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.

Reading Summary 8

8 - Reading Summary Sylvia Kearney

8 - Reading Summary    Sylvia Kearney
References

Schwager, M. (1986). Training for Television. Training & Development Journal, 40(10), 62.

Theme: Understanding the interview process in public media and radiating confidence takes a lot of training. “Media interview training helps professionals become more skilled and confident on TV.” (Schwager, 1986)

Summary: There are certain techniques that can be learned to help understand the interview process and how to enhance self-confidence. Video taping you is one major step in recognizing flaws. However, it is not only how you act and what you look like. Here are some worthwhile ideas to think about before sitting down to an interview:

§  Learn how to take control. This means have only to key points in your message, otherwise you could overwhelm the audience with too much information. Plan the timing of the copy. On-air time goes really fast. Be aware of giving your first and most important point first and when you feel the time is closing in, offer your second point. Anticipate key questions and be able to answer them. Turn negative sentences into positive ones. Practice, practice, practice, especially, out loud.

§  Learn how to achieve credibility. Establishing a good rapport with the interviewer, for example calling him by his or her first name can humanize the interview and alleviate any communication barriers that can arise. Believability is another great point. Never try to answer a question you don’t understand or know. Lastly, be aware of your body language. Learn the executive pose.

§  Learn how to confront crisis and hostility. Emotionally charged situations can turn into a crisis very quickly. Keep the problem in perspective. Compare and contrast the problem or use analogies. Be very aware of the position a company sets. You can help issues by being compassionate, yet consistent.

§  Learn what to do on arrival. First of all, you should always arrive a little bit earlier. Be aware of studio time. A lot of things are going on in a studio, from moving cameras, to many people walking around and finishing last minute details. Try to relax. Most of all, end your interview on the same not it began.

Application to lesson: Preparing for an interview cannot be done overnight. It takes some training and preparation. No wonder that one should never agree to an interview right then and there.

Application to EMS: Once you are prepared for interviews, you’ll be a major asset to your company. No wonder some PIO’s on the TV are doing it so well.

Reading Summary 5

Sylvia C Kearney Reading Summary 5

REFERENCE: Johnson Avery, E., & Kim, S. (2008). Preparing for Pandemic While Managing Uncertainty: An Analysis of the Construction of Fear and Uncertainty in Press Releases of Major Health Agencies. Conference Papers -- International Communication Association, 1-26.

THEME: Does a Public Information Officer Instill Fear and Anxiety In a Press Release to the Public?

SUMMARY: When SARS (Severe Acute Respiratory Syndrome) broke out in 2003 in China, Hong Kong, Vietnam, Singapore and Canada, the WHO (World Health Organization) published a global alert. “ . . . Faced with a potential pandemic “for which there were no identified causal agent, no diagnostic laboratory assays, no defined properties or risk factors for transmission, no infection-control practices of proven efficacy, and no known treatment or preventative measures.” (Lingappa, McDonald, Simone, & Parashar, 2004, p. 1) This information is daunting and to tell the entire world can inflict possible chaos.

1)    First of all, the International Health community did not know very much about this outbreak and the public knew even less. “These types of challenges are similar to those currently posed to PIO’s in the midst of preparing for a possible, . . . pandemic.” (Johnson Avery, E., & Kim, S. (2008).

2)    The public insists and deserves timely, accurate information. Matter of fact, in any event, the very first 24hours are crucial in forming public opinion about a disaster. In a hurricane that will hit landfall, it is of vital importance to evacuate those people that may be in the path of the hurricane.

3)    Speed is also of the very essence. There may be no time to filter the information, there may be no time to regard managerial levels, there may just be no time but to, “ . . . assert message features such as clarity, completeness, volume, accuracy, source ethos, ambiguity, applicability, and consistency are key to reducing uncertainty in receivers of health messages.” (Johnson Avery, E., & Kim, S. (2008). When a person is trying to assess and manage messages as they come in and as they need to be broadcasted by a PIO, human behavior dictates that fear, anxiety etc. is difficult to hide.

4)    Short factual up-dates to the public are better and easier to handle, in case a change in a previous update needs to be explained.

5)    In most cases a website for explanation should also be offered to the public so they can inform themselves about the pandemic. This can also help anxiety or fear, since individuals now feel empowered to inform themselves.

APPLICATION: “PIO’s must communicate their own uncertainties, then, in a way, that restores efficacy even in the face of uncertainty by presenting publics with some course of action or at least demonstrate their own efforts taken to reduce the threat.” (Johnson Avery, E., & Kim, S. (2008). There needs to be a positive relationship between uncertainty and fear.

