CABB

1
CABB

• Media Interviewing Tips

2
Agenda

• Current state of the media
• What the media wants
• Interview preparation
• Interview techniques
• Follow up

3
Current State Of The Media

• 24/7 News Cycle
• Collapsed time frame
• Broader definition of news

4
Current State Of The Media

• Intense competition
• Local / national lines blurred
• Get in / get out mentality

5
Current State Of The Media

• Changing media world
• Victim journalism
• Distrust of the spin
• Only need one dissenting voice to make news

6
Current State of the Media

• Internet
• The wild west
• Unchecked information
• Wikipedia

7
Current State of the Media

• Internet
• Google searches

8
Current State of the Media

• Internet Social
• New Media
• Twitter
• Blogs
• LinkedIn
• YouTube
• Facebook
• MySpace

9
Dealing With The Media

• ALL media want quick responses

• Do not be pressured
• into responding
• immediately
• But you will need
• to respond. and it
• will need to be in a
• timely manner

10
What the Media Wants

• Television
• Radio
• Print
• Internet / Social Media

• Visuals / Action
• Phone interviews
• Details / Photos
• Multi-media approach

11
Understanding Reporters

• Its a symbiotic relationship
• Share items with substance
• The media is naturally skeptical
• The media isnt your cheerleader

12
Interview Preparation

• If you arent prepared you wont like the
  results

13
Interview Preparation

• Being prepared means youll be in control
• Of your answers
• Of your performance
• You may not be able to control the interviewer,
  but you can control your reaction and responses

14
Preparing For The Media

• Neutral
• Friendly
• Hostile

• Three types of interviews
• three types of questions

15
Preparing for the media

• When scheduling an interview, ask
• Who is calling and what media outlet / city they
  are from (write it down)
• What they would like to cover / know about?
• Where did they get their information?
• Have they covered this topic before?
• Who else are they talking to?

16
Preparing For The Media

• When scheduling an interview, ask
• Can I fact check the story?
• Set any ground rules (where they can and cannot
  go / tape, etc.)
• Establish a time commitment
• You should determine suggest an appropriate
  location
• Schedule a time to get back in touch

17
Scheduling An Interview

• Make contacts with others needed for the story
• Consider b-roll or photo ops
• Action and activity
• Exterior photos/video
• Interior photos/video
• Others who might be interviewed

18
Interview Preparation

• Preparation is key
• Confidence is a key

• Studies show 60 of the media audience will
  believe you, if they have a favorable first
  impression

19
Interview Preparation

• Develop or gather background information
• Define your message
• - what are the three key points you want to
  make?
• - present your message in terms of the public
  interest (not your own self interest)

20
Interview Preparation

• Develop talking points about each message
• Use analogies or comparisons when possible
• Create a sparkler or wow I didnt know that
  statement

21
Interview Preparation

• Using statistics factual information
• People dont ask for facts in making up their
  minds. They would rather have one good, soul
  satisfying emotion than a dozen facts.
• Robert Keith Leavitt

22
Interview Preparation

• Use statistics sparingly
• Put statistics in rounded up or down numbers
• Use only the most important facts
• HUMANIZE everything!

23
Interview Preparation

• Prepare for QAs especially the tough
  questions
• - short answers (75-100 words)
• Be clear, brief, concise and positive
• Speak with authority
• Dont use industry jargon
• Dont bash the competition
• Dont be defensive or negative use positive
  phrases

24
Interview Preparation

• Rehearse rehearserehearse!
• Ask others to be reporters
• Have them ask tough questions..

25
Interview Preparation

• Use Bridging Techniques
• Bridging Techniques can help you reposition
  answers to reporter questions that are negative,
  out of line or simply incorrect

26
Interview Preparation

• Examples of bridging language
• The facts are
• I have a different viewpoint.
• The question really is
• I would put it this way
• More importantly
• The bigger concern to me is..

27
Interview preparation

• Example
• Reporter So why wont you divulge the terms of
  the sale?
• Answer Its proprietary information
• Better answer As is the case with many private
  business transactions, the terms are not public,
  but I can tell you that this sale is positive for
  the company and the community.

28
Interview Preparation

• Prepare for inappropriate questions
• Im sorry I cant answer that because.
• I do not work in that area and dont have the
  knowledge to answer that

29
Interview Preparation

• I dont know the answer to that, but I will look
  into it and get back to you.
• There are many misconceptions about
  that..unfortunately, we do not have time to go
  into that right now. Id love to talk with you
  later

30
Dressing For Success

• You have 5 seconds to make a good impression
• You want them to hear what youre saying, not
  stare at what youre wearing

31
When The Media Arrives

• Give the reporter your business card
• Give them any fact sheets or background info
• Ask again if theyre familiar with the topic

32
When The Media Arrives

• If you dont know the reporter
• Ask about their background
• Ask if they have a story focus
• Ask when the story might run

33
When The Media Arrives

• Have another person sit in on the interview be
  sure to introduce them
• Hold your calls. Turn off your cell
• Do not drink carbonated beverages
• Close the office or room door

34
When The Media Arrives

• If it is a technical subject, offer to fact check
  
• Realize that everything you say is on the
  record
• Eye contact with the reporter not the camera
• Limit nodding head

35
When The Media Arrives

• Sit in a stable chair
• No swivel or rockers
• Sit at the edge
• Remember your posture
• Pull down the back of your suit coat
• No hands in pockets

36
During The Interview

• Take your time answering questions
• Tailor your response
• Keep your answers short and to the point
• Dont let pauses take you by surprise

37
During The Interview

• Dont get caught in trick questions
• Remember key points
• Stress positives
• Put answers in your own words dont let the
  reporter make them up for you
• If you dont know the answer say so

38
During The Interview

• Separate multiple part questions
• If youre interrupted..go back to your original
  answer
• Do not repeat false statements

39
During The Interview

• Never say No Comment
• Use alternative phrases
• - I cant answer that because
• - I dont know the answer, but will find out
  for you

40
A Few Do Not Reminders...

• Dont respond to something you havent seen or
  have knowledge of
• Dont argue with the media
• Dont go off the record
• Dont be a blabbermouth

41
One Big DO

• Do tell the truth
• You dont have to tell all but you do have to
  tell the truth

42
After The Interview

• If there are b-roll opportunities have someone
  accompany the reporter/photographer at all times
• Offer to make yourself available by phone if they
  have further questions

43
After the Story Appears

• If you liked it - send a note to the reporter
  and/or news director

• If you didnt like it, dont panic!
• call/write the reporter
• remember, not everyone saw it

44
After the Story Appears

• Corrections
• Not likely unless a major fact is misstated
• Still, call the reporter and ask that their Web
  site as well as the archive/record are changed to
  reflect the accurate information

45
And finally..

• The more interviews you do, the more
  comfortable youll become and the more in control
  youll feel.

46
Thank You!

• Leonard Finco Public Relations, Inc.
• 920-965-7750
• sfinco_at_LFpublicrelations.com
• kpaquet_at_LFpublicrelations.com
• Find us on LinkedIn
• Follow us on Twitter 
• Become an Leonard Finco Facebook Fan
•  
• This presentation and information may be
  reproduced for internal use by CABB, but may not
  be reproduced for external use or distribution
  without the express written consent of Leonard
  Finco Public Relations, Inc.