Seven Secrets of Successful Media Interviews
Seven Secrets of Successful Media Interviews
1. Preparation
Much of the interview is about attitude, yours versus the interviewers. He/she is there to get a story, the more sensational the better. Yours is to control the situation and give the journalist the story that you want to be published.
It is almost like a chess game - strategy, thrust and counter thrust. It is better if there is a win/win result, if there is going to be a winner and a loser, make sure you are a winner! The problem here is that the journalist has to feel that he/she is the winner. The journalist must leave with a good story, the trick is to make sure it is your good story rather than the one they wanted to write.
2. Don't try to avoid bad publicity deal with it
News is something that someone, somewhere doesn't want printed. Although we may want to only present good news to the public, we can't control everything that happens or prevent the press from discovering when something has gone wrong.
Sometimes your perception of what is bad news is different from how people outside your organisation view the same story.
In any event, bad news should be treated in the same way as good news. Don't try to cover things up, it is much better that you present an honest picture.
3. Do your homework and prepare what you want to say
Make sure you can talk confidently about the subject and that you have all the relevant facts at your fingertips. If you are ill-prepared and cannot answer some of the questions that the journalist puts to you, you will not make a very favourable impression.
4. NEVER use the phrase "No Comment"
Most journalists take that to mean that whatever they have just asked you is true! It is much better to give a proper answer, if you don't have any information or opinion on a subject, explain that it is outside your interest/role and are therefore unable to help.
5. Be careful how you use "Off the record"
This means that what you are about to tell a journalist is true, but you are not prepared to be quoted. Many people misuse this phrase believing it to be confidential, it is not! You may be quoted and much will depend on your relationship with the journalist. The simple rule is that if you don't want a journalist to know something, don't volunteer the information. A journalist does not have to abide by the unwritten "off the record" rule
A useful and tactical phrase is "For background information". If you want to give a journalist a steer in the right direction, without giving out the full facts, use this phrase. It enables you to give some useful information but will force the journalist to go elsewhere for confirmation.
6. Answer the questions you are asked but bridge if necessary
If you are asked a question which doesn't allow you to make the points you want to make or tell your story, do not avoid answering the question it will only irritate the journalist. Answer the question as quickly and succinctly as you can and them move on using bridging' techniques to introduce your points. For example but the real issue is ' or but the point that I really want to make is '
When you feel you've answered the question or made your point, stop talking; controlled speech and silence helps put you in control.
7. Correct any factual inaccuracies immediately
Stick to the facts and statements that you have prepared, never speculate. If the journalist persists with a line of questioning that you are not prepared to answer, tell him/her so but give an explanation - maybe you have to wait until you've had a board meeting or perhaps it is outside your area of specialisation. At all times be polite, courteous and helpful (after all the journalist is just doing his/her job), if you think it will help you may like to suggest other organisations/individuals that the journalist can contact for more information to support your position.
How To Give A Good Press Interview Something I Said -- Jazzy J Interview WOW Big Change in Cataclysm - Greg Street Interview Interview Questions you Need to NAIL - What Are Your Five Year Goals Typical Interview Questions Job interview preparation Television Interviewer How You Can Be A Good One How to Get Through an Interview Easily Be a performer in an Interview Read The Answer Of Some Common Acting Interview Questions Fiance Visa Interview at the Embassy Visa Interview at the US Embassy and Attorney Present The MBA Interview – It all starts here