Advocacy in Action - International AIDS Society
Advocacy in Action - International AIDS Society
Advocacy in Action - International AIDS Society
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<strong>Advocacy</strong> <strong>in</strong> <strong>Action</strong> Card 8<br />
Carry<strong>in</strong>g out a media <strong>in</strong>terview<br />
INFORMATION<br />
CARD<br />
Introduction<br />
A media <strong>in</strong>terview is a conversation between a reporter and a person who has an <strong>in</strong>terest<strong>in</strong>g<br />
story that can be used as the basis for publication or broadcast. Although <strong>in</strong>terviews are usually<br />
used by NGOs/CBOs for education and awareness-rais<strong>in</strong>g work, media <strong>in</strong>terviews can be used<br />
for advocacy work too.<br />
Media <strong>in</strong>terviews are an advocacy method when:<br />
• The general public has been identified as an ‘<strong>in</strong>direct target’ who will go on to <strong>in</strong>fluence<br />
a direct target – for example, voters who will <strong>in</strong>fluence a m<strong>in</strong>ister<br />
• Influential people are the targets of the article or broadcast item – for example, m<strong>in</strong>isters<br />
read<strong>in</strong>g a newspaper.<br />
In this way, the journalists are merely a means to an end. They will usually ask the questions<br />
that they th<strong>in</strong>k their audience might want them to ask.<br />
Interviews may be reactive or proactive. A reactive <strong>in</strong>terview is when a reporter approaches a<br />
person for an <strong>in</strong>terview, particularly if there is large public <strong>in</strong>terest <strong>in</strong> an issue they are <strong>in</strong>volved<br />
with. This k<strong>in</strong>d of <strong>in</strong>terview often takes place when an issue arises which is related to your work<br />
or the work of your organisation. A proactive <strong>in</strong>terview is one <strong>in</strong> which a person or organisation<br />
approaches a journalist directly about an issue that they th<strong>in</strong>k is important and would be of<br />
<strong>in</strong>terest to the media. A proactive <strong>in</strong>terview requires greater preparation. However, it is an<br />
important method for do<strong>in</strong>g advocacy work.<br />
<strong>Advocacy</strong> <strong>in</strong> <strong>Action</strong> Card 8 Carry<strong>in</strong>g out a media <strong>in</strong>terview<br />
The key to giv<strong>in</strong>g a good <strong>in</strong>terview is know<strong>in</strong>g your subject well and prepar<strong>in</strong>g carefully for the<br />
questions that you may be asked.<br />
Advantages<br />
✔ It can help you get your <strong>in</strong>formation<br />
to the public, which will help you<br />
address the issue.<br />
✔ It can provide profile for yourself<br />
and/or your organisation.<br />
✔ You can reach a wide audience with<br />
relatively little effort with your key<br />
messages.<br />
Disadvantages<br />
✘ All exposure can potentially go wrong<br />
and expose the person or organisation<br />
to problems.<br />
✘ It is important that the person be<strong>in</strong>g<br />
<strong>in</strong>terviewed knows and uses the<br />
organisation’s po<strong>in</strong>t of view as the<br />
basis of their answers – otherwise the<br />
organisation may be discredited.<br />
✘ Those <strong>in</strong>experienced at be<strong>in</strong>g<br />
<strong>in</strong>terviewed or badly prepared can be<br />
caught out by be<strong>in</strong>g asked difficult or<br />
unrelated questions; this can lose<br />
support for our organisations and our<br />
advocacy work.