Plan Interview

8/3/2019 Plan Interview

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Preparing for a Media Interview BY UZMA ALEEm

PREPARING FOR A

SUCCESSFUL MEDIAINTERVIEW

BY UZMA ALEEMA Systematic Approach for SuccessA Systematic Approach for Success


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I have no power to prosecute. I

have only the power to

embarrass, to humiliate, to

expose. Geraldo Rivera


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Legitimate Pre-Interview

Concerns: Will the questions be fair?Will the questions be fair?

Does the reporter have a hidden agenda?Does the reporter have a hidden agenda? Can I control the interview process?Can I control the interview process?

What are the rules of engagement?What are the rules of engagement?

Will I be misquoted?Will I be misquoted? Will the reporter understand the issuesWill the reporter understand the issues

here?here?


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Journalistic Balance - A

Modern Definition

Critics Message Your Message


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Why Do Interviews? Because a reporter has asked you questions?Because a reporter has asked you questions?

Because you haveBecause you have CommunicationsCommunications

ObjectivesObjectives of your ownof your own


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Remember, This Process is

About CONTROL Control of the media to the extent you can.Control of the media to the extent you can.

Control ofControl ofyourselfyourselfin all situations.in all situations.


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Remember, you start in a great

position. You have something

the media wants..

THE INFORMATION


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You will be ready to conduct

effective interviews when you... Can identify the newsCan identify the news

questions you wouldquestions you would

ask if you were theask if you were thereporterreporter

Can frame answers toCan frame answers to

those questionsthose questions

And can set your ownAnd can set your own

agenda for newsagenda for news

interviewsinterviews


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Interviews: The Reporters

Perspective Heart and soul of the newsHeart and soul of the news

Give depth, background, perspective, andGive depth, background, perspective, and

personality to newspersonality to news

Quotes are interview excerpts to explain,Quotes are interview excerpts to explain,

inform, & illuminateThey put theinform, & illuminateThey put the

human face on journalismhuman face on journalism

Reporters expect to get enough backgroundReporters expect to get enough background

to understand any story they cover.to understand any story they cover.


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Preparing for a media interview

is a systematic effort Brevity, simplicity,Brevity, simplicity,

and clarity are key toand clarity are key to

allallinterviews.interviews. Prepare..DontPrepare..Dont

shoot from the lip.shoot from the lip.

(Your organization is(Your organization is

too important.)too important.)

Dont take itDont take it

personallytheypersonallythey

dont.dont.Establish a checklist and

stay with it!


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Effective Media InterviewsSeven Steps to SuccessSeven Steps to Success


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Step One: Define/Refine the

Issue Establish rapportEstablish rapport

Be polite andBe polite and

communicate a wish tocommunicate a wish to

helphelp

Dont automaticallyDont automatically

agree to or refuse anagree to or refuse an

interviewinterview StressStressyouyou needneed

information first andinformation first and

negotiate to get itnegotiate to get it


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Step One: Define/

Refine the Issue Attempt to DetermineAttempt to Determine

the Reporters Agendathe Reporters Agenda

by Asking Questions:by Asking Questions:Reporters name &Reporters name &

affiliation?affiliation?

What is it about?What is it about?

What particularWhat particular

aspect are youaspect are you

focusing on?focusing on?

Whats your storyWhats your story

or angle?or angle?

Can I ask howCan I ask howmuch you knowmuch you know

about this issue?about this issue?

Can I send (fax)Can I send (fax)

some background?some background?

When is yourWhen is your

deadline and Ill getdeadline and Ill get

back to you?back to you?


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Background Information Versus

Press Releases Definition of a Press Release: Dropping aDefinition of a Press Release: Dropping a

rose petal into the Grand Canyon androse petal into the Grand Canyon and

waiting to hear an echo.waiting to hear an echo.

Background information: Usually a tightlyBackground information: Usually a tightly

written fact sheet (outline or bulletwritten fact sheet (outline or bullet

format) which gives key background, facts,format) which gives key background, facts,organizational policy, current status, etc.organizational policy, current status, etc.

NotNota press release!a press release!


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Issue DetermineDetermineyouryour

purpose/feasibilitypurpose/feasibility

Research the answersResearch the answers

Consult subjectConsult subject

matter expertsmatter experts

Formulate yourFormulate yourown questionsown questions

Determine if newDetermine if new

developments ordevelopments or

issues existissues exist


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Issue Once the issue isOnce the issue is

clearly defined in yourclearly defined in your

mind, ask yourself themind, ask yourself themost importantmost important

question ofquestion of

all.all.Am IAm I reallyreally

the one who should bethe one who should bedoing this interview?doing this interview?


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Step Two: Develop the Response Response: A prepared statement triggeredResponse: A prepared statement triggered

by (hopefully) an anticipated question.by (hopefully) an anticipated question.

Consists of two elements:Consists of two elements:

Information (answers the question)Information (answers the question)

Communications Objective (theCommunications Objective (the

organizations position or perspective onorganizations position or perspective on

the issue)the issue)


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Step Two: Develop the Response

CommunicationsCommunications

ObjectivesObjectives (Messages)(Messages)are theare the KEYKEY toto

success. Withoutsuccess. Without

them, you are at thethem, you are at the

reporters mercy.reporters mercy.

