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Tips for Effective Media Interviews
- 1. Sweet Communications Inc. Tips for Giving Effective Media interviews
- 2. Sweet Communications Inc. INTRODUCTION
- 3. Sweet Communications Inc. Types of Coverage / Issues
- 4. Sweet Communications Inc. Know the Medium
- 5. Sweet Communications Inc. Message Audience Key Messages
- 6. Sweet Communications Inc. Rule of 3s
- 8. Expresses your value and benefit to the audience
- 9. Shows you care about your audience
- 10. Conversational
- 12. Not quotable
- 13. Long lists
- 14. Too many facts and figures
- 15. Too many qualifying statements
- 17. Use a landline, stand, stay focused
- 19. Prepare a list of potential questions – include tough Qs
- 22. Focus on one key message
- 23. Build a bridge
- 26. Honesty is the best policy
- 28. Not obliged to answer the question directly
- 29. If it contains a negative connotation, mentally place the question in a positive context
- 31. Sweet Communications Inc. DOs
- 32. Sweet Communications Inc. DON’Ts
- 33. Sweet Communications Inc. Evaluating your Performance
- 34. Sweet Communications Inc. Questions
Editor's Notes
- 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
- Match the message to the medium, the reporter and the audience.
- 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
- It’s not bragging if its trueWhat’s in it for the reader or listener
- 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?
- 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
- Not the same as evading the question or answering a different question.
- Never repeat a negative question in your answer. Start from a positive position.
- 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