seven steps to successful media interviews
TRANSCRIPT
successful7 steps
interviews
to
media
Step 1
Look the part
How you look is more important than what you say.
LOOK THE PART
People get 70% of their information visually, not verbally
LOOK THE PART
Dress appropriately for the situation – smart or casual
Avoid distractions:
• Messy hair• Loud ties or blouses• Dangling earrings
LOOK THE PART
Step 2
Be brief
People have very short attention spans.
z zz zzz
Be brief
They are probably only half watching you.
87% of people use their phones while watching TV
Be brief
Keep your answers short
Be brief
Step 3
Be simple
be simple
People have little knowledge of your specialist subject
Avoid jargon, acronyms and initials
be simple
Step 4
Avoid numbers
Numbers stated verbally are hard to understand
Avoid numbers
Use few statistics
Make them as simple as you can
Avoid numbers
Step 5
Be easy to edit
Even live interviews will be edited to make clips for later news bulletins
Whatever you say will be edited before most people see or hear it
Be easy to edit
In the US it is seven seconds
The usual length of a soundbite on UK TV or radio is 30 seconds
Be easy to edit
Craft your own soundbites: pithy summaries of your position
Use these appropriately in your answers
Help the journalist choose which clips to use
Be easy to edit
Step 6
Be relevant
People listen more closely to things relating to their own lives
Be relevant
Evolution has hardwired us to give more attention to matters affecting ourselves, our family and broader ‘tribe’
Be relevant
Take the trouble to explain why it affects them
Relate your issue to people’s everyday lives
Be relevant
Step 7
Be likeable
be likeable
People listen more to people they like
Express understanding and concern
Be empathetic
Don’t be hostile or defensive
be likeable
Cheat sheet
• Look the part
• Be brief
• Be simple
• Avoid numbers
• Be easy to edit
• Be relevant
• Be likeable
For professional help preparing for a media interview, contact us.
www.thamesadvisors.com
Based London, UK