The media claim they dont like em, but they always use em!


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What is a Message? AA conciseconcisepoint you want the audience topoint you want the audience to

know and rememberknow and remember

Tells why the issue/program/etc isTells why the issue/program/etc is

importantimportant in the audiences real worldin the audiences real world..

Is the key point(s) you are going to getIs the key point(s) you are going to get

acrossacross no matter whatno matter what!!


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What Does Being Message

Driven Mean? Knowing what your messages are.Knowing what your messages are.

Being consistent in delivering them.Being consistent in delivering them.

Assertively bringing them into theAssertively bringing them into the

interview.interview.

Displaying the empathy that shows youDisplaying the empathy that shows you

meanmean the message you deliver.the message you deliver.


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Messages are most effective

when framed in newsworthyterms. New & significantNew & significant

A spinA spin--off of a trendoff of a trend

or eventor event

Adds a new wrinkle toAdds a new wrinkle to

a current news storya current news story

Gives a local tie to aGives a local tie to anational or regionalnational or regional

issueissue


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Messages - The Art of the

Quotable Quote. BriefBrief

Stands on its ownStands on its own

Uses commonUses common

language & avoidslanguage & avoids

jargonjargon

Colorful or metaphorColorful or metaphor--ical (if appropriate)ical (if appropriate)

Passionate or energeticPassionate or energeticEthos, Logos & Pathos

Aristotle


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Message Length Messages for broadMessages for broad--

cast media averagecast media average

between 5 and 20between 5 and 20seconds (normalseconds (normal

sound bite = 8 sec.)sound bite = 8 sec.)

Messages for printMessages for print

rarely exceed 1 to 3rarely exceed 1 to 3lines.lines.


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Create a Theme for Your

Interview What is a theme? A word or word pictureWhat is a theme? A word or word pictureto frame your message(s) in a memorableto frame your message(s) in a memorable

way.way.

Reinforcing a theme throughout theReinforcing a theme throughout the

interview keeps you and your messagesinterview keeps you and your messages

focused. Ideally, a theme should dominatefocused. Ideally, a theme should dominate

the interview and tie the messages together.the interview and tie the messages together.

Examples: Building the foundation,Examples: Building the foundation,

Back to the basics, A few good menBack to the basics, A few good men


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Step Two: Develop the Response Goal:Goal:

To begin addressingTo begin addressing

the issue fromthe issue fromwhere you feel thewhere you feel the

most comfortable,most comfortable,

not necessarilynot necessarily

where the reporterswhere the reportersquestions are tryingquestions are trying

to lead you.to lead you.

Messages and themes keep you

on target!


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Step Three: Brainstorm Potential

Questions Think of everythingThink of everything

you think you could beyou think you could be

asked, to include theasked, to include theworst possibleworst possible

questions.questions.

Consider the rule ofConsider the rule of

5x55x5

?


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Step Four: Answer Questions

Briefly in Writing Promotes recallPromotes recall

Ensures accuracyEnsures accuracy

Especially usefulEspecially useful

with statistics,with statistics,

complex issuescomplex issues

Creates a guide forCreates a guide forothers (for continuityothers (for continuity

and consistency)and consistency)


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Step Five: (If Appropriate)

Rehearse Out Loud Murder Board: StaffMurder Board: Staff

rolerole--plays the press &plays the press &

critiques performancecritiques performance Make sure you haveMake sure you have

staff ask the toughstaff ask the tough

questions/give honestquestions/give honest

feedbackfeedback

Practice quotes/bites,Practice quotes/bites,

but be careful not tobut be careful not to

sound rehearsedsound rehearsed


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Step Six: Establish the Ground

Rules

Call back on timeCall back on time

Reiterate the subject of the interviewReiterate the subject of the interview

Establish the areasEstablish the areas notnotopen for discussionopen for discussion

Establish interview length, location,Establish interview length, location,day/time (choose interview site carefully)day/time (choose interview site carefully)


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Enforcing Your Bill of Rights

In interviews of a spontaneous nature, youIn interviews of a spontaneous nature, you

have the righthave the right

To know who is interviewing you andTo know who is interviewing you andwho he/she representswho he/she represents

To haveTo have totaltotalagreement by both partiesagreement by both parties

of ground rules, no matter how hastilyof ground rules, no matter how hastily

arrangedarranged

To be treated courteously, even withTo be treated courteously, even with

tough questionstough questions

USMC Media Training Guide


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Enforcing Your Bill of Rights Spontaneous interviews (continued). YouSpontaneous interviews (continued). You

have the right..have the right..

