Prepare Yourself for Media Interviews by Doing Your Homework
The late artist, Andy Warhol once said, “Everyone will be famous for 15 minutes.” He died before the avalanche of the 24 hour news cycle and the Internet, so he did not know just how prophetic his words were at the time. Today, one of the best ways to promote your business and tell your story is through media interviews. So are you ready for your 15 minutes?
I can already hear you groaning. I do media training every year for different groups and the one thing they all have is common is the old adage that “people fear public speaking more than death!” It’s not that bad, really, especially if you prepare in advance.
A media interview is no different from any other project you undertake. You do your homework and prepare. If you or your PR person pitched a story idea and it was accepted by a media source, then you know the topic pretty well already. The host or reporter usually asks questions directly from the information that you sent.
Understand that I am talking about “friendly” interviews in this article. These are interviews that highlight your business and position you as an expert on a topic in your field. On the other hand, “hostile” interviews usually happen due to circumstances beyond your control and that is not the focus of this article.
Main Messages: The 3 to 3 Equation
I have a formula called the 3 to 3 equation – three minutes and three key messages.
Based on the topic, develop three brief key messages about your topic and repeat these messages throughout the interview. (Remember, you have a very limited timeframe during media interviews – three minutes maximum if live. If taped, you will usually be edited down to the same three minutes.)
Write the three key messages on a small index card and place it where you can see it (out of camera view) so that you can glance at it if you get off message. Use personal examples or analogies to explain your topic. People like to hear about your experiences because it helps them understand your views.
If you are uncomfortable on camera, make sure you practice before the interview. Ask a colleague to videotape you, review it and go over what you could do better. Be sure to time yourself. Avoid memorizing your messages because this will make you sound programmed and you want to sound genuine about your topic.
Types of Interviews
It’s important to consider the type of interview that you are doing. The general rules remain the same for all interviews with regard to key messages and on air behavior. Yet, there are certain variables to keep in mind with each medium.
Broadcast Interviews
There are two types of broadcast interviews: live and taped. Upon arriving at the TV or radio station, wait until the host or report is off air to introduce yourself. Decide how you will address each other, as a rule, use first names. Think about your audience before you begin and keep the audience in mind during the interview.
The first and most important element for a successful media interview is to connect with the host or reporter by maintaining eye contact throughout the interview. If you can treat the interview like it is a one on one discussion between the two of you it will keep you calm and focused. In addition, these general rules apply for both taped and live interviews.
Before the interview:
•Set your cable box to TIVO your interview or tape it
•Plan to arrive at the station 30 minutes early
•Bring an extra copy of the information that you sent to the reporter and any other information you would like to leave with them
•Go to the restroom and check your hair, makeup, clothing and teeth
•In the studio, seat yourself comfortably
•Check your appearance on the monitor before the program starts
During the interview:
•Use the 3 to 3 equation again. Use your three key messages and be brief with 10 to 20 second answers. This is enough time for three sentences
•Assume you are on the air every second because cameramen often keep you on air even when the host is speaking to get a reaction shot.
•Do not look at the monitor during the interview.
•Always direct your remarks to the folks at home watching TV while (again) maintaining eye contact with the interviewer.
•Use humor if appropriate. The reporter wants a good sound bite.
•At all costs, avoid technical language and jargon because you will lose your audience if they don’t understand what you are talking about.
Radio Interviews
Remember, radio is a special medium because it is much like reading a book. You must first create visual images for listeners with vibrant language and interesting stories. Adjust your messages accordingly. Once you have the listeners hooked, they will remember what you said.
Print Interviews
Usually, print interviews are short and done over the phone, but the reporter may go deeper in depth about the topic at hand, so be prepared with any back up information. Follow the 3 to 3 equation during print interviews as well because what you say will most likely be part of a larger story. Only a couple of your quotes will be used – be sure to make those count.
What to Wear on Television
During a media interview, the focus should be on you, not your clothing. Have you ever watched a TV interview and you couldn’t take your eyes off of a pair of long, dangling earrings or a “loud” tie that the guest was wearing? Stick to these general rules for TV that apply to both men and women:
•Wear solids – no plaids or bright colors. Women stay with rich colors such as deep reds, blues and purples, accented with pastel or off white blouses.
•Men should wear navy or gray suits and/or light blue, off white or gray shirts.
•No white, because it will wash you out and make you look like a ghost.
•Avoid black or shiny fabrics, big scarves or busy ties, and dangling jewelry (gold and silver jewelry reflect light).
Two Golden Rules
In media interviews there is not one golden rule, but two. First, even in friendly media interviews it’s important when asked a question that you never say “No comment.” Most audiences will presume you are hiding something from them if you do. Use this opportunity to bridge to your one of your three positive messages that I discussed earlier in this article.
Second, never say “Off the record” because it can and usually does backfire. (Recent example: President Obama/Kanye West). Remember, nothing is ever off the record with a reporter. Avoid embarrassment by never saying anything you wouldn’t want to see on the news or read in the paper. If you have the slightest doubt about it, don’t say it.
After the Interview
After the interview, thank your host and offer them the materials you brought. This is also the time to offer yourself as a future source on your topic. You can follow up with a written thank you note as well.
Lastly, watch the interview with someone you trust who will be honest with you. Make notes about what you will do different next time. Because if you do it right, there will be a next time.
Author Resource:
Pam Gersh is a PR Principal and freelance writer with 20+ years of experience. Gersh has worked with a variety of clients in diverse industries to build successful public relations and media relations programs. Writing is her true passion. Find her at http://www.gershpr.com
![[Valid RSS feed]](http://www.look4articles.com/images/icon_Rss.png "XML Feed For RSS"){kind=icon}
Category Rss Feed
Print This Article
Add To Favorites
![[Valid RSS feed]](http://www.look4articles.com/images/rss.jpg "XML Feed For RSS")