WMO Workshop on Public Weather Services –

Practical Session on dealing with media

David Hui

Macao, 18 April 2013

Practical Session on Media

• Handling radio and TV interviews.

• Interview techniques

Exercise 1 – TV interview

• Form 2 teams, one working as news reporter (interviewer), another as forecaster (interviewee)

• Based on a fictitious (simulated) scenario

Exercise 1 – Torrent sweeps away hiker

• A hiker was missing earlier this afternoon after being washed away in a sudden rainstorm while trekking at Mei Li National Park.

• The hiker (Mr. Lei) was on a walk along the Mei Li stream about 2pm. Mr. Lei was leading four teenagers next to the stream when heavy rain started about 2:30pm. According to the members of the hiking group, he slipped in the downpour and fell into the flash flood. He was swept away ……

Exercise 1 – Background Weather Info

• Localized thunderstorm developed in the vicinity of Mei Li National Park around 1:20pm.

• More than 40 mm of rain were recorded, between 1:30 pm and 2:30 pm, by a rainguage at the National Park; other raingauges received a few mm of rain.

• Thunderstorm warning was issued at 1:30pm. No other warnings were issued.

• Suppose the warning criteria are:– Thunderstorm warning: whenever there is thunderstorm aff

ecting the region– Rainstorm warning: persistent widespread heavy rain affec

ting the region

Exercise 1 – Radar images1:20 pm 2:00 pm

2:20 pm

Exercise 1 – TV interview DIY

• 10 minutes to prepare for the interview.

• Recall what you learnt form the morning session.

• News reporter team: ask questions

• Forecasting team: representatives to answer the questions

The Interview - Technique• Speak with authority, clarity and energy;• At least one key message in every answer,

don’t wait for the right question (control + content), give quotable quotes;

• Flagging – use verbal cues to underscore importance of forthcoming comment (the most important to remember is…) ;

• Turn –ve to +ve (Everybody commit mistakes. We commit mistakes. I want to talk about the values we believe in and the experience and integrity that goes with all of this, and what I’ll do…)

• Give examples, facts and figures;• Try to be even-handed with different media (and you

can use this to refuse interviews if hard pressed!) ;• If you don’t know, say so, find out and follow up!

Interview Technique (cont.)

– Use simple words & refrain from using jargon;– Never speak “off the record”;– Admitting an honest mistake is the best way to disarm

a journalist;– Avoid “No Comment”; – Avoid sarcasm;– Do smile. Be polite & never lose your temper;– Don’t get personal;– While on TV, you are always “on”, your body language

will magnify, never lower your guard in front of the camera;

– But relax & be yourself.

The Bridging Technique

Bridge – return to your key messages– What's most important is….– The real issue here is… – That's not my area of expertise, but I think your audie

nce would be interested in knowing that…– Let me just add that… – That's an important point because… – What that means is…– Another thing to remember is…– If you look at it closely, you'll find…

Interview Technique (cont.)

– Talk about results; – If you don’t have results, talk policy; – If you don’t have policy, talk facts;– If you don’t have facts, talk process.

You always have process!

• If the forecast has gone wrong….– Provide details of what warnings were issued,

and when;– Don’t pretend that Warnings were adequate;– Explain why the forecast was not accurate;– Emphasise learning from experience;– Acknowledge the human aspects;– Apologise where necessary, and move on

• If you are misquoted..– Don’t over-react. Politely call or write to the

reporter or the Editor, pointing out the discrepancy.

Interview Technique (cont.)

End of practical session

Thank you.