Media training involves practicing communicating messages effectively
when you are the designated spokesperson or when training volunteers to
speak on your behalf.
Interview
DO’s
|
|
Interview
DON'Ts
|
- Ask the
reporter what will be covered in the interview so you (or the
appropriate person) can be prepared.
- Know the
points you want to make before your interview. What are your two
or three key messages? Make sure you get them across early and
often.
- Use the
inverted pyramid technique in phrasing your statements and
responses—make the most important point first.
- Do your
homework. Read stories by the reporter or watch interviewer’s
technique with other guests (if television) before your
interview or appearance.
- Use positive
body language. Lean forward, make eye contact, and use your
hands to gesture.
- For
television in particular, speak in short, quotable
phrases—preferably no more than 30 seconds.
- Make sure
you understand a question before you answer.
- If you can’t
answer a question, explain why (briefly). If it’s a print
interview, find the information and get back to the reporter by
their deadline.
|
|
- Don’t engage
in an argument.
- Don’t use
profanity, professional jargon, or make off-color jokes
- Don’t speak
off the record. Never say anything you don’t want to appear in
print or on the air.
- Don’t speak
from personal opinion—you are the library’s spokesperson.
- Never say
“no comment.”
|
Interview Question Transitions and
Techniques
One of the most
effective techniques that interviewees can use to help retain control of
an interview is called “bridging.” Verbal bridges allow an interviewee:
- To steer a
reporter back to relevant topics and key messages.
- To move away from
controversial, uncomfortable or unflattering topics and back on to key
messages.
- To end every
answer to every question with a prepared, strategic message.
Bridging
Techniques
When used
appropriately, the following “bridges” can serve as effective tools of
verbal control and defense:
- That’s not my area
of expertise, but I think your audience would be interested in knowing
that . . .
- Let me just add
that . . .
- That reminds me .
. .
- Let me answer you
by saying that . . .
- That’s an
important point because . . .
- What that means is
. . .
- Another thing to
remember is . . .
- If you look at it
closely, you’ll find . . .
- I don’t know. But,
what I do know is . . .
Flagging
Techniques
You can give the
reporter verbal clues about important comments so that you can stress
key elements in your message.
- The most important
point here is …
- The underlying
cause …
- The ultimate goal
is …
- The real issue is…
Hooking Techniques
You can let reporters
know upfront you have several points to make, and you can use this
technique to maneuver the discussion where you want. Also, it let’s the
listener know you have several elements to cover.
- The first of the
three elements involved in this issue…
- There are two
primary rationales…
- We really have
three important reasons for pursuing…