Watch news and listen to radio interviews conducted by your

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• 'Tis better to be silent and be thought a fool,
  than to speak and remove all doubt.
• --Abraham Lincoln

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• Looking at yourself through the media is like
  looking at one of those rippled mirrors in an
  amusement park.
• --Edmund Muskie

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The most important idea youll take with you
today is

• Its your interview.
• Use it to tell your story, not just to answer a
  journalists questions.

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• Your interview is not your time to answer
  questions -- it is your opportunity to present
  your messages.
• The journalist in not in charge you are.

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Today You Will

• Learn how to take control of the interview from
  the first question.
• Understand how to meet the journalists motive
  with your message.
• Use bridging, flagging, and repetition to ensure
  that your message conveys.
• Learn how to handle specific types of media
  interviews -- including print, television, radio,
  and email -- like a pro.

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Preparation is Key --

• Consider your Long-Term Care Message --
• Before you meet the interviewer
• Think through the possible tough questions.
• What are NAHUs weaknesses?
• What do you say when the reporter responds to
  your message point with, Yes, but?

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Preparation is Key

• Consider your Long-Term Care Message --
• Before you meet the interviewer, prepare
• sound bites and quotable phrases.
• facts and statistics.
• examples.
• analogies.
• Be ready to speak in laymans terms no jargon.

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Preparation is Key -- Your Messages

• Sound Bite
• Long-term care insurance should be available and
  affordable for every American.

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Preparation is Key Understanding the Media

• Understand the Journalists Motive
• The job of the press is to encourage debate, not
  to supply the public with information.
• -- Christopher Lasch

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Preparation is Key Understanding the Media

• Understand the Journalists Motive
• Most reporters want to tell a fair story not
  promote your agenda OR make you look bad
• Dont mistake reporters for friends or enemies.
  Because they laugh at your jokes doesnt mean
  they wont write a negative piece.
• Good reporters ask tough questions. Tension and
  friction provide the leads they want.
• Reporters are looking for news they dont see
  themselves as a mouthpiece for NAHU

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Preparation is Key Understanding Media

• Research your Reporter
• Know how NAHU fits into reporters story. Dont
  agree to a request for an interview if you dont
  like the story. For example a feature piece on
  employees sinking morale during a recession
  might not be a good place for your message.
• Watch news and listen to radio interviews
  conducted by your interviewer read articles
  written by your journalist. You will get a sense
  of what they emphasize in their work.

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Preparation is Key Understanding Media

• When a Reporter Calls to Request an Interview,
  Ask
• Who is the reporter and who is the expected
  audience?
• What is the publication or program and the
  outlet?
• What is the deadline? (This lets you know how
  much time you have to prepare.)
• What type of story is this breaking news or
  feature?
• Who else is the reporter interviewing for the
  story?
• For radio and TV, will this be a live or a taped
  interview? For radio, will this be a call-in
  show?

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During the Interview All types of media

• Whether the Interview is Print, Radio or
  Television
• -- Project Positive Energy --
• Youre glad to be here.
• Youre interested in your audience.
• You have knowledge you want to convey.

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During the Interview All types of media

• NAHUs Core Long-Term Care Messages
• One of the best ways to address the long-term
  care insurance problem is by creating incentives
  for individuals to purchase private or, when
  available, partnership long-term care insurance
  plans.
• LTC premiums should be tax-deductible for
  everyone, not just individuals who itemize
  deductions.
• Long-term care insurance should be available
  through cafeteria plans and Flexible Spending
  Accounts.

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During the Interview All types of media

• The First Question Rule Take Control
• The first question is your first chance to get
  your message out. NO MATTER WHAT THE QUESTION,
  KNOW YOUR ANSWER GOING IN.
• This provides you with the comfort of knowing
  what youre going to say.
• It allows you to set both the tone and an agenda.

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During the Interview All types of media

• The First Question Rule Take Control
• You can begin your answer with a bridge such
  as
• Mike, thats a great question. Lets take a
  step back and look at some important information.
  Id like to give you some history.
• . Then deliver your message.

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During the Interview All types of media

• Telling Your Story
• Three Tools of the Trade
• Bridging
• Flagging
• Repetition

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During the Interview All types of media

• Bridging --
• Allows you to transition from the interviewers
  question -- or your answer to it -- to your
  message
• Remember Youre there to put your message out,
  not to answer questions.
• You can
• Answer and bridge.
• Just bridge.
• Bridge and then answer.

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During the Interview All types of media

• Some Reliable Bridges --
• Whats important to remember is. . . .
• Before we move on to another subject, I want to
  add. . . .
• Even more important. . . .
• Your viewers / listeners / audience / readers
  should also remember. . . .
• The reality is.
• The reason Im here.

