Preparing Your Message

for the Media

Establish Rapport

Understandingthe Media

¨ Short deadlines¨ Time/space limitations¨ Competition¨ Reporters cover all topics

Before Accepting the Interview¨ What issues will be discussed?

¨ Who is the audience?¨ Who will do the interview?

¨ What are possible sidebar issues?

Preparing for the Interview¨ Write out 3 brief positive points - mental 3x5 cards, key messages

¨ Have them ready for each possible issue

¨ Put your key messages up front

Anticipate Likely Questions¨ Plan answers¨ Bridge to key messages¨ Return to message¨ Rehearse if possible

For Surprise Interviews¨ Take a few minutes to plan

message¨ Get resources in front of

you

Background Informationis Usually Welcome¨ Fact sheets¨ Other people¨ Conciseinformation

The Interview

¨ Be positive;don’t repeat negatives

¨ Bridgeanswersto your key messages

Be Confident;You’re the Expert

¨ The situation is under control

¨ Be comfortable with what you say

¨ Eye contact¨ Body language

Avoid Speculation, Hypotheticals

¨ You can’t predict the future

¨ Don’t respond with personal opinions

¨ Respond to the current situation

Avoid Technical Terms, Jargon, Acronyms¨ Use words and descriptions the audience will understand

¨ Don’t let the reporter’s knowledge cloud the level of your answer

Don’t Say,“No comment”¨ If you can’t answer,explain why¨ “I don’t know, but I’ll find out for you”

Nothing is off the

record

On-camera Appearance

¨ Clothing¨ Glasses¨ Hats¨ Jewelry

¨ Distractions¨ Body movement and gestures

Keep Answers toAbout 20 Seconds¨ Be concise¨ Speak conversationally

¨ Answer in a complete sentence

¨ Don’t feed the mike

Keep Your Eyeson the Interviewer

Take Your Time¨ Take a few seconds to form your answer

¨ Start overor rephraseif you want

After the Interview

¨ Don’t demand to review the story

¨ Offer to proofread

Be Honest andAssert Yourself¨ Trust and credibility are difficult to rebuild once lost

¨ You can control the interview

Questions?

Rich Mattern, (701) 231-6136

richard.mattern@ndsu.edu

Ellen Crawford, (701) 231-5391 ellen.crawford@ndsu.edu