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Media Training“Interviewing 101”
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Interviewing Overview
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Interviewing 101
• An interview is not:– A conversation– An opportunity to show how funny
you are– An opportunity to show how much
smarter you are than the reporter• An interview is:
– An opportunity to make a reporter understand and believe what you are talking about
– An opportunity to convey the important points that are critical to your objectives
– A chance to mitigate damage or change opinions
– An opportunity for your voice to be heardIn
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Newsmaker’s and Reporter’s Roles and Responsibilities
– Newsmaker’s• The right to bring up relevant
topics and points not specifically asked for in questioning
• The right to correct misstatements and misinformation during an interview and before they appear in the news
– Reporter’s• The right to reasonable access
to legitimate news sources• The right to ask any question
that is important to their audience and the story you have agreed to be interviewed about
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“Their” Interview Goals
• To clearly understand your point of view• Balance what your saying with what other
experts or the industry is saying• Challenge points that are untested, unproven• Provide their audience with a balanced and
objective look at you, your brand and your products
• Remain unbiased and objective• Provide their editors with a solid piece of
reporting that looks at issues from all sides• Meet their deadlines and space requirements
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“Your” Interview Goals
• Understand the reporter’s level of knowledge about the subject and ensure that they can properly articulate your side of the story
• Deliver the points you want to see – Support those points so they (and
you) will be credible– Frame the story the way you want to
see it reported– Mitigate what detractors have said
• Get the reporter to see you as an authority who is helping them understand the subject matter
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“Your” Keys To Success
Mentally prepare a “game plan” before the
interview about how you can get your message
across. – Develop three or four key messages prior to an
interview– Stick to your area of expertise– Be enthusiastic about your subject matter– If you have an important point to share, tell the
reporter– Keep your responses short and on point– The interview isn’t over until the reporter is gone– Never say ANYTHING to a reporter that you
wouldn’t want to see in print
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Preparing For Interviews
In most cases, this will be the job of your PR Team:
• Determine the direction of the story– Actual questions are preferred– Themes and topics are more likely
• Do homework on the reporter’s beat and reputation and the news outlet he/she represents
• Find out who else the reporter is interviewing
• Set a time limit and location for the interview
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“Your” Interview Preparation
• Practice creates effective interviews• Rehearse, don’t memorize• Craft key messages into “sound bites”• Provide color and offer insight• Prepare for the “other side of the story”
so you can address criticism• Expect the unexpected - Fear no
question
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“Their” Interview Preparation
• Search past articles about:– The subject matter– The company– The product– The person being interviewed
• Research recent and past litigation• Interviews with “go to” “experts”• Discussions with colleagues
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Types of Interviews
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Types of Interviews
• Print Interviews:– In depth look at issue – details and facts
are paramount• You may end up taking a large
amount of time educating the reporter or providing background
– Use this time to set up your key points
– This will also help establish your credibility
– Print interviews are normally longer than broadcast or radio interviews
– Print interviews create a permanent record that often shapes future interviews (Web-based searches by future reporters)
– Answers can be more in-depth, but be careful, try to stick to sound bites.In
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Types of Interviews
• Television Interviews – Increased emphasis on look, tone
and delivery• Personality comes more into
play• How you say it can be as
important as what you say• Don’t wear shirts with drastic
color changes from your skin color
• Don’t wear crazy patterns• Don’t sway, no darting eyes• Look at the reporter, not into
the camera• Watch “filler” words
– Understand in advance how long the piece is likely to be, that will shape your delivery
• If it is a 30 second story, need to stick to top line message points
• If it is a five minute piece, more depth is possible
– In all cases, speak in sound bites. If you don’t edit yourself, they willIn
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Types of Interviews• Radio/Phone Interviews
– Voice is critical – convey confidence– Energy must come across – if you don’t care
why should anyone else?– Provide depth to answers (especially when
you are live)– Consider your audience before the interview– Have your message points written down in
front of you
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Interview Techniques
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How Reporters Get What They Want
• “Ice breaking”• Casual talk• Silence can be deadly• Lobbing softballs followed by a question that
takes you by surprise• Editing and paraphrasing• Playing both sides against the middle• Rapid-fire questions• Asking several questions in one• Constant interruptions of your answersIn
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The Inverted Pyramid
• Tell your story with the headline
first
• Follow with your key messages
• Add in supporting details
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More Ways to Succeed
• Don’t repeat negative words / issues or raise them yourself
• Beware of getting bogged down in details
• Avoid slang that the audience will not understand (Speak in layman’s terms)
• Talk from your audience’s viewpoint
• Tell the truth. Never lie • Bring up points you want
covered
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Managing Difficult Questions
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Three Common Traps
• Guessing, speculating, opining
• No comments
• Off the record– The microphone is always “hot” and
the camera is always “on”.– Don’t say it, if you don’t want to see it
in print...Don’t do it, if you don’t want to see it on TV…
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“Bridging”
… But the fact is…
… From my perspective…
… I don’t know the answer to that, but what I do know is…
… I can’t get into that, but what I can discuss is…
… Yes, but…
… Here’s the way I look at it…
… I would describe it differently…
… If I may, let me address a more important point…
… That’s one view, but the way I look at it…
… That’s a common misperception, the way we see it…
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Reminders
• Prepare your messages and rehearse
• Remember, first impressions are lasting
• Imagine your interview being replayed over and over, how did you do?
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Comfort, Confidence & Control = SUCCESS
• Know your objective
• Focus on your audience
• Select key messages
• State them well
• Be credible
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Key Messages
• Brand– Message Point
• Products– Message Points
• Competitors– Message Points
• The Industry– Message Points
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Likely QuestionsIn
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