Guidelines for Media Training
A good course should leave the participant with knowledge of the following:
* Understanding of media motivation – what is driving the coverage, what sort of questions are likely
to be asked. It could be simply that there is a big event like a disaster which has caught everyone’s
imagination, media could be engaged in a ‘fishing expedition’ they’re looking for stories and asking
around. Or it could be that they invite you on to talk about one issue – say disaster response – when
really what they want to talk about are historic issues.
If there are big/risk issues it is important to think ahead of any media engagement what you might say if
asked
* The ability to develop and illustrate key messages – what do we want to say, how should we say it. If
key messages are prepared it helps the interviewee keep some control of the interview. So, if the
interviewer starts taking you ‘off piste’ to something you don’t want to comment on, then you have a
script in your head which you can use. So for example on if you’re suddenly thrown a question about
sterilisation programmes when you thought you were on to talk about Haiyan, you can say something
like ‘IPPF is a rights based organisation and though sterilisations have an important part to play in family
planning, we’re very clear that women and men should decide for themselves the method of
contraception that suits them best, so they are entitled to proper information, a range of options and
they need to be guaranteed high standards of care. But you didn’t invite me on to this programme to
talk about sterilisation. I’m here to talk about Haiyan and the work our SPRINT programme is doing. And
then on talk about SPRINT and our emergency response. However, be mindful of not ticking off a journo
even if he deviates from topic.
* Targeting your audience – SPRINT might want to get to different audiences for different purposes. So
it could be an audience of rural women who need to know about services we provide, or it could be a
decision-maker, or it could be a public awareness exercise, or it could be a particular demographic like
youth. You have to decide which of these different types of audiences (and there are many…) you wish
to reach and do some analysis of which outlet will reach your desired audience best. So what is the key
publication an Australian politician will read, for example. You can also place an interview or a piece
ahead of when you know a decision is coming in the hope of influencing it. You might flag this to an
official who works for the decision maker you’re targeting. (So it’s not just about the interview, it’s also
the work you do to promote it yourselves via email to a contact or to your followers and friends on
social media.)
* Choose who to speak to and why – there has to be a reason for media engagement. It can be as
simple as brand-building, it could be in response to something like an event, or you might have a report
or survey results you wish to promote or maybe there’s been coverage of a particular issue. One
example is a clinic invasion by an anti-choice group another some Hollywood celeb is doing something
about sexual violence in war zones. If we keep vigilant these become opportunities to engage with the
media and once your quote has been used it is likely to generate more requests from journalists as you
will show up in GOOGLE searches. Equally if you put someone up for an interview and they do a good
job that helps generate more requests.
Now that may not mean you want to engage with every request – you might distrust the outlet, or your
favoured spokesperson is not available or you might identify that there is an reputational risk of going
on the record at a particular moment. You can decline but do so in a way that tries to keep that contact
warm.
* Tackle difficult questions – this is referred to above but if you know there are issues that are difficult
for your organisation the best route is preparation. If you’re live on a TV show and you’ve prepared
what you’re going to say then it is much easier to tackle something challenging. You can’t prepare for
everything though so if you are asked a question you don’t feel qualified to answer there are techniques
you can deploy to hold the journalist at arm’s length.
* Engage your audience – training helps you focus on what drives an audience to switch off, and what is
likely to engage them. There are obvious things like speaking too quickly, or speaking in a monotone, or
using impenetrable jargon or, indeed, using words like impenetrable. Also things you wear (or do) can
be distracting.
* Identify question types – these can vary enormously: an environmental organisation spokesperson
has just been talking about the impact of emissions on global warming and they’re asked what car they
drive. You’re on to talk about MISP but you’re asked about late abortion practices or sex selective
abortion. The interviewer can sometimes just get it wrong – they’re on rolling channel, they’re not
properly briefed.
* Use body language effectively – deportment is key if you are on TV- Slouch around and you’ll reduce
your credibility. Touch your face repeatedly and people will begin wondering if you are telling the truth,
lean forward and they may think you’re aggressive.
Radio is a different proposition of course though it’s still worth thinking about because it may have an
influence on the interviewer. Very important any training can focus on this.
* Dress appropriately – if you’re on a youth show you probably don’t want to wear something
incredibly smart/formal, some clothing ‘strobes’ on TV, other items will reflect studio light. Clothes are
very important and so are things looking tidy, not wearing distracting jewellery, if you wear glasses do
you keep them on etc.
* Deal with nerves and appear relaxed in all situations – what gives away nervousness? What can you
do to offset it? There are a lot of tips though actually most people once the interview gets underway will
concentrate on the questions and not the number of people who may be watching
* Role-play interviews – filmed & assessed – you don’t know what you’re like on TV/Radio until you’ve
practiced. Training must include role play in an environment that feels like a proper interview (camera,
lighting etc.) and with proper playback facilities so you can watch how you each did. The group can
critique/compliment each other. Ideally you will do a ‘down the line interview’ which is where you’re
not face-to-face with the interviewer and you have to look into a camera, and a face-to-face. Even if you
have been media trained you should do some role play in advance of any media engagement. Get your
colleague to ask you potential questions (including some difficult ones) while filming you on a mobile
phone.