Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye has a story of the media interview that went south. I talked to that reporter for an hour and all they used was a ten-second sound bite! or, He said he wanted to ask me about X when that was just a way to get in the door so he could talk about Y. Chances are, the reporter came armed with questions and if he really did his homework, knew what answers to expect. You should be just as prepared. Media training cant make the tough questions go away, but it can give you the tools to control the interview. Here are some tips:

Anticipate the toughest questions and prepare/rehearse your answers in advance. Know going in what YOUR goal is for the interview. Are you releasing new information or reacting to an event or story thats already out there?

Be able to cover key points in a conversational manner. Dont memorize. It will sound like it.

Collect information from the reporter before the interview

What is the deadline?

What is the story about? What is the hook/interest angle?

How do I fit into the story? What do you want? Quote? Statement? Interview?

Who else have you spoken with? What did they say? (This will also give an indication of where the story is heading. Are the other interviewees credible?)

What documents do you have have/need? (Does the reporter have a document you havent seen? Have them fax or e-mail a copy before the interview.)

When will the story run? How long will it be? (Theres a big difference between a minute-thirty TV news story, and a long, background article in the morning paper.)

Have a mini-tape recorder handy. Tell the reporter that youll be taping the interview, so you have a copy of what is said. This lets her know youre not a rookie.

Beware of the reporter on a fishing expedition. Wide-ranging, vague questions can be tricky and potentially dangerous. Reporters are fond of What if scenarios or Could it happen here? Clarify what shes going for. I think what youre asking is Its O.K. to admit you dont understand the question or cant predict the future. If you find the interview veering off-course, bring it back on track. You said wed be talking about X and Ill be happy to answer your questions about that.

Dont say off the record or believe something will be off the record. Theres no such thing as off the record.

Use simple terminology. If the subject is complicated, and the reporter is not up to speed, provide a simple verbal primer on the topic before the interview begins or give the reporter a handout of key information.

Practice. Attend media training. See yourself on camera so you know what the audience will see.

The simple strategy of tell em what youre gonna to tell em, tell em, and then tell em what you told em is tried and true when it comes to the media interview. That leads to another tip. Know when to stop talking. Many a damaging sound bite has been uttered when the interviewees guard was down, after he/she thought the interview was over.

2005. All Rights Reserved

Through their workshops, seminars and consulting projects, Nancy Stern MA and Jody Hammond, MA, help people keep connected through conscious communication and savvy media skills. They can be reached for communication skills and media training at 800-280-2666 or on the web at http://www.onthespotmediatraining.com

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