Preparation
The key to communicating effectively to the media and the public is preparation. Before the interview, whether for print or broadcast, ask the reporter to give you examples of the questions he/she will ask. Write out what you want the public and opinion leaders to know. Design your message to be delivered in short and simple responses. Your goal at this stage of the message development process is to phrase your answers in quotable sentences that communicate your message. Next, practice saying these points so that they seem to flow naturally, succinctly and crisply.
For each major message, supplement and support with specifics to fit your situation.
- First, write a general statement.
- Add supporting data, statistics or other factual information.
- Add personal or local examples; anecdotal information.
Delivery
For radio interviews, you want to pay attention to your voice tone and inflection. Radio listeners can’t see you, so use inflection in your voice to add variety and meaning to your comments. Be aware of your overall pace. Your message will lose its impact if you talk too fast or too slow.
Be mindful of your body language and appearance for television interviews. Maintain eye contact with the person conducting the interview. To emphasize a point use pauses, or change to a louder or softer voice. Broadcast interviews are usually taped interviews, which will be edited and aired later. Therefore, if you make a major mistake during an interview, one that alters the meaning of your message, pause, restate the word or phrase correctly, and continue. Or tell the reporter you need to correct something you said earlier. There is no need to apologize, just continue on at a relaxed steady pace.
One of the greatest threats to success in your local media effort is saying more than is necessary to the media. A basic rule to remember is to never say anything “off the record.” If you don’t want to have it aired or seen in print, then you should not discuss it at all. Be honest if you do not know the answer to a question. Your credibility is crucial and you do not want to jeopardize it. Be brief in your answers, keeping it short and simple; you’ll look and sound better if you get right to the point. Speak convincingly. Don’t be afraid to pause. Every time you open your mouth, look and sound as if you really care.