
Step 1: Background Information
Leading up to the interview, pull together background
information on the reporter and media outlet. These details should go beyond
just audience size and geographic reach to include why the outlet is a good fit
for your story. Background on the style, tone and types of stories typical of
the reporter is equally important, as they will likely be the one interacting
directly with your expert.
Tip: When the spokesperson understands how this interview
opportunity will meet communication goals, they will feel more comfortable
during the interview.
Step 2: Key Messages/Talking Points
Even the most veteran spokespeople can find themselves going
off on a tangent during an interview, veering away from original point of the
opportunity. PR teams must ensure key messaging is top-of-mind during any media
opportunities and worked into interview responses naturally. Create general
messages to keep in mind, as well as precise talking points for anticipated
questions.
Tip: Do not overwhelm the spokesperson with a script, but
rather provide main messaging and a few key stats that they can pop in the
story organically.
Step 3: Interview Logistics
One easy way to make a spokesperson nervous is to not have
all the details of the interview ready ahead of time. Ensure your client and
team have accurate information on the date, time, location and other logistics
prior to the interview so necessary arrangements can be made. The small details
can quickly turn a simple interview into a stressful disaster without careful
planning and coordination.
Tip: Always double check the information your team has is
the same as the reporter, and provide regular updates to ensure everyone is on
the same page.
Step 4: Media Training Tips
Whether it is talking too fast, not standing still or
sharing too much information, even professional spokespeople may have bad habits
to break. Based on the type of interview (phone or TV), develop a list of basic
interview best practices to help prep the spokesperson so he or she feels ready
and is not self-conscious when answering questions.
Here are a few to keep in mind:
- Keep answers short and concise
- Speak slowly and take breaths when you need to think about an answer
- Smile when appropriate
- Avoid clothing with large words or brands, as well as “jingly” jewelry
- Find a comfortable stance to avoid swaying
Step 5: Practice, Practice, Practice
Reading and understanding talking points is one thing, but
using them correctly in a response to a reporter requires a different skill
set. Set aside time before the interview to talk through tough questions and
allow the spokesperson to run through potential answers. These practice
interviews can range from a simple over-the-phone discussion to a more thorough,
role-playing rehearsal. The goal is make sure the spokesperson is comfortable
with the topic, key messages and interview format before the actual interview.
Tip: Develop a variety of question types to help train the
spokesperson on how to adapt to difficult questions and steer the conversation
back to key messages.
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