Making the Most of Your Media Interview

It's quite possibly every businessman's greatest fear. You leave the office on your way home, only to find a barrage of cameras in your face. A slew of reporters stand there with questions and they demand answers.
Of not all media interviews will be this frightening. In fact if you know how to get your companies message across to the media you might it's possible that you can use them to promote your business. The secret, of course, is to be prepared.

You should have your own messages prepared for each media encounterthat is two or three points you want to get across. You should make sure that your main ideas are delivered regardless of the questions you are asked. Depending on who the audience of the interview is will help you determine what message you deliver. You should always tailor your message for the audience of that particular news outlet and explain your points in a way that is easily understand. It's important to understand that different media venues have unique characteristics and shouldn't be treated as equal.

When dealing with reporters from print publications, you need to be aware that many journalists will take advantage of the conversational approach offered by the lack of intimidating factors, such as cameras and recorders. That isif you let them. You should set the guidelines regarding what is appropriate for discussion, including who will speak on behalf of your organization, what issue they may discuss, as well as where and when the interview will take place. Be sure that the reporter acknowledges your message and if possible ask them to verify quotes with you before publication.

Interviews with radio personalities often give you the chance to focus your message to a specific demographic. On many shows, the interviewer may be very brief and you might get only a minute to make your point. So try to keep your message brief if you are on a news show. Call-in shows, however offer plenty of time to deliver your message and give you the opportunity to frame the message within a story. Another benefit of radio shows is that often times you can do the entire interview from the comfort of your own home, as stations now can have guests by phone as well as callers. This can lower the level of stress you feel.

Television is likely one of the most difficult outlets because of its brevity and often broad reach. Expect that even long interviews with be edited for the "sound bite" which is often only a few seconds in length. This is where proper media training comes in handy, because it can allow you deliver the maximum amount of information possible for the short segment while controlling what gets quoted from your interview.

Professional demeanor and dress is important because you want viewers to focus on your message not your movements and attire.

Here are a few media DOs and DON'Ts:

DO know your message in advance. You should build a linguistic bridge with your responses that lead to your messages, and be sure to say them several times during the interview.

DON'T be afraid to admit that you don't have the answer. If that is the case just offer to find out the answer and get back to the journalist with the answer. In the fire service we always tell the media, The cause of the fire is still under investigation."

DO limit your use professional jargon. Your message should always be delivered in a way that is simple to understand, but not condescending to the viewer.

DON'T feel rushed for a response. If necessary, pause for a moment to think before answering.

DO dress professionally and have a positive, confident attitude. Other people make perceptions based upon your image.

DON'T look directly into the camera. It's better to look at the person who is talking. On television it's important to remember that could always be on camera, even if the attention is directed to another person.

DO find out as much as you can about the reporter before agreeing to an interview. If possible you should find out about his or her particular story, whether they have covered your business or industry before, and others who have they are interviewing for the story.

DON'T assume that the media is your friend. While most journalists are not out to get you, a positive past experience with a particular reporter doesn't guarantee similar results in the future. They have a job to doand that is to get the story.

With some training and practice, media interviewing skills, such as these will become second nature. That way the next time the news has a camera in your face, you might react with confidence instead of fear.