Download - Preparing Your Message for the Media
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The Key to Interviews:Preparing Your Message for the Media
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Agenda Setting
What the public thinksdepends on
what the public hearsfirst
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Establish Rapport
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Understandingthe Media
Short deadlinesTime/space limitationsCompetitionReporters cover all topics
Editors don’t check
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Critical News ConsumptionNational and international news
Local impactBoth sides of the story
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Types of Media Work InterviewsContact listsFact sheetsBackground information
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Before Accepting the InterviewWhat issues will be discussed?
Who is the audience?Who will do the interview?
What are possible sidebar issues?
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Preparing for the InterviewWrite out 3 brief positive points -- mental 3x5 cards, “commercials”
Have them ready for each possible issue
Put your “commercials” up front
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Anticipate Likely QuestionsPlan answersBridge to 3x5sReturn to messageRehearse if possible
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For Surprise Interviews Take a few minutes to plan
message Get resources in front of you You can refuse the interview
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Background Informationis Usually WelcomeFact sheetsOther peopleConcise information
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The Interview
Be positive;don’t repeat negatives
Bridge answers to your “commercials”
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Be Confident;You’re the Expert
The situation is under control
Be comfortable with what you say
Eye contactBody language
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Avoid Speculation, Hypotheticals
You can’t predict the future
Don’t respond with personal opinions
Respond to the current situation
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Avoid Technical Terms, Jargon, AcronymsUse words and descriptions the audience will understand
Don’t let the reporter’s knowledge cloud the level of your answer
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Don’t Say,“No comment” If you can’t answer,explain whyNothing is off the record
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Don’t be Afraidto Say,
“I don’t know,but I’ll find out
for you.”
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On-Camera Appearance
ClothingGlassesHats Jewelry
DistractionsBody movement and gestures
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Keep Answers to20 Seconds or SoBe conciseSpeak conversationally Include the question in your answer
Answer in a complete sentence
Don’t feed the mike
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Keep Your Eyeson the Interviewer
Look at interviewer,not camera
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Don’t Fill Dead AirTake a few seconds to form your answer
Start over or rephrase if you want
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Be Honest, andAssert YourselfTrust and credibility are difficult to rebuild once lost
You can control the interview
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Practice
Select a topicWrite 3-5 bullet messages
PS Send Ag Com photos