Lights, Camera, Action: Giving Effective Press Interviews Part 1
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The document provides tips for excelling in television interviews, including emphasizing non-verbal communication, knowing your core message, and handling tough questions. It stresses having a clear, concise core message or elevator speech to convey to the audience and repeating it regularly. Interviewees should also include a relevant statistic and personal story, and provide a specific call to action. The document concludes with practicing mock interviews and receiving feedback.
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Lights, Camera, Action: Giving Effective Press Interviews Part 1
- 1. © 2016 Enroll America | StateOfEnrollment.org Rachel Shumaker, Texas Communications Director for Enroll America | 05.12.16 Annette Raveneau, National Director of Media Partnerships Lights, Camera, Action Going on the Record and Perfecting Your Interview
- 2. © 2016 Enroll America | StateOfEnrollment.org • Live Television: Getting ready for your close-up! • Non-verbal communication. • Know your core message. • Dealing with tough questions. • Your turn: practice your interview techniques! • Tips and tricks for different interviews. • Q & A What we’ll cover:
- 3. © 2016 Enroll America | StateOfEnrollment.org Getting Ready for Your Close-Up! LIVE TELEVISION
- 4. © 2016 Enroll America | StateOfEnrollment.org 4 On TV, non-verbal communication matters!
- 5. © 2016 Enroll America | StateOfEnrollment.org5 Successful speakers have a presence that is both relatable and formidable. They hold their ground, but avoid dismissiveness, defensiveness and anger. Strength and Warmth
- 6. © 2016 Enroll America | StateOfEnrollment.org 6 For a Stand-Up Interview For a Sit-Down Interview The Goal with Non-Verbal
- 7. © 2016 Enroll America | StateOfEnrollment.org 7 • Don’t go overboard, but it is totally okay to gesture with your hands! • Never look to the side off- camera – you’ll look shifty! • Same with looking up (don’t know the answer) and down (apologetic). Non-Verbal No-No’s
- 8. © 2016 Enroll America | StateOfEnrollment.org KNOW YOUR CORE MESSAGE
- 9. © 2016 Enroll America | StateOfEnrollment.org 9 Regardless of the question, the first thing you say should be your core message – you may not get another chance. Repeat the core message early and often! Speaking to your audience • You are not speaking to your interviewer, he/she is just the middleman. • In other words: Give the message you want to convey, not necessarily the one the reporter asks about. Get Straight to the Point
- 10. © 2016 Enroll America | StateOfEnrollment.org Write your core message or elevator speech (5 min.) It’s Your Turn!
- 11. © 2016 Enroll America | StateOfEnrollment.org Example of a core message: Financial help is available to help you enroll in a quality insurance plan, and you can get free, face-to-face enrollment help in your community.
- 12. © 2016 Enroll America | StateOfEnrollment.org Don’t be afraid to repeat your core message – you want to make sure your audience remembers it! Repeat, and often!
- 13. © 2016 Enroll America | StateOfEnrollment.org 13 Always have a story: Use one key statistic: Almost 9 out of 10 people who enrolled through the Marketplace received financial help to lower their costs. Thanks to the financial help she received, Rebecca from Colorado Springs found coverage for just $12 a month.
- 14. © 2016 Enroll America | StateOfEnrollment.org Include a specific call to action: • This Saturday, come down to El Paso Public Library at 2 pm to get help enrolling in a health plan. OR • Visit GetCoveredAmerica.org/Connector to sign up for a free appointment with an enrollment expert in your neighborhood.
- 15. © 2016 Enroll America | StateOfEnrollment.org How long should you talk?
- 16. © 2016 Enroll America | StateOfEnrollment.org Find a partner, and decide who will role-play the interviewer, and who will be the guest. We’ll have 3 minutes each for a practice interview, and a few minutes for feedback. Focus on your non-verbal communication, and on getting all of your core message across! Enroll America Communications staff will be circulating to answer questions and give feedback as well. Let’s practice!
- 17. © 2016 Enroll America | StateOfEnrollment.org • What do consumers here in [MY CITY] need to know about the Affordable Care Act? • What is your organization doing to get the word out about these opportunities? Questions for interviewer: Core message: Key Stat: Story: Financial help is available to help you enroll in a quality insurance plan, and you can get face-to-face enrollment help in your community. Almost 9 out of 10 people who enrolled through the Marketplace received financial help to lower their costs. Thanks to the financial help she received, Rebecca from Colorado Springs found coverage for just $12 a month.
Editor's Notes
- Bio Intro other Communications staff.
- We’re going to start by focusing on live television interviews, for a few reasons: They’re one of the best and most common ways of getting attention for your enrollment efforts. They’re good practice and basis for all other kinds of interviews, And they can be a bit terrifying, so it’s good to be prepared! How many of you have done television interviews before? What were some of the biggest challenges? What was most difficult?
- Well, scientists have actually looked at this, and one of the pioneers (Albert Mehrabian) of body language research in the 50s found that 60% of peoples impression is how you look, 30% is how you sound, and just 10% is what you say. If you’re watching a cable news show and you want to know who is “winning,” just turn off the sound. Viewers make their impressions within just a few seconds. But let me be clear, that does not mean you don’t need to know what you are talking about or sound confident? A clean suit and fabulous hair will not get people to enroll. You need to know what you are talking about. This basically just means that your appearance is what’s going to keep the audience engaged. RACHEL will talk about former co-worker -
- There are two major axes on which people form their first impression of you: Whether you are warm and friendly, or cold and distant. Whether you are strong, knowledgeable, and confident; or weak and unconvincing. Weak and cold is obviously bad, but usually that’s not the problem; most people find one or the other of the axes easier. If you’re cold and strong, people will believe you, but they won’t want to listen to and they’ll assume you don’t share their values or understand people like them. If you are warm but weak, people will like you (and want to have a beer with you) but they won’t trust you to talk to them about something as important as healthcare. The sweet spot is warm but strong. Are there other examples of people you think are really effective on Television?
- For a Stand-Up Interview Stand up straight, with your face and body facing towards where the reporter indicates. Don’t put your hands in your pockets, leave them at your sides, or cupped in front of you. For a Sit-Down Interview Sit towards the front of the chair, so you’re not tempted to lean back. Your feet should comfortably reach the floor, one slightly in front of the other. You can rest your hands on your lap, or on the table.
- Maybe a caricature or another photo
- The one simple argument you want the audience to remember an hour after hearing an interview with you. Clearly getting the core message across should be your primary goal every time you go into an interview.
- Often one of people’s biggest fears is that they’ll freeze up and not have anything to say. If you know your core message, you can always just come back to that.
- Leave on for 1 min.
- Ask an attendee to read their core message. Often one of people’s biggest fears is that they’ll freeze up and not have anything to say. If you know your core message, you can always just come back to that. If you know your core message, you can always just come back to that.
- Use one key statistic: Viewers will tune you out if you use too many numbers, but one impactful stat can really clinch your case. Always have a story: A story helps make your argument real, and the interviewer may ask you for one, so it’s best to have one in mind before you start.
- Ask an attendee to read their core message. Often one of people’s biggest fears is that they’ll freeze up and not have anything to say. If you know your core message, you can always just come back to that. If you know your core message, you can always just come back to that.
- How long should you talk? Find the middle-ground: You should never give one or two word answers. But once you’ve said what you want to say, STOP TALKING! Your first answer should be your longest, but generally you should stay in the 15 to 20 second range. Make sure you say everything you want to say in your first answer – you may not get another chance!
- Rachel and Annette: Let’s be sure to let them know we need feedback on how their partner did.
- We’ll discuss outcome of practice 1.