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Media Training Basics
Agenda
• The Interview– Before– During– After
• Special Tips– Television– Radio– Print– Telephone
• Group Exercise
Everybody Has a Job
• Spokesperson– Reputable, reliable source of information– Deliver the campaign’s message
• Reporter– Provide timely and interesting information– Sell newspapers, attract listeners or viewers
The Interview
Before the Interview
• Develop three to five message points
• Learn about the reporter, outlet and story
• Rehearse anticipated questions
• Understand the reporter’s deadline
During the Interview
• Make your first words count• Keep your audience in mind• Work the questions into your answers• Be wary of “off the record”• Avoid saying “no comment”• Expect repeated questions• Use bridging phrases instead of negative words or
inaccurate facts
During the Interview
Bridging phrases to help control the interview– Look at it this way…– I can’t address that issue, but I can tell you…– That is interesting, but the issue here is…– The most important point we can get across to
people is...– That’s an interesting point. However, ...– I can't speak for them, but I can say...
After the Interview
• Review the questions and answers
• Send follow-up information or clarifications
• Cultivate the relationship
Special TipsSpecial Tips
Television
• Dress appropriately for the situation
• Consider wearing make-up or powder
• Ask for water before you begin
• Begin again if necessary (in taped interviews)
• Be enthusiastic and brief
Television
• Facial expressions– Overemphasize positive expressions and smile– Exaggerate about 15 percent
• Posture– Maintain eye contact– Sit as far back in your chair as possible– Lean slightly forward– Cross your legs at your ankles
Television
• Physical expression– Be natural– Be careful about nodding your head– Focus gestures in the triangle area between your chin
and shoulders
• Voice– Use conversational, upbeat tone– Speak a little more slowly than normal– Vary inflections
Radio
• Keep answers short and lively
• Refer to notes but don’t read directly from them
• Convey sincerity and enthusiasm
• Smile – it comes through in your voice
• Know your subject thoroughly– Who?– What?– Where?– When?– Why?– How?
• Know your time limit• Do not ask to review the story
Telephone Interviews
• Ask a staff colleague to sit in as the reporter – Direct your answers to that person
• Speak in a natural voice– Resist the temptation to shout answers toward
the phone
Final Reminders
• Be conversational and comfortable
• Stay on message
• Keep it brief and simple
Available
Resources
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