Media Interviews

1
Media Interviews

• Tips for Dealing with the Media
• What to Do and What Not to Do
• Dr. Warren C. Weber
• California State Polytechnic University, Pomona
• Adapted from a talk by Norm Schneider, Former
  Director of News and Publications, Cal Poly
  University

Warren C. Weber
1
2
1. Be Prepared

• Get up to speed
• Get a copy of the publication. Know their type
  of writing.

Warren C. Weber
2
3
Be Prepared, contd.

• Go to experts to answer questions that may be
  asked
• Make sure who the person is, where they're from
• (they may say they're from 60 Minutes when
  they're not)
• Know their deadline and try to meet it

Warren C. Weber
3
4
Positive Points

• Make a list and insert as many positive points as
  you can during the interview.
• Make it hard for them to edit out the positive
  points.

Warren C. Weber
4
5
2. Always Be on Guard

• They want to create a relaxed environment.
• News interviewcontent drives ita message to be
  sent.
• Remember, you can be misquoted

Warren C. Weber
5
6
3. Think of the Interviews as a Free Commercial"

• An opportunity to get your message out

Warren C. Weber
6
7
4. Be Yourself

• Don't become a different person than you are
  outside the interview
• No big ego

Warren C. Weber
7
8
5. Avoid Jargon

• Use simple terms, brief explanations.
• (Schwarzkopf explaining Desert Storm talked about
  their actions as being like a Hail Mary pass).
• Use the K.I.S.S. Method.

Warren C. Weber
8
9
6. HOW You Say Things Is Important

• Don't let your emotions get away from you

Warren C. Weber
9
10
7. TV Interviews

• Watch what you wear
• Speak clearly, don't mumble
• Don't be Bozo the Clown
• Watch the program first and know what to expect

Warren C. Weber
10
11
Ambassadors Visit to Cal Poly

• TV clips show they have good body language
• looking at the reporter intently (not at camera)
• Hands remain calm
• Tie tightened, clothes correct
• Special training is given to people who undergo
  these interviews

Warren C. Weber
11
12
Shotgun Interviews

• "When did you stop beating your wife?"
• Go "live" if it's short notice
• so that they can't edit your comment
• or if you have a hot topic or someone under fire
  
• If the going gets rough
• You don't have to sit and take it
• You can cut off the interview.

Warren C. Weber
12
13
Try Never to Say NO to an Interview

• As a company representative, its your job
• Use interviews as an opportunity to promote
  company
• Cal Poly has a Speaker's Bureau Program

Warren C. Weber
13
14
The Art of Exposing Yourself in PublicVideotape

• How to Talk to The News Media
• When You Become the News

British Columbia Medical Association
Communications Department, Vancouver, B. C.,
Canada
Warren C. Weber
14
15
When the Media Calls

• Call back right away.
• Don't be intimidated. They're not the enemy.
• Find out
• Who is it for?
• How long will the item be?

Warren C. Weber
15
16
Narrow Down the Questions

• Don't repeat a question or comment they make that
  is negative
• Be positive
• Don't include the reporter in your answer or
  opinion
• Be on target

Warren C. Weber
16
17
Don't Expect to Have Control Over the Story

• Don't say "no comment"sounds evasive
• . Instead say, "I don't know, but I'll try to
  find out and get back with you

Warren C. Weber
17
18
Television Interviews

• A special type of media interview
• Requires practice on video techniques, how to act
  with camera, etc.
• Time is usually short

Warren C. Weber
18
19
Cutaways

• Remain neutral in your expression
• When editing they may cut that in with comments
  that would not fit, otherwise

Warren C. Weber
19
20
Look Good

• NOT
• White
• herringbone
• double breasted
• bright reds,
• dangling or reflecting jewelry, etc.

Warren C. Weber
20
21
The Setting

• Don't be out in the street where you have to
  shout, etc.
• Pick a comfortable, quiet spot
• Room for video equipment

Warren C. Weber
21
22
Ideas

• Meanings and words
• The meaning is not just in the words but in how
  you express the words.

Warren C. Weber
22
23
Voice

• Know how to project
• Don't project too far (sounds like shouting). A
  good distance is 10-15 feet.
• Place the microphone about 10 inches in front and
  lower than face. (Sound drops, and they can see
  your face.)
• Expression, not volume is what counts

Warren C. Weber
23
24
Eye Contact

• Develop eye contact with a number of people, but
  dont stare
• Look halfway between the front and the back of
  the room.

Warren C. Weber
24