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The Interview
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- 2. THE INTERVIEW This Photoby Unknown Author is licensed under CC BY-NC-ND
- 3. THE INTERVIEW Message ReporterAudience
- 4. PREPARE • Two-three mainpoints you want to communicate • Facts and figures to support each main point. • Comparisons and examples to make facts vivid • Rehearse what you want to say. • Anticipate questions and prepare positive responses. • Know the basics about the media outlet and reporter • Provide the reporter with background materials • Use anecdotes and personal stories
- 5. THE INTERVIEW • Answerquestions first – then transition to your key messages • Avoid the question-answer syndrome • Emphasize your main points • Flagging • Prepare for difficult questions • Deflecting • Bridging • Broadening
- 6. THE INTERVIEW • Speakin personal terms whenever possible • Avoid jargon • Stick to the facts and your comfort zone • Provide comparisons and examples that make facts and figures vivid • Take control by bridging to your key messages • Remember that you are never truly “off the record” • Close with key points
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- 8. BODY LANGUAGE • Focusyour eye contact • Avoid wandering eyes • Sit up straight • Try not to fidget • Use your hands strategically to emphasize key points • Speak slowly and with clarity • Increase your energy to 110% • Project your voice
- 9. RESOURCES Resources for clubs Public Relations and Your Club RIMedia Relations Team Public Relations Guidelines Media Crisis Guidelines Trainings and Breakout Sessions Templates
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Editor's Notes
- #2 Good afternoon Thank you for coming. My name is _______ and I’m part of Rotary’s media relations team. My colleagues and I are going to give a series of talks this week to give you some basic tips on how to get your club stories covered in your local news to help expand the reach of Rotary.
- #3 Today I’m going to talk about what to do once you’ve secured a media interview. So first of all, congratulations. You’ve done the hard work of laying the groundwork, developing relationships with journalists and securing interest in your story.
- #4 An interview is an OPPORTUNITY for you to get your message across to your audience. It is not a conversation with the reporter or a debate. You’re not trying to persuade or impress the reporter, you are trying to reach your audience.
- #6 Answer questions first, and if necessary, transition to the point you really want to make. Even if a reporter asks a negative question, answer honestly without repeating the negative statement. Then steer the conversation to your main point. Avoid the question-answer syndrome. Don’t let the reporter lead you through the interview. Keep control over your message. Use most questions as openings for opportunities to tell your story. Emphasize your main points. Reinforce your message through a technique called “flagging,” using simple phrases such as “the key point is” or “most important.” Repetition is another way to emphasize your key messages. Prepare for difficult questions. Consider the following techniques: Deflecting: “It’s too early to address that.” Bridging: ABC: answer or acknowledge; then “bridge” and communicate. “That was several years ago. Today we focus on...” Broadening: “This is a societal issue.”
- #7 Answer questions first, and if necessary, transition to the point you really want to make. Even if a reporter asks a negative question, answer honestly without repeating the negative statement. Then steer the conversation to your main point. Avoid the question-answer syndrome. Don’t let the reporter lead you through the interview. Keep control over your message. Use most questions as openings for opportunities to tell your story. Emphasize your main points. Reinforce your message through a technique called “flagging,” using simple phrases such as “the key point is” or “most important.” Repetition is another way to emphasize your key messages. Prepare for difficult questions. Consider the following techniques: Deflecting: “It’s too early to address that.” Bridging: ABC: answer or acknowledge; then “bridge” and communicate. “That was several years ago. Today we focus on...” Broadening: “This is a societal issue.”
- #8 Research shows that nonverbal communication – eye contact, smiling, hand gestures – heavily influences how people interpret and react to information.
- #10 There are a number resources to help you secure local coverage of your club’s impact: ‘Public Relations and Your Club’ is a new interactive course available in languages on the Learning Center Guides and templates are available on the Brand Center including the Public Relations Guide, Media Crisis Guidelines and template news releases and materials We have regular Trainings and Breakout Sessions that we develop in coordination with RPICs at PETS, GETS, I.A. and conventions: Don’t miss the Convention Breakout Session “How to get your story in the news” on Wednesday, June 8 at 9-10am. This is an hour-long session. Moderated and led by a PR professional based in Houston. The team in the International Offices have tailored trainings for specific markets and languages, and have pre-recorded trainings that can be viewed upon request. And the RI Media Relations Team is always available to guide your approach and provide counsel on media interview prep, messaging, crisis communications, and trainings.
- #11 Questions: What do you think is the biggest obstacle facing clubs’ media outreach? How can our team build upon what we’re doing to support clubs?