We frequently talk about the importance of developing messages prior to a media interview. But what is a message? The message is not the information you talk about, but what you want the audience (readers, listeners or viewers) to do with that information. There are five steps in developing messages:

1. What are the key points you want to share with your audience?
    

2. What action do you want the audience to take regarding these points?
    

3. How will the audience benefit or prevent a negative consequence if they take that action?
    

4. Do you have a "memory hook" (see my Media Tip for September 2005) that will reinforce your message?
    

5. Do you have a "sound bite" that will jump out to the reporter?
    

Sometimes you will not be able to use a "memory hook" or think of a catchy "sound bite." For example, you will probably not have enough time to deliver a "memory hook" during an edited interview for radio or TV. But you will have plenty of time during a newspaper interview or talk program. Likewise, you may not be able to think of a "sound bite" for every interview.

It is important that you write your message down and have them in front of you during the interview. Remember, think in terms of "actions" and "benefits/consequences" for every interview.

The "Media Interview Tip of the Month" is taken from my book, Winning Media Interviews: Sure-Fire Tactics to Get Your Messages Out. Feel free to share my tips with your staff and colleagues. I would like to hear from you about using the techniques I discuss in my book. Also, send me a note and let me know if it is okay to share your comments with others on this web page (to contact Steve go here.)