It is imperative to conduct the following steps before talking to the media:
- Know your “stuff.” Always keep in mind what the broad goals and mission of the organization. Everything will build from this.
- Frame the organization’s activities into news stories because everything you do is fair game. This not only puts you in a constant “news” mindset, it reinforces the importance of your activities and your organization.
- Follow your industry in the news. This allows you to understand other perceptions and is a valuable tool for not only developing your own stories but also anticipating future events. It also aids in reinforcing your messages to give context and perspective from your point of view.
- Know and follow the reporters and media outlets that cover you. Actively look for their stories in the news and understand the tone and tenor of their style.
- Build out, in advance, your organization’s most important messages and either commit them to memory of have them available.
When a Reporter Calls
Here are some tips when conversing with a reporter:
- Ask questions!
- What is the nature of the story?
- What are you writing about?
- What sort of information do you want from me?
- What information do you already have?
- Is there any information related to the story that you can send me?
- What is your deadline?
- Determine if you are the right person for the interview and, if not, decide who is the right person.
- Manage your time—use voicemail or offer to call the reporter back when you are ready to interview.
- Anticipate questions and make a list with your answers.
Building Your Story
As you visit with a reporter, be sure to address the following:
- Define your objectives
- Determine the target audiences
- Remember WIIFM (What’s in it for me), i.e. What does your audience need to know or hear?
- What is new?
- What is different?
- What is relevant?
- Support your story with SEDATE
S – Statistics and facts
E – Examples
D – Demonstration
A – Analogies
T – Testimonials/experts
E – Experience
- Quotes—have your sound bites ready to go
- Make a conclusion
- Have a call to action
Techniques and Pointers for Controlling the Interview
The odds that an interview will go exactly as you want are rare. Using these tools and guidelines will help you control the interview and get your messages across.
- Prepare simple and direct responses to all likely questions, and map out an agenda of key points to stress.
- Bring context to the story. Don’t expect a reporter to understand your business—frame the story.
- The only one true thing that you have in common with the media is that you share the same audience—speak to them.
- Never speak “off the record.”
- Don’t use the phrase, “no comment.” It’s curt and sounds like you have something to hide. It is far better to say something like, “I don’t have the answer to that question” or “I don’t want to comment on that.”
- When contacted by reporters, ask their deadlines—and make every effort to get back to them on time. Even if you don’t have the information they want, they will appreciate the courtesy.
- It is acceptable to ask for the “story” angle the reporter plans to pursue. They will usually tell you and it will help you to formulate answers.
- Be polite and considerate even if a reporter is asking questions that you would prefer not to answer.
- Decline to answer questions outside your area of expertise or responsibility.
- Above all, be honest! Credibility is built slowly but can be destroyed in an instant.