1. “Quote This. Not That.”
A Reporter’s Guide to Doing a Great Media Interview
PR 201

2. • Equip those with little to moderate media
experience
• Help you conquer your fear of the media
• Demonstrate the benefits of media exposure
• Inspire confidence
2
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Session Objectives
PR 201

3. 3
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
A Little About Me…

4. 4
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
It’s Not Rocket Science!

5. Your Worst Nightmare
5
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201

6. 6
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
The Reporter You Fear
PR 201

7. 7
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Get a Night Light
PR 201

8. 8
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
See What’s Really There!
PR 201

9. 9
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Reality Check!

10. • Most reporters are friendly
• Most reporters see you as an expert
• Most reporters want your help
• Everyone has a bias
• Reporters rarely have an agenda
10
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
The Facts

11. 11
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Exhibit A: 2014 Fall Conference
PR 201
Dr. Will Gluckman

12. • An expert who knows the topic
• A narrative people can understand
• If possible, a compelling story
• Someone who is available NOW
• Make deadline
• Get an “Atta boy” from the boss
12
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
What Reporters Want

13. • Scope out the topic
• Pinpoint the angle
• Check-out the reporter
• See the opportunity
13
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
You’ll Do it. Now What?

14. 14
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Which Media Channel?
Television Print
Podcast
Radio
Blog Social Media
Telephone
Skype

15. 15
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Is it live
or…
PR 201

16. 16
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
What’s Your Story?

17. 17
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Develop Your Messages
• Develop 3 “easy to understand” messages you want
people to know about your urgent care
• Check UCAOA Media Toolkit for help crafting
messages consistent with your peers in the industry
• Integrate messages into your responses

18. • Dress for the occasion
• Rehearse your adlibs
• Nerves are good
18
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Ready or Not

19. 19
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Caveats
PR 201
• NEVER LIE
• Don’t say “no comment”
• Don’t go “off the record”
• Don’t get angry

20. 20
Anger = Epic Fail
PR 201
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview

21. • Be the expert
• Keep it short and sweet
• Don’t speculate
• Don’t fill-in the silence
• Go for the assist
21
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Tips and Techniques

22. • Make eye-contact
• Share your enthusiasm
• Give others a reason to believe
22
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Feel The Facts!
PR 201
Exude Confidence!

23. • Take a breath
• You’re in control
• Steer the interview
• Stay on message
23
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Curve Balls?
PR 201

24. 24
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
It’s Okay!
PR 201

25. I’m glad you asked that...
– the truth is…
– the real issue is…
– it’s important to emphasize…
– if we look at the big picture…
– but to put this into perspective…
25
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Building Bridges
PR 201

26. • Provide interesting visuals and/or sounds
• Statistical support (Reporters love stats)
• Graphical illustrations
• Animation
26
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Service After the Sale
PR 201

27. 27
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Yes You
Can!
PR 201

28. 28
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
You Can Do It!

29. 29
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Final Thoughts
PR 201
• Be likable
• Show your human side
• Show interest in the reporter
• Be friendly, courteous
• Use your sense of humor

30. 30
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Humor Is Your Friend!

31. 31
“Quote This. Not That.”
A Reporter’s Guide for Doing a Great Media Interview
PR 201
Questions?
Phil Rainier
Premier Health
An Urgent Care Company
225.239.7188
phil@urgentcareopportunities.com