Additional Readings: Lingappa, McDonald, Simone, & Parashar, 2004, p. 1

8 - Jeffrey Martin - Preparing for Media Interviews

Reference:  Buchanan, Y. M. (2004). Preparing For Media Interviews. Retrieved from Clark Communications: http://www.clarkcommunication.com/PRTips/Preparing_for_Media_Interviews.php

Theme:  The article discusses preparing for media interviews.

Summary:  Preparing for a media interview is the key to getting your message out to the public effectively.  There are several ways that you can prepare.  Preparation allows you to convey only what you want to release, without having to stop for long periods of time to collect your thoughts.  You will also be able to avoid casual conversation, which can lead to quotes that you don’t want published.  Preparation allows you to maintain a professional tone. 

•          Poll:  Try to find out what the reporters want to know in advance.
•          Prepare: develop an anticipatory question and answer sheet.  Have fact sheets on hand.
•          Research:  make sure you know your subject.  Spend time getting to know the strengths and weaknesses. 
•          Verify: confirm the time and place for the interview to avoid either side missing it.
•          Simplify:  Keep your comments targeted and to the point.  Very little of what you actually say will be used.

Application to lesson:  Being prepared for your interview will make things more likely to go the way you want.  The advice in this article will be helpful in preparing your interview assignment.

Application to emergency services: Being prepared will allow you to get through your interview.  You must be prepared so that you do not leave any vital information out.  It will also prevent you from rambling on and saying things that you should not release during casual conversation.

8- Ashley Burningham- Preparing for a Media Interview

 

Reference:

Lima, P. (2012). When the Reporter Comes Calling How to Prepare For Media Interviews. CMA Magazine (1926-4550), 86(1), 34-35.

 

Theme:

Preparing for an interview is crucial and will determine your success.

 

Summary:

·         You never know when a reporter may call. You need to be prepared to answer the questions.

·         Write down key messages, what you want to convey, and how you want to respond to questions.

·         Have 30 second speech prepared to provide background information about agency.

·         Prepare answers for questions you don't want to answer.

·         Don't dodge the question, but answer in a way that makes your agency look good.

·         Make sure you know what you can and cannot talk about. You still need to know how you will respond, even if you can't talk about it.

·         Determine your objectives and key messages and create answers with the two.

·         Make sure to monitor social media so that any rumors are dismissed. Make sure to include accurate information in your debunking.

·         You can't control questions, but you can control how you answer them.

·         Your answer can shape the way a story is reported.

 

Application to Lesson:

This week's lesson talked about preparing for media interviews. If you are in a position to be interviewed, you have to know how to prepare for such interview.

 

Application to Career:

Not every person in law enforcement will deal with media interviews, because this mostly lies on the shoulders of the PIO. However, any person may potentially be asked to interview. It is important that employees are familiar with the procedures for conducting interviews.

Preparing for a News Interview

Joseph Galbraith

Lesson 8 Reading Summary

 

Reference:  

Telg, R. (2012). Preparing for a News Interview. Gainesville: University of Florida.

  Theme: This article gives suggestions for preparing for a news interview.  Developing a strategy beforehand will lead to a successful interview for you and the interviewer.

 Summary:

• Feeling prepared and confident can make a big difference in an interview.

 
•Prepare two or three ideas that will be your main points to get across to the public.

• Develop a list of questions that you think may be asked during the interview.

• Be familiar with the topic subjects and have answers ready.

• Keeping the interview responses simple and short will aid in keeping on subject.

• Stay on topic and summarize your main points to ensure your message was sent.  Explain again and ask interviewer if message was clear.

•Know when to pause and when to stop talking.  Answer the question and stop.

•Think before you speak and do not use fillers.

•Try to turn negative questions into positive responses.

•Do not speak for other organizations for which you do not have knowledge.

•Do not answer hypothetical questions. These questions represent scenarios that have never occurred.

•Working on your voice presentation takes practice.  Use recording devices to analyze yourself answering questions.  Add expressions and variety can keep the audience's attention.

•Appearance is everything and can say a lot about your credibility and professionalism.  You dress conservative.

•Follow the 'Be Attitudes" which are; be prepared, be positive, be honest, be brief, be yourself, be comfortable, be energetic,  and be focused.

 Application to the lesson topic:

This is another great list of tips for giving interviews.  It has many similarities to the reading presented in this module. 

 

Application to emergency services:

As emergency managers we are expected to have good communication skills.  Even though we have PIO's who work with the media on a daily basis, we may be called upon to give an interview.  These tips are a great way to deal with the media in an aggressive manner so that we are not caught off guard and so we can effectively communicate with our customers.