Tips for Effective Media Interviews
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Transcript of Tips for Effective Media Interviews
Sweet Communications Inc.
Tips for Giving Effective
Media interviews
The medium and the messenger
The importance of good key messages
Tips for a Successful Interview
Evaluation
Sweet Communications Inc.
INTRODUCTION
•human interest, soft news, often one-time hit, may be part of seriesFeature reporting
•timely news items that have just occurred•product launchNews Reporting
•more investigative, may grow legsIssues based reporting
•hard investigative, often has legs for weeks or months depending on number affected
Crisis/disaster news
Sweet Communications Inc.
Types of Coverage / Issues
•1:00 - 2:00; each quote is only :15TV•can be as brief as :30; trailers are very shortRadio•lead, quote, transition, quote, facts, conclusion – pyramid structureDaily•longer articles, more in-depth•photos - often look for photo opsMagazines
Sweet Communications Inc.
Know the Medium
Sweet Communications Inc.
Message AudienceKey Messages
•People remember better in groups of threes Memory Aid
•3 impressions•Safe haven
3 key messages
•Sticking to the same 3 messages only•Your key messages will always end up in a quote or sound bite
Myth about key messages
Sweet Communications Inc.
Rule of 3s
Clearly states who and what you are (or your position on an issue)
Expresses your value and benefit to the audienceShows you care about your audienceConversationalQuotable
Sweet Communications Inc.
Elements of Effective Key Messages
Uses BS and jargonNot quotableLong listsToo many facts and figuresToo many qualifying statementsLegalized sterilization and overly cautious
Sweet Communications Inc.
Elements of Poor Key Messages
Most interviews for print and radio are by phoneUse a landline, stand, stay focused
Research the reporterPrepare a list of potential questions –
include tough QsPractice, practice, practice before you have to give an
interview
Sweet Communications Inc.
Preparing for the Interview
Be succinctAvoid speed talkingFocus on one key messageBuild a bridgeIn person interviewsOff site interviews
Sweet Communications Inc.
Tips for Broadcast Interviews
Tips for All Interviews
Brief analogies can help explain a difficult or new concept , but not a substitute for the actual description / definition
Honesty is the best policyTake your time and think before you speak
Answer the question the way you wish it had been asked.
Listen to how it is phrasedNot obliged to answer the question directlyIf it contains a negative connotation, mentally
place the question in a positive contextMentally ask yourself the question the way
you wish it had been asked
Sweet Communications Inc.
Taking Control of Interview Questions
Q: Dr. Smith, some say your research is a breakthrough in science. But isn't it true that your critics have poked holes in your theory?
Sweet Communications Inc.
Common Mistake – The Negative Question
DON’T: Well, yes, I have some critics who say my theory is incorrect, but I don’t believe it is. I stand
by my research.
DO: The vast majority of the scientific community supports my work. They
do believe it is a breakthrough for science.
•Avoid going off on tangentsDo think about sound bites and analogies
•Never walk away or hang upDo be cordial
•Some of the worst quotes happen when you keep talking
Do STOP talking when you’ve answered the
question
DOs
Sweet Communications Inc.
•present the factsDon’t be too salesy
• Assume everything is on the record – it is
Don’t say anything off the record
• Keep control of your emotions• Don’t take the questions personally
Don’t let the reporter bait you
DON’Ts
Sweet Communications Inc.
Review articles and broadcasts after the fact
Analyze how your performance could be improved
Note the questions asked for future planning
Sweet Communications Inc.
Evaluating your Performance
Sweet Communications Inc.
Questions