Media Interview Skills Or

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Media Interview SkillsOr HELP! Im gonna
be on TV (or radio
or newspaper)

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Overview

• Preparing for the media.
• Being interviewed.
• Evaluating yourself.

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The call

• Ask about the the storys focus. Are you the
  right person?
• What type of story is needed?
• TV -- package, just a soundbite, video only?
• Print -- feature, news?

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The call

• Reporters want interviews TODAY.
• Return reporters call as soon as possible.

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Eight Interviewing Be-Attitudes

• Be prepared.
• Be positive.
• Be honest.
• Be brief.

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Eight Interviewing Be-Attitudes

• Be yourself.
• Be comfortable, confident
  and take charge.
• Be energetic.
• Be focused.

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A successful spokesperson...

• Looks prepared, businesslike and at ease.
• Tells the truth and is trustworthy!

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Preparing for interviews

• Know your subject/topic.
• Practice ahead of time.
• Prepare block answers. Have answers in mind.

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Preparing for interviews

• Communication points
• Three things you want people to know when youre
  finished with the interview.

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Try this yourself

• Imagine a possible story.
• Determine your communication points.
• List some possible questions.
• Ask someone to conduct a mock interview and
  videotape you.

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In an interview...

• Dont keep talking.
• Let reporter fill dead air.
• Pause after complete statements.
• Practice information management.

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In an interview...

• AVOID off the record.
• Dont speculate. Stick to your subject. (What do
  you think would happen if?)

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In a broadcast interview...

• Short answers (20 seconds or less) if videotaped.
  Longer for studio interview.
• Stay seated after the interview.
• Assume you are live at all times.

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What to wear?
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What to wear?

• Colors -- pastels, solids
• Close stripes cause zebra stripe effect.

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What to wear?

• Jewelry -- keep to a minimum.
• Avoid jewelry that catches light. (Ex Big gold
  earrings)

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What to wear?

• Glasses -- avoid them if you can.
• Sunglasses -- avoid at all costs!

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What to wear?

• Glasses -- avoid them if you can.
• Sunglasses -- avoid at all costs!
• Hats -- keep brim back.

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What to wear?

• Makeup
• Women -- normal, everyday
• Men -- may need some at the TV studio

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Body language

• Dont play with keys/change.

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Body language

• Dont play with keys/change.
• Sit or stand straight, still.

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Body language

• Dont play with keys/change.
• Sit or stand straight, still.
• Beware of swivel chairs!

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Body language

• Dont play with keys/change.
• Sit or stand straight, still.
• Beware of swivel chairs!
• Eye contact should be with the reporter, not the
  camera.

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Body language

• Look down as you consider a
  response, not up toward the sky.

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Body language

• Look down as you consider a
  response, not up toward the sky.
• Keep your composure at the end of each answer.
• Dont roll your eyes.

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Speaking voice

• Distinct
• Enunciate
• Pace/rate
• Inflection

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Try this yourself

• Analyze your mock interview (videotape) for
  pitch, rate and articulation.
• Do you vary your pitch?
• Do you speak too fast or slow?
• Do you speak distinctly?

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Stagefright

• Be prepared.
• Youre the expert.
• Concentrate.
• Practice.

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Stagefright

• Take a deep breath. (Maybe
  even yawn!)
• Prepare your voice. (No
  cola, chocolate
  or milk/dairy.)

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Try this yourself

• Analyze your mock interview (videotape) for
  nervousness.
• Do you appear comfortable on camera?

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Crisis communication

• Tell it all. Tell it fast.
• Dont get mad. Dont get mad. Dont get mad.
• Dont nod in agreement that you
  understand the question when the
  answer will be negative.

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Crisis communication

• Centralize information.
• Stay on the record.
• Deal with rumors swiftly.
• No no comments.

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Interview checklist

• Familiar with the show or publication?
• How will interview be used?
• One source or one of many?
• Taped or live interview?
• TV -- what to wear?

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Interview checklist

• Developed a conversational style?
• Rehearsed questions and answers?
• Concise communication points?
• Body language and facial expressions?
• No use of jargon?

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Evaluating yourself

• Did you
• Communicate your objective?
• Create soundbites?

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Evaluating yourself

• Did you
• Keep control of the interview?
• Remain calm?
• Listen carefully to questions?

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Evaluating yourself

• Did you
• Use short sentences?
• Keep good eye contact?
• Control body gestures?
• Establish credibility and
  trust?

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Summary

• Be prepared.
• Communication points.
• Body language.
• Interview checklist.
• Evaluate yourself.