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When working with the media, it is best to have a good understanding of how
they work. In addition, not being fully prepared for an interview can turn into a
public relations disaster for you and your company. This post will
provide you with information on the media — their roles, needs and expectations
- and guidelines on how to prepare and control the interview process. Plus, at the end you’ll get a free copy of my favorite guide to (properly) managing the press folks!

How the media works

A quick overview

The media has an obligation to the public to report the news accurately and in a
timely manner. It is supposed to be the “watch dog” of government and other
institutions. Reporters should, in theory, report both sides of any story by
contacting representatives of all companies/organizations involved. News
filtered through any media outlet is supposed to have “third person credibility”,
meaning news articles and the experts who provide information for them are
selected by media gatekeepers and are therefore more credible.

The media is a vital link to the public, communicating information and shaping
public opinion. Knowing what to say and how to say it can have a strong impact
on the way the public perceives a message, an idea or point of view. Media
interviews, even in negative or crisis situations, represent a unique opportunity to
reach large numbers of people with a specific message and point of view.

Editorial Roles

Publisher
In a typical print organization, the publisher is the director of all financial,
mechanical and administrative operations. Frequently, the publisher also has
ultimate responsibility for news and editorial matters (i.e. the overall direction of
the magazine). In many instances he or she carries the title of editor and
publisher.

Editor
The editor heads the news and editorial department. The associate editor
conducts the editorial and commentary pages and deals with the public
concerning their content. The managing editor is the head of news operations,
to whom editors of sections report. Not all print publications follow this rule.
Magazines and newspapers differ in their structure.
The editor’s role is to “edit” articles that show in final print. They can even decide
to “kill” an article for a number of reasons. In addition, an editor will assign a
reporter to a story

Reporter
A reporter is responsible for researching and writing the article. When a reporter
is researching stories and interviewing “experts” for his/her story, he/she is
compiling information, background and quotes for use in the story. Just because
a reporter talks to you or a representative from your company doesn’t mean the
reporter will use that information. When a reporter is writing an industry piece,
he/she will (or in theory should) talk to as many people as possible, including
your competitors or others with different points of view, to obtain information and
determine its accuracy.

After a reporter finishes the researching and interviewing process, he/she writes
the story. After the story is written the editing process begins, which can involve
the editor, managing editor and publisher. In most cases, the story is edited and
in some cases it is cut dramatically or even entirely. There are no guarantees
that your comments or the company name will be included in the piece.
When press releases are sent to the media, there is no guarantee that the
information will be used. Sometimes it will appear as a small brief, sometimes
the information will be filed to be used later in a related piece and sometimes the
information will be lost or thrown away. Your media relations representative’s job
is to keep the company name in front of reporters and editors by establishing
and nurturing relationships with them and continuously “pitching” story ideas to
them.

Broadcast media (TV and radio) works much in the same way. The reporter has
a news director and an assignment editor, as well as a station manager that has
direct input of what is used and what is not. In addition, reporters typically have
producers they regularly work with who also greatly influence what gets on the
air.

Print vs. Broadcast…what’s the difference?

Print
The print format allows for greater depth and explanation of the issue. It is most
effective for delivering a complex message. It can be read repeatedly and kept
for reference, and also turned into re-printable material to assist in sales, to be
framed, etc. Print media includes: Daily newspapers, Weekly newspapers and periodicals Monthly, Bimonthly and Quarterly periodicals

A Print Interview
In a print interview, everything that appears in the article goes through the
reporter’s (and possibly the editor’s) “perception filter.”

For print reporters, make sure you have time to prepare. Don’t let your guard
down toward the end of a long print interview. Be prompt on calls, choose a
quiet place for uninterrupted discussion and keep your discussion on a
conversational and informal level.

Also, approach your subject on a simple, non-technical level, and provide
detailed information (even printed background materials can be faxed before or
after the interview to help with the story).

Print reporters will often talk to several people about an issue. They may be
looking for different perspectives, and may take a specific point of view.
Talk slowly and in short, concise, sentences. The reporter is trying to keep up
with you and is usually writing down or typing your comments.

Broadcast
Speed and mobility are special attributes that differentiate broadcast from print.
Radio allows for almost instant messages to be transmitted to a wide audience
without the delay of a time-consuming production process. Television offers
almost the same speed with the additional impact of the visual element.

A TV Interview
With a television interview, you use body language as well as the spoken word to
convey your thoughts. Be aware of using your hands, shrugging your shoulders
or arching an eyebrow. Look at the reporter/interviewer eye to eye, not at the
camera.

It is important to appear well dressed and professional - conservative is always
better! Stay away from plaids and stripes. Men should wear dark, solid suits.
Women should wear a flattering dress or suit. Best colors for women are
orange, light or medium red, antique gold or magenta.

Many TV reporters are generalists and it is unlikely that they will have any
special expertise in your business, which will make them reluctant to dig beneath
the surface of most topics.

A friendly smile and a thank you to the reporter communicates warmth. Speak
up and talk clearly and distinctly. Maintain an even pace in your delivery so
words do not slur together too quickly or move too slowly.

Reinforce the importance of what you have said by taking a slight pause after a
very important point - and repeat it.

A Radio Interview
Taped radio interviews are usually longer than television interviews, which
means your host can approach the subject in greater depth. Live radio
interviews can be very short and unfocused, which makes getting to the point
quickly even more important.

If the interview is taped to be edited for newscasts, keep answers within 8 - 10
seconds in length to ensure your main points are used. It’s okay to refer to notes
during the interview - 3 x 5 cards work best.

Beware of long audible pauses (uh’s)…they will be accentuated on radio and TV.
Just simply pause when you don’t know what to say, or feel an “uh” coming on!

