Techniques and Tips For RadioTV Broadcast Interviews

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• Techniques and Tips For Radio/TV Broadcast
  Interviews
• July 22, 2009

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Understanding the Media

• Media is the delivery tool, not the target
• Use media to deliver messages and reinforce
  positions to target audiences
• Potential customers
• Influencers
• Media is a filter
• Information (NEWS) passes through
• Understand reporters motivation
• Neither friend nor foe
• Maintain a professional peer attitude (dont
  talk down)
• Make their goal your goal

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How The Media Works

• Each needs different information and different
  types of quotes
• Every reporter wants exclusive information and a
  different story
• Each media outlet has a distinct deadline
• All media are demanding

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Local Television Stations

• Local television stations want visual stories
  that appeal to local viewers
• Morning shows and studio appearances
• Focus will usually be on local market impact
• Great visuals and colorful quotes are important

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Local Radio Stations

• Radio reporters want short, colorful sound
  bites
• Make your point quickly, sometimes regardless of
  how the question is phrased (transitions)
• Requires unique preparation many local radio
  reporters will not have an in-depth perspective
  on issues
• For live segments, be sure you know what kind of
  show you agree to be on

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Internet Publications

• Internet is the fastest growing media
• Stories and rumors move quickly
• Reporters arent as demanding (often not as
  informed) and dont usually require one-on-one
  interviews
• Journalistic standards are lower
• On-line chats on media sites are great ways to
  disseminate information

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Interview Preparation

• Before the interview takes place, find out
• What is the media outlet and who does it reach?
• What is the nature of the story?
• Who is the reporter?
• Does the reporter have biases that will affect
  the interview?
• What does the reporter usually cover?
• What kinds of stories has the reporter done in
  the past?

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Interview Preparation

• Consider the interview a business meeting bring
  an agenda
• You have a goal for other meetings, you should
  have one for media meetings
• Know in advance what you want the takeaway to
  be and get to that point early (and often)
• Think about the types of questions you are likely
  to get
• Put the key messages in your own words

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Interview Preparation

• Set expectations/goals
• You are the authority
• Be confident in your message
• Be honest about your message
• Is it newsworthy?
• Is it understandable to the average
  viewer/reader?
• Will anyone care?

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Message Preparation

• Prepare your key messages
• Think of target audience -- what key message do
  you want remembered?
• Three or fewer key messages
• Write them down
• Active, colorful, descriptive language
• Simple statistics or visuals
• Personalize your message -- how will it tangibly
  affect the individual?

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Message Preparation

• Anticipate
• Write answers to the six basic questions
• Who, What, When, Where, Why How?
• Write down the toughest/worst questions and
  formulate answers
• How can you acknowledge the question and still
  keep the interview on track
• Always return to key messages quickly

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Message Preparation

• Construct the message in reverse
• Get to the point early
• Use the phrase you want quoted
• Follow with support
• Anecdotes
• Visuals
• Data
• Etc.

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Message Preparation

• Set your limits
• Decide in advance where you will not go and
  prepare for those questions
• Do not be persuaded to change at the interview
• Do not say no comment. Explain why you will not
  answer

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Understanding Reporters

• Neither friend nor foe
• Their job is to develop a newsworthy/interesting
  story
• Your job is to make your story interesting and
  compelling
• Dont expect them to see something as newsworthy
  because you think it is interesting
• Treat them as a peer
• Professional (just like you) but not to be feared
  or fawned over

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Understanding Reporters

• Be aware of different interview techniques
• Machine gunner (interrupts barrage of questions)
• Choose the question you want to answer
• If the reporter persists on off-topic or negative
  questions, control the interview by answering one
  at a time
• Dont feel obligated to respond to a list of
  questions at one time
• Interrupter
• Acknowledge the interruption but finish making
  your point before allowing the interview to move
  on
• Paraphraser
• Listen carefully and correct them if they are
  changing your meaning
• Dart thrower
• Do not respond to a negative with a negative

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Handling Difficult Questions

• Do not be defensive or combative
• Stand your ground if challenged dont give in
• Dont allow paraphrasing of your answers
• Avoid hypothetical questions and leading
  questions
• If you dont understand a question, ask the
  reporter to rephrase it

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Handling Difficult Questions

• Type of Question
• Negative
• Multiple Choice
• Badgering
• Proprietary
• Hypothetical
• Hearsay
• Vacuum/Silence

• Response
• Turn into a positive
• Choose your preferred response
• Stick to your point
• Deflect
• Maintain the here and now
• Just the facts
• Dont try to fill the void

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Handling Difficult Questions

• When reporters ask difficult questions, bridge
  back to your key messages
• I think the real question here is...
• Im glad you asked that it raises the subject
  of
• As a matter of fact...
• Lets look at the subject of...
• Thats really several questions in one lets
  start with...
• Many people ask that, but what we need to focus
  on is...

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Maximizing the Interview

• There is no such thing as off the record
• Do not talk about confidential information
• Dont speculate or repeat rumors
• Avoid answering in a negative phrase
• If you must begin with a negative, keep it short
  and transition to a positive message quickly
• Be yourself, but dont try to force humor
• It loses context if the interview isnt live
• It is much easier to be likeable than funny

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Maximizing the Interview

• Give a reason to believe
• Emphasize your credentials without being
  overbearing
• Cite experiences We have dealt with similar
  situations in the past and we have found

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Maximizing the Interview

• Stay away from absolute terms
• Never say never Always avoid always
• Silence is golden
• When you finish your answer, stop talking.
• If you dont know the answer, say so
• Tell the interviewer you will find out the answer
  and get back with them

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Maximizing the Interview

• Leave on a positive note
• Position yourself as a resource for the reporter
• Ensure that your point of view will always get a
  hearing

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Maximizing the Interview

• Body Language
• Maintain high energy level
• Use gestures, but dont overdo it
• Maintain eye contact with interviewer
• Listen attentively
• Dont roll your eyes or look up
• Lean forward slightly
• Maintain good posture

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Maximizing the Interview

• Body Language, continued
• Avoid crossing your arms -- perceived as a
  negative or defensive pose
• Keep your hands out of your pockets
• Even if you are naturally affectionate, do not
  touch the interviewer
• Try to be pleasantly natural
• Do not force smiles
• Avoid frowns or extreme facial reactions

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Maximizing the Interview

• Delivery
• Speak slowly
• Subconsciously, you tend to speak faster in an
  unusual or stressful circumstance
• Slower delivery conveys thoughtfulness and
  imparts credibility

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Tips for a Great Interview

• Body Language
• Be conscious of good posture, whether sitting or
  standing
• Be as still as possible
• Lean toward the questioner when you want to
  emphasize a point
• Do not cross your arms or lean back
• No matter how uninformed or silly a question may
  seem, avoid rolling your eyes or looking up
• Be animated, but do not affect gestures if they
  are not natural to you

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Most Frequent Interview Failures

• Failure to prepare
• know the story angle
• develop key messages
• anticipate questions
• Failure to stick to messages and facts
• Diluting messages through poor delivery or bad
  body language
• Failure to stop when you have delivered your
  messages