Media saavy: Ten tips for successful media interviews
(posted October 23, 2006)
Thanks to IABC London member Ben Benedict for passing along this information which is sourced from the Institute for Media, Policy and Civil Society. Ben was one of six panel members at our October 19 professional development program which focused on how best to work with the media in "getting your message out." These tips are in keeping with much of the discussion and debate that took place at our event, which was co-hosted by the London City Press Club.
1. Know, and fully understand, why you want to talk to a reporter
- The media is just a vehicle. Who are you really trying to reach (key audiences)?
- How will coverage advance your objectives?
2. Be Available!
- Never send out a communication to the press if your key spokesperson is not readily available and prepared to comment
- Have your spokesperson’s entire, detailed schedule and contact information (home, cell, office etc) for the next two days at hand, in case reporters or talk show producers want to set up interviews
3. When the reporter calls you…
- Gather ‘intel’ – ask about deadline, timing, story angle, story format, others s/he is contacting
- Don’t feel you must take the call immediately – gather your thoughts, call back within 10 minutes
4. Know your subject intimately — forwards, backwards, and upside down
- Gather timely and extensive data related to your issue, and have a few salient facts and statistics and interesting examples that illustrate the issue at your fingertips.
- Anticipate what opponents might say, and address their points—be proactive, not reactive
5. Prepare your top 1-3 Messages
- Make them clear, concise, compelling, brief, and jargon-free
- Be prepared to “bridge” back to these messages several times throughout the interview; provide necessary responses to questions asked, but lead back to your own messages as quickly and skilfully as possible
- Be proactive in inserting your messages throughout the interview – your responsibility is to the messages of your issue and organization, not to the reporter
6. Know what you want to say in one minute or less
- If you can’t summarize your news in one minute, it’s too complicated or it lacks focus
- Talk in sound bytes, keep answers short, do not over-answer
- Avoid acronyms, jargon and technical terms—remember who your audience is
- Use your organization’s name; avoid “we” or “I”
7. Prepare your internal “Q&A” to both basic and tough questions
- “So, what’s the story?”
(The opening soft-ball question – your chance for a home run!) - “Give me the evidence!” (Give 1 or 2 examples, too)
- “The other side of the story: how do you respond to opponents who say…”
- “Why should I care?”
- “Why now?”
- “What’s your solution?”
- “What’s next?”
- Think of nasty questions you hope you won’t be asked -- and prepare answers for them, too
- DON’T say “no comment” – or the reporter will smell blood!
8. If you don’t know an answer, never lie or make it up
- Tell the reporter you’ll get right back to them with the information they want, and do!
- Or, give the reporter a contact that does know the answer. S/he will remember you as a cooperative and reliable source.
9. Take control and reframe the issue
- Avoid defensive comments (e.g. instead of saying “I’m NOT guilty”, re-frame as “I’m INNOCENT”!)
- Watch for loaded or “bait” questions; disagree respectfully, reframe the issue and bridge back to your main message
- Don’t be pressured by silence.
10. An interview is a performance
- Project energy and confidence. Be truly interested in your subject; engagement is contagious.
- Speak clearly and don’t rush. Emphasise key points.
- Stay calm. Don’t over-emote, especially with TV; let the audience react.
- Speak with energy. Sit up. Speak as If the subject does not intrigue you, you won’t get the reporter interested either
- Imagine one listener and relate to him/her
- Practice, practice, practice!
Source: Institute for Media, Policy and Civil Society
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