This document provides tips for effectively communicating key messages to the media during an interview. It recommends establishing rapport, understanding time constraints and competition faced by reporters. It advises preparing 3 main positive points and having answers prepared for likely questions that bridge back to those key messages. For surprise interviews, take time to plan messages and have resources. Provide concise background information through fact sheets. Maintain a positive tone, avoid speculation, jargon or "no comment", and keep answers around 20 seconds. Make eye contact, speak conversationally, and take time to form answers. Maintain honesty and control of the interview.

1. Preparing Your Message
for the Media

2. Establish Rapport

3. Understanding
the Media
Short deadlines
Time/space limitations
Competition
Reporters cover all topics

4. Before Accepting the
Interview
What issues will be discussed?
Who is the audience?
Who will do the interview?
What are possible sidebar
issues?

5. Preparing for the
Interview
Write out 3 brief positive points
- mental 3x5 cards, key
messages
Have them ready for each
possible issue
Put your key messages up front

6. Anticipate Likely
Questions
Plan answers
Bridge to key messages
Return to message
Rehearse if possible

7. For Surprise Interviews
Take a few minutes to plan
message
Get resources in front of you

8. Background Information
is Usually Welcome
Fact sheets
Other people
Concise
information

9. The Interview
Be positive;
don’t repeat negatives
Bridge
answers
to your key
messages

10. Be Confident;
You’re the Expert
The situation is under control
Be comfortable with what you
say
Eye contact
Body language

11. Avoid Speculation,
Hypotheticals
You can’t predict the future
Don’t respond with personal
opinions
Respond to the current situation

12. Avoid Technical Terms,
Jargon, Acronyms
Use words and descriptions the
audience will understand
Don’t let the reporter’s
knowledge cloud the level of
your answer

13. Don’t Say,
“No comment”
If you can’t answer,
explain why
“I don’t know, but I’ll find out for
you”

14. Nothing is off the
record

15. On-camera
Appearance
Clothing
Glasses
Hats
Jewelry
Distractions
Body movement
and gestures

16. Keep Answers to
About 20 Seconds
Be concise
Speak conversationally
Answer in a complete sentence
Don’t feed the mike

17. Keep Your Eyes
on the Interviewer

18. Take Your Time
Take a few seconds to form
your answer
Start over
or rephrase
if you want

19. After the Interview
Don’t demand to review the
story
Offer to proofread

20. Be Honest and
Assert Yourself
Trust and credibility are difficult
to rebuild once lost
You can control the interview

21. Questions?
Rich Mattern, (701) 231-6136
richard.mattern@ndsu.edu
Ellen Crawford, (701) 231-5391
ellen.crawford@ndsu.edu