South Florida Executive BoardMedia Training Primer Mouse over to play audio
1. • Commercial • Control • Credibility • Cosmetics What do you want the audience to remember? • Have 3-4 key messages memorized! • Be ready for your elevator pitch!
2. • Commercial • Control • Credibility • Cosmetics Control – It’s all about attitude! Be confident • YOU are the expert • YOU are prepared • YOU will help someone become more aware of your agency/program.
3. • Commercial • Control • Credibility • Cosmetics Credibility – It’s about 3 things: • Don’t ever lie/guess • Stay in your lane! • Don’t lose your cool/patience.
4. • Commercial • Control • Credibility • Cosmetics Cosmetics – Seeing is believing! • Body language conveys the real you. • What’s behind you is important.
The Interview: Prepare! • Why does the reporter want to interview you? • What will you discuss, to whom and for what reason? • Do your homework! Research! • What are your 3 key messages? • Practice • Rehearse, be confident, anticipate tough questions.
Ground Rules • Perfectly acceptable to set rules before an interview. • Restrictive rules may reflect lack of transparency or trust. • Consider length of time to be a governing ground rule. • Recording the conversation?
The Interview • Answer the question! • Share your message early and often • Avoid jargon & Avoid personal opinions • Remember: you are talking to residents • Be friendly & courteous • Silence is golden
The Interview: Tips • Listen to the reporter’s entire question. Understand it. Clarify if needed. • Pause – Select key points. Keep eyes up. • Present – Repeat question in answer. Respond. Stop talking when you’ve answered the question to your satisfaction. Don’t ramble.
Radio Tips • Ask if the interview will be live or on tape • Use conversational tone • Speak concisely • Don’t ramble. Don’t try to fill “dead air” • Keep your notes in front of you!
Television Tips • Ask the reporter what questions they’ll ask you • Check your appearance • Know what is behind you. • Speak to the interviewer. Ignore the camera. • Hand gestures acceptable. • Assume camera and microphone are always on.
Print Interview • Can be done in person, on telephone or email responses. • Follow up to check understanding. • Don’t assume you will be able to see article before it goes to print.
After the Interview… • Provide any data/statistics/photos you agreed upon. • Verify with reporter you were understood. • Read/watch completed interview. • Share the coverage if you like it!
Practice Scenario Situation: The South Florida Executive Board is having a job fair and you are representing your agency. A television reporter comes up to you and wants to interview you for a news story on the event.
South Florida Executive BoardMedia Training Primer • Thank you for reviewing this primer. Please contact the S FL FEB office for more information about the follow-on in-person media training offered through the FEB Public Affairs Committee. • South Florida Federal Executive Board • Phone: (954) 792-1109 • E-mail: firstname.lastname@example.org