Media Training September 2, 2015

Is it news?

• Why are people interested ?• How can you make them care?• How does news impact on your target

audiences? • Take information about your organization and

tell it in a creative way that makes people care

What makes news?

Hard news Soft news

Different types of news

Hard news• Novelty and change• Controversy • Conflict• Challenge• Crisis• Concern• Problems • Solutions• Money• Business

Soft news• People• Emotion• Fun• Lifestyle• Celebrities• Children• Humour• Romance• Visual stories• Trends and themes

Agenda

• Your rights • Journalist responsibilities• Interview preparation• Interview best practices• Advanced tools• Practice

Interviewee Rights

• You have the right to decline an interview or find someone else to do the interview.

• You have the right to take time to think about your answer.

• You have the right to request PR or another person be in attendance.

• You have the right to defer a question to someone else.• You have the right to not answer a question.• You have the right to STOP the interview at any time.

Responsibilities

The Reporter is responsible for:• Gathering, getting a story• Accurate reporting• Balanced reporting.

Reporters do not care about your name or mission.

Reporters have little time for research and are sometimes biased.

Preparing for the Interview

• Know the key messages you’d like to include. • Understand the intent of the interviews.• Watch/read a couple of the journalist’s

stories.• Ask for backgrounders.• Practice your key messages out loud or have

them on a sheet of paper.

Whatever you do…

Don’t do this.

Expectations

• Expect to be edited. And not always well.

• Don’t expect to be a huge part of the story.

• Expect other parties to be quoted.• Expect that sometimes you don’t get

used at all.

Making the Most of an Interview

• Nerves are normal – think of it as adrenaline.

• Breathe deeply…but not into the phone!

• Clench your hands or toes ten times.

• Practice your “friendly face.”

Friendly Face?

Friendly Face?

Friendly Face?

Vocal Behavior

• Don’t drink dairy or too much caffeine right before the interview.

• Be concise and don’t be afraid to pause.• Speak in a clear voice. • Learn your tics: um, you know, so

Note: Know your physical habits too.

Making the most of the interview

• Shake hands with the reporter.• Use the interviewer’s first name.• The moment you meet a reporter, you’re ON. • Comments meant to be off the cuff may be

used.

Phone/Radio Interviews

• Voice is most important tool.• Be upbeat but don’t rush. Don’t interrupt!• Don’t be adversarial - friendly but focused

tone. • Use notes.• Revise your answerunless it’s live on air.

Television Interviews

• If standing, stand ¾ for best angle.• Project confidence by standing or sitting TALL.• Look at the reporter NOT at the camera.• Maintain eye contact with the reporter at all

times.• Gesture naturally or keep your hands in one

place.• Avoid sudden or distracting movements.

Making the Best of an Interview

• Bridging• Rephrasing• Repeating• Pauses• Permission• Positivity

Bridging

• Recognize openings when you can.• Use bridging to avoid uncomfortable

questions.• Bridge to your important points

• Yes and in addition…• I don’t know about that but what I can tell you…• What’s important to remember…

Rephrasing

Start by rephrasing the question when: • The reporter asks the same question more

than once – he/she wants a different sound byte.

• When you need some time to answer.• If you feel they’re putting words in your

mouth.

Repeating

• Say name of brand at the beginning of your answer.• Repeat the name of name of brand even if you

wouldn’t in normal conversation. • Repeat the most important key message but not

others.• Use a repeat if you feel the reporter wasn’t engaged

in your answer.• Repeat if you feel you might be misconstrued or

misquoted.

Pauses

Have energy but DON’T RUSH. • Pause if you need time to answer.• Don’t interrupt too soon if the reporter pauses.• If the reporter interrupts you in a pause, repeat

the entire phrase.• If the reporter is negative, turn it into a

positive.• End the interview on a positive, upbeat note.

Interview DON’TS

• Never lie or exaggerate.• Never speak off the record.• Never say “no comment.” • Never lose your temper.• Never use jargon .• Don’t repeat negatives.

Rehearsal

• Practice out loud.• Practice your friendly face in the mirror. • Role play.• Practice bridging and dealing with

interruptions.• Don’t stop if you make mistakes, just calmly

repeat your statement.• Practice shortening your replies.

Talking Points

• Must be conversational.• Must be concise and contain one point only.• Must align with core strategy statement.• Try to pick your top 2-3.

How do they differ from key messages?