Conducting Media Interviews

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Conducting Media Interviews

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

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