Media Relations

The microphone is on. The cameras are rolling. Interviews can be a nerve-wracking experience, even for seasoned veterans. But an understanding of certain interview techniques can make the experience much more enjoyable and make you much more effective in front of the camera. Here are some guidelines for interviewing along with some general media relations tips.

During the Interview

State your key messages as soon as possible at the start of the interview. Doing so will help set the tone and direction for the interview.
Repeat your key messages as much as possible. Use your key messages to create transitions to steer the conversation back to your central points from questions you are asked. Keep your responses brief and to the point.
Cite statistics to support your messages whenever possible.
Use short catchy phrases. They’ll be more likely to be picked up and used by the media.
Relax and be friendly. Remember, you’re there to help the media share information that will help consumers.
Remember who your audience is. Your audience is not the reporter. Be friendly, but you don’t have to make friends with the reporter. Imagine the people you are really trying to reach: your stakeholders, customers and consumers. What message do you want them to hear? Don’t speculate or guess. If you don’t know the answer to a question or don’t feel comfortable answering, refer the caller to another source (such as IDFA) or authority (such as the local or state government or USDA), or get back to them later with the information they need.
Don’t “shoot from the hip.” Think through and check what you want to say.
Nothing is off the record! Whatever you say to a reporter can be used — even an off-the-cuff remark or something that you think is before or after the “real” interview. Say only what you would want quoted. Keep confidential information confidential.

Tailor Your Message to the Medium

For Radio

If you’re calling in via phone, make sure you have a strong, static-free phone line. Stand up during the interview to keep your energy high during the conversation. Speak in a regular, modulated tone.
Keep your answers brief. Use active language and vivid examples.

For TV

Dress comfortably, yet professionally. Avoid a lot of jewelry. Primary and solid colors work well on camera; stay away from dark shades, white, stripes and prints. Women should wear dark shoes with skin-color stockings. Small, gold earrings help highlight your face, and bright lipstick will combat the “washed-out” effect of TV lights.
Act as if the camera is always on you. Relax and sit still, being sensitive to unconscious movements such as touching your face or hair. A person’s body language and overall image traits can account for more than 80% of what is communicated, especially in a television interview.
Don’t look at the camera; look at the person interviewing you.
Incorporate gestures as you speak, keeping them high so that they will be seen by the camera.
Use props and visuals, if possible.
Watch the reporter for cues as to how much time you have, so that you know when you need to cut an answer short.

For Newspapers

Gather a lot of information, statistics and supporting materials ahead of time; print reporters are interested in detailed information and many examples to lend credence to the story.
If you don’t like the way you said something, don’t hesitate to pause and rephrase your answer.
Print interviews will be longer than broadcast; repeat your key messages often.
Provide the reporter with other sources to contact for additional information that can support the story.
Let the reporter know where to reach you if they need clarification or more information.

Get Your Message Across

It’s up to you to tell the story. Even though it will be the reporter asking the questions, you are the one who can control what messages come across.

Rehearse your “headline” in a phrase, and use it as your first answer — no matter what the question may be.

Use these techniques to return to your key messages:

Bridge: “I don’t know, but what I do know is ….” And “Yes, and in addition ….”
Hook: “Research has revealed a number of health benefits associated with drinking milk.”
Flag: “The most important point to remember is …” and “It all boils down to this…”
Practice a few catchy sound bites that will stick in the reporter’s mind.

Use Positive Actions and Images

Show compassion, commitment, openness, sincerity, and confidence.
Look pleasant and accessible. Look the reporter in the eye and shake hands.
Keep calm and cool. Speak in your normal voice. Take your time. Make sure your responses are reasoned, clear and credible. Emphasize the positive.

Avoid Negative Images

Preventing the camera from capturing your image (e.g., putting your hand in front of the camera or running away).
Showing aggression or hostility toward the reporter or the camera crew (e.g., arguing with the reporter or ordering the camera crew off your property).
Refusing to say anything.

General Media Relations Tips

Ask questions about the interview before it takes place. What does the reporter want to know? Who else are they speaking with? How long do they need to speak with you?
Give yourself time. You can always call a reporter back in a few minutes if you need time to formulate a response. Ask them about their deadlines. If you say you’ll call them back, do so.
Remember who your audience is. Your audience is not the reporter. Be friendly, but you don’t have to make friends with the reporter. Imagine the people you are really trying to reach: your stakeholders, customers and consumers. What message do you want them to hear?
Lead with your headline. Decide what your main point is before the interview. Throughout the interview, refer back to that main message often.
Know your key messages. Prepare and rehearse three or four key message points that can each be stated in one or two sentences. Use these key messages throughout the interview.
Control the interview. Answer questions posed by the reporter and bridge to your key messages. Don’t wait for the interviewer to bring up your topic, because it may not happen.
Always play it straight; be truthful.
Be confident. Use short sentences and be direct.
Don’t use industry jargon or technical language. Speak in a language the general public can understand.
Never argue with the reporter. You will always lose.
You may want to repeat the question before answering. This technique gives you a moment of reflection without allowing an awkward pause.
It’s okay not to know. If you don’t have the answer to a question, offer to check with the appropriate source and advise the interview as soon as possible.
Don’t speculate. When facts are scarce and reporters are pressing for information, it can be tempting to guess at what has happened or will happen. Resist this temptation. It will only fuel rumors or premature conclusions.
Never repeat the negative. When answering a negative question, stick to your key messages. You can simply say “no” or “that is incorrect” if the information is wrong, or “let me clarify what we’re doing,” then move on to your key points.
Confirm your I.D. Check that the reporter has the correct spelling of your name and your proper title.
Don’t: Don’t say “no comment.” Don’t argue or evade. Don’t use negative language. Don’t ramble.
Do: Make positive statements, prepare for an interview, offer to get back to the reporters if you don’t know an answer – and then get back to them. One suggestion: “I don’t know all the facts at this time. Here’s what I can tell you,” or “I don’t have the answer to that question. I suggest you contact…”

Questions You Do Not Have to Answer

Personal questions
Competitive questions
Questions involving legalities or negotiations
You should share with the audience why you’re not answering. For example, you could say, “I can’t answer that because I don’t know,” or “I can’t answer that because it is highly competitive.”

Questions Commonly Asked by the Media in a Crisis

What is your (spokesperson’s) name and title?
What happened?
What is the extent of the problem?
When did it happen?
Where did it happen?
What do you do there?
Who was involved?
Why did it happen?
What was the cause?
What are you going to do about it? What is being done about it?
When will we find out more?
How much damage was caused?
What effect will it have on production and employment?
What safety measures were taken?
Who is to blame?
Who or what is responsible?
Do you accept responsibility?
Were there any warning signs of the problem?
Has this ever happened before?
What do you have to say to the community?
Is there danger now?
To what extent is the crisis under control at this point in time?
Will there be inconvenience to the public?
How much will it cost the organization?
When will this be over?
What do you plan to do to prevent a similar situation?