Winning Media Interviews

Sure-Fire Tactics To Get Your Message Out

 

MODULE 1...Positioning Your Organization for Success

Dealing successfully with the news media starts even before the media calls. You and your organization should take several steps right now-developing a written media policy; identifying both services and programs you want to talk to the media about, as well as issues you don't, but the media may; developing messages and fact sheets; and training your spokespersons.

MODULE 2...Preparing for Media Interviews
 
Remember the old saying, "Failing to prepare is preparing to fail." Your success will be directly related to how thoroughly you prepare. Unfortunately, most spokespersons drop everything and talk to the media, which is the worst thing you can do. You need time to prepare messages, memory hooks and sound bites, anticipate questions and practice those questions.

MODULE 3...Techniques to Practice During all Interviews

There are certain techniques that you need to practice for all types of interviews, whether newspaper, radio or Television. These techniques will help you stay focused and on your message. They will also help you appear credible to your audience and to reporters. Many of these techniques are just common sense, but how many people don't use common sense during a stressful situation?


MODULE 4...Gaining Control...and Keeping It

Successful spokespersons take control during an interview, and stay in control. They keep their emotions in check, guide the reporter to key issues, stay focused on their messages and avoid the pitfalls that many others fall prey to during interviews, especially those that are sensitive and controversial. Above all, they say what they want to say, not what the reporter wants them to say.

MODULE 5...Specific Techniques for Newspaper, TV and Radio Interviews

There are specific techniques you should practice based on the type of interview you are doing. How do you help a newspaper reporter get the story accurate when they are listening to you, taking notes, and thinking of other questions-all at the same time? How do you deliver a message in 10-15 seconds during an edited interview? How do you avoid mistakes during a live interview?

MODULE 6...Tactics Used by Reporters

Reporters use certain tactics and ask certain questions, especially on sensitive or controversial topics, that could get you into trouble. These tactics can slant the story to the reporter's viewpoint or trap you into saying something you did not intend to say. As a reporter tries one of these tactics, or asks you a certain type of question, a red flag should immediately start to wave.

MODULE 7...What You Should do After the Interview

Once the interview has been completed, most spokespersons think their job is done. Instead, immediately after the interview you should take some time to evaluate your performance while it is still fresh in your mind. You should also keep a record of the interview for future reference, and determine if you should complain if you feel the reporter's story was not accurate.

MODULE 8...Role-Playing The Techniques You Learned

Practice the skills you learned by role-playing the type of media interviews you do-newspaper, radio or TV; live or taped; news or talk program. Role-plays are videotaped and will give you an opportunity to see what you did well and where you need to improve. You will also see if you successfully deliver your messages. Don't make the media interview itself your "first effort."