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Tips for Effective Media Interviews
- 1. Sweet Communications Inc.Tipsfor Giving Effective Media interviews
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- 3. Sweet Communications Inc.Typesof Coverage / Issues
- 4. Sweet Communications Inc.Knowthe Medium
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- 7. Sweet Communications Inc.Elementsof Effective Key MessagesClearly states who and what you are (or your position on an issue)
- 8. Expresses your valueand benefit to the audience
- 9. Shows you careabout your audience
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- 11. QuotableSweet Communications Inc.Elementsof Poor Key MessagesUses BS and jargon
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- 14. Too many factsand figures
- 15. Too many qualifyingstatements
- 16. Legalized sterilization andoverly cautiousSweet Communications Inc.Preparing for the InterviewMost interviews for print and radio are by phone
- 17. Use a landline,stand, stay focused
Editor's Notes
- #4 Feature reportingMost common scenario for a start-upMedia really are relying on you to get the story – need your quote for good articleYou need them to tell your storyMay be part of a feature series with other playersIssues based reportingMore investigative – pressure for truth – media may be trying to find the dirtIf only a few people are affected, the legs will be shortIf you look like your covering up, it will run wildOr, if the public feed it, it can run wildCrisis/disaster newsUnlikely scenario for a start-upPreparation is keyCall in an expert – Board of education example
- #6 Match the message to the medium, the reporter and the audience.
- #7 3 messages:Segregate messages into three main take-away pointsThese may have three sub points3 impressions:The 3 messages initially came from the notion that in a news article, your messages are the three things you want the reader to walk away with.In broadcast media, aim for oneSafe HavenKey messages can serve as a safe haven if you feel like your babbling away from the topic.A key message is a vehicle to get from point A to point B.A place to retreat to if you have difficult questions. Myth:You can’t answer every question with 3 messages – if you do you’ll sound like a politician.This kind of spin leads to a tug-of-war between you and the reporter.Use Board of Ed example
- #8 It’s not bragging if its trueWhat’s in it for the reader or listener
- #10 Most interviews are done over the phone due to time constraintsLand line: avoid those dropped calls and skips in your voice – very frustrating.Always stand up: more aggressive posture and help focus.Limit outside distractions: turn off your computer and cell, close the door – stay focused.Research the reporter:Do they write favourablyLooking for human interest (Unlimited) or factual (Herald)How long are the pieces in that publicationThis information is usually accessible with a bit of diggingPotential questions:Include topics you may not be as comfortable answering and figure out how to handle them.Example: reporter was educated on the importance of the exit. How do you want to talk about the exit as a start up company? Will it hurt your customer sales?
- #12 Tell stories and draw analogies and anecdotes – but don’t only talk in analogies – tie it back to the actual technologyAt some point actually talk about the technology in real terms (Gushor story)Tell the truth:Never spin a lie – you will get caughtIt’s harder to remember a lie, it’s easier to remember the truth.You’ll sound more believable if your confident in your message.Take your time:Don’t feel the need to jump on the answerWait for the reporter to finish asking the questionGive yourself time to form a proper answer
- #13 Not the same as evading the question or answering a different question.
- #14 Never repeat a negative question in your answer. Start from a positive position.
- #15 Sound bites:Avoid going off on tangentsSprinkle in a few analogies or anecdotes – good for colourHere is where your key messages can come in really handyCordial:Strategy for difficult questions: open with “that’s a good question” to disarm the reporter and buy time