Preparing for a Media Interview

Prepare to be a

SPOKESPERSONNOT an “Answer-person”

And, once a spokesperson, always a spokesperson

and never off duty

Ensures consistency

Ensures accuracy

Helps increase frequency, & therefore effectiveness of PR

Messaging is about deciding how things are presented:

Messaging should help to ensure you company achieves the positioning it desires

Think like a journalist…

Make your most important point first

The “Inverted Pyramid”

MostImportant

LessImportant

Main Point

Supporting Points

OtherMessages

Back it up with facts or examples

Be clear & concise

Be phys ica l l y & menta l l y prepared…

Be on time or early…

Editors can be late. You can’t!

Be relaxed, and get into character.

Who are you to the audience?

Have something interesting to say

beyond the topic for discussion, for instance

general trends or controversial topics

Make sure you have the right type of presentation for the venue

Make sure that you have the handouts & other materials in a press pack, and also consider electronic versions

Ensure that the images, diagrams, etc. are available as high resolution JPEGs

Most magazine in Europe won’t re-draw diagrams

PowerPoint is NOT acceptable!