Presentation experts

So, you want to speak to the media…Top tips to ensure clear communication of your story

Pitch, present & persuade

Mistakes

Ten common mistakes with media interviewsWhy do media encounters sometimes go wrong? Drawn from our knowledge of coaching senior executives before TV and press interviews, here are the mistakes others make:

1. Not preparingThe better you prepare the better you will perform. Learn AMEN and ABC.

2. Losing controlDon’t sit there answering questions. You should set the agenda.

3. DelayingGet your message out early in the interview.

4. “No comment"It makes you sound weak. Use bridging techniques instead.

5. Too much detailKeep it simple and compelling. Don’t qualify your answers.

6. Looking nervousPractice; keep calm; look sincere.

7. Reacting to speculationIf you don’t know the answer, say so. Don’t be led into guessing.

8. Half-hearted performanceGet trained to be as exciting as your business – it’s not hard. All the best interviewees are coached.

9. Implicit agreementBeware of being polite and agreeing. Learn how to get your story out and avoid pitfalls.

10. Off the recordDon’t. If it’s a good story, it will be used.

Interview preparation – step by step Based on 10 years experience supporting senior executives, we have developed a simple but rigorous approach to making sure your interview goes well. The highlights include:

1. Do you really know this interviewer ? E.g. what’s their style? How do they write/question? What’s important to them? What do they think of you? What’s their deadline?

2. What story do they want to produce? What does their editor want? What will make big news, and what will get ignored?

3. What evidence do you have to back up the story?If you have a newsworthy story planned then you are more likely to get the coverage you want.

4. How can you show the story’s impact? Make it real for the reader/viewer. Use practical examples.

5. Have you simplified enough?Make it easy to understand. Avoid complexity.

6. What nasty questions could they ask?Anticipate all the tough questions. And practice your answers. Learn techniques for handing the unexpected.

7. Do you look as good as you sound?Learn techniques to appear honest and engaging on TV and the radio.

8. Have you rehearsed properly?The best interviewees rehearse a lot. Practice with experts and use video feedback. Be the best.

Best Practice

0845 676 9766 • info@benjaminball.com

How to improve your media interviewsTalk to us.

We help organisations look and sound better when talking to the media.

If you want experts to review your messages, polish your sound bites, teach you how journalists think and help you get the best result from any interview, then we can help.

Our expertise has been demonstrated in our work with private and FTSE 100 companies, magic circle law firms, private equity, hedge funds, charities and the top PR agencies. See our client list at www.benjaminball.com/clients

We help you develop your interview skills, polish your messages, improve how you prepare for interviews and rehearse your interview. Our media trainers are almost all leading journalists with a passion for helping interviewees get it right.

Call us before your nexT medIa enCounTer

Contact Louise Angus or Benjamin Ball0845 676 9766 or +44 20 7193 0130

www.benjaminball.com • info@benjaminball.com