MED Communication Handbook - Programme Med

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<strong>Communication</strong> <strong>Handbook</strong> - Factsheet 13 Version 1 – April 2012 Being interviewed � Different points you need to think of before media interviews: � Why and how to prepare for the interview � DOs & DON’Ts of interview � How to answer difficult questions. Using difficult questions as a platform for your message. � TV interview practicalities (eye contact, pose, gesture, appearance, clothing and etc.) � Radio interview practicalities.
The stakes are high when you talk to the media. Get it right, and they will transmit your message to the heart of your target audience, in a format that your audience will trust. Get it wrong, and at best you’ve wasted your time; at worst you will fuel bad publicity, in which that same trust will work against you. Proper preparation and training make a remarkable difference to the outcome of media interviews. They can help you get the right message across every time in confident and effective media interviews – even at the height of a crisis. Make the news Your interview must make news You need to give your interviewer a story that he or she wants to pass on to readers, viewers and listeners. Experienced print reporters are all too familiar with the frustration of coming away from a long political or business interview in which the interviewee would not deviate from a personal agenda that was just not newsworthy. In a broadcast setting, this same frustration is very likely to direct increasingly negative and aggressive questioning, which in turn will set the tone for a negative story. Even when you are already under the spotlight, such as during a crisis or rolling news event, the number one rule is to say something newsworthy. Otherwise your interview will produce a story that you don’t like, or no story at all. Know your media In order to generate good news in an interview, you need to think like a journalist, see stories in the way that journalists see stories, and speak in language that journalists can use in their stories. A journalist will always try to find an angle on the news – that is, a way to interpret or explain events that will appeal particularly to his or her readers, viewers or listeners. (An ambitious journalist will also look for a unique angle that will mark his story out from his competitors.) The best way to control the agenda of an interview is to give the journalist a ready-made news angle that makes great news for his particular audiences – an angle, of course, that suits your agenda too. Know your media and know your reporter Read, watch and listen to your target media regularly. This will help you to identify what they consider to be newsworthy and what angles they take on events. You can take this to a personal level by searching for previous stories written by a particular journalist – identify themes in his or her interests and attitudes. Apart from the practical benefits to your preparation, getting to know your interviewer can be a great confidence boost going into the interview itself. At this stage you will also be able to identify any likely preconceptions and negative news angles that journalists may be likely to bring to the interview: you can 2 Factsheet 13: Being interviewed �
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Communication Handbook - Factsheet
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For instance, it is not sufficient
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Messages State your key messages. T
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happens when you deliberately set o
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for the individual stakeholders on
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ideas at the same time, your audien
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� Free from jargon � Strong, ac
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IN SHORT Don’t rush the process.
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Why to evaluate communication activ
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If you have a small budget it is fi
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Things to consider when designing a
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Hosting Your website can often be h
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IN SHORT When designing or commissi
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Leaflets and brochures General leaf
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Do they fit with your branding and
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IN SHORT Only spend money on promot
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There are many opportunities to hol
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Programme The format of your event
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knife and fork. For the benefit of
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Invitations Develop the invitation
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Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
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Page 63 and 64: When projects find it hard to gener
Page 65 and 66: Hard news Soft news � Novelty �
Page 67 and 68: News devices The opportunities for
Page 69 and 70: Where just two countries are involv
Page 71 and 72: Larger scale pan-European PR campai
Page 73 and 74: Pan-European PR programme template
Page 75 and 76: IN SHORT The media cares about resu
Page 77 and 78: This factsheet runs through the fun
Page 79 and 80: � When it happened � Why it hap
Page 81 and 82: Language and content Keep it simple
Page 83 and 84: Always ask whether what you are des
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Page 89 and 90: Planning and preparation Preparatio
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Page 93 and 94: Link your presentation points with
Page 95 and 96: � Characters � Anecdotes and st
Page 97 and 98: � Trustworthiness � Composure
Page 99 and 100: . Hands c. Visual aid d. Charts e.
Page 101 and 102: Posture Stand or sit with a relaxed
Page 103 and 104: etween slides. Use simple typefaces
Page 105: Resist the temptation to use alcoho
Page 109 and 110: proof - particularly when defending
Page 111 and 112: DO Push your messages. Your message
Page 113 and 114: DON’T Don’t digress. Politician
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Page 117 and 118: Victory is no longer measured in te
Page 119: and can make eyes and teeth look ye
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