1. 1 Warren C. Weber Media Interviews Tips for Dealing with the Media What to Do and What Not to Do* Dr. Warren C. Weber California State Polytechnic University, Pomona *Adapted from a talk by Norm Schneider, Former Director of News and Publications, Cal Poly University

2. 2 Warren C. Weber 1. Be Prepared Get up to speed Get a copy of the publication. Know their type of writing.

3. 3 Warren C. Weber Be Prepared, cont’d. Go to experts to answer questions that may be asked Make sure who the person is, where they're from – (they may say they're from 60 Minutes when they're not) Know their deadline and try to meet it

4. 4 Warren C. Weber Positive Points Make a list and insert as many positive points as you can during the interview. Make it hard for them to edit out the positive points.

5. 5 Warren C. Weber 2. Always Be on Guard They want to create a relaxed environment. News interview—content drives it—a message to be sent. Remember, you can be misquoted

6. 6 Warren C. Weber 3.Think of the Interviews as a ”Free Commercial" An opportunity to get your message out

7. 7 Warren C. Weber 4.Be Yourself Don't become a different person than you are outside the interview No big ego

8. 8 Warren C. Weber 5.Avoid Jargon Use simple terms, brief explanations. –(Schwarzkopf explaining Desert Storm talked about their actions as being like a Hail Mary pass). –Use the K.I.S.S. Method.

9. 9 Warren C. Weber 6.HOW You Say Things Is Important Don't let your emotions get away from you

10. 10 Warren C. Weber 7.TV Interviews Watch what you wear Speak clearly, don't mumble Don't be Bozo the Clown Watch the program first and know what to expect

11. 11 Warren C. Weber Ambassadors Visit to Cal Poly TV clips show they have good body language –looking at the reporter intently (not at camera) –Hands remain calm –Tie tightened, clothes correct – Special training is given to people who undergo these interviews

12. 12 Warren C. Weber Shotgun Interviews "When did you stop beating your wife?" Go "live" if it's short notice –so that they can't edit your comment –or if you have a hot topic or someone under fire If the going gets rough— –You don't have to sit and take it –You can cut off the interview.

13. 13 Warren C. Weber Try Never to Say NO to an Interview As a company representative, it’s your job Use interviews as an opportunity to promote company Cal Poly has a Speaker's Bureau Program

14. 14 Warren C. Weber The Art of Exposing Yourself in Public—Videotape* How to Talk to The News Media When You Become the News *British Columbia Medical Association Communications Department, Vancouver, B. C., Canada

15. 15 Warren C. Weber When the Media Calls Call back right away. Don't be intimidated. They're not the enemy. Find out: Who is it for? How long will the item be?

16. 16 Warren C. Weber Narrow Down the Questions –Don't repeat a question or comment they make that is negative –Be positive –Don't include the reporter in your answer or opinion –Be on target

17. 17 Warren C. Weber Don't Expect to Have Control Over the Story –Don't say "no comment"—sounds evasive. Instead say, "I don't know, but I'll try to find out and get back with you

18. 18 Warren C. Weber Television Interviews A special type of media interview Requires practice on video techniques, how to act with camera, etc. Time is usually short

19. 19 Warren C. Weber Cutaways Remain neutral in your expression –When editing they may cut that in with comments that would not fit, otherwise

20. 20 Warren C. Weber Look Good NOT –White – herringbone –double breasted – bright reds, –dangling or reflecting jewelry, etc.

21. 21 Warren C. Weber The Setting Don't be out in the street where you have to shout, etc. Pick a comfortable, quiet spot Room for video equipment

22. 22 Warren C. Weber Ideas Meanings and words –The meaning is not just in the words but in how you express the words.

23. 23 Warren C. Weber Voice Know how to project Don't project too far (sounds like shouting). A good distance is 10-15 feet. Place the microphone about 10 inches in front and lower than face. (Sound drops, and they can see your face.) Expression, not volume is what counts

24. 24 Warren C. Weber Eye Contact Develop eye contact with a number of people, but don’t stare Look halfway between the front and the back of the room.