DEALING WITH CIVILIAN MEDIA

The Interview

Dealing with Civilian Media – The Interview

Why Prepare for an Interview?• Interviews are a basic tool of newsgathering.

• An interview is not just a conversation, but a ritual, much like a formal debate with the reporter representing the public and your responses or comments should be directed towards them.

• The reporter interviews you because he or she wants a good story. The reporter is not interested in flattering or damaging you - he or she wants information on a particular subject.

Dealing with Civilian Media – The Interview

Preparing for an InterviewJust as interviewers have their own preparation steps to follow when getting ready for an interview, so does an interviewee:

What should an interviewee do

•when preparing to be interviewed?•just prior to the interview?•during the interview?•when the interview is over?

Remember: You have the information the reporter wants. Use it. Rarely will a reporter know as much about the subject as you do. This should give you confidence and the upper hand in the interview.

Dealing with Civilian Media – The Interview

Print Media Interviews• Most In-Depth• Reporters Generally Spend More Time Researching and Developing• Gives You More Time to Prepare• Conduct Research to Substantiate Your Position and Give you Credibility• Get Input from State PA Office• Prepare Fact Sheets• May be In Person or Via Phone

Dealing with Civilian Media – The Interview

Radio Interviews• Can be Recorded and Played Later or Broadcast Live• Be Prepared with Short, Concise Answers Lasting no More than 20 Seconds• You Will Likely Get Specific and Open-Ended Questions• Radio Interviews Tend to be More Personal – More Like a Conversation• Adopt a Friendly Approach as if You are Talking To or With People, Not At Them

Dealing with Civilian Media – The Interview

Television Interviews• Can be More Intimidating• Military Appearance is Important – Visual Impact• You Must be Brief, to the Point and Get the Key Message Across in a Limited Time• Allow Yourself Time to Think• Use Silence Rather than Filler Words such as Um• Look the Reporter in the Eye

Dealing with Civilian Media – The Interview

The InterviewSet the Ground Rules•Length of Interview

•Confirm Topic/OPSEC/SAPP

•On-the-Record

•Off-the-Record – NOTHING IS OFF-THE-RECORD

•Background/Not for Attribution

Dealing with Civilian Media – The Interview

First ImpressionsHandshakeIntroductionMilitary Appearance and BearingCorrect Spelling of your Name, Rank,

Position/TitleHow you want to be addressed

Dealing with Civilian Media – The Interview

Avoid Getting Trapped, cont.•If you do not have or know the answer to a question, do not pretend you do. Offer to get back to the interviewer with the information •Never say something you do not want to appear in print or be aired •Always go under the assumption, that there is no real “off-the-record” •If you make an error, correct yourself as soon as possible

Dealing with Civilian Media – The Interview

Post Interview•Ask for a recap of what was said so you can make on the spot corrections or give clarifications.•Reemphasize your command’s message and key points you made during the interview.•Thank the reporter and shake their hand.•If you told them you would get back to them with an answer to a question, make sure you have their phone number and/or email address and get back to them ASAP.•Think about how the interview went and what you could have done better.•Once the interview airs or the story is published, ask your supervisor and peers for feedback.

Dealing with Civilian Media – Managing the Media

The Adjutant General and the State Public

Affairs Officer are the ONLY Release

Authorities for the Connecticut National

Guard

Dealing with Civilian Media – Facilitating the Media

A good spokesperson: Can speak with conviction and confidence Has access to all the relevant information Knows and understands what key messages must be conveyed Is composed, articulate and well-presented Speaks the audience's language Understands the full impact of the situation Shows care, concern and empathy (as appropriate) Avoids technical terms and military jargon Understands the impact of emotions in a crisis situation Is acceptable to both the audience and your command/organization Is open to questions from the media and can respond effectively to them Responds calmly to any hostility Is willing to listen as well as speak Knows not to promise anything which cannot be delivered Is not afraid to admit that he or she does not know all the answers The ability to effectively use visuals or other tools to aid in communication Has been trained or has all traits to be a good spokesperson

Dealing with Civilian Media

Questions?