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Mastering theMedia InterviewSeptember 29, 2010

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Presenter

Barrett Whitener, IQ Solutions

Mastering the Media Interview

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Media Interviews Opportunity

Obstacles

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The Ground Rules Mikes and Cameras always on

Off the Record never

Control of Outcomes none

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Preparing for the Interview

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The Main Message

Your Headline

Jargon-Free

One Sentence

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Supporting Messages

What did you find?

Why is this work important?

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1. What is the problem at 10,000 feet?

2. What aspectof this problem does yourwork address?

3. Whyis this aspect

especially significant?

4. What was yourspecific question or

goal?

Overview (Why?)

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Supporting Messages

What did you find?

Why is this work important?

How did you do it?

What now? (Call to Action)

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During the Interview

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1. Acknowledge

2. Bridge

3. Share your message

Answering Questions

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Tricky Questions

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Tricky Questions

Open-Ended (Tell me about)

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1. What is the problem at 10,000 feet?

2. What aspectof this problem does yourwork address?

3. Whyis this aspect

especially significant?

4. What was yourspecific question or

goal?

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Tricky Questions

Open-Ended (Tell me about)

Speculative (What if?)

Loaded Preface (We all know that)

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Mastering the Media Interview

Main Message

Supporting Supporting

Message #3 Message #1

SupportingMessage #2

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Real-World Example

Aymin Delgado-Borrego,M.D., M.P.H.

Harold Amos Medical FacultyDevelopment Program

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Mastering the Media Interview

Main Message

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Mastering the Media Interview

Main Message

Supporting

Message #1

(Overview)

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Mastering the Media Interview

Main Message

Supporting

Message #1

Supporting Message #2(Key finding)

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Mastering the Media Interview

Main Message

Supporting Supporting

Message #3 Message #1

(Additional finding)

SupportingMessage #2

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Mastering the Media Interview

Main Message

(Example)

Supporting Supporting

Message #3 Message #1

(Additional finding)

SupportingMessage #2

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Mastering the Media Interview

Main Message

Supporting Supporting

Message #3 Message #4

(Call to Action)

SupportingMessage #2

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Final Preparation Steps Likely Questions

Dreaded Questions

The Final Word

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Real-World Example Open-Ended Question

Speculative Question

Loaded Preface Question

The Final Word

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A media interview is not aconversation

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Further Help

RWJFLeaders.org

Tip Sheets

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Further Help

RWJFLeaders.org

Tip Sheets

Media Guide

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Your Questions

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You: A Valuable Media Source

Other Questions?Please Contact Us

HumanCapital@iqsolutions.com

(301) 984-1471

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Next Months Webinar

Making Yourself Known inthe Blogosphere

Wednesday, October 27 at 2:00 p.m. EST

Presented by PR Solutions

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Mastering theMedia InterviewSeptember 29, 2010