The document provides a comprehensive guide on preparing for media interviews, emphasizing the importance of message clarity, rapport with the interviewer, and concise responses. It highlights key strategies such as anticipating questions, using positive messaging, and maintaining confidence and credibility. The document also advises on appearance, body language, and the importance of understanding the media landscape and audience.

1. The Key to Interviews: Preparing Your Message for the Media

2. Agenda Setting What the public thinks depends on what the public hears first

3. Establish Rapport

4. Understanding the Media Short deadlines Time/space limitations Competition Reporters cover all topics Editors don’t check

5. Critical News Consumption National and international news Local impact Both sides of the story

6. Types of Media Work Interviews Contact lists Fact sheets Background information

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

8. Preparing for the Interview Write out 3 brief positive points -- mental 3x5 cards, “commercials” Have them ready for each possible issue Put your “commercials” up front

9. Anticipate Likely Questions Plan answers Bridge to 3x5s Return to message Rehearse if possible

10. For Surprise Interviews Take a few minutes to plan message Get resources in front of you You can refuse the interview

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

12. The Interview Be positive; don’t repeat negatives Bridge answers to your “commercials”

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

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

15. 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

16. Don’t Say, “No comment” If you can’t answer, explain why Nothing is off the record

17. Don’t be Afraid to Say, “I don’t know, but I’ll find out for you.”

18. On-Camera Appearance Clothing Glasses Hats Jewelry Distractions Body movement and gestures

19. Keep Answers to 20 Seconds or So Be concise Speak conversationally Include the question in your answer Answer in a complete sentence Don’t feed the mike

20. Keep Your Eyes on the Interviewer Look at interviewer, not camera

21. Don’t Fill Dead Air Take a few seconds to form your answer Start over or rephrase if you want

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

23. Practice Select a topic Write 3-5 bullet messages PS Send Ag Com photos