Media Skills 2014!Week 10: Interview skills !

Dr Kane Hopkins

General Interview Guidelines

• Be straightforward and tell the truth• Be prepared to cultivate a conciliatory approach to criticism

and demonstrate empathy• Be cooperative (even if you feel you are being treated

unfairly)• Don’t lose your cool (if you have genuine complaints about

your treatment, follow this up later; it won’t translate well in an interview context!)

When a journalist makes contact

• Don't stress. • Don’t ask a reporter to kill a story • You aren’t required by law to talk to the media • However, it would be silly to say no

• If you can’t tell the truth• If your decision is indefensible

• How to say no to a journalist• The cracked record technique

General Interview Guidelines (2)

• Don’t be too smart or look to score points• Don’t “run off at the mouth” – the more you say, the less

control you have over what will be used• Try to sound enthusiastic (especially important when you are

nervous) and interesting• Avoid hard sell or being too advertorial about your company• Keep it simple; your messages should be able to be grasped

by the ‘average person’

More General Guidelines

• Avoid using jargon or overly technical terms• Don’t make lists or enumerate (too hard to follow in a spoken

context)• Be cautious about humour; it doesn’t always translate well• Learn to control your nerves (aim for relaxed, easy and

conversational!); practise your breathing and relax your jaw

Talking ‘off the record’

• EVERYTHING is on the record!• If you don’t want it published, don’t say it• Beware the cosy “pre-chat” (or after chat); journalists are

always working

John Tamihere v Investigate Magazine!

Chris Carter = Tosser Steve Maharey = No substance, smarmy Michael Cullen = Cunning and manipulative The Holocaust = sick and tired of hearing how many Jews got gassed

Interview Homework

• Research your interviewer and their style• Review your key messages, anticipate related tough and

easy questioning (and consider ways to insert your key messages if you don’t get the questions you want!)

• Double check your facts• Make sure you know what type of story the journalist is

writing (news or feature; about you or the company, etc.)• Warm up and practise projecting your energy.

The Interview Mind-Set

• Acknowledge to yourself that you are an authority or expert or representative of your organisation

• Think of the interview as a way to show that you care about your organisation, and the situation

• Express that you are happy to have the opportunity to speak directly (and mean it) or to respond to a situation/set the record straight.

Interview Settings

• Phone interviews are common; use a good landline and concentrate (e.g. no multi-tasking)

• Email is likely only used to fact check or follow up; can be a good idea to phone in your response if you don’t know the journalist

• In-person interviews can involve “hosting” a journalist so consider a workplace tour, find a quiet and tidy spot for the interview, check time allocation

• If ever “ambushed” by live cameras, it’s always best to stop and at least interact (ask time requirements and commit to a future interview time; explain why “no comment”)

The In-Studio Interview

• Watch your step and don’t touch or say anything unless prompted for warm-up

• Be careful about choice of clothing, ties and jewellery etc.; make use of studio make-up

• Use positive body language (lean forward, unfolded arms); be friendly and try not to appear flustered

• Look at the camera when introduced otherwise ignore and make eye contact with interviewer (or if a remote interview you will be briefed to talk directly to camera)

• Avoid interrupting other guests• Move and talk a little more slowly than normal.

Interviewer Style

• The dummy pretends to not understand and will ask the same questions over and over…keep to your key message and stay consistent

• The what-if reporter asks hypothetical questions, encouraging speculation…express your lack of desire to speculate and bridge to a key message

• The new best friend is overly friendly and may get personal• The machine gunner tries to get you off-balance and create

drama; stay calm and focused, keep control by expressing need to engage with all points

Interviewer Style

• The interpreter rephrases so take care to listen for accuracy• The silencer uses silence to encourage you to run on• The expert shows off their knowledge in an attempt to

intimidate, by asking very specific questions – answer them but move back to more general points

• The jester jokes around and can lead you into saying something regrettable; be cautious of following their lead too much (especially if you are representing a “serious” viewpoint)

Writing key messages

• Set goals• Write • Edit• Anticipate• Practice

Although volume upon volume is written to prove slavery a very good thing, we never hear of the man who wishes to take the good of it by being a slave himself. !

Abraham Lincoln

The spokesperson

• Don’t overuse the CEO• You are better off reserving access to the top for journalists

whose article requires comments on overall policy or strategic direction.

• But don’t seem unconcerned or evasive in a genuine crisis by wheeling out ‘the PR person’

Spokesperson characteristics

• Knowledge of the topic• An understanding of the organisation’s overall objectives &

strategies• Someone who can think on their feet and remain focused on

the important points (won’t get fussed)• An ability to explain specialist knowledge and concepts in

everyday English• Someone who has the confidence of and has been approved

as spokesperson by top management• A desire to do the interview and an enthusiasm for the topic

Preparing the spokesperson

Once you have set the appointment, insure that your message to the spokesperson includes:• The date, time, place & expected length of the interview.

Make sure the spokesperson (if new) knows that you will be attending to take notes and get any follow up information needed by the journalist

• Try to determine the types of stories the media will be working on. Are they interested in a local angle?

Preparing the spokesperson

• Preempt the information that the media will want. For example, corporate objectives, general sales plans for the product line etc. Bad news topics that will get mentioned

• Brief your spokesperson on what information you have given the media and what information is available on the topic

• If the spokesperson is giving an interview rather than a media conference, brief the spokesperson on the journalist who will be interviewing them

You Can’t Go Too Wrong If You:

• Keep it simple• Know your organisation and key messages (return to these),

the interviewer style, topic of interview and ground rules• Practise 20 second grabs• Rehearse• Relax