The Art of Media Interview

Added: 07/23/2005

Media interview is an important part of the PR process. It is very important to prepare to it carefully. Media interviews give a great opportunity to tell the audience about your company, its products or services, its achievements. You should define the key messages and use them in the interview whenever possible. If you prepare some answers beforehand, a difficult question will not overtake you. Some people are afraid to make pauses before giving an answer. In fact, short pauses indicate that you answer the reporter's question with careful consideration. Having some ready answers may help you to steer the conversation.

If you want to give a splendid interview that will be useful for both your company and the audience you should use some helpful rules, especially if you are a beginner.

· Develop sound bytes. Sound bytes are the key messages prepared in advance. They should be short, no more than 12 second each, and spoken in simple, clear language.

· Steer the conversation in the direction you want it to take. Simple "responding" to the reporter's questions is not enough. Use your own answers to make the reporter keep the interview in the direction you need.

· Never say, "No comment." Instead let your answer sound like "This is not the question I can talk about at the moment, but I can tell you that ...(insert your key message here)".

· Use transition statements to highlight your key messages. Using such transitions as "It is important to mention, that ...", "The real issue here is ..." will make the reporter get clues to the main story points. Besides, they will help you to control the content.

· Avoid jargon, acronyms, and slang. Technical jargon may be used in technical publications. In all other cases use simple language, explain everything to make everyone understand your point. And do not forget that the reporter may know very little about your company or its product or services.

· Answer questions from the point of view of the audience. While preparing for the interview, always answer the question: "If I were the reader (or listener) what would I think?"

· Be prepared with facts, trends, and industry growth rates. Using them in your speech will establish your reputation of an expert and will make your messages sound credible.

· Always tell the truth. It does not matter, whether this truth is good or bad, just say it.

· Never forget that you are always "on the record". ALWAYS!!!

· Stay on topic.

· Be calm, confident and tight. Your appearance is 80 % of your success.

Rate this article:

Bad