MEDIA TRAINING 101

Media Training Guidance:

Tips of the Trade for Broadcast Media Interviews

By: Lauren Raguzin

laurenraguzin@aol.com

@laurenraguzin

THE DO’s and DON’T ’s

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WHY TALK TO THE MEDIA?

• Obligation to various stakeholders to keep them informed

• Public has a right / need to know about key issues

• Opportunity to tell your company’s story

• Most important you must be ―RELEVANT‖ and messaging ―newsworthy.‖

2

MEDIA INTERVIEWS

– THREE KEYS TO SUCCESS

• Message Development, know the key messages you want conveyed; don’t ―wing it.‖

• Interview Preparation---practice before interview but practice so it’s natural and not scripted; don’t be a ―talking head.‖

• Message Delivery—natural, genuine,conversational.

3

MESSAGE DEVELOPMENT

• Know Your Story – develop three messages that include examples, anecdotes, details and be sure to mention your website URL. Know Your Audience

• Know what type of story you have:

-Draw in viewers by being a ―storyteller‖ tell personal stories, show your passion for what you are speaking about.

-Don’t let the interviewer control the interview; you control the messaging, you will never hear the question you are asked when it’s a taped interview.

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MESSAGE MAP

Area of Concern

Key Message 1 Key Message 2 Key Message 3

SF1

SF2

SF3

SF1

SF2

SF3

SF1

SF2

SF3

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INTERVIEW PREPARATION

• Know the media: Build rapport; do your homework find a common passion you may share with the interviewer.

• Get background on the journalist and the media outlet, look at past interviews to get a sense of his interviewing style.

• Ask the reporter questions: What does the reporter want to talk about? What is the deadline? Who else will be interviewed? Be prepared for the ―agenda.‖

6

MESSAGE DELIVERY

• Speak as an expert

• Represent your company as an ―influencer‖ and ―expert‖ on subject matter

• Deliver credible, newsworthy information

• Use techniques to enhance the interview

• Avoid manipulation and misrepresentation

• Stay on point with your messaging; you don’t need to answer the question stay focused on your messaging.

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MESSAGE DELIVERY

• Take Control – don’t wait for the ―right‖ question

• Turn Negatives into Positives – never repeat the reporter’s negative language, focus on positive messaging ―don’t feed the beast.‖

• ―Off-the-Record‖ does not exist

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MESSAGE DELIVERY

• Show interest and always ―listen‖ before responding or ―controlling messaging.‖

• Maintain eye contact; don’t look up or down look at interviewer or camera.

• Gesture naturally; don’t fold your arms during an interview sends off wrong body language.

• Pay attention to your surroundings

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PHRASES FOR INTERVIEWING

• The key thing to remember is…

• The most important issue is…

• We can tell you that…

• Here’s what it comes down to…

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MORE HELPFUL PHRASES

• …and let me add…

• …what you should know…

• …the important thing is…

• …another very important aspect is…

• …what I can tell you is…

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REPORTER STYLES

• Rapid-fire questions

• Negative Questioning

• Constant interruptions

• Objective Looks at both sides

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BE WARY OF REPORTER TECHNIQUES

• Flattery

• Silence

• Lobbing softballs

• Loaded questions

• Creating controversy

• Pushing your hot buttons

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