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Here
are a few media DO's and DON'Ts
which I stress in my Media
Training Workshops:
- Know what you want to get
across in the interview. Build
a bridge of words from the
reporter's question to your
messages... and say them
several times during the
interview.
- Don't be afraid to admit
that you don't know the answer
to a question but instead
offer to find the answer and
get back to the reporter
before their deadline. Never
respond to questions based on
unfamiliar facts.
- Don't be rushed into
answering. Don't feel obliged
to fill "dead air"
after a tricky question. Just
pause, think... and then
answer.
- Don't use professional
jargon. Keep your message
simple, but not condescending.
- Find out as much as you can
about the reporter and his/her
story before you agree to be
interviewed. Have they covered
your business and its issues
before? Who else are they
talking to for this story? Do
you really want to be in that
mix? You can always politely
decline an interview. nobody
can force you to talk if you
don't wish.
- On TV, always dress your
part, projecting a cool,
clean-cut professional image.
- Don't look into the camera.
Instead, look at whomever is
talking. Avoid the temptation
to look at the monitor or
acknowledge other distractions
out of camera range. And
remember: you are always
potentially on camera, even if
someone else is talking. TV
Director's love "reaction
shots" of your expression
or body language when someone
else is verbally skewering
you.
- Project enthusiasm for your
messages. That attitude is
contagious. And if you're not
excited about your message,
the reporter and audience
never will be.
Finally... don't wait for the
media to come looking for you.
Reach out to them with story
ideas, professional commentary and
fresh ideas. Call your local
papers and radio/TV stations and
introduce yourself to the
reporter(s) covering your
business. Briefly tell them about
your work and offer to be "on
call" to them should they
need your expertise. And follow up
with a note, a fact sheet and
business card. You'll be amazed at
their reaction as very few
business professionals are so
proactive.
With a little practice, these
interviewing skills will become
second nature. So the next time
Mike Wallace is waiting to ambush
you, instead of fear your reaction
might be more like: "Sure
Mike. I'd be glad to chat. In
fact, I have a few questions for
you!"
First
page >
Making
the Most of Media Interviews
> Page 1,
2
JIM
CAMERON is President of Cameron
Communications Inc. in Darien
CT. He has trained hundreds of
CEO's , authors and celebrities
for everything from "Sixty
Minutes" to The Wall Street
Journal. An award winning
journalist and former News
Director at NBC, he is also the
founder of JFORUM, CompuServe's
online service for journalists. He
can be reached at (203) 655-0138
or by email at Jim@camcomm.com
Copyright
2001 Jim
Cameron
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