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During the Interview All types of media

• More Bridges --
• There is more to the story, specifically. . . .
• You make a good point there, but our main
  consideration was. . . .
• Let me take a step back. . . .
• What the public needs to understand.
• Id just like to touch on.
• But may I just add.

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During the Interview All types of media

• No spinning, fudging, or skirting!
• Instead of no comment, bridge by saying
• I dont know the exact number, but I can tell
  you.
• I dont know Ill be happy to help you find out,
  but whats important here is.
• This is what I know.
• Im afraid that information is confidential, but
  I can tell you.

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During the Interview All types of media

• Flagging --
• Focuses attention on your message and provides
  emphasis.
• To flag one of your core messages stop, use a
  gesture and wording to highlight your point
• What the audience needs to know is. . . .
• What I want to be sure you understand here is. .
  . .
• The critical point is.
• If theres one point viewers need to understand.
• I just need to emphasize.

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During the Interview All types of media

• Repetition --
• Assume that it takes several repetitions for the
  average listener to take in what youre saying.
• Youre not sounding like a broken record
  youre making sure your audience gets your
  message.
• Not only is it okay to repeat its necessary.
• If you walk away thinking that you
  over-emphasized your message, consider it well
  done!

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During the Interview All types of media

• -- Practice --
• Generate interview responses using bridging,
  flagging, and repetition.

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During the Interview All types of media

• During Your Interview --
• NEVER ANSWER A HYPOTHETICAL QUESTION!
• A journalist might try to get an interesting
  story by leading you into a what if scenario.
  Never speculate. Instead, bridge to one of your
  core messages with
• Thats too hypothetical at this point, but.
• Well deal with that when the time comes, but.
• I dont want to speculate on that, but what I
  think youre trying to get at is.

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During the Interview All types of media

• During Your Interview --
• Correct a reporters error by stating the right
  information dont repeat incorrect information
  or negative comments. Remember journalists are
  looking for intriguing quotes.
• Use NAHUs name often. Remember what you want to
  get out of this.
• Listen carefully to the journalists questions
  and comments.
• Be candid no spinning, fudging, or skirting the
  issue. If you dont know, say so.
• Do not become frustrated if an interviewer seems
  unfair, biased or unfamiliar with your issue.

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During the Interview All types of media

• Be Very Careful of Off the Record
• Most journalists agree on these definitions
• Not for attribution The comments may be quoted
  directly, but the source may only be identified
  in general terms (e.g., "a government insider").
• On background The thrust of the briefing may be
  reported (and the source characterized in general
  terms as above) but direct quotes may not be
  used.
• Deep background The information may be included
  in the article but not attributed to the source
  or provided with any distinguishing
  characteristics about the source.

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During the Interview All types of media

• Anything Else?
• Absolutely!
• When a journalist asks if theres anything else
  youd like to add, the answer is Yes, what
  people need to understand is or another
  appropriate bridge to one of your core messages.
• Summarize your messages, or use the opportunity
  to review anything you think got too little
  attention in the interview.
• Dont relinquish this final opportunity!

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Television -- specifics

• Television Before the Show
• Provide graphics and background footage and make
  arrangements with the producer in advance.
• Pre-taped conversations inform the reporter,
  relax you, and help shape the interview, but they
  are not off the record.
• Be ready and able to tell your story in 15-20
  seconds.
• Relax your throat muscles by yawning, stretching,
  or drinking water.
• Review your material walk around and go over
  your points quietly to yourself.

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Television -- specifics

• During the Interview
• As you settle in, say to your host
• So, Tim, what are we going to talk about?
• This puts you on the offensive and more at ease.
• This puts the interviewer in a defensive
  position.

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Television -- specifics

• During the Interview --
• Sit on your jacket hem to keep the collar from
  bunching up behind your neck.
• Watch the host for your cue, not the camera or
  producer.
• When you are introduced, look at the camera,
  smile slightly and/or nod.
• After the introduction, always look and speak
  directly to the reporter or host, not the camera.
• Be patient, attentive, and engaged during cutaway
  shots.

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Television -- specifics

• During the Interview --
• Avoid saying uh-uh, "ah," "like," umm and
  "you know.
• Be careful about referring to any off-camera
  conversation.
• Never interrupt or take a side question.
• Never assume that you are off-camera until you
  leave the studio.
• Remember the camera and microphone are always
  on!

