BROADCAST MEDIA INTERVIEWINGAPAMSA Leadership Development Module
Broadcast Media Interviewing
Radio, television, and the internet gets the news out quickly to a large audience
The interview may be broadcast live or taped
Interesting and unusual stories are most appealing for broadcast media
Relations-Oriented Behaviors
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Relations-Oriented Behaviors
Broadcast Media Interviewing
Interviewing is a tool to gather information about the story, do not treat as a casual conversation
Utilize the Guidelines for Broadcast Media Interviewing to work with broadcast media outlets and prepare your interview
Leadership Challenge (29)
Supporting
Guidelines For Broadcast Media Interviewing
Source: G. Yukl, Leadership In Organizations (New Jersey: Pearson Prentice Hall, 2006, p. 71-72)
Target the media Spokesperson Etiquette Interview rights
Public service announcements
Crisis media relations
Broadcast Media Interviewing
Target the type of audience to whom the media outlet appeals
Contact the media 3-6 weeks in advance of the news event, talk show, or interview
Briefly declare your event and explain why it is newsworthy
Give a written description of the organization and the person being interviewed
Target The Media
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Select an enthusiastic, well-spoken person who is not camera shy
Speak clearly and concisely, pronounce every word fully and state everything as facts
Look at the reporter, not the camera
Turn off all electronic devices and focus on the interview
Spokesperson
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Stay calm and collected
Wear cool (soft pastel) and comfortable professional clothing, simple jewelry and light makeup
Do not drink water or chew gum while answering questions
Spokesperson
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Stand-up interviews: Keep your hands at your sides, not crossed or in
your pockets
Keep your feet next to each other, firmly on the ground
Do not shift around, fidget, or pick at your clothes
Etiquette
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Sitting interviews: Do not swivel in the swivel chair, or just avoid sitting
Men cross their legs at the knee, women cross their legs at the ankles with knees together
Reporter stands, you stand; reporter sits, you stand or sit
Stay at level with the camera
Etiquette
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
You have rights to: Decline an interview Ask gist of interview and its use Ask what type of questions will be asked Set the interview time and location Name of the interviewer Have legal and PR counsel present Not answer a question Ask for the question to be repeated Be treated with respect, dignity, honesty, and fairness
Interview Rights
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
You have rights to: Clarify an incorrect assumption or statement Stop the interview Not speculate Not know the answer and ask for time to research it Review an issue before answering questions about it Follow up regarding questions or issues during
coverage
Interview Rights
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
You do not have rights to: A list of all interview questions in advance Speak on behalf of an organization you are not
affiliated Be dishonest Review the article or segment before publication or air
time
Interview Rights
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Low-cost way to reach target audiences with a brief message of community interest
PSAs can raise community awareness about your cause or event
Public Service Announcements
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Format: Submit in 10-second (25 words), 20-second (40
words), or 30-second (60 words) lengths
Keep the message simple, short, and to the point
Type on 8 ½” x 11” paper, double space and 1” margins
Your contact information in the upper left corner
Public Service Announcements
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Broadcast Media Interviewing
Format: Type release dates in upper right corner
“Start” date to begin airing and “Kill” date to stop airing
Type the word count and time in seconds at the bottom left margin (e.g., 40 words – 20 seconds)
Public Service Announcements
Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp
Relations-Oriented Behaviors
Broadcast Media Interviewing
Radio, television, and the internet gets the news out quickly to a large audience
Interviewing is a tool to gather information about the story, do not treat as a casual conversation
Utilize the Guidelines for Broadcast Media Interviewing to work with broadcast media outlets and prepare your interview
Summary
Relations-Oriented Behaviors
Ohio Arts Council www.oac.state.oh.us/resources/
mediaresourceguide/media.asp
Free Management Library www.managementhelp.org/ldrship/
ldrship.htm
Sources
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