2016 Holiday Tool Kit

Public Relations
The Interview
A good exercise before any media interview is to anticipate the questions
you might be asked. Think about how to use your key messages to respond to
those questions.
Interview Tips:
• Be prepared. Remember that each question you answer presents an
opportunity for you to tell your story. Prepare key holiday messages in
advance of any scheduled media activity and work them into the
interview. Repeat them if necessary!
• Say “The Salvation Army” every chance you get. Don’t just say the name
of your particular program or corps. People identify with The Salvation
Army, not necessarily Bell Shelter or the Siemon Family Youth and
Community Center. Name recognition is extremely important! And our
name brand is THE SALVATION ARMY.
• Be brief. Speak slowly and clearly and speak in soundbites – 10-­‐‐second
answers.
• Include the red shield. If the interview can’t be set up in front of a
backdrop with a red shield, wear your uniform, put on a Salvation Army
jacket, t-­‐‐shirt or pin.
• Remember – Odds are the overwhelming majority of your media contacts
during the Holiday season are going to be positive and of the “feel good”
variety. If, for some unforeseen reason, there is some negative media
attention please refer all inquiries to the Marketing and Public Relations
Department at DHQ.
4h. The Interview