Internet Media

The internet media combines the depth of print with the speed of broadcast. It
seems that every news outlet, whether print or broadcast has an online version,
and with the advances in technology, no longer are we just reading online
stories, but we are viewing photographs and television footage as well. The
advent of internet media has made the journalist’s job more hectic and with daily,
and even sometimes, hourly deadlines.

Deadlines

Print and broadcast media have something else in common — deadlines — and
we all need to work with them to meet these deadlines.Depending on how often a news outlet is published - daily, weekly, monthly, etc. All reporters and editors work under deadlines. Deadlines can be unreasonable and occasionally can be changed. Your PR representative should know that is one of the first questions you ask any reporter. You should have information concerning a deadline when you are first approached for an interview. Jumping through hoops to help a reporter make their deadline can win a friend and encourage that reporter to want to work with you in the future.

Preparing for the Interview

Your media relations representative will do the necessary leg-work for you,
including finding out as much as possible about the interview in advance,
deadlines, give you background on the reporter’s style and approach, and
examine the benefits of the interview. It is your media relations representative’s
responsibility to be accessible to the press and work as a liaison with you and
the media, as well as coordinate and sit in (whether in person or on the phone)
with you on the interview.

Becoming a dependable spokesperson for the company requires preparation
and an understanding of the interview process.

Developing the Message

Let’s focus on this area first because it’s often overlooked. The concept is
simple - define your message and stick to it - but the actual implementation can
be complex.

The key is to remember that it is your responsibility to prepare for the interview,
and that means you need to define, craft and practice your message before the
interview.

There are a few ground rules for doing this:

1. First, know your message points - before any interview, identify three main messages you want to deliver to the reporter. Develop a strategic theme that the three messages flow from.
2. Second, after crafting key messages, develop information that supports your points - the most common techniques for doing this are through the use of: undisputed statements of fact; statistics; analogy or comparisons; personal experience; and quoting or citing experts and other authorities.
3. Third, know your audience - if you don’t know who reads, listens or watches the media outlet you are dealing with, find out and tailor your messages accordingly.
4. Prepare Q&A, particularly for questions you don’t want to be asked - you don’t want to be caught off guard. Anticipating the questions a reporter may ask you will help ensure this doesn’t happen.

Interview Ground Rules

Before speaking with a reporter, you should be explicit in laying out the ground
rules, even if everything you say will be “on the record.” Journalists understand
that this is part of the interview process and will generally be flexible. You will
enhance your relationship with the reporter if you set ground rules in a
reasonable and straightforward manner.

“On the Record”
This is the starting point for all interviews unless you specify otherwise. The term
means that everything you say in the interview can be used by the journalist in
the article and can be attributed to you. Anything said “on the record” is
irretrievable.

“Off the Record”

Knowing that some issues are sensitive, journalists may sometimes ask you a
question “off the record” — a term that means they want to know the answer but
will not use the information in the article. To be safe, never say anything to a
reporter that you would not want to see quoted in an article. You cannot retract a statement you have made by telling the journalist that it was “off the record.” A statement is irretrievable once it has been made - and by calling attention to it may heighten the chance the reporter will use it in the article. Be careful of any offhand comments you make to a reporter, whether or not you are in an official interview situation.

“Not For Attribution” or “Background Only”
Journalists may also offer you the opportunity to speak “not for attribution” or “for
background only” - meaning that you or your company will not be identified with
the information you provide. An example might be if you were asked to comment
on pending regulatory action - you may want to communicate your point of view
without putting your company in the forefront of a sensitive issue. It is important
to reach an agreement with the journalist beforehand on attribution.

Some facts or information can only come from certain sources, so speaking “not
for attribution” may only provide you limited cover. Even if you are not identified
by name, you may be identified in a manner that will be transparent to many
readers. Bottom line: If you don’t want to see it in print, don’t say it!

Tips and Some Advice

While there are times when you will not have sufficient time to prepare for the interview, you should always try to follow a few basic rules.

• Know the medium. We’ve already reviewed the difference between Print,
  Broadcast and Internet media.
• Know the interviewer. Your media relations representative will usually be
  able to give you some idea of the interviewer’s style and approach,
  personality, what to watch out for, and maybe even a hint at being able to
  “bond” with the reporter.
• Topic. Your media relations representative should provide you with the topic
  of the interview and in some cases may have asked the reporter for a list of
  questions that will be asked during the interview.
• Be prepared - know your subject. Be prepared to substantiate your
  remarks or elaborate. Anticipate contrary points of view - knowing the other
  opinion can strengthen your perspective.
• Remember the public’s point of view and interest. Speak in language
  everyone can understand.
• Keep responses direct and brief. An interview is your opportunity to make
  your case. If this is a telephone interview, try standing up during the
  interview. This increases your energy.
• I don’t know. If you are asked a question and you do not have an immediate
  answer, just say, “I don’t know. I’ll check and get back with you.” Often, the
  media relations representative can call the reporter with these answers.

Opinions and Ideas, Not Just Facts and Figures

Facts and figures may give you credibility, but they don’t give you the personality
that makes people want to talk to you more. It’s ideas and opinions that we like
to hear. Unfortunately, many executives see this as a risky proposition. The
ambivalence lies in whether the information will get them into hot water with legal
or someone higher up on the corporate scale. However, an idea doesn’t have to
be original for you to share it. Share only ideas you believe in, and your
conviction will be contagious.

Get this handy-dandy, lifesaving bible or PR and marketing when dealing with editorial folk. It’s called “The Care and Feeding of The Press“ and it has been a bible to me for many years–it was written by editors themselves and, besides being educational, can be quite funny at times

Download it here and enjoy: http://www.netpress.org/careandfeeding.html

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