Media Interview SkillsMedia Interview SkillsOr… Or…

“HELP! I’m gonna “HELP! I’m gonna be on TV (or radio be on TV (or radio or newspaper)”or newspaper)”

OverviewOverview

• Preparing for the media.Preparing for the media.

• Being interviewed.Being interviewed.

• Evaluating yourself.Evaluating yourself.

The “call”The “call”

• Ask about the theAsk about the the story’s focus story’s focus. Are . Are you the you the right personright person??

• What type of story is needed?What type of story is needed? TV -- packageTV -- package, just a “soundbite,” , just a “soundbite,”

video only?video only? PrintPrint -- feature, news? -- feature, news?

The “call”The “call”

• Reporters want interviews Reporters want interviews TODAYTODAY..

• Return reporter’s call Return reporter’s call as soon as as soon as possiblepossible. .

Eight Interviewing Eight Interviewing “Be-Attitudes”“Be-Attitudes”• Be prepared.Be prepared.

• Be positive.Be positive.

• Be honest.Be honest.

• Be brief.Be brief.

Eight Interviewing Eight Interviewing “Be-Attitudes”“Be-Attitudes”• Be yourself.Be yourself.

• Be comfortable, confident Be comfortable, confident and take charge. and take charge.

• Be energetic.Be energetic.

• Be focused.Be focused.

A successful A successful spokesperson...spokesperson...• Looks Looks preparedprepared, businesslike and at , businesslike and at

ease.ease.

• Tells the Tells the truthtruth and is and is trustworthytrustworthy! !

Preparing for interviewsPreparing for interviews

• KnowKnow your subject/topic. your subject/topic.

• PracticePractice ahead of time. ahead of time.

• Prepare “Prepare “block answersblock answers.” Have .” Have answers in mind.answers in mind.

Preparing for interviewsPreparing for interviews• Communication pointsCommunication points

Three things you want people to Three things you want people to know when you’re finished with know when you’re finished with the interview.the interview.

Try this yourself…Try this yourself…

• Imagine a possible story.Imagine a possible story. Determine your communication Determine your communication

points.points. List some possible questions.List some possible questions. Ask someone to conduct a mock Ask someone to conduct a mock

interview and videotape you.interview and videotape you.

In an interview...In an interview...• Don’t keep talkingDon’t keep talking. .

Let reporter fill “dead air.”Let reporter fill “dead air.” Pause after complete statements.Pause after complete statements.

• Practice information Practice information managementmanagement. .

In an interview...In an interview...• AVOIDAVOID “off the record.” “off the record.”

• Don’t speculateDon’t speculate. Stick to your . Stick to your subject. (“What do you think would subject. (“What do you think would happen if…?”)happen if…?”)

In a broadcast In a broadcast interview...interview...• ShortShort answersanswers (20 seconds or less) (20 seconds or less)

if videotaped. Longer for studio if videotaped. Longer for studio interview.interview.

• Stay seatedStay seated after the interview. after the interview.

• Assume you are “Assume you are “livelive” at all ” at all times.times.

What to wear?What to wear?

What to wear?What to wear?

• Colors Colors -- pastels, solids-- pastels, solids Close stripes cause “zebra stripe” Close stripes cause “zebra stripe”

effect.effect.

What to wear?What to wear?

• Jewelry Jewelry -- keep to a minimum.-- keep to a minimum. Avoid jewelry that catches light. Avoid jewelry that catches light.

(Ex: Big gold earrings)(Ex: Big gold earrings)

What to wear?What to wear?

• Glasses Glasses -- avoid them if you can.-- avoid them if you can. SunglassesSunglasses -- avoid at all costs! -- avoid at all costs!

What to wear?What to wear?

• Glasses Glasses -- avoid them if you can.-- avoid them if you can. SunglassesSunglasses -- avoid at all costs! -- avoid at all costs!

• Hats Hats -- keep brim back.-- keep brim back.

What to wear?What to wear?

• MakeupMakeup WomenWomen -- normal, everyday -- normal, everyday MenMen -- may need some at the TV -- may need some at the TV

studiostudio

Body languageBody language• Don’t play with Don’t play with keys/changekeys/change..

