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