Media Tips and
Techniques
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What’s News?
• New
• Controversial
• Conflict
• People
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Preparing for the Interview
• Buy time
– What’s the story?
– What does the reporter want to know from
you?
– Will this story be better for the industry if
you’re in it?
– What do you have to say?
– Who are you saying it to?
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Preparing for the Interview
Anticipate
• Consider your response
– What you will be asked
– What you pray you’re not asked
• Generic opener and closer questions
– So, what’s it all mean?
– Is there anything else you want to add?
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Preparing for the Interview
• Determine Key Messages
– Get what you have to say down to 3
points
• Use:
– Figures
– Examples
– Quotable Language
– Personal anecdotes
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The Interview
• Always answer the question
• Answers can be short and definitive
– Yes, that’s exactly right.
– I don’t know, but I’ll find out.
– No, I don’t agree with that statement.
– I don’t know.
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The Interview: Technique
Bridging:
–I don’t know the answer to that
question but what I do know is…
–No, that is not the case. Let me
explain…
–That used to be important. But
what’s changed is…
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The Interview: Technique
Flagging:
–What’s important to remember,
however…
–Let me put that into
perspective…
–The bottom line is…
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Do’s and Don’ts
• Never speculate
• Don’t say “no comment”
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Do’s and Don’ts
• Beware of “off the record”
• Avoid jargon/professional
buzzwords
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Do’s and Don’ts
• Don’t repeat negative
language
• Don’t argue
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Do’s and Don’ts
• Set a time limit
• Your answer is your answer
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Do’s and Don’ts
Interview with Integrity
• Tell the truth
• Tell your story
• Be yourself
–On your best behavior
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Remember!
It’s YOUR interview - you have
information. Make sure you
share it the way you want to!
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