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