Sweet Communications Inc.

Tips for Giving Effective

Media interviews

The medium and the messenger

The importance of good key messages

Tips for a Successful Interview

Evaluation

Sweet Communications Inc.

INTRODUCTION

•human interest, soft news, often one-time hit, may be part of seriesFeature reporting

•timely news items that have just occurred•product launchNews Reporting

•more investigative, may grow legsIssues based reporting

•hard investigative, often has legs for weeks or months depending on number affected

Crisis/disaster news

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Types of Coverage / Issues

•1:00 - 2:00; each quote is only :15TV•can be as brief as :30; trailers are very shortRadio•lead, quote, transition, quote, facts, conclusion – pyramid structureDaily•longer articles, more in-depth•photos - often look for photo opsMagazines

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Know the Medium

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Message AudienceKey Messages

•People remember better in groups of threes Memory Aid

•3 impressions•Safe haven

3 key messages

•Sticking to the same 3 messages only•Your key messages will always end up in a quote or sound bite

Myth about key messages

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Rule of 3s

Clearly states who and what you are (or your position on an issue)

Expresses your value and benefit to the audienceShows you care about your audienceConversationalQuotable

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Elements of Effective Key Messages

Uses BS and jargonNot quotableLong listsToo many facts and figuresToo many qualifying statementsLegalized sterilization and overly cautious

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Elements of Poor Key Messages

Most interviews for print and radio are by phoneUse a landline, stand, stay focused

Research the reporterPrepare a list of potential questions –

include tough QsPractice, practice, practice before you have to give an

interview

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Preparing for the Interview

Be succinctAvoid speed talkingFocus on one key messageBuild a bridgeIn person interviewsOff site interviews

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Tips for Broadcast Interviews

Tips for All Interviews

Brief analogies can help explain a difficult or new concept , but not a substitute for the actual description / definition

Honesty is the best policyTake your time and think before you speak

Answer the question the way you wish it had been asked.

Listen to how it is phrasedNot obliged to answer the question directlyIf it contains a negative connotation, mentally

place the question in a positive contextMentally ask yourself the question the way

you wish it had been asked

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Taking Control of Interview Questions

Q: Dr. Smith, some say your research is a breakthrough in science. But isn't it true that your critics have poked holes in your theory?

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Common Mistake – The Negative Question

DON’T: Well, yes, I have some critics who say my theory is incorrect, but I don’t believe it is. I stand

by my research.

DO: The vast majority of the scientific community supports my work. They

do believe it is a breakthrough for science.

•Avoid going off on tangentsDo think about sound bites and analogies

•Never walk away or hang upDo be cordial

•Some of the worst quotes happen when you keep talking

Do STOP talking when you’ve answered the

question

DOs

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•present the factsDon’t be too salesy

• Assume everything is on the record – it is

Don’t say anything off the record

• Keep control of your emotions• Don’t take the questions personally

Don’t let the reporter bait you

DON’Ts

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Review articles and broadcasts after the fact

Analyze how your performance could be improved

Note the questions asked for future planning

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Evaluating your Performance

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Questions