Editor's Note: The following is a guest blog post about media training authored by Sakita Holley, an experienced corporate communications strategist and president of New York, NY-based House of Success, a public relations and brand engagement consultancy. I've seen and read a ton of media interview preparation information and background materials in my career, but this happens to be one of the most succinct, well-written, and comprehensive reference guides on the topic I've ever seen. As a result, I am reprinting this here for the benefit of all Marketing Mulligans readers.
________________________________________________
Before An Interview:
~ Attend a media training session.
~ Make a friend of the reporter and remember that the reporter is not your audience, but a conduit through which you can get your message to key stakeholders…readers, listeners, viewers.
~ Research. Research. Research.
~ For non-television interviews, always ask if your conversation is being recorded.
~ To avoid being misquoted, bring your own voice recorder.
~ If you are nervous in front of the camera (or a lot of people), ask for a closed set.
~ Never lie.
~ Dark clothes look best on TV.
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on Facebook or Twitter. It can AND WILL be used in news stories
(probably the headline).
~ If you can meet with the reporter before your interview, do it!
~ Anticipate the second day story and how you can be included in both.
~ Assume nothing.
~ If you’re doing an interview via satellite make sure your background is clean and your logo (if applicable) is present.
~ Prepare talking points in advance if you’re speaking on a complex issue.
~ Practice in advance.
~ Anticipate the possible questions.
~ Prepare for worst case scenarios.
~ Focus.
~ If possible, ask for questions to be submitted in advance.
~ Tell the reporter about off-limit topics. Don’t wait until the middle of the interview.
~ Remind yourself that it’s a conversation. Not an interrogation.
~ Eat a light meal before you go on-air. You don’t want to pass out or throw-up.
~ Smile.
~ Think about what you want to accomplish with the interview. Prepare accordingly.
~ Know your/reporter’s audience and tailor your messages accordingly.
~ Stand while doing phone interviews as it will allow you to keep focus and help you project.
~ Read/watch a reporter’s last 3 relevant stories/reports as they may reference them during
your discussion.
~ Monitor trends within your industry as these may be referenced as well.
~ Be on time.
~ Get a good night’s rest.
~ Respect deadlines.
~ Don’t be a snob. There are plenty of other experts out there.
~ Know what news is. (What’s important for your business may not be important for the
audience).
~ If you can’t put your message(s) on a normal sized post-it, they’re too long.
During An Interview:
~ Be open to the reporter’s questions. The only way the public will know your side of the story is if you tell it.
~ Stick to three (3) key messages, major ideas or facts. Get them in early.
~ Stay on message.
~ Keep your answers relevant to the question.
~ This is the era of the soundbite, so be concise. Quotables increase your chances for additional coverage.
~ Be honest and straight forward.
~ Be positive.
~ If a reporter interrupts you before you finish your response, let them finish (#NoKanye). Continue your thought with, “As I was saying…”
~ On the other hand, if a reporter continually interrupts there may be a reason. Don’t run off
with the interview.
~ Ask for clarity if you don’t understand a question.
~ Pay close attention to body language and signals. Respond appropriately.
~ If a reporter asks several questions at once you might reply, You’ve asked several
questions…let me respond to the first one…”
~ Be friendly and smile when appropriate. Remember that you’re talking to a lot of people.
~ Interviewers like colorful language and clear examples –but keep it simple and conversational.
~ Avoid industry jargon, abbreviations and acronyms.
~ Don’t let a reporter put words in your mouth. You can say, “Actually, I meant…”
~ Don’t repeat a reporter’s terminology unless you want to.
~ Never repeat a reporter’s “buzzwords” unless you can do it to your advantage.
~ Avoid using no comment. Simply state that you can’t release the information in question and explain why.
~ Understand that “off the record” really doesn’t exist. Anything you say can be used…and probably will be used.
~ Don’t feel obligated to accept the reporter’s facts and figures, or to answer hypothetical questions.
~ Don’t guess. It’s okay to follow up with additional information or offer to direct the reporter to someone who knows the answers.
~ Don’t be afraid to ask a reporter to repeat a question if it is unclear.
~ Never lie.
~ Don’t be afraid of a silent pause when formulating your response.
~ Some silence is okay. Don’t feel pressured to fill the air. This is usually when people slip up and
say things they will later regret.
~ Let the reporter lead the discussion.
~ Breathe.
~ Listen carefully.
~ Body language is everything. On camera or off, sit up and lean slightly forward. Don’t swivel (I do this).
~ When standing, don’t move your feet, or sway (I do this too).
~ Be an active participant.
~ Be enthusiatic about your product or message. If you don’t care…why should I?
~ Don’t look at the camera, or monitor. Focus on the interviewer.
~ Speak a little bit louder than your normal conversational tone. Your facial expression and manner should match your topic. (Be careful about smiling during a crisis).
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on facebook or Twitter. It can AND WILL be used in news stories (probably the headline).
