MEDIA TRAINING INTRODUCTION
1. KNOW YOUR RIGHTS
You don't have to do an interview, especially on a topic you would rather avoid or in which you lack expertise. You can set the time, place and time limit for the interview. And you can make your own taped copy of the interview.
2. KNOW THE REPORTER & THEIR STORY
- What do they know about this topic?
- Who else has the reporter interviewed?
- Why do they talk to you?
- What's this reporter's angle? The deadline?
- When will the story be aired or published?
- Have you watched this show or read the publication?
- Who are its viewers or readers?
3. KNOW YOUR MESSAGE
And deliver it often! Think of the interview as a presentation with the reporter's questions acting as information opportunities rather than obligations to confess. Bridge from what you're asked to what you want to say. And keep repeating the message (no matter how repetitive it seems to you).
4. KNOW WHAT'S FAIR
If asked about something proprietary, don't say "no comment" Just indicate that you cannot reveal that information and bridge back to your (possibly) repetitive messages. There's also nothing wrong with deferring a question until you have the facts, following up with the reporter hours or even days later… but before the deadline.
5. KNOW WHO YOU ARE AND WHY YOU'RE THERE
Know your area of expertise and stick to it. Don't let the reporter rush you to answer or cut you off. You have the right to be heard and to mention your company/ product/ cause. Remember: YOU ARE THERE TO DELIVER YOUR MESSAGES, NOT JUST TO ANSWER THE REPORTER'S QUESTIONS.
6. KNOW THAT YOU ARE ALWAYS ON THE RECORD
Any communication with a reporter is fair game to be included in the story. Reporters get great stories at trade shows, in bars and in washrooms.
7. AVOID BEING MANIPULATED
Beware of reporters who try to put words in your mouth or define your vocabulary. Don't answer unrealistic hypothetical questions. Don't just give a "yes or no" answer.
8. HOW WILL YOUR INTERVIEW BE USED?
Expect it to be edited. So keep repeating your messages in simple, accessible language.
9. ALWAYS REMEMBER
The only difference between nervousness and enthusiasm is attitude. So harness the adrenaline & use it to your advantage!!!!