the art of the interview 2016 media relations summer camp
TRANSCRIPT
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The Art of the Interview9th Annual Media Relations Summer Camp
June 27, 2016
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Your audience isn’t the reporter. It’s the Spectator’s 220,000+ readers.
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It’s a conversation. Not a monologue, lecture or stream of consciousness.
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You and the reporter want the same thing – a story that people read & share.
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The reporter wants you to add colour to the story – personality + passion.
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The reporter wants you to simplify the story.
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Know what you’re going to say before you say it.
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Tell us everything and we remember nothing.
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Have one key message. Repeat often.
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Do you have anything you want to add?
Put WHAT and WHY in your key message.
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Have 3 proof points that back up your key message (stats, facts, stories).
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Give us a killer fact.
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Put stats into context to take the numb out of numbers.
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Tell us a quick story about a real person that packs an emotional punch.
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Serve up a bat flip / mic drop soundbite.
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Key message (30 words or less)3 proof points – killer facts, stats & stories
Bat flip soundbite
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Bridge from the reporter’s question to your key message.
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Speak like a human.
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Get to the point. Spare the reporter from a long and winding path.
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Stay in your lane.
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You don’t know what others are thinking. So don’t speculate.
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From start to finish, everything you say is on the record.
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FailNever ever ask to review the story or your quotes.
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Be real. Be yourself.