The document provides tips for conducting interviews that will result in engaging news stories. It advises having a clear key message that answers what and why in 30 words or less, backing it up with 3 compelling proof points like statistics, facts or stories. Interviewees should speak conversationally, get straight to the point, and avoid speculation to stay focused on discussing only what they know. The goal is for readers to remember and share the story.

1. The Art of the Interview
9th Annual Media Relations Summer Camp
June 27, 2016

2. Your audience isn’t the reporter. It’s the Spectator’s 220,000+ readers.

3. It’s a conversation. Not a monologue, lecture or stream of consciousness.

4. You and the reporter want the same thing – a story that people read & share.

5. The reporter wants you to add colour to the story – personality + passion.

6. The reporter wants you to simplify the story.

7. Know what you’re going to say before you say it.

8. Tell us everything and we remember nothing.

9. Have one key message. Repeat often.

10. Do you have anything you want to add?
Put WHAT and WHY in your key message.

11. Have 3 proof points that back up your key message (stats, facts, stories).

12. Give us a killer fact.

13. Put stats into context to take the numb out of numbers.

14. Tell us a quick story about a real person that packs an emotional punch.

15. Serve up a bat flip / mic drop soundbite.

16. Key message (30 words or less)
3 proof points – killer facts, stats & stories
Bat flip soundbite

17. Bridge from the reporter’s question to your key message.

18. Speak like a human.

19. Get to the point. Spare the reporter from a long and winding path.

20. Stay in your lane.

21. You don’t know what others are thinking. So don’t speculate.

22. From start to finish, everything you say is on the record.

23. Fail
Never ever ask to review the story or your quotes.

24. Be real. Be yourself.