Talk
is cheap—until you say the wrong thing. In today’s warp-speed media-culture,
one careless remark can derail a company, organization or career.
In
order to protect yourself from making a verbal mistake, media training is
essential. Never before has it been so important for anyone who may be
interviewed, quoted or observed by the media to know how to deliver the right
message to the right audience in the right way. Yet, many intelligent people
end up sounding about as bright as a small appliance bulb in news stories. Why?
Because most people jump into media interviews without preparing.
To
many, giving a media interview appears so simple. The reporter asks the
questions, the person interviewed gives their answers, right? Wrong. Meeting
with a reporter without media training and adequately preparing for the
experience only makes the media interview process more difficult for both
parties.
It‘s
much like going to your accountant for help in preparing your tax return. If
you arrive without having proper and complete documentation, the process takes
longer and, more often than not, you’re not thrilled with the final outcome.
Like
tax preparation, the best strategy for a favorable outcome is preparing ahead
of time with advanced
media training.
Keep these five guidelines in mind the next time a reporter calls:
1)
Never give a media interview “cold.” When a reporter calls, tell him
or her you will be happy to schedule a future time for the interview. Ask,
“What’s your deadline?” Then tell the reporter you need get a little
information first. Asking the following questions will help you prepare
responses to possible questions.
2) During the initial contact, ask the
reporter to repeat his or her name and the name of the media outlet he or she
represents. Write it down.
Research and learn about the reporter’s
style and to become familiar with the program or publication before you do the interview.
3) Ask what the story is about.
What’s the purpose of the story? What angle is the reporter going for? This
information gives you an outline to follow when developing your key messages.
Note a couple of interesting anecdotes, examples, or clever analogies to use
when making your points. Reporters want stories that are colorful, unique and
engaging. The more interesting you are during your interview, the more
attention the reporter will give your story.
4) Ask why you have been selected for the
interview. It’s possible that
you may not be the best person to give the interview, and you may need to
direct the reporter to someone else in your organization who is a subject
matter expert.
5) Ask for a description of the reporter’s
listeners/viewers/readers. Your message
should always be geared toward the interest of the audience.
Different
media outlets attract different types of viewers, listeners or readers.
Tailor
your message to be of interest to each media outlet’s audiences.
Based
on the reporter’s deadline, schedule a time to do the actual interview. The deadline may be very tight but it is
important that you provide yourself with valuable media training or at least
allow yourself some time—even if it is only 30 minutes—to think about questions
you might be asked and how you want to respond.
As
Benjamin Franklin said, “An ounce of prevention is worth a pound of cure.”
Taking the time to prepare for a media interview will help you put your best
foot forward and keep it out of your mouth.