Media Management – Media
Interviews
Table of contents
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Preview the circumstances
Prepare for the interview
Practice orally
Performance techniques to use
Postinterview evaluation questions
Inviting media response: the press release
Summary
Discussion questions
Preview the circumstances
• Before you agree to a media interview , assure
yourself that you really want to be
interviewed
• Determine the reason for the interview – are
you the right person to be interviewed
• Anticipate media appearances – production
related problems
Preview the circumstances
• Examine the proactive versus reactive media
approach
• Crisis strategy:
1. Look at all operational aspects to identify
likely targets
2. Be prepared with authoritative information
on all operations, products
Preview the circumstances
Crisis Strategy continued
3. Convince all management personnel that it is
essential to have an open approach
4. Place your information, prepared in the most
effective form possible, in front of your key
publics
5. Have experts identified and available
6. Prepare a plan to get information and
spokesperson anywhere, anytime
Preview the circumstances
Crisis Strategy continued:
7. Have working kits available to transport to the
crisis scene in minutes
8. Be open with your information and response
to the media
9. Tell everyone concerned as much as you know
for sure
Preview all the circumstances
• Avoid a negative mind-set (seek excuse to
avoid talking to reporters)
• Recognize your rights (in relation to the
media)
• Develop a media initiative (consult the PR
department)
Prepare for the interview
• Analyze your dual audience (the reporter and
the public)
• Organize your thoughts (rehearsing,
answering hypothetical questions)
• Anticipate the topics and the questions (think
of the possible topics)
• Develop your responses (start with the
toughest questions)
Prepare for the interview
• Lead with the most important news
• Use the public position (their needs, desires,
wants)
• Word your message with care (a 10th grade
level)
• Use positive words
Positive words vs. Negative words
Positive words
Negative words
Safety
negligence
Care
death
Concern
accidents
Employment opportunities
discrimination
Long record of service
fired
Excellent relations
catastrophy
Equal opportunities
lays-off
Satisfactory
probably could happen
Prepare for the interview
• Build strong transitions and bridges
• Develop a plan for handling the tough and
tricky questions
Preparing for the interview
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False questions are sometimes asked
The loaded preface
The what-if questions
The irrelevant questions
False relationship
Popular prejudice
Be aware of additional concernes
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Do not respond to unchecked statistics
Do not use „no comment” comment
Do not respond with a simple „yes” or „no”
Be careful about stating your personal opinion
Tell them if you do not know the answer
Never stonewall a position
Avoid talking off the record
Record your own interview
Always tell the truth
Prepare for the interview
• Practice orally
Performance techniques to use
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Dress for the occasion
Keep your cool
Be ready for spontaneous questions
Let your body talk
Display confidence in your voice
Postinterview evaluation questions
• Prior to the interview did you take the
reporter for granted?
• Did you anticipate that the reporter might
oppose your position?
• Did you start the interview with presenting
your most important news?
• Were you able to build bridges?
• Were you familiar with your material?
Postinterview evaluation questions
• Before the interview were you reluctant?
• What specific things do you want to change?
Inviting media response: the press
release
Rules to follow:
• The news must be real news
• The news must have a local interest
• Use the direct message approach
• Avoid buzz words, jargon
• Customize your release to different media
Summary
• Your success depends on 5 important steps:
previewing, preparation, practice,
performance, post interview evaluation
Discussion question
• Compare and contrast the different ways a
manager would prepare for a media interview,
as opposed to a business presentation
Thank you for the attention!
csiszera@uniduna.hu