Effective Media Interview Techniques

Chris Schippers

Reference: ACEP (2013). Effective Media Interview Techniques. Retrieved on October 30, 2013 from http://www.acep.org/Advocacy/Effective-Media-Interview-Techniques/

Theme: This article relates how the news media help shape public opinion on health issues. It also discusses a basic understanding of a reporter's job and a few interviewing techniques can increase effectiveness in communicating key messages in interviews.

Summary:

·         Journalists, although having degrees in in journalism or related fields, rely on experts on every subject they cover.

·         Many variables affect the reporters work including, but not limited to: tight space, time constraints, and decisions made by editors, directors, and producers.

·         When information provided does not appear, it doesn't mean that the reporter has ignored your interview.

·         Purposes of an interview are to gain understanding of issues, collect relevant facts, obtain quotes from reputable sources, and balance opposing views.

·         Most interviews are not "investigative" in nature.

·         Reporters are trained to gather news quickly and accurately by conducting interviews with expert sources.

·         Initial questions may not always convey the true nature of the interview.

·         It is important to find out the nature of the interview before agreeing to do it.

·         The most important goal in an interview is to get your message across, not to be quoted to support preconceived notions or claims of the reporter.

·         When giving an interview it is important to feel comfortable, confident, and in control of your message.

·         Pre-Interviewing Basics are: never take the call cold, ask questions, define your message, identify a personal experience, and call the public relations department.

·         Effective interviewing DO'S: keep answers short, communicate your message, use firsthand examples and descriptive language, use plain English, pause before answering, answer the questions, take the high ground, question the facts if necessary, and use body language effectively.

·         Effective interviewing DON'TS: ramble, discuss hypothetical situations or unfamiliar matters, argue or interrupt, lose your temper, and lie or bluff.

·         Six Face-to-Face interviewing tips: 1. Be prepared 2. Relax and be personable 3. Support your facts 4. Be honest 5. Make sure the reporter agrees to "off the record" or "for background only" comments, being aware they don't have to honor them.

·         Three Telephone interviewing tips: 1. Don't use a speakerphone. 2. Stand up. 3. Use a convincing voice tone.

·         Eight News interviewing tips: 1. Talk in sound bites or brief concise statements. 2. Use memorable words. 3. Look your best. 4. Concentrate on the interviewer. 5. Talk to the floor manager and camera crew prior to show to feel comfortable. 6. Watch your body language. 7. Engage in discussions when other people are on the show with you. 8. When in stand up interviews, stand with one foot slightly ahead of the other, toward the interviewer.

·         Six Remote Television interviewing tips: 1. Tell camera person of any problems and overcome anxiety. 2. Check the volume in your earpiece 3. Sit up straight not letting shoulder blades touch the chair back. 4. Look directly into the camera as if the interviewer were sitting across from you. 5. Maintain eye contact with the camera. 6. Maintain a confident look until the all clear is given.

·         Eight Radio interviewing tips: 1. Make sure you can hear questions clearly. 2. Be sure you can pronounce the interviewer's name correctly. 3. Have facts readily available. 4. Use descriptive language to illustrate points. 5. Resist speaking louder if interviewer's voice seems distant. 6. Don't talk over the interviewer's question. 7. Be careful what you are saying when live on air. 8. If it is a taped interview and you points aren't made clearly, ask to be taped again.

·         When responding to a request from an Internet reporter, follow the same tips for telephone interviews.

Application to the Lesson Topic:

This article presents several tips which, if followed, would allow your point to be made clearly and not misconstrued, contorted, or misinterpreted.  Any person that reads this article will be able to interview better and get their message across.

Application to Emergency Services:

The tips provided in this article are very beneficial for emergency services, especially for PIOs.  The article walks you step by step how to feel comfortable and how to make sure the message you are trying to portray is coming across clearly and accurately.  If I were ever interviewed I would refer to these tips to help me feel calm confident and comfortable.