Scenario: You’ve finally scored an interview. You squeeze-in the reporter’s call between meetings, and chat for 30 minutes. The story appears. But wait, that’s not what I said … or the reporter missed the point … or why is it so short? Worse, the story never runs.
Nine times in ten, the blame rests with you. Simply, the success you achieve in an interview is directly related to the quality of your preparation.
Get the Message Right
Media Training helps you present messages about your organization in ways that resonate with reporters. An interview is not a conversation. You can’t “wing it.” Instead, it’s an opportunity to tell people about the benefits you can bring them.
Think about it this way: The reporter must prepare a story that is of interest to readers/viewers. Audiences only pay attention to stories that have something in it for them. We call this the WIIFM (What’s in it for me?) In today’s media-saturated world, if you fail to tell the reporter how YOU (your organization, product, or service) will make readers/viewers lives better, your story will fail. Viewers will change the channel. And the reporter won’t call again.
- Preparation (Message Map) + WIIFM = Success:
Media training starts with a Message Map. This is a tool that identifies your main message – your Home Base – the “why” or “how” you’ll improve people’s lives (the WIIFM for your audiences) supported by Positive Points (how you’ll do it), and Proof Points or examples.
But, this interview is about me, right? WRONG! Sorry, readers and viewers don’t care about you. They care about themselves, and how/what you have to say might be useful to them.
- Practice giving short, positive answers with your Home Base
Practice. Practice. Start now by telling your employees and customers “why” your product or service is important – how it benefits people’s lives. Include at least one Proof Point. It’s a great way to motivate your employees (your “promise keepers”). Do it ten times a day. Then do it five times during the interview.
Check your watch: Can you deliver this message in 10 seconds?
- Answer thoughtfully.
Speak slowly. Take a breath after each sentence. Show that this topic is really important. The reporter can’t care unless you care.
When asked an oddball question, answer it. Then, refocus the conversation: “But, what’s really important is ….” It’s up to you to keep the interview on track.
- Anticipate Questions – Especially one you don’t want to answer.
When doing media training, we always ask participants for a list of questions they don’t want to answer. Often, when linking the answer to your Home Base, you come up with an acceptable answer.
Respond honestly, without embarrassment. If you are working on improving something, say it.
“We know that our response time needs to improve so we can help more customers; Shortening this time is our No. 1 priority….”
“In hindsight, we didn’t ask enough customers before changing XYZ. We let our customers down. The good news is they told us, and we listened. We’re working hard to win them back by 1), 2), 3)…”
- End of Interview: Anything to Add?
“Yes!” should be your answer. This end-of-the-interview question is the perfect place to reiterate your Home Base with three Proof Points. Write it down. Edit to 30-35 words. Say it slowly, give the reporter time to absorb it.
Do you need media training? Yes. We all do. As a leader, your message needs to be delivered in a way that it is heard … by reporters, your employees and your customers.
Your Words Matter 