~ Avoid one-word answers. Use full sentences.
~ Use memorable phrases.
~ Be yourself.
~ Speak with authority. You are the expert.
~ Assume nothing.
~ Loosen up. It’s okay to laugh (when appropriate).
~ If you’re doing a roundtable interview, don’t talk over the other guests. But defend yourself if necessary.
~ Control your temper.
~ Think before you speak.
~ Never use notes during a televised interview. Use them sparingly over the phone so you don’t sound like you’re reading from a script.
~ Focus.
~ Smile.
~ If you stutter or stumble, ask if you can repeat your answer. (Little bit more difficult for live TV. But do it anyway).
~ When talking to a reporter, avoid mentioning a competing newspaper or network.
~ When in doubt, be quiet.
~ Stick to the allotted time frame. Never ask the reporter for more time, let them ask you.
~ Don’t say negative things about your competitors.
~ Use different physical techniques to get your point across. (ie. hand motions, raising/lowering
your voice).
~ Don’t jump on anybody’s couch.
~ Avoid using foul language on camera.
~ Stay on topic. Don’t change the subject.
~ Provide anecdotes on how your subject matter relates to the bigger picture. How does it affect the reporter’s audience?
~ Back up your key messages with facts and examples.
~ Provide the WIIFM or “what’s in it for me.”
~ Never exaggerate or provide misleading information.
~ If you misstate the facts admit it immediately. You can say, “Sorry, I misspoke…”
~ Use sarcasm sparingly as it hardly ever translates well to print.
~ Don’t try to be creative. Focus on communicating your message.
~ You’re the expert. Remember that you know more about your business or industry than the reporter does or else they wouldn’t be talking to you.
After An Interview:
~ Attend a media training session.
~ Never lie.
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on Facebook or Twitter. It can AND WILL be used in news stories (probably the headline).
~ If the camera is shooting you in b-roll footage, make sure you keep the same body language that you used during the interview. (It isn’t over yet!)
~ Plan for a reporter to ask if there’s anything else you want to mention. Use this time to reiterate your key messages, or add a relevant tidbit to the story.
~ Ask the reporter to consider you as a source for future stories.
~ If a story runs without your quotes, follow-up to see how you could have done a better job at providing info.
~ Understand that an interview doesn’t guarantee a story. Stories get killed all the time.
~ Reporters are at the mercy of their editors. As a result, your story may not appear for weeks.
~ Anticipate the second-day story, and how you can be included in both.
~ Assume nothing.
~ Smile.
~ Be available for follow-up questions (often at the last minute).
© 2010 Sakita Holley. Reprinted courtesy of Sakita Holley and House of Success, Inc. All rights reserved.
________________________________________________
Before An Interview:
~ Attend a media training session.
~ Make a friend of the reporter and remember that the reporter is not your audience, but a conduit through which you can get your message to key stakeholders…readers, listeners, viewers.
~ Research. Research. Research.
~ For non-television interviews, always ask if your conversation is being recorded.
~ To avoid being misquoted, bring your own voice recorder.
~ If you are nervous in front of the camera (or a lot of people), ask for a closed set.
~ Never lie.
~ Dark clothes look best on TV.
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on Facebook or Twitter. It can AND WILL be used in news stories
(probably the headline).
~ If you can meet with the reporter before your interview, do it!
~ Anticipate the second day story and how you can be included in both.
~ Assume nothing.
~ If you’re doing an interview via satellite make sure your background is clean and your logo (if applicable) is present.
~ Prepare talking points in advance if you’re speaking on a complex issue.
~ Practice in advance.
~ Anticipate the possible questions.
~ Prepare for worst case scenarios.
~ Focus.
~ If possible, ask for questions to be submitted in advance.
~ Tell the reporter about off-limit topics. Don’t wait until the middle of the interview.
~ Remind yourself that it’s a conversation. Not an interrogation.
~ Eat a light meal before you go on-air. You don’t want to pass out or throw-up.
~ Smile.
~ Think about what you want to accomplish with the interview. Prepare accordingly.
~ Know your/reporter’s audience and tailor your messages accordingly.
~ Stand while doing phone interviews as it will allow you to keep focus and help you project.
~ Read/watch a reporter’s last 3 relevant stories/reports as they may reference them during
your discussion.
~ Monitor trends within your industry as these may be referenced as well.
~ Be on time.
~ Get a good night’s rest.
~ Respect deadlines.
~ Don’t be a snob. There are plenty of other experts out there.
~ Know what news is. (What’s important for your business may not be important for the
audience).
~ If you can’t put your message(s) on a normal sized post-it, they’re too long.
During An Interview:
~ Be open to the reporter’s questions. The only way the public will know your side of the story is if you tell it.
~ Stick to three (3) key messages, major ideas or facts. Get them in early.
~ Stay on message.
~ Keep your answers relevant to the question.
~ This is the era of the soundbite, so be concise. Quotables increase your chances for additional coverage.
