1 Answering the question
People say their worst fear is getting a question they simply don’t know the answer to. However, when dealing with the media, you can be guaranteed this will happen at some stage of the game!
It surprises clients to know that great interviews are not about answering the question, but in fact about delivering your company’s key messages. The trick is to have prepared a series of brief, accurate, strong, strategic statements using vivid language that make your point. These automatically give you control so that you always have an appropriate reply – it’s just a matter of learning how to link these important messages to the question posed.
It surprises clients to know that great interviews are not about answering the question, but in fact about delivering your company’s key messages. The trick is to have prepared a series of brief, accurate, strong, strategic statements using vivid language that make your point. These automatically give you control so that you always have an appropriate reply – it’s just a matter of learning how to link these important messages to the question posed.
2 Saying too much
One of the greatest skills is not about speaking, but about keeping your mouth shut! It sounds easy, but it is a learned and very valuable talent.
A common trap is feeling you need to fill awkward pauses or silences. Often a reporter has created this simply to get you to elaborate or say something you otherwise wouldn’t - it’s one of the oldest tricks in the book. It is essential to recognise this tactic and successfully negotiate it.
A common trap is feeling you need to fill awkward pauses or silences. Often a reporter has created this simply to get you to elaborate or say something you otherwise wouldn’t - it’s one of the oldest tricks in the book. It is essential to recognise this tactic and successfully negotiate it.
3 Being led into hypothetical situations
Clever reporters will try and get you to speculate about all sorts of things and try to take the interview in a direction you may not wish to go. It is imperative to know how to stick to the facts and avoid making predictions, assumptions or judgements that may come back to haunt you.
Learning a series of bridging and blocking techniques will help keep you out of trouble
Learning a series of bridging and blocking techniques will help keep you out of trouble
4 Using jargon
Every industry has a language of its own and it’s very easy to slip into your comfort zone, talking in terms the average person can’t understand and often people don’t even realise they are doing this. Jargon is isolating, confusing and means your key messages will be poorly understood.
Using the three C’s is essential. Your comments must be concise, conversational and catchy otherwise you are wasting your time.
Using the three C’s is essential. Your comments must be concise, conversational and catchy otherwise you are wasting your time.
5 Poor preparation
“If you don’t know where you are going, every road leads you there” Lewis Caroll
Lack of preparation can be disastrous. It is vital to know you audience, know the format, know what works best in which medium and anticipate the hardest question.
Most importantly you must be expert in your key messages – and learning how a key message box works will make this easy. Develop three simple, main points and remember the three R’s – rehearse, review and revise your answers.
Lack of preparation can be disastrous. It is vital to know you audience, know the format, know what works best in which medium and anticipate the hardest question.
Most importantly you must be expert in your key messages – and learning how a key message box works will make this easy. Develop three simple, main points and remember the three R’s – rehearse, review and revise your answers.