WMO Workshop on Public Weather Services – Practical Session on dealing with media David Hui Macao, 18 April 2013

Practical Session on Media Handling radio and TV interviews. Interview techniques

Exercise 1 – TV interview Form 2 teams, one working as news reporter (interviewer), another as forecaster (interviewee) Based on a fictitious (simulated) scenario

Exercise 1 – Torrent sweeps away hiker A hiker was missing earlier this afternoon after being washed away in a sudden rainstorm while trekking at Mei Li National Park. The hiker (Mr. Lei) was on a walk along the Mei Li stream about 2pm. Mr. Lei was leading four teenagers next to the stream when heavy rain started about 2:30pm. According to the members of the hiking group, he slipped in the downpour and fell into the flash flood. He was swept away ……

Exercise 1 – Background Weather Info Localized thunderstorm developed in the vicinity of Mei Li National Park around 1:20pm. More than 40 mm of rain were recorded, between 1:30 pm and 2:30 pm, by a rainguage at the National Park; other raingauges received a few mm of rain. Thunderstorm warning was issued at 1:30pm. No other warnings were issued. Suppose the warning criteria are: –Thunderstorm warning: whenever there is thunderstorm affecting the region –Rainstorm warning: persistent widespread heavy rain affecting the region

Exercise 1 – Radar images 1:20 pm2:00 pm 2:20 pm

Exercise 1 – TV interview DIY 10 minutes to prepare for the interview. Recall what you learnt form the morning session. News reporter team: ask questions Forecasting team: representatives to answer the questions

The Interview - Technique Speak with authority, clarity and energy; At least one key message in every answer, don’t wait for the right question (control + content), give quotable quotes; Flagging – use verbal cues to underscore importance of forthcoming comment (the most important to remember is…) ; Turn –ve to +ve (Everybody commit mistakes. We commit mistakes. I want to talk about the values we believe in and the experience and integrity that goes with all of this, and what I’ll do…) Give examples, facts and figures; Try to be even-handed with different media (and you can use this to refuse interviews if hard pressed!) ; If you don’t know, say so, find out and follow up!

Interview Technique (cont.) –Use simple words & refrain from using jargon; –Never speak “off the record”; –Admitting an honest mistake is the best way to disarm a journalist; –Avoid “No Comment”; –Avoid sarcasm; –Do smile. Be polite & never lose your temper; –Don’t get personal; –While on TV, you are always “on”, your body language will magnify, never lower your guard in front of the camera; –But relax & be yourself.

The Bridging Technique Bridge – return to your key messages –What's most important is…. –The real issue here is… –That's not my area of expertise, but I think your audience would be interested in knowing that… – Let me just add that… –That's an important point because… –What that means is… –Another thing to remember is… –If you look at it closely, you'll find…

Interview Technique (cont.) –Talk about results; –If you don’t have results, talk policy; –If you don’t have policy, talk facts; –If you don’t have facts, talk process. You always have process!

If the forecast has gone wrong…. –Provide details of what warnings were issued, and when; –Don’t pretend that Warnings were adequate; –Explain why the forecast was not accurate; –Emphasise learning from experience; –Acknowledge the human aspects; –Apologise where necessary, and move on If you are misquoted.. –Don’t over-react. Politely call or write to the reporter or the Editor, pointing out the discrepancy. Interview Technique (cont.)

End of practical session Thank you.