Few things strike more fear into the heart of executives than an unexpected call from the media. Handled correctly, interviews can lead to free publicity that raises awareness of your firm and burnishes your reputation. But if you take that call without proper media training and preparation, you can quickly find yourself in a PR quagmire that could damage both your reputation and bottom line.
All business leaders and corporate spokespeople should receive media training. It will ensure that you are adequately prepared to best represent their company. Talk offers half-day and full-day training for both individuals and groups.
Here are some media training tips to get you started.
- Do your homework. Preparation is the key to a successful interview. Know what the reporter writes, for whom, and his opinions.
- Communicate messages. Interviews are not about answering questions. They are about communicating key messages.
- Speak in sound-bites. The news release will provide the reporter with details. Your role is to provide good quotes – pithy, knowing, incisive, bullish and enthusiastic.
- Tell Stories. Use stories, analogies and examples to flesh out your key messages. People forget facts. They remember stories.
- Keep it simple – don’t get tangled up in too much data and details. Complex topics need to be simplified.
- Answer questions briefly and directly. Be brief, concise, and to the point. Do not ramble.
- There is no such thing as off the record. If you don’t want something to appear in print, don’t say it. Most journalists will honor an off-the-record statement, but some may not. Don’t take the risk.
- When you’re finished, stop. Reporters often use silence to prompt you to say more than you intend. The most damaging statements are often made by interviewees embarrassed by the silence. Don’t fall for the bait.
- Tell the truth. You are not obligated to answer a reporter’s questions. But you are obligated to be truthful when you do respond.
- Ask for support. Use the interview to ask people to support your cause or buy your product. And let them know how they can learn more.