~ Be honest and straight forward.
~ Be positive.
~ If a reporter interrupts you before you finish your response, let them finish (#NoKanye). Continue your thought with, “As I was saying…”
~ On the other hand, if a reporter continually interrupts there may be a reason. Don’t run off
with the interview.
~ Ask for clarity if you don’t understand a question.
~ Pay close attention to body language and signals. Respond appropriately.
~ If a reporter asks several questions at once you might reply, You’ve asked several
questions…let me respond to the first one…”
~ Be friendly and smile when appropriate. Remember that you’re talking to a lot of people.
~ Interviewers like colorful language and clear examples –but keep it simple and conversational.
~ Avoid industry jargon, abbreviations and acronyms.
~ Don’t let a reporter put words in your mouth. You can say, “Actually, I meant…”
~ Don’t repeat a reporter’s terminology unless you want to.
~ Never repeat a reporter’s “buzzwords” unless you can do it to your advantage.
~ Avoid using no comment. Simply state that you can’t release the information in question and explain why.
~ Understand that “off the record” really doesn’t exist. Anything you say can be used…and probably will be used.
~ Don’t feel obligated to accept the reporter’s facts and figures, or to answer hypothetical questions.
~ Don’t guess. It’s okay to follow up with additional information or offer to direct the reporter to someone who knows the answers.
~ Don’t be afraid to ask a reporter to repeat a question if it is unclear.
~ Never lie.
~ Don’t be afraid of a silent pause when formulating your response.
~ Some silence is okay. Don’t feel pressured to fill the air. This is usually when people slip up and
say things they will later regret.
~ Let the reporter lead the discussion.
~ Breathe.
~ Listen carefully.
~ Body language is everything. On camera or off, sit up and lean slightly forward. Don’t swivel (I do this).
~ When standing, don’t move your feet, or sway (I do this too).
~ Be an active participant.
~ Be enthusiatic about your product or message. If you don’t care…why should I?
~ Don’t look at the camera, or monitor. Focus on the interviewer.
~ Speak a little bit louder than your normal conversational tone. Your facial expression and manner should match your topic. (Be careful about smiling during a crisis).
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on facebook or Twitter. It can AND WILL be used in news stories (probably the headline).
~ Avoid one-word answers. Use full sentences.
~ Use memorable phrases.
~ Be yourself.
~ Speak with authority. You are the expert.
~ Assume nothing.
~ Loosen up. It’s okay to laugh (when appropriate).
~ If you’re doing a roundtable interview, don’t talk over the other guests. But defend yourself if necessary.
~ Control your temper.
~ Think before you speak.
~ Never use notes during a televised interview. Use them sparingly over the phone so you don’t sound like you’re reading from a script.
~ Focus.
~ Smile.
~ If you stutter or stumble, ask if you can repeat your answer. (Little bit more difficult for live TV. But do it anyway).
~ When talking to a reporter, avoid mentioning a competing newspaper or network.
~ When in doubt, be quiet.
~ Stick to the allotted time frame. Never ask the reporter for more time, let them ask you.
~ Don’t say negative things about your competitors.
~ Use different physical techniques to get your point across. (ie. hand motions, raising/lowering
your voice).
~ Don’t jump on anybody’s couch.
~ Avoid using foul language on camera.
~ Stay on topic. Don’t change the subject.
~ Provide anecdotes on how your subject matter relates to the bigger picture. How does it affect the reporter’s audience?
~ Back up your key messages with facts and examples.
~ Provide the WIIFM or “what’s in it for me.”
~ Never exaggerate or provide misleading information.
~ If you misstate the facts admit it immediately. You can say, “Sorry, I misspoke…”
~ Use sarcasm sparingly as it hardly ever translates well to print.
~ Don’t try to be creative. Focus on communicating your message.
~ You’re the expert. Remember that you know more about your business or industry than the reporter does or else they wouldn’t be talking to you.
After An Interview:
~ Attend a media training session.
~ Never lie.
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on Facebook or Twitter. It can AND WILL be used in news stories (probably the headline).
~ If the camera is shooting you in b-roll footage, make sure you keep the same body language that you used during the interview. (It isn’t over yet!)
~ Plan for a reporter to ask if there’s anything else you want to mention. Use this time to reiterate your key messages, or add a relevant tidbit to the story.
~ Ask the reporter to consider you as a source for future stories.
~ If a story runs without your quotes, follow-up to see how you could have done a better job at providing info.
~ Understand that an interview doesn’t guarantee a story. Stories get killed all the time.
~ Reporters are at the mercy of their editors. As a result, your story may not appear for weeks.
~ Anticipate the second-day story, and how you can be included in both.
~ Assume nothing.
~ Smile.
~ Be available for follow-up questions (often at the last minute).
© 2010 Sakita Holley. Reprinted courtesy of Sakita Holley and House of Success, Inc. All rights reserved.
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