Hints

“Final Tips”

Well, at long last, we have come to the conclusion of this regular monthly feature on dealing with the media. Having discussed numerous topics, I feel that a quick summary would be helpful for everyone. Therefore, the following are some helpful hints to remember, some of these may be familiar but I believe that these are the most important points to keep in mind when dealing with the media.

Be prepared – Before entering into any type of interview situation, plan ahead. Know who is conducting the interview, the style of the interviewer, the angle of the story, and the interview format. Always make certain that the interviewer has the correct spelling of your name and your proper title. Always be prepared to provide a written or verbal background to the reporter.

Define your message – Communicate the message that you want to be remembered. Develop three or four major points and repeat them throughout the course of the interview. This will help you to get your message across and will help you avoid discussing areas for which you have no prepared. If desired, bring index cards with basic facts or catch phrases written on them to help remind you of your objective.

Control the interview – First of all, remain in control throughout the interview. If you do not do this, it may be possible for the interviewer to put “words in your mouth.” Anticipate questions that are going to be asked and prepare responses. Be certain to answer the reporter’s questions but try to switch to your chosen topics whenever possible. This will help you to remain on track and to make certain that your points come across.

Answer with a headline – Try to structure your answers to always respond with a “headline” or catch phrase that you want people to remember. Afterwards, begin discussing the facts that support your “headline.” This method of answering questions helps to ensure that your most important statements are heard regardless of whether or not you are interrupted.

Negative to positive – When being interviewed, you will often be able to anticipate a negative question because the interviewer will begin the question by making an untrue statement. Often, the question following this false statement is negative or meant to discredit you as an expert. Before answering the question, immediately, point out the inaccuracies of the original statement and neutralize the negative with a simple fact that people can easily understand and then bridge to positive topic.

Protect your weak spot – Anticipate your weak areas and plan accordingly. When you are being verbally attacked, make a brief honest response to the attack and immediately bridge to another more positive topic. Try to keep the interviewer from interrupting with additional accusing questions by moving on to a more positive topic.

Be honest – Even a small misstatement can destroy your credibility and become a major problem for you and your organization. If you accidentally make an incorrect statement, immediately stop and re-clarify yourself. If you do not know the answer to a particular question, do not make up an answer, simply tell the reporter that you do not know but will check with the appropriate source. Always be certain to follow-up with the interviewer with the correct answer.

Keep it simple – Avoid technical language and try to keep your statements simple. Always keep in mind that the average viewer/listener is not necessarily well versed in your area of expertise. When possible, keep your answers short and basic.

Think before you speak – Take your time and think for a moment before you answer a question. This is extremely important if you feel that the question may be leading you into making a false statement. In order to provide yourself with more time to think about your answer, repeat or rephrase the question back to the interviewer before answering.

Be yourself – The most important thing to remember whenever you are dealing with the media is to relax and be yourself. Listen carefully and always remain calm. Never argue with a reporter and always remain enthusiastic about your topic. If you are not interested, the audience will not be interested either.

Well, that wraps it up for this series of articles. I hope that this information has been helpful and that these final tips will prove useful. If you have any questions or comments for the IAAPA Crisis Communications Task Force, you may contact me at itps@interthemepark.com or Ms. Susan Mosedale at IAAPA.

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