1

EFFECTIVE MEDIA EFFECTIVE MEDIA INTERVIEWSINTERVIEWS

2

Feeding the BeastFeeding the Beast

3

Basic ConceptsBasic Concepts

• Why are you communicating?Why are you communicating?• Who are you trying to reach?Who are you trying to reach?• What will you say? How will you say What will you say? How will you say

it?it?

4

DEVELOPING YOUR DEVELOPING YOUR MESSAGEMESSAGE

Target AudienceTarget Audience

5

6

DemographicsDemographics

• AgeAge• IncomeIncome• EducationEducation• FamiliesFamilies• School ChildrenSchool Children• MinoritiesMinorities

• Non-English Non-English SpeakingSpeaking

• Special NeedsSpecial Needs• Out-of-Town Out-of-Town

WorkersWorkers• VacationersVacationers• TransientsTransients

7

Know Their AttitudesKnow Their Attitudes

• Positive/Negative FeelingsPositive/Negative FeelingsTowards your agencyTowards your agencyTowards the issueTowards the issue

• Understand the topic.Understand the topic.

The MediaThe Media

8

• TelevisionTelevision• RadioRadio• Print Print • New MediaNew Media

9

The Media Always The Media Always Wants These Answers:Wants These Answers:

• Who?Who?• What?What?• When?When?• Where?Where?• Why?Why?• How?How?

Universal NeedsUniversal Needs

• Rapid responseRapid response• AccessAccess• InterviewsInterviews• Meet deadlinesMeet deadlines

10

BEFORE THE BEFORE THE INTERVIEWINTERVIEW

11

12

CredibilityCredibility

Morning session 39

WHAT MAKES A SOURCE WHAT MAKES A SOURCE CREDIBLECREDIBLE

Assessed in First30 Seconds

Empathy and/or Caring

Competence and

Expertise

Honestyand

Openness

Commitmentand

Dedication

13

Before the InterviewBefore the Interview

• You are in control.You are in control.• Look professional.Look professional.• Avoid sunglasses.Avoid sunglasses.• Ask yourself:Ask yourself:

Why am I doing this interview?Why am I doing this interview?Who will be conducting it?Who will be conducting it?Do you have enough time to prepare?Do you have enough time to prepare?Are there any ground rules?Are there any ground rules?

14

Before the InterviewBefore the Interview

• Key Messages.Key Messages.• Likely questions & answers (95% can Likely questions & answers (95% can

be anticipated).be anticipated).• Do not avoid difficult question.Do not avoid difficult question.• Think ‘sound bites’.Think ‘sound bites’.• Potential imagery/video.Potential imagery/video.• Handouts.Handouts.• Practice responses.Practice responses.

15

Key MessagesKey Messages

• What messages are most What messages are most important? To you? To your important? To you? To your audience?audience?What they should know.What they should know.What they want to know.What they want to know.

16

Key MessagesKey Messages

• 3-4 easy to understand statements.3-4 easy to understand statements.• 12-15 second sound bites.12-15 second sound bites.• Memorable phrases to encapsulate Memorable phrases to encapsulate

your main points.your main points.• Have facts to back up your Have facts to back up your

message.message.

DURING THE DURING THE INTERVIEWINTERVIEW

17

18

During the InterviewDuring the Interview

• Remain calm & in control.Remain calm & in control.• Respond honestly.Respond honestly.• Interview begins with ‘The Interview begins with ‘The

Welcome’.Welcome’.• Work in Key Messages before you Work in Key Messages before you

begin the interview.begin the interview.• Prepare an ‘Overall Statement’.Prepare an ‘Overall Statement’.

19

During the InterviewDuring the Interview

• Choose your words carefully, a pause is Choose your words carefully, a pause is OK.OK.

• Follow-up questions are usually based on Follow-up questions are usually based on your responses.your responses.

• Start with Conclusion.Start with Conclusion.Most important facts first (Inverted Most important facts first (Inverted

Pyramid)Pyramid)Avoid chronological order.Avoid chronological order.Provide the 5 Ws +1.Provide the 5 Ws +1.

20

During the InterviewDuring the Interview

• Work in Key Messages at least 3 Work in Key Messages at least 3 times.times.

• Incorporate questions in your Incorporate questions in your response.response.

• Keep answers clear and concise.Keep answers clear and concise.• Under-promise/over-deliver.Under-promise/over-deliver.• Do not fill ‘Pregnant Pauses’.Do not fill ‘Pregnant Pauses’.

21

During the InterviewDuring the Interview

• Use familiar language.Use familiar language.• Avoid acronyms, jargon.Avoid acronyms, jargon.• Explain technical terms.Explain technical terms.• When you do not know the answer:When you do not know the answer:

Say, “I don’t know.”Say, “I don’t know.”Offer to find the answer.Offer to find the answer.No not over-use.No not over-use.

22

BridgingBridging

• Allows a smooth transition from Allows a smooth transition from question to your Key Messages:question to your Key Messages:““Before we address that issue, let Before we address that issue, let

me add/say again…”me add/say again…”““That brings up a related point…”That brings up a related point…”““Another thing to remember is…”Another thing to remember is…”

23

During the InterviewDuring the Interview

• Avoid “What if…” questions.Avoid “What if…” questions.• Do not speculate.Do not speculate.• Never say, “No comment.”Never say, “No comment.”• Do not go ‘Off the record’.Do not go ‘Off the record’.• Avoid costs.Avoid costs.

Non-Verbal Non-Verbal CommunicationCommunication

• Be aware of Body Language.Be aware of Body Language.• Stand up/Sit up straight.Stand up/Sit up straight.• Let the audience see your eyes.Let the audience see your eyes.• Reduce nervous habits.Reduce nervous habits.• Reduce verbal filler.Reduce verbal filler.• Look the reporter in the eye.Look the reporter in the eye.

24

25

Local MediaLocal Media

• Will still be there when the ‘Media Will still be there when the ‘Media Circus’ leaves town.Circus’ leaves town.

AFTER THE AFTER THE INTERVIEWINTERVIEW

26

27

After the InterviewAfter the Interview

• Treat all cameras, microphones, Treat all cameras, microphones, pencils as ‘live’.pencils as ‘live’.

• Remember the ‘citizen journalist’. Remember the ‘citizen journalist’. • Keep everyone in your organization Keep everyone in your organization

informed.informed.• Monitor the Media.Monitor the Media.

•QUESTIONS?QUESTIONS?

28

29

Peter JudgePeter Judge

Public Information OfficerPublic Information Officer

MEMA MEMA

508.820.2002508.820.2002

peter.judge@state.ma.uspeter.judge@state.ma.us