues or raise them yourself
      Beware of getting bogged down in details
      Avoid slang that the audience will not understand (Speak in layman’s terms)
      Talk from your audience’s viewpoint
      Tell the truth. Never lie
      Bring up points you want covered
      Interviewing 101
    • Managing Difficult Questions
      Interviewing 101
    • Three Common Traps
      Guessing, speculating, opining
      No comments
      Off the record
      The microphone is always “hot” and the camera is always “on”.
      Don’t say it, if you don’t want to see it in print...Don’t do it, if you don’t want to see it on TV…
      Interviewing 101
    • “Bridging”
      Must Air
      … But the fact is…
      … From my perspective…
      … I don’t know the answer to that, but what I do know is…
      … I can’t get into that, but what I can discuss is…
      … Yes, but…
      … Here’s the way I look at it…
      … I would describe it differently…
      … If I may, let me address a more important point…
      … That’s one view, but the way I look at it…
      … That’s a common misperception, the way we see it…
      Must Air
      Must Air
      Must Air
      Interviewing 101
      Must Air
      Must Air
      Must Air
      Must Air
      Must Air
      Must Air
    • Reminders
      Prepare your messages and rehearse
      Remember, first impressions are lasting
      Imagine your interview being replayed over and over, how did you do?
      Interviewing 101
    • Comfort, Confidence & Control = SUCCESS
      Know your objective
      Focus on your audience
      Select key messages
      State them well
      Be credible
      Interviewing 101
    • Key Messages
      Message Point
      Message Points
      Message Points
      The Industry
      Message Points
      Interviewing 101
    • Likely Questions
      Interviewing 101