Media Interview Skills Or… “HELP! I’m gonna be on TV (or radio or newspaper)”

Overview Preparing for the media.Preparing for the media. Being interviewed.Being interviewed. Evaluating yourself.Evaluating yourself.

The “call” Ask about the the story’s focus. Are you the right person?Ask about the the story’s focus. Are you the right person? What type of story is needed?What type of story is needed? u TV -- package, just a “soundbite,” video only? u Print -- feature, news?

The “call” Reporters want interviews TODAY.Reporters want interviews TODAY. Return reporter’s call as soon as possible.Return reporter’s call as soon as possible.

Eight Interviewing “Be-Attitudes” Be prepared.Be prepared. Be positive.Be positive. Be honest.Be honest. Be brief.Be brief.

Eight Interviewing “Be-Attitudes” Be yourself.Be yourself. Be comfortable, confident and take charge.Be comfortable, confident and take charge. Be energetic.Be energetic. Be focused.Be focused.

A successful spokesperson... Looks prepared, businesslike and at ease.Looks prepared, businesslike and at ease. Tells the truth and is trustworthy!Tells the truth and is trustworthy!

Preparing for interviews Know your subject/topic.Know your subject/topic. Practice ahead of time.Practice ahead of time. Prepare “block answers.” Have answers in mind.Prepare “block answers.” Have answers in mind.

Preparing for interviews Communication pointsCommunication points u Three things you want people to know when you’re finished with the interview.

Try this yourself… Imagine a possible story.Imagine a possible story. u Determine your communication points. u List some possible questions. u Ask someone to conduct a mock interview and videotape you.

In an interview... Don’t keep talking.Don’t keep talking. u Let reporter fill “dead air.” u Pause after complete statements. Practice information management.Practice information management.

In an interview... AVOID “off the record.”AVOID “off the record.” Don’t speculate. Stick to your subject. (“What do you think would happen if…?”)Don’t speculate. Stick to your subject. (“What do you think would happen if…?”)

In a broadcast interview... Short answers (20 seconds or less) if videotaped. Longer for studio interview.Short answers (20 seconds or less) if videotaped. Longer for studio interview. Stay seated after the interview.Stay seated after the interview. Assume you are “live” at all times.Assume you are “live” at all times.

What to wear?

Colors -- pastels, solidsColors -- pastels, solids u Close stripes cause “zebra stripe” effect.

What to wear? Jewelry -- keep to a minimum.Jewelry -- keep to a minimum. u Avoid jewelry that catches light. (Ex: Big gold earrings)

What to wear? Glasses -- avoid them if you can.Glasses -- avoid them if you can. u Sunglasses -- avoid at all costs!

What to wear? Glasses -- avoid them if you can.Glasses -- avoid them if you can. u Sunglasses -- avoid at all costs! Hats -- keep brim back.Hats -- keep brim back.

What to wear? MakeupMakeup u Women -- normal, everyday u Men -- may need some at the TV studio

Body language Don’t play with keys/change.Don’t play with keys/change.

Body language Don’t play with keys/change.Don’t play with keys/change. Sit or stand straight, still.Sit or stand straight, still.

Body language Don’t play with keys/change.Don’t play with keys/change. Sit or stand straight, still.Sit or stand straight, still. Beware of swivel chairs!Beware of swivel chairs!

Body language Don’t play with keys/change.Don’t play with keys/change. Sit or stand straight, still.Sit or stand straight, still. Beware of swivel chairs!Beware of swivel chairs! Eye contact should be with the reporter, not the camera.Eye contact should be with the reporter, not the camera.

Body language Look down as you consider a response, not up toward the sky.Look down as you consider a response, not up toward the sky.

Body language Look down as you consider a response, not up toward the sky.Look down as you consider a response, not up toward the sky. Keep your composure at the end of each answer.Keep your composure at the end of each answer. u Don’t roll your eyes.

Speaking voice DistinctDistinct EnunciateEnunciate Pace/ratePace/rate InflectionInflection

Try this yourself… Analyze your mock interview (videotape) for pitch, rate and articulation.Analyze your mock interview (videotape) for pitch, rate and articulation. u Do you vary your pitch? u Do you speak too fast or slow? u Do you speak distinctly?

Stagefright Be prepared.Be prepared. You’re the expert.You’re the expert. Concentrate.Concentrate. Practice.Practice.

Stagefright Take a deep breath. (Maybe even yawn!)Take a deep breath. (Maybe even yawn!) Prepare your voice. (No cola, chocolate or milk/dairy.)Prepare your voice. (No cola, chocolate or milk/dairy.)

Try this yourself… Analyze your mock interview (videotape) for “nervousness.”Analyze your mock interview (videotape) for “nervousness.” u Do you appear comfortable on camera?

Crisis communication “Tell it all. Tell it fast.”“Tell it all. Tell it fast.” Don’t get mad. Don’t get mad. Don’t get mad.Don’t get mad. Don’t get mad. Don’t get mad. Don’t nod in agreement that you understand the question when the answer will be negative.Don’t nod in agreement that you understand the question when the answer will be negative.

Crisis communication Centralize information.Centralize information. Stay “on the record.”Stay “on the record.” Deal with rumors swiftly.Deal with rumors swiftly. No “no comments.”No “no comments.”

Interview checklist Familiar with the show or publication?Familiar with the show or publication? How will interview be used?How will interview be used? One source or one of many?One source or one of many? Taped or live interview?Taped or live interview? TV -- what to wear?TV -- what to wear?

Interview checklist Developed a conversational style?Developed a conversational style? Rehearsed questions and answers?Rehearsed questions and answers? Concise communication points?Concise communication points? Body language and facial expressions?Body language and facial expressions? No use of jargon?No use of jargon?

Evaluating yourself Did you:Did you: u Communicate your objective? u Create soundbites?

Evaluating yourself Did you:Did you: u Keep control of the interview? u Remain calm? u Listen carefully to questions?

Evaluating yourself Did you:Did you: u Use short sentences? u Keep good eye contact? u Control body gestures? u Establish credibility and trust?

Summary Be prepared.Be prepared. Communication points.Communication points. Body language.Body language. Interview checklist.Interview checklist. Evaluate yourself.Evaluate yourself.