Not to be physically threatened orNot to be physically threatened orimpaired by lights too close or microimpaired by lights too close or micro--

phones shoved in your facephones shoved in your face

To break off the interview after aTo break off the interview after a

reasonable time following the answersreasonable time following the answers

to important, main questionsto important, main questions



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In preIn pre--arranged office or studio interviews,arranged office or studio interviews,

you have the rightyou have the right

To all the rights previously notedTo all the rights previously noted

To know general content and thrust of theTo know general content and thrust of the

interview so you can research & prepareinterview so you can research & prepare

To know generally how long theTo know generally how long the

interview will last or your limitinterview will last or your limit

To have a representative with youTo have a representative with you



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Prearranged or studio interviewsPrearranged or studio interviews

(continued). You have the right.(continued). You have the right.

To make your own audio or videotape ofTo make your own audio or videotape of

the interviewthe interview

To be told when you are being recordedTo be told when you are being recorded

To be allowed to answer without constantTo be allowed to answer without constant

interruption or harassment, assuminginterruption or harassment, assumingyour answers are brief and to the pointyour answers are brief and to the point

To have an accurate introductionTo have an accurate introduction



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Some Interview Donts Dont ask forDont ask for

questions in advancequestions in advance

Dont argueDont argue

Dont ask to see aDont ask to see a

story before it runsstory before it runs

Dont allow a reporterDont allow a reporter

to violate ground rulesto violate ground rules

Dont pass the buckDont pass the buck


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Additional Tips of the Trade Use concrete, shortUse concrete, short

sentences & activesentences & active

verbsverbs

Be an active listenerBe an active listener

Be extremely careful ifBe extremely careful if

asked to agree to aasked to agree to a

paraphraseparaphrase TELL THE TRUTH!TELL THE TRUTH!

Empathy and humilityEmpathy and humility

enhance believabilityenhance believability


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Step Six: Establish The Ground

RulesA Final Thought

Once you get to thisOnce you get to this

point, you havepoint, you havenegotiated a good faithnegotiated a good faith

contract with thecontract with the

reporter. KEEPreporter. KEEP

YOUR SIDE OF THEYOUR SIDE OF THECONTRACT.CONTRACT.

Theyve told their boss

the interview is a go


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Step Seven: Conduct the

Interview

With ProfessionalismWith Professionalism

With ConfidenceWith Confidence

With ControlWith Control

With AdequateWith Adequate

PreparationPreparation


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Techniques of Control

Packaging/BundlingPackaging/Bundling

Quantify your infoQuantify your info

and tie it togetherand tie it together

giving the reportergiving the reporterverbal clues toverbal clues to

followfollow

Weve got threeWeve got three

new initiatives tonew initiatives tosolve the problemsolve the problem

and they are.and they are.

HookingHooking

Begs the questionBegs the question

& baits the reporter& baits the reporter

to ask the questionto ask the questionyou wantyou want

I think yourI think your

audience may beaudience may be

interested in ourinterested in ourtwo major concernstwo major concerns

and initiatives.and initiatives.


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Techniques of Control

BridgingBridging

Verbal maneuver toVerbal maneuver to

reform question inreform question in

terms mostterms mostfavorable to youfavorable to you

Lead in Phrases:Lead in Phrases:

Thats oneThats one

perspectiveperspective

What concernsWhat concerns

me even more..me even more..

FlaggingFlagging

Body/hand/facialBody/hand/facial

gestures, tone ofgestures, tone of

voice, leaning forvoice, leaning for--ward to make award to make a

point, etc.point, etc.

Why? DrawsWhy? Draws

attention to whatattention to whatyou are identifyingyou are identifying

as a key response.as a key response.


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Understanding the On TheRecord/Off The Record Maze


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On The Record Everything you sayEverything you say

can be reportedcan be reported

verbatim and you canverbatim and you canbe identified by namebe identified by name

and position as theand position as the

source of thesource of the

information (NOTE:information (NOTE:This is the preferredThis is the preferred

way to do business)way to do business)


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Off The Record The reporterThe reporteragreesagrees tototake information fromtake information from

a protected sourcea protected source

without doing thewithout doing thestory or identifying thestory or identifying the

informant in any way.informant in any way.

(NOTE: This does(NOTE: This does notnot

preclude the reporterpreclude the reporterfrom obtaining thefrom obtaining the

information from otherinformation from other

sources.)sources.)


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On Background

The reporter can useThe reporter can use

the information butthe information but

not directly name thenot directly name the

source.source.

Good technique forGood technique for

educating a reportereducating a reporter


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On Deep Background The reporter can useThe reporter can use

the information butthe information but

cannot name thecannot name thesource or the agencysource or the agency

NOTE: This is littleNOTE: This is little

more than a leak and,more than a leak and,

while used by thewhile used by thepress, will not enhancepress, will not enhance

ones status with them.ones status with them.

Cicero: This is the last refuge

of the weak.


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On Categories of Release... As a matter of principle and basic policy,As a matter of principle and basic policy,

you should be prepared to live withyou should be prepared to live with

everything you say to a reporter or dont sayeverything you say to a reporter or dont sayit at all!it at all!


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A Final Thought EXPECT BIAS,EXPECT BIAS,

BUT DEMANDBUT DEMAND

FAIRNESSFAIRNESS Systematic preparationSystematic preparation

protects you and yourprotects you and your

agency. Its the key toagency. Its the key to

interview success.interview success.

Who says they get to be

in charge?

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Plan Interview