CHAPTER16Media

Interviews, News

Conferences,

and Speeches

Topics Covered in Chapter 16

Media Interviews

News Conferences

Media Tours and Press Parties

The Art of Speechwriting

Giving a Speech or Presentation

Speaker Training

In all interviews, the person being questioned should say something that will inform or entertain the audience.

The public relations practitioner should prepare the interviewee to meet this need.

In setting up an interview, the public relations person should obtain from the interviewer an understanding as to its purpose.

It is also important to be well acquainted with the interviewer’s style.

Media Interviews

Short, direct answers delivered without hesitation help a guest project an image of strength and credibility.

They also provides better quotes or soundbites, which is valued by the media.

Media Interviews cont.

In a print interview, the person interviewed is interpreted by the reporter, not projected directly to the audience.

On radio and television, listeners hear the interviewee’s voice without intervention by a third party.

During a television interview, where personality hasthe strongest impact of all, the speaker is both seen and heard.

Media Interviews cont.

A successful radio or television broadcast interview appearance has three principal requirements:

(1) Preparation - Guests should know what key message should be emphasized.

(2) Concise speech - Guests should answer questions and make statements precisely and briefly.

(3) Relaxation - “Mike fright” is a common ailment for which no automatic cure exists.

Media Interviews cont.

At a news conference or press conference, communication is two-way.

A news conference makes possible quick, widespread dissemination of the sponsor’s information and opinions through the news media.

It avoids the time-consuming task of presenting the information individually to the news outlets and ensures that newspapers and electronic media simultaneously hear the news.

News Conferences

At a news conference or press conference, communication is two-way.

A news conference makes possible quick, widespread dissemination of the sponsor’s information and opinions through the news media.

It avoids the time-consuming task of presenting the information individually to the news outlets and ensures that newspapers and electronic media simultaneously hear the news.

News Conferences cont.

When holding a news conferences, the speaker should never talk off-the-record or lie.

Other important advice is to:

Choose a convenient location Set date and time Issue invitations early Distribute a media release Arrive early Prepare a statement Anticipate questions Prepare a media kit and visual materials Make room arrangements

News Conferences cont.

When an organization wishes to brief the media or get to know journalists and editors on a more personal basis, there are two approaches: a media tour or a dinner/cocktail party.

There are three kinds of media tours: trip (junket), familiarization trip (fam trip) or media tour.

Whatever form the press party takes, standard practice is for the host to rise at the end of the socializing period and make the “pitch.”

Media Tours and Press Parties

Interpersonal communications includes speechwriting.

Face-to-face communications include giving speeches and presentations.

Public relations practitioners frequently are called on to write a speech for their employers or clients.

When writing a speech, one must research the audience and the speaker.

A speech consists of a beginning, middle and end.

The Art of Speechwriting

The basic building blocks of a speech are:

(1) Introduction(2) Statement purpose(3) Development of an idea(4) A statement of a secondary theme(5) The enunciation of a principal point (6) A pause on a plateau (7) A restatement of the theme(8) A brief conclusion

The Art of Speechwriting cont.

Giving a speech or presentation is all about delivery.

Public relations practitioners may not give many formal speeches, but they do give a number of presentations.

Tips for keeping the audience in mind are:

Know your listeners Use their language Use visuals Use humor carefully Watch your facts Focus on the benefit

Giving a Speech or Presentation

Nonverbal communication is just as important as what is said.

S = SmileP = PostureE = Eye ContactA = AnimationK = Kinetics

Giving a Speech or Presentation cont.

Giving a Speech or Presentation cont.

Many speeches and presentations, however, benefit from the use of visual aids to present information in a memorable way.

The following visual aids can be used:

PowerPoint Slide presentation Charts and Graphs Flip Charts

Speaker Training

Giving speeches and presentations is an important part of an organization’s outreach to its key publics.

Speeches should be an integral part of an organization’s overall public relations program.

Public relations personnel are often involved in training speakers and seeking appropriate forums where key publics can be reached.

Speaker Training cont.

Public relations personnel often train executives to give effective speeches and presentations.

Public appearances give the organization a human face and help build relationships.

Many undergo media training to improve their performance.

Executives and middle managers must know how the media operates and how to give succinct, short answers.