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Preparing Your Message
for the Media
Establish Rapport
Understandingthe Media
¨ Short deadlines¨ Time/space limitations¨ Competition¨ Reporters cover all topics
Types of Media Work¨ Interviews¨ News releases¨ Contact lists¨ Fact sheets¨ Background information
Before Accepting the Interview¨ What issues will be discussed?
¨ Who is the audience?¨ Who will do the interview?
¨ What are possible sidebar issues?
Preparing for the Interview¨ Write out 3 brief positive points - mental 3x5 cards, key messages
¨ Have them ready for each possible issue
¨ Put your key messages up front
Anticipate Likely Questions¨ Plan answers¨ Bridge to key messages¨ Return to message¨ Rehearse if possible
For Surprise Interviews¨ Take a few minutes to plan
message¨ Get resources in front of
you
Background Informationis Usually Welcome¨ Fact sheets¨ Other people¨ Conciseinformation
The Interview
¨ Be positive;don’t repeat negatives
¨ Bridgeanswersto your key messages
Be Confident;You’re the Expert
¨ The situation is under control
¨ Be comfortable with what you say
¨ Eye contact¨ Body 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, Acronyms¨ Use 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 why¨ “I don’t know, but I’ll find out for you”
Nothing is off the
record
On-camera Appearance
¨ Clothing¨ Glasses¨ Hats¨ Jewelry
¨ Distractions¨ Body movement and gestures
Keep Answers toAbout 20 Seconds¨ Be concise¨ Speak conversationally
¨ Answer in a complete sentence
¨ Don’t feed the mike
Keep Your Eyeson the Interviewer
Take Your Time¨ Take a few seconds to form your answer
¨ Start overor rephraseif you want
After the Interview
¨ Don’t demand to review the story
¨ Offer to proofread
Be Honest andAssert Yourself¨ Trust and credibility are difficult to rebuild once lost
¨ You can control the interview
