Speaking to Journalists

Alan Stevens

MediaCoach.co.uk

Twitter: mediacoach

Media Masterclass

• What journalists want • Essential Preparation• Defining your message• The Media Interview• Handling difficult questions

Using the Media

• Journalists are your friends• They need to fill space by a certain time• If you can help them, they’ll keep giving

you publicity• Don’t wait for a call - let them know what

you can offer

Approaching journalists

• Research their journal/show• Call, and ask if it is a good time to talk• Ask about their interests and deadlines• Note their contact details • Keep a record of their responses• Don’t expect them to use your press

releases very often

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When a journalist calls…

Note their name, number and company

Find out why they are calling

ALWAYS – stall for time

Plan your response

Call them back

Note key points of conversation

Follow –up actions

10 things not to say (part 1)

• This is off the record• I don’t think you’ll understand this, so I’ll

keep it simple• We had great reviews for this in the States• You won’t need a map - everyone knows

where we are• Don’t be ridiculous, we’re not working to

your deadlines

10 things not to say (part 2)

• No comment• Can you call back in a couple of weeks?• You’re not asking the right questions• I’ve never heard of your station/journal• I think we could let you have a free one of

these <wink>

Deciding your aims

Are you going to Inform?

Persuade?

Entertain?

Instruct?

Call to action?

Write down your key aim

Deciding your objectives

At the end of the interview, what will you have achieved?

Attitude change

Better understanding

Overcoming objections

Provide action points

Write down your key objectives

Your Core Message

• Identify the single most important idea• Make it simple to understand• Make it simple to remember• Make it relevant to the listener• Make it of benefit to the listener• Answer the “So what?” question• If you are clear about your core message,

people will respond to it

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Types of Media Interview

• Telephone – live/pre-record

• In-studio – live/pre-record

• Down-the-line

The Media Interview - before

• Plan your core message• Plan any secondary message• Anticipate the worst question• Plan your response• Ensure that you are properly trained

The Media Interview – by telephone

• Check timings – call studio if necessary• Be ready five minutes early• Be prepared to “go live”• Have your core message to hand• Don’t rustle papers• Smile• Treat everything as live

The Media Interview – arriving at the studio

• Check timings – call studio if necessary• Arrive early• Careless talk costs lives• Check location of toilets – use them early• Ask for water/coffee• Follow directions of floor manager• Stay calm at all times

The Media Interview – your appearance

• Hair is important and so is your top/blouse/shirt. You can’t really see anything else

• Wear something neutral. You want people to listen to you, not be amazed at your outfit.

• Don’t wear a white shirt.

• Don’t wear small checks. They strobe on camera.

• Wear a belt, or have a place for the mike battery

• Wear a top that will be easy to clip a microphone onto. – A button up shirt or v-neck top is ideal. – A polo neck is a nightmare

The Media Interview – in-studio

• Don’t look at the camera• Copy the presenter’s mike usage• Listen to the question in full• Challenge statements if necessary• State your case in simple language• Smile • Don’t worry if you are cut off suddenly• Don’t move unless told

The Media Interview – down-the-line

• Look at the camera at all times• Keep fairly still• Smile• Imagine you are talking to a trusted friend• Treat the microphone as “always on”• Don’t move unless told

Questions you may be asked

• What’s happened? Or is going to happen?• Why?• What do you think about it?• What will the effect be?• What can be done?• What should be done?• Why do you think this?• Who are you to say this?• What experience do you have to back this up?• Give me an example?• What’s likely to happen in the future?

The Media Interview - after

• Make careful notes • Consider what you have learned• Clarify any errors• Note and act on any follow-up• Don’t feel that you have to thank the

journalist

Handling difficult questions

Preparing for the worst

Respecting the questioner

Neutral paraphrasing of questions

Seeking audience input

Dealing with a persistent questioner

Preparing for the worst

Anticipate the worst question(s)

Prepare the best reponse(s)

Rehearse

Develop a deferral strategy

Stay calm at all times

Acknowledge and deal with potential objections

Respecting the Questioner

Listen carefully, right to the end

Don’t assume hostility

Don’t make assumptions

Never patronise or belittle the questioner

Smile and thank them for the question

Neutral Paraphrasing

Repeat, or paraphrase (don’t overuse this)

Separate multiple questions

Ask for a reminder of other points

Ask for clarification

Media Masterclass- a recap

What journalists want

Essential preparation

Delivering the message

The media interview

Handling difficult questions

Thanks for listening

Alan Stevens

MediaCoach.co.uk

Twitter: mediacoach