Television Workshop

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Television Workshop

• Unlocking the secrets of the
• On Camera Interview

Jan Northstar, Director Candace N. Hull, Deputy
Director U.S. Department of Veterans Affairs VA
Office of Public and Intergovernmental
Affairs Southern Region (Atlanta, GA)
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Televisions Quirks

• Long on image, Short on substance
• Develop solutions to transportation challenges
  that will benefit the community
• Educate public business community about
  transportation regulation, which maintains
  quality and safety
• Lauded as the first international, professional
  association of transportation regulators
• Every interview is an opportunity to emphasize
  your point!

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Four Cs

• Commercial
• Control
• Credibility
• Cosmetics

• Commercial Silver Bullet. Decide 2-3 messages,
  clear, simple, short. Ask why am I doing this
  interview?

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Four Cs

• Commercial
• Control
• Credibility
• Cosmetics

• Control An attitude not to be passive. You are
  in charge and have knowledge of the subject. You
  have the info they want.

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Four Cs

• Commercial
• Control
• Credibility
• Cosmetics

• Credibility 3 commandments. Dont ever lie,
  speak beyond you area of expertise, lose your
  cool.

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Four Cs

• Commercial
• Control
• Credibility
• Cosmetics

• Cosmetics Appearances are everything!
• Body language conveys the real you.

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Interview Basics

• Look before you leap
• Why you were asked for the interview
• Know the audience
• Establish ground rules
• Do your homework
• Be prepared
• Play Devils Advocate
• News of the day

• Relax
• Establish rapport
• Be confident
• Be cautious
• Personal opinions to minimum
• Avoid hypothetical
• Dont repeat the negative

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Dos and Donts

• Dos
• Conclusions first
• Be positive
• Avoid jargon
• Use short quotes
• Listen carefully

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Dos and Donts

• Donts
• Snow the reporter
• Say no comment
• Accept a reporters facts or misinformation
• Unintentional remarks
• Go off the record

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Key Word Exercise
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Live Interviews
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Genial Talk Show

• Morning/Lunchtime
• Host friendly
• Non threatening
• Opportunity

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Confrontational Talk Show

• Host knowledgeable
• Probing/intensive
• Remain calm
• Dont feed the mike

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Live Stand-up

• Remote/on location
• Probing questions
• Visuals/no pens, badges
• Time
• Setting/background

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Taped Interviews
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Stand-up

• Eyes on reporter
• Formulate answers
• Can start over
• Short, concise, commercial

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Sit-down

• Commercial
• Control
• Can start over
• Set deadline 15-20 minutes

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News Conference
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News Conference

• Prepared statement
• Subject matter experts
• Make point and stop
• Talk in sound bites (7 sec)
• Preset Time
• End on high note

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Questions???