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Preparation for a media interview is often more important than the interview itself. Many mistakes have been made by senior executives "winging it", going off track in an interview or, occasionally, creating a crisis with unintentional comments taped and broadcast on TV or run the next day in the morning newspaper.
One of the most important tactics we teach in our media training seminars is "key messaging." It's a simple process. Pick a maximum of three key messages - the most important things you want to communicate to the audience or readers. Hone these messages, refining them until you have them fine-tuned for easy delivery. So let's try a scenario.
You're the bank manager. Your branch has just been robbed and the media are on their way to do an interview. You're the designated spokesperson, so here's an example of three key messages you would prepare for this fictitious bank robbery:
- We're relieved there were no injuries to our staff or customers and we regret the incident.
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We have an advanced security system, so fortunately this type of incident is very rare at our bank.
- We're not able to release any further details but we are cooperating fully with police in their investigation.
In this type of situation, staying 'on message' is critical. The investigation cannot be compromised by speculation and you do not want fearful customers. But, the media and the audience expect a bank spokesperson to comment on such an incident and want some reassurance that they, and their deposits, are safe.
The advantages of these key messages are clear. If you use them proactively, they communicate confidence, action and reassurance.
If you use them defensively, you'll avoid speculation, mistakes or worse. You will also sound more confident because these are messages you can easily remember and bridge back to if the interview gets difficult or goes into areas where you should not speculate. (Are the police doing enough to protect the public? Why didn't your high tech security system prevent the robbery? Is my money safe? etc.).
If you expect the questioning to get very hostile, you can also refer to a bigger picture initiative all the banks are doing to prevent crime and encourage communities to work together to reduce crime. This points the glare of attention away from your incident to the need for all members in the community to work together for crime prevention.
Here's a few good online resources to help you make the most of your media opportunities:
"How to give great interviews: Prepare, control, educate"
Learn the tricks of interview success in an excellent article from Mary Balice.
http://www.viewsmakingnews.com/resources/media_interviews.shtml
"I'm glad you asked that question"
Former NBC News Director Jim Cameron offers tips on how to win in your media encounters.
http://aboutpublicrelations.net/uccameronb.htm
"Preparing for TV or radio interviews"
Ready to be interviewed? Joscon Networks offers tips on preparation, appearance and interview success.
http://linz1.net/biz/mkinterviews.html
About the Author:
Jeff is Executive Vice President with Reputations Corporation. He's an experienced strategic PR, crisis management & media training consultant and he will use any excuse to paddle his canoe anytime, anywhere.
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