Preparing for Media Interviews: Tips and Strategies, Papers of Management of Health Service

Download Preparing for Media Interviews: Tips and Strategies and more Papers Management of Health Service in PDF only on Docsity! 11/5/2008 1 Media Interviews HPAM 7600 Thanks to Don Rubin and colleagues from the Southern Center for Communication, Health and Poverty for this material. Increasing Public Interest in Health • Newspapers have special health sections • TV stations have added health programming • Accessing health info is one of the most common reasons why people use blogs and discussion lists (“new media”) Who would want to interview you? • Reporters often want to talk to the field worker or researcher • If you work for a big organization, like the CDC they will have an office to , write-up press releases, but you may still be interviewed • If you work for a small organization, like a public health office, then you will have to do a lot of the media relations 11/5/2008 2 A reporter wants an interview • It’s a good thing – they are interested in your story • Establish rapport and ask for time: – Ask them about their interest so you know where they are coming from – Ask them for time to prepare, then call back – Ask them for a sample of questions. – Don’t be too friendly and say something you don’t want to see in print Prepare for the interview • Decide if you want to grant the interview: – What does the reporter want to talk about? – Are you the appropriate person to answer questions on this topic? – What medium does the reporter work for? – What is the format of the interview? Nightly news? Feature story? Will the interview be taped? Will you be on camera live? – Where will the interview be conducted? How long will it take? – What is the reporter's deadline? – Are there any potential public relations liabilities to such an interview? Prepare for the interview • Plan: – Figure out what you want to accomplish in with this interview – Do you want to: • Inform the public? • Tell your side of a story? • Give good news about what your organization is doing? – Don’t just give interviews to get exposure, you should have an outcome in mind. 11/5/2008 5 Prepare for the Interview • Anticipate tough questions and prepare your answers. – List the ten most difficult questions you might be asked regarding the interview topic And – The ten most difficult questions in general – Think about how you will transition from answering these questions into a key point you want to make. Potential Questions During Emergency Situations • What is your name and title? • What happened or, what is happening? • What measures are being taken? • Has this ever happened before? • Who is involved? • Is anyone to blame? • Is there danger now? • Do you accept responsibility? • How much will this cost? • Was anyone hurt or killed? What are their names? • How much damage was caused? • When will we find out more? • What can private citizens do to help? Interview Tips • An interview is not a conversation. – Don’t take it lightly, make too many jokes, or get off topic. • There's no such thing as off the record. – If you don’t want to see it in print don’t say it, . • Tell the truth – If you don’t, someone will find out and your credibility will be shot. • Be aware of reporters' deadlines. – If you take too long, you may miss your chance. • Be aware that you may be tape recorded. 11/5/2008 6 Interview Tips • Listen to the question carefully. – Make sure you know what they’re asking before you answer. • Don’t rush yourself. – Thoughtful answers take time. If you need a moment to think, take one. • Speak at a normal pace. – Don’t speak too slow or too quick. • Keep it simple. – Don’t use too much jargon, too many examples or long explanations. – Keep your sentences short, your introduction brief and to the point, and your approach straightforward. Interview Tips • It is okay to rephrase the question. – Sometimes questions don’t address the big issue or have some mischaracterizations. • It is okay to repeat an answer. – Repetition is a good thing. Reinforce your point. Just try t t d lik b k d no o soun e a ro en recor . • Everything you say will not be printed. – Sometimes reporters take different angles. • Some of what you say may not be accurately printed. – That’s why it’s important for you to stay on message to reduce confusion. Interview Tips • Dress appropriately. • It is okay to ask the reporter to repeat questions. – Don’t be afraid of sounding ignorant. • Never answer rudeness with rudeness. Before wrapping the interview make sure you • , made your point clear. – Recap with the interviewer if necessary. • Stay relaxed and be yourself while watching what you say. • If you cite names, occupations and addresses, get them right. 11/5/2008 7 Interview Tips • If you don't know the answer to a question, just admit it and offer to find it out. • Steer clear from stereotypes and biases – Being offensive is rarely effective. Make sure you speak loudly and clearly• . • Be aware that your personal space may be compromised. – Don’t back away from the reporter, microphone or camera. • Gestures are okay – but don’t be twitchy. Interview Tips Here’s an easy outline to remember: – First Sentence- Make a statement that answers the reporter's question as briefly as possible. – Second Sentence- Support your answer. – Third Sentence- Transition into your message. – Fourth Sentence- State your message. Television Interview Tips • Sitting: – Sit up straight. Don't swivel or rock. – Cross your legs at the knees or sit with your legs at a 45 degree angle in the chair, legs crossed at ankles or feet together, one in front of the other. – Try to look natural. – In the television studio, do not jump out of your seat too quickly. The show's credits may be rolling over the scene of you sitting on the set. Consider yourself on camera until the show's director says you are finished. – Do not lean on the arm rest of the chair, you look too casual. Lean forward a little, showing interest, not back, showing fear or indifference. 11/5/2008 10 Telephone Interview Tips • Know who is on the other end of the line. • Ask whether you are being recorded. • Ask when and where the information will be used. S ll t diffi lt d t h i l t • pe ou cu names an ec n ca erms and phrases. • Limit the time available for the interview. • Be certain to ask for feedback from reporters to ensure that they have understood your points. Radio Interview Tips • A live interview is very different from a taped interview. • Watch out for verbal pauses: um, uh and you know . • Radio will not be as in-depth as print. • Be careful not to repeat the negatives in a reporter’s question. Answering difficult questions Suggested Transitions – What I think you are really asking is . . . – The overall issue is. . . What’s important to remember is – . . . – It’s our policy not to discuss x, but what I can say is . . . 11/5/2008 11 Ten Rules for a Successful Interview 1. Be yourself. 2. Know your message. 3. Stick to your expertise. 4. Don’t be afraid to say I don’t know. 5 Avoid jargon acronyms and statistics. , , . 6. Be brief and to the point. 7. Personalize your answers. 8. Never repeat or introduce a negative. 9. Answer questions with: • A conclusion • An explanation/transition • Your core message 10. Maintain eye contact What to do when… • The interviewer expects you to comment on issues beyond your expertise. – Inform the interviewer that you are only prepared to answer questions related to your expertise as a spokesperson. – Transition into key message points. – If the interviewer persists, say ‘I’m sorry; I’m unable to answer your question.’ – Stick to the substance of your message. What to do when… • The interviewer is unprepared and asks irrelevant question. – Take control by reaffirming your expertise. – Stress your key message points, feeding him questions about your topic. – Involve the interviewer by asking questions about his experiences and concerns. 11/5/2008 12 What to do when… • The interviewer/guest keeps interrupting you in mid-sentence. – When it happens again, say ‘I will be happy to respond to your comment but , first let me finish with mine.’ – Be pleasant, but insist on your right to give complete responses. – Do not interrupt a questioner! What to do when… • The interviewer is particularly antagonistic and asks one hositle question after another. – Do not become combative. Maintain your enthusiasm. – Do not repeat a negative question. – Remember, you are well prepared and rehearsed. – Answer questions with a brief response, then transition to a key message. What to do when… • During a taped interview, the reporter keeps raising his voice higher and higher. Don’t respond by raising your voice– . – Each time the reporter raises his voice, lower yours. – Remain calm, and stick to your message.