The Key to Interviews:Preparing Your Message for the Media

Agenda Setting

What the public thinksdepends on

what the public hearsfirst

Establish Rapport

Understandingthe Media

Short deadlinesTime/space limitationsCompetitionReporters cover all topics

Editors don’t check

Critical News ConsumptionNational and international news

Local impactBoth sides of the story

Types of Media Work InterviewsContact listsFact sheetsBackground information

Before Accepting the InterviewWhat issues will be discussed?

Who is the audience?Who will do the interview?

What are possible sidebar issues?

Preparing for the InterviewWrite out 3 brief positive points -- mental 3x5 cards, “commercials”

Have them ready for each possible issue

Put your “commercials” up front

Anticipate Likely QuestionsPlan answersBridge to 3x5sReturn to messageRehearse if possible

For Surprise Interviews Take a few minutes to plan

message Get resources in front of you You can refuse the interview

Background Informationis Usually WelcomeFact sheetsOther peopleConcise information

The Interview

Be positive;don’t repeat negatives

Bridge answers to your “commercials”

Be Confident;You’re the Expert

The situation is under control

Be comfortable with what you say

Eye contactBody language

Avoid Speculation, Hypotheticals

You can’t predict the future

Don’t respond with personal opinions

Respond to the current situation

Avoid Technical Terms, Jargon, AcronymsUse words and descriptions the audience will understand

Don’t let the reporter’s knowledge cloud the level of your answer

Don’t Say,“No comment” If you can’t answer,explain whyNothing is off the record

Don’t be Afraidto Say,

“I don’t know,but I’ll find out

for you.”

On-Camera Appearance

ClothingGlassesHats Jewelry

DistractionsBody movement and gestures

Keep Answers to20 Seconds or SoBe conciseSpeak conversationally Include the question in your answer

Answer in a complete sentence

Don’t feed the mike

Keep Your Eyeson the Interviewer

Look at interviewer,not camera

Don’t Fill Dead AirTake a few seconds to form your answer

Start over or rephrase if you want

Be Honest, andAssert YourselfTrust and credibility are difficult to rebuild once lost

You can control the interview

Practice

Select a topicWrite 3-5 bullet messages

PS Send Ag Com photos