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The Media and You!
Your advantages:
- You decide whether to do the interview
- You control length of the interview
- You are the expert
- You decide what to say and how to say it
Rules to remember:
- The microphone is always on
- Don’t be defensive
- Maintain your composure
- Avoid sarcasm
- Don’t repeat a negative in your answer
- Don’t answer hypothetical questions
- Reject false premises in questions
- Avoid hostility and anger when answering
- Tell the truth
- Know when to stop talking
- Avoid jargon
- Use metaphors and examples
- Be confident but not combative
- Never say “no comment”
- Be responsive but bridge back to messages
- Everything is apt to be on the record
- There is no such thing as a “conversation” with a reporter
Reporters expect:
- Responsive and accurate information
- Clear, concise statements
- A measure of respect
- Not to be blamed for poor treatment by another reporter
- Not to be asked to hold back information
- Not to be used for blatant commercialism
- To be called back
Preparing for your appearance:
- Determine your objective
- Anticipate the questions
- Review your key messages
- Rehearse your key messages—be conversational
Bridge from questions to your messages:
- Be responsive
- Listen closely
- Don’t repeat falsehoods or accusations. Say: “No,” “Not true,” or “That’s not the case.”
- Then use verbal bridges such as these: “… but the truth is…” “…but the real question is…” “…but the real point is…”
Message building blocks:
- Make clear distinctions, not equivocation
- Use illustrative language, not jargon
- Use emotion when appropriate
- Address public or human concerns
- Be truthful
- Be confident
For all broadcast, print, or personal encounters:
- Be energetic and speak up
- Keep your voice strong by breathing in plenty of air when needed, not just at the end of long sentences
- Use relaxation techniques beforehand
- Use gestures and other body language effectively, and remember to smile
- Remember to pause for effect
- Stay on message
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