Body languageBody language• Don’t play with Don’t play with keys/changekeys/change..

• Sit or stand straight, still.Sit or stand straight, still.

Body languageBody language• Don’t play with Don’t play with keys/changekeys/change..

• Sit or stand straight, still.Sit or stand straight, still.

• Beware of Beware of swivel chairsswivel chairs!!

Body languageBody language• Don’t play with Don’t play with keys/changekeys/change..

• Sit or stand straight, still.Sit or stand straight, still.

• Beware of Beware of swivel chairsswivel chairs!!

• Eye contact should be with the Eye contact should be with the reporter, reporter, notnot the the cameracamera..

Body languageBody language• Look Look downdown as you consider as you consider

a response, a response, notnot upup toward the sky. toward the sky.

Body languageBody language• Look Look downdown as you consider as you consider

a response, a response, notnot upup toward the sky. toward the sky.

• Keep your Keep your composurecomposure at the end of at the end of each answer. each answer. Don’t roll your eyes.Don’t roll your eyes.

Speaking voiceSpeaking voice

• DistinctDistinct

• EnunciateEnunciate

• Pace/ratePace/rate

• InflectionInflection

Try this yourself…Try this yourself…

• Analyze your mock interview Analyze your mock interview (videotape) for pitch, rate and (videotape) for pitch, rate and articulation.articulation. Do you vary your pitch? Do you vary your pitch? Do you speak too fast or slow? Do you speak too fast or slow? Do you speak distinctly?Do you speak distinctly?

StagefrightStagefright

• Be prepared.Be prepared.

• You’re the expert.You’re the expert.

• Concentrate.Concentrate.

• Practice.Practice.

StagefrightStagefright

• Take a deep breath. Take a deep breath. (Maybe even (Maybe even yawnyawn!)!)

• Prepare your voice. Prepare your voice. (No cola, (No cola, chocolate or chocolate or milk/dairy.)milk/dairy.)

Try this yourself…Try this yourself…

• Analyze your mock interview Analyze your mock interview (videotape) for “nervousness.”(videotape) for “nervousness.” Do you appear comfortable on Do you appear comfortable on

camera?camera?

Crisis Crisis communicationcommunication• ““Tell it all. Tell it fast.”Tell it all. Tell it fast.”

• Don’t get mad.Don’t get mad. Don’t get mad. Don’t Don’t get mad. Don’t get mad.get mad.

• Don’t nod in agreementDon’t nod in agreement that you understand the that you understand the question when the question when the answer will be negative.answer will be negative.

Crisis Crisis communicationcommunication• Centralize information.Centralize information.

• Stay “Stay “on the recordon the record.”.”

• Deal with rumors swiftly.Deal with rumors swiftly.

• No “No “no commentsno comments.”.”

Interview checklistInterview checklist

• Familiar with the show or publication?Familiar with the show or publication?

• How will interview be used? How will interview be used?

• One source or one of many?One source or one of many?

• Taped or live interview?Taped or live interview?

• TV -- what to wear?TV -- what to wear?

Interview checklistInterview checklist

• Developed a conversational style?Developed a conversational style?

• Rehearsed questions and answers?Rehearsed questions and answers?

• Concise communication points?Concise communication points?

• Body language and facial Body language and facial expressions?expressions?

• No use of jargon?No use of jargon?

Evaluating yourselfEvaluating yourself

• Did you:Did you: Communicate your objective?Communicate your objective? Create soundbites?Create soundbites?

Evaluating yourselfEvaluating yourself

• Did you:Did you: Keep control of the interview?Keep control of the interview? Remain calm?Remain calm? Listen carefully to questions?Listen carefully to questions?

Evaluating yourselfEvaluating yourself

• Did you:Did you: Use short sentences?Use short sentences? Keep good eye contact? Keep good eye contact? Control body gestures?Control body gestures? Establish credibility Establish credibility

and trust?and trust?

SummarySummary

• Be prepared.Be prepared.

• Communication points.Communication points.

• Body language.Body language.

• Interview checklist.Interview checklist.

• Evaluate yourself.Evaluate yourself.