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

Print

• 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