This document provides guidance on speaking to journalists and conducting media interviews. It discusses how to approach journalists, prepare for interviews, deliver core messages, and handle difficult questions. Key tips include researching the publication/show beforehand, having a clear central message to convey, anticipating challenging questions and preparing responses, treating all interviews as live regardless of format, and respecting the interviewer while staying calm and on message. The goal is to help journalists by providing useful information to their readers/viewers in a way that also achieves your communication aims.

1. Speaking to Journalists
Alan Stevens
MediaCoach.co.uk
Twitter: mediacoach

3. Media Masterclass
• What journalists want
• Essential Preparation
• Defining your message
• The Media Interview
• Handling difficult questions

4. Using the Media
• Journalists are your friends
• They need to fill space by a certain time
• If you can help them, they’ll keep giving
you publicity
• Don’t wait for a call - let them know what
you can offer

5. Approaching journalists
• Research their journal/show
• Call, and ask if it is a good time to talk
• Ask about their interests and deadlines
• Note their contact details
• Keep a record of their responses
• Don’t expect them to use your press
releases very often

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7. When a journalist calls…
Note their name, number and company
Find out why they are calling
ALWAYS – stall for time
Plan your response
Call them back
Note key points of conversation
Follow –up actions

8. 10 things not to say (part 1)
• This is off the record
• I don’t think you’ll understand this, so I’ll
keep it simple
• We had great reviews for this in the States
• You won’t need a map - everyone knows
where we are
• Don’t be ridiculous, we’re not working to
your deadlines

9. 10 things not to say (part 2)
• No comment
• Can you call back in a couple of weeks?
• You’re not asking the right questions
• I’ve never heard of your station/journal
• I think we could let you have a free one of
these <wink>

10. Deciding your aims
Are you going to
Inform?
Persuade?
Entertain?
Instruct?
Call to action?
Write down your key aim

11. Deciding your objectives
At the end of the interview, what will you have
achieved?
Attitude change
Better understanding
Overcoming objections
Provide action points
Write down your key objectives

12. Your Core Message
• Identify the single most important idea
• Make it simple to understand
• Make it simple to remember
• Make it relevant to the listener
• Make it of benefit to the listener
• Answer the “So what?” question
• If you are clear about your core message,
people will respond to it

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14. Types of Media Interview
• Telephone – live/pre-record
• In-studio – live/pre-record
• Down-the-line

15. The Media Interview - before
• Plan your core message
• Plan any secondary message
• Anticipate the worst question
• Plan your response
• Ensure that you are properly trained

16. The Media Interview – by telephone
• Check timings – call studio if necessary
• Be ready five minutes early
• Be prepared to “go live”
• Have your core message to hand
• Don’t rustle papers
• Smile
• Treat everything as live

17. The Media Interview – arriving at
the studio
• Check timings – call studio if necessary
• Arrive early
• Careless talk costs lives
• Check location of toilets – use them early
• Ask for water/coffee
• Follow directions of floor manager
• Stay calm at all times

18. The Media Interview – your
appearance
• Hair is important and so is your top/blouse/shirt. You can’t really see
anything else
• Wear something neutral. You want people to listen to you, not be
amazed at your outfit.
• Don’t wear a white shirt.
• Don’t wear small checks. They strobe on camera.
• Wear a belt, or have a place for the mike battery
• Wear a top that will be easy to clip a microphone onto.
– A button up shirt or v-neck top is ideal.
– A polo neck is a nightmare

19. The Media Interview – in-studio
• Don’t look at the camera
• Copy the presenter’s mike usage
• Listen to the question in full
• Challenge statements if necessary
• State your case in simple language
• Smile
• Don’t worry if you are cut off suddenly
• Don’t move unless told

20. The Media Interview – down-the-
line
• Look at the camera at all times
• Keep fairly still
• Smile
• Imagine you are talking to a trusted friend
• Treat the microphone as “always on”
• Don’t move unless told

21. Questions you may be asked
• What’s happened? Or is going to happen?
• Why?
• What do you think about it?
• What will the effect be?
• What can be done?
• What should be done?
• Why do you think this?
• Who are you to say this?
• What experience do you have to back this up?
• Give me an example?
• What’s likely to happen in the future?

22. The Media Interview - after
• Make careful notes
• Consider what you have learned
• Clarify any errors
• Note and act on any follow-up
• Don’t feel that you have to thank the
journalist

23. Handling difficult questions
Preparing for the worst
Respecting the questioner
Neutral paraphrasing of questions
Seeking audience input
Dealing with a persistent questioner

24. Preparing for the worst
Anticipate the worst question(s)
Prepare the best reponse(s)
Rehearse
Develop a deferral strategy
Stay calm at all times
Acknowledge and deal with potential
objections

25. Respecting the Questioner
Listen carefully, right to the end
Don’t assume hostility
Don’t make assumptions
Never patronise or belittle the questioner
Smile and thank them for the question

26. Neutral Paraphrasing
Repeat, or paraphrase (don’t overuse this)
Separate multiple questions
Ask for a reminder of other points
Ask for clarification

27. Media Masterclass
- a recap
What journalists want
Essential preparation
Delivering the message
The media interview
Handling difficult questions

28. Thanks for listening
Alan Stevens
MediaCoach.co.uk
Twitter: mediacoach