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Television -- specifics

• Body Language Speaks Volumes
• Slouching reduces your energy level and looks bad
  sitting up straight projects confidence and
  honesty.
• Gesturing too much can make you look unsure and
  nervous its also distracting.
• Sitting completely still, however, looks
  unnatural a few gestures, especially for
  emphasis, are fine. When youre not gesturing,
  keep your hands folded and in view.

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Television -- specifics

• Body Language
• Crossing and uncrossing your legs is a typical
  nervous reaction, but it is distracting.
• Sitting too far back in a chair can make you
  appear defensive try to look relaxed, but
  formal.
• Biting your lip or clenching your jaw could be
  read as a sign that you are trying to hide
  something.
• Try to maintain eye contact looking down or
  looking away can also indicate that you are not
  being forthright.

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Television -- specifics

• Dress --
• Avoid wearing narrow stripes, pinstripes, or
  small patterns.
• Blues are great for women black, navy, and grey
  for men.
• Avoid large or dangling jewelry or shiny tie
  clasps.
• Look neat and natural, but not overdone.
• Avoid eyeglasses with lenses that darken.

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Types of Studio Interviews TV and Radio

• Live (and Live to Tape) Interview
• The best part is that you know what will come
  through to viewers or listeners -- all of it. Do
  what you do best bridge, flag, stick to your
  messages, repeat.
• Interview for Edit
• This interview will be cut and reassembled --
  leaving some parts out -- so every answer counts.
  Ensure that every response contains a message.
• Remote interview
• Considered by many to be the most intimidating
  because youre alone with the camera. Look at
  the camera and project a genial and professional
  manner. During the sound check, turn the volume
  up a little louder than you think youre going to
  need it.

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Print -- Specifics

• Print Before the Interview
• Set a time limit you can choose to continue if
  things are going well.
• You have more time with print than with TV or
  radio prepare for more complex questions and
  longer answers.
• Bring materials chart, fact sheet, press kit
  to leave behind.

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Print -- Specifics

• Print During the Interview
• Remember the journalists questions dont appear
  in the story only your responses will be
  quoted. Remain positive -- even in the face of
  antagonistic questioning.
• Arrive early.
• Record the interview.

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Print -- Specifics

• Editorial Board Meetings
• Everything you say should be considered on
  record and for attribution.
• Generally these begin with a broad question.
  Jump in and guide the interaction. Control the
  meeting by delivering your core messages.
• Be prepared for tough questions bring supporting
  evidence like academic studies and opinion
  surveys.
• You may bring third parties or other advocates
  for your cause.
• Bring leave-behinds like charts, fact sheets,
  or a press kit.

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Radio -- Specifics

• Radio
• Be clear, concise and conversational.
• Speak more slowly than you would normally
  enunciate more, as well.
• Remember that listeners may tune in at any point
  in the program, so make sure your answer includes
  all important information.
• Repeat your best arguments as often as possible.
• Be aware that listeners and callers tend to
  be unsympathetic to the issue being discussed.
• Bring back-up materials, talking points, or notes
  with you.

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Specifics for Your Radio or Print Interview --
Phones

• Tips for PHONE INTERVIEWS Radio and Print
• Stand up and pace -- your voice will project
  better.
• Avoid cell and cordless phones -- they often make
  poorer connections.
• Some people prefer long cords to facilitate
  pacing.
• Have a colleague available to help with locating
  notes, monitoring progress of your interview.
• Swallowing and drinking water help to relax the
  muscles in your throat.

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E-mail

• Take Care with E-mail
• The often casual nature of email has lured many
  into dangerous waters.
• REMEMBER
• Humor often doesnt come across.
• Your exact words can be forwarded anywhere.
• Your email exchanges with a reporter OR FORWARDED
  TO A REPORTER are considered on the record and
  can be quoted as such.

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Media Notes

• In Telling Your Story, Keep in Mind that News
  is
• Something different today than yesterday.
• Surprising, unexpected, or counterintuitive.
• The first, biggest, most comprehensive.
• Raising new issues, problems, solutions.
• Linked to whats already in the news.
• Intriguing to your neighbor.
• -- whatever creates tension or a point of
  friction --

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Media Notes

• Not All News Is the Same
• Not all news is national. Regional, local, and
  trade press can help you reach important
  audiences.
• Not all news is hard news. Consider feature
  and trend articles as potential venues.
• Not all news is off-line. E-mail news alerts,
  news Websites, and on-line newsletters are all
  increasing in importance.

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Final Thoughts

• Use Your Interview to Tell Your story
• Take control with the first question.
• Use BRIDGING, FLAGGING, and REPETITION to
  highlight YOUR CORE MESSAGES.
• NEVER answer a hypothetical question.
• Keep your cool and remain positive throughout any
  interview.
• Remember the camera or microphone is always on.

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