When you do media interviews, it is important to know why you are doing it and what it is you want to say.
When you’re preparing your ‘key messages’, it is important to remember not just to learn them, but also to think about how you are going to deliver them.
Here are our top three dos and don’ts of media interviews:
DO NOT
- Just parrot your message
- Ignore the question – the journalist may just keep asking it, and you will then sound evasive
- Forget that listeners and viewers nowadays are sophisticated and will recognise attempts to railroad the interviewer
DO
- Vary your phraseology to make your answers more interesting
- Use bridging phrases to turn your answers into opportunities to deliver your messages
- Sound natural – interviewees who sound authentic and genuine are always the ones who connect best with the audience
We have helped thousands of senior spokespeople and expert improve their skills at giving media interviews on our media training courses. Contact us for more information.
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Mandy Phillips says
August 10, 2011 at 8:11 amSounds like the needle got stuck, for those too old to remember I am referring to 33rpm vinyl LP’s!
Nicky Rudd says
August 10, 2011 at 6:43 pmAt first, I thought you’d done some clever editing as I was actually laughing out loud :O). Let’s get round the negotiating table because the Government have been acting in a reckless and inappropriate manner – What a terrible, terrible interview! In fact I don’t think I’ve ever seen such a crap media response ever!!
Tracy Stonard says
August 12, 2011 at 8:38 amA great example Ann, I’m no media expert but for someone who is as high profile as Mr Millimand, you’d think he’d have his interview technique perfected for each and every interview… interesting, thanks for sharing.
Ann Wright says
August 12, 2011 at 11:38 amOf course! In a sense he’s absolutely right to be determined to deliver his message no matter what the question, but it’s equally important to consider how you’re going to do that naturally and credibly. With this, he’s lost credibility.
Alan Stevens says
August 17, 2011 at 9:55 amThe point about not repeating is right, but this interview is not what it appears to be. Ed Milliband was told (incorrectly, as it turned out), that this was an interview for a sound bite, not “as live”. That’s why he kept repeating his message, in the belief that only one clip would be used. He knows enough about the media not to make such a fundamental error. The mistake was in the way he was briefed for the encounter.
Ann Wright says
August 17, 2011 at 5:50 pmAlan
Thanks for the clarification, and you’re right, it’s a shame if he’s being criticised when he wasn’t properly briefed. But even if he was doing a soundbite and rightly therefore was only repeated the message he wanted to use, it might be wise to subtly change his wording each time!
Annie