'Free Media Tips'
04 October, 2007
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TIPS FOR HANDLING THE MEDIA INTERVIEW
1. Only do an interview if it will help one of your objectives.
2. Be clear which people you are talking to – they must be critical to your objective.
3. Have one message, and back it up with one or more reasons and examples.
4. If it’s for a direct quote –
• make sure your message is catchy and about 20 words long.
• insert the key phrase of your catchy message into several answers.
• pause before answering if you want time to think.
• stop in mid-sentence if you’re not happy with what you’re saying.
5. If it’s a question-answer interview where the questions stay in –
• Acknowledge all questions.
• Say anything you want that’s relevant after the acknowledgement.
• Cut across interruptions with ‘just a moment’ and go on.
• For strong answers use the sequence: main point, reason, example.
6. If a reporters want information only, put that on paper and give it to them, or send by fax or email, rather than saying it in an interview.
With the compliments of Roger Fry & Company – leading media trainers in Australia for 30 years.