PLAY GOLF AMERICA NEWS BUREAU
MEDIA INTERVIEW TIPS
Believe it or not, there is an art to speaking with the media. The following section will help you to
understand the techniques required to ensure that the media is able to take the Play Golf America story
and deliver to our key audiences the way that we would like it told.
If used and practiced on an ongoing basis, the tips we are about to share should help make you a more
effective spokesperson for Play Golf America and for your programs. It should help you define what you
should say to the media and refine how you should say it. And, it should make you more comfortable
with the process and maybe even feel good about it!
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Why we talk to the media
Prepare for your interview
Make the most of your interview
o Print interviews
o Radio interviews
o Television interviews
o Telephone interviews
Follow-up on your interview
Why talk to the media
For better or for worse, the media serves as a town hall for the game of golf and for the golf industry. An
interview with the media allows you to tell your story. It helps enhance your reputation and the reputation
of the game. And, if properly done, it creates favorable impressions in the minds of the millions of media
readers, viewers and listeners.
Spokespeople who excel in interview situations do so because they:
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Understand the media agenda
Prepare in advance
Listen carefully to the reporter
Stick to their message
Stay true to who they are
Prepare for your interview
Understand that the most important criteria for a successful interview with the media is preparation. You
should have a pretty good idea, in advance, what types of questions the reporter might ask. The first step
is to put yourself in the reporters place and ask: Who is my audience? What does my audience need or
want to know? Who can provide credible information on this topic?
Hopefully the answer to the last question is YOU! Knowing the answer to the first question will help you
to understand the reporter’s agenda and what it is they would like to accomplish during your interview.
Finally, what is it that you, as a spokesperson, can provide to the reporter to help inform the target
audience?
Now, you are ready to determine the top three items that you want your reporter to know about your
Player Development Programs, you and your facility. These are your message points. If possible, back up
each of your three points with facts, figures or anecdotes that prove or support each one. And of course,
keep your language as positive as possible.
If you can, ask a colleague, family member or friend to help you rehearse—or possibly refine—your
message points.
Make the most of your interview
Take the initiative to explain, emphasize and re-emphasize your key points. Maintain your focus and
remember why you are taking part in the interview—to inform them about the Player Development
Programs you are conducting. A few key points to remember:
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Avoid professional jargon or buzz words if possible.
Turn negative situations or comments into positives.
Immediately correct any misstatements the reporter may make.
If you don’t know the answer to a question off the top of your head, say so and offer to get back
to the reporter with that information.
Never answer a question with “no comment” and never say anything to a reporter that you don’t
want to appear in the final news item.
Even if the reporter offers to go off the record, once you provide the information, they could
continue digging until they find a new source for controversy.
Each type of interview is different. Some of the following points should provide specifics as to how to
best handle interview situations for print media, television appearances, radio broadcasts and interviews
via telephone.
Print interviews
Newspaper and magazine interviews allow reporters the opportunity to spend more time gathering
information. They then have the opportunity to return to their desks and pick and choose among your
comments and statements and only include those they want.
It is the spokesperson’s responsibility to emphasize key points as often as possible. Don’t simply answer
the reporter’s question and wait for the next. Use each question as an opportunity to answer the question,
transition into one of you key message points and back it up with facts, figures, statistics or anecdotes.
Through repetition of your three message points, we have the opportunity to help shape the reporter’s
thoughts, and therefore the reporter’s story.
Here are some transition phrases to consider:
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That’s an interesting question; let me remind you, though…
Before I forget, I want to tell your audience…
Let me put that in perspective…
What’s important to remember, however…
What I really want to talk to you about is…
What’s most important is…
And don’t forget…
Before we get off that subject/topic, let me add…
That’s not my area of expertise, but what I can tell you is…
That’s a good point, but I think your audience would be interested in knowing that…
What I’m really here to talk to you about is…
Let me just add…
That reminds me…
Let me answer you by saying that…
Let me give you some background information…
Let’s take a closer look at…
That’s an important point because…
What that means is…
Another thing to remember is…
Now that you’ve covered _____, let’s move on to….
You may be asking me why _____ is true…
While _____ is important, don’t forget that…
As I said…
Radio interviews
All of the tips for print interviews apply to radio interviews as well. Plus some additional points must be
considered. The final audience will not only receive your words and messages, but they will hear them in
your own voice. For this reason, all of the tips provided for print interviews still apply.
Now for radio, you must also consider whether the interview will be aired live, taped for later use, or will
be edited and include only a portion of what you said. Regardless, always use inflection when speaking
for a radio interview. Be energetic. When asked, respond quickly to questions and keep your answers
brief. Drink water to help soothe your voice.
Television interviews
In addition to all of the above tips to shape the reporter’s final story using words and messages, a
television interview offers additional challenges and opportunities. To make the most of this format:
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Arrive early for the interview and allow yourself time to get used to the environment and the
interview format.
Look at the interviewer while speaking unless directed to do otherwise.
Wear flattering clothing styles and colors. Dark colors are better, and small intricate patterns
should be avoided.
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Remove bulky or flashy items.
Use provided make-up when offered and double check grooming.
Above all, be natural and be yourself.
Telephone interviews
Telephone interviews are convenient for both you and the reporter. They can save valuable time and
travel resources. For these reasons, they are very popular but come with their own challenges and points
to consider.
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Always know who you are talking to on the telephone.
Understand how your materials and statements will be used.
Remember to get the reporter’s telephone number in case you experience trouble on the line.
Always use a clear, dedicated phone line and avoid cellular phones, if possible.
Spell out difficult names.
Avoid complex numbers unless absolutely required to make your point.
Follow up on your interview
Once the interview is concluded, you’re still not quite done. Remember to provide any additional
information, especially promised information, to the reporter in a timely manner. Follow up with The
PGA of America headquarters to keep them in the loop. And finally, leverage your results—share your
article or placement with clients and colleagues, use it to reinforce key points with your staff and partners,
post it on your Web site and keep a copy for yourself.
Media relations can go a long way toward helping The PGA of America reach its goal of promoting the
game of golf to everyone, everywhere. Plus, it can help increase awareness of your business and
contribute to growth opportunities.