Three Rules for Media Interviews

I started my working life as a journalist and eventually became director of communications for the media publishing company. Soon, its presses started breaking down, and then it became involved in a strike.

If there was a degree in “Media Trouble-R-Us,” I had earned it.
As a result, I developed three rules for media interviews:

1. In media interviews, always have three key messages.
The biggest error most communicators make when facing the media is they go into full-on defensive mode.

Instead of vowing to “survive” the interview with a minimum of damage, convince yourself it’s your job is to convey your own three messages.
(Once you accomplish this, congratulate yourself on your success.)
The best defense is always a good offense.
So, why only three messages?
The same reason there are three little pigs, three stooges, and three musketeers. And the same reason I have three rules for media interviews.

People remember things more easily in groups of three.

This will help you remember the messages yourself and will ensure your audiences remember them, as well.

When developing the key messages, make sure they answer the main questions reporters are likely to have about your story.

If your train has derailed, express concern for the passengers and describe your company’s commitment to safety.

If you’re laying off staff, explain why, and describe the (generous, we hope) severance packages.
If your CEO has died, express regret for the family and detail your succession plan.

Most important, make sure your key messages address these questions: Why? How? Where?
Then, use those messages to answer all the questions you’re asked.

2. Have some ‘turning phrases’ ready.
When a reporter asks you a question you can’t or don’t want to answer, have a few phrases that will allow you to turn the question and provide the key message you have ready.
Here’s a handy list:

· The more important question is… [return to key message]

· I find, what people really want to know is… [return to key message]

· The crucial issue in front of us today is… [return to key message]

Don’t answer questions with other questions, as that will make reporters see you as belligerent and provocative.

But you can redirect, if you do so in a respectful and friendly fashion.
Memorize the phrases above, or develop others so that you aren’t always “turning” with the same words.

3. Remember: The microphone is always on.
Print reporters know they always get their best material after their notebooks are closed, and TV reporters know they get their best stuff if the subject is unaware the camera is still running.

Consider this 2012 example from President Obama and then-Russian-President Dmitri Medvedev:

Obama: “On all these issues, but particularly missile defense, this can be solved, but it’s important for him to give me space.”

Medvedev: “Yeah, I understand. I understand your message about space. Space for you…”

Obama: “This is my last election. After my election I have more flexibility.”

Following what was widely viewed as Obama’s gaffe, Republican presidential candidate Mitt Romney criticized the remark.
He said:

President Obama signaled that he’s going to cave to Russia on missile defense, but the American people have a right to know where else he plans to be “flexible” in a second term.

It was a stupid mistake and one you should avoid.
You might have a cordial relationship with certain journalists , but they have a job to do, and it doesn’t usually involve helping you.
Always regard anything you say in the presence of a reporter as something that might appear on the 6 p.m. news. Edit yourself accordingly.

What rules do you follow in order to make sure you’re getting the media attention you deserve?

Daphne Gray-Grant is a former daily newspaper editor, a writing and editing coach and the author of the popular book "8 1/2 Steps to Writing Faster, Better." Via her website, she offers the newsletter "Power Writing." It’s weekly, brief and free.

A version of this article originally appeared on Spin Sucks.

7 Types of Story Ideas Journalists Want

One of the biggest mistakes made in any conversation is focusing solely on what your needs and concerns are instead of listening to the other person to find out what his or her needs are. You can translate this dynamic to the symbiotic relationship between a PR practitioner and a journalist. A classic mistake made by PR pros in this relationship is focusing on the needs of the brand or client and not paying attention to the specifics needs of individual journalists.

At the recent 4A's Public Relations Forum in New York, Suzanne Vranica, advertising and marketing reporter for the Wall Street Journal; Bob Safian, editor and managing director of Fast Company; and Laura Petrecca, a breaking news reporter for USA Today, shared the kinds of stories that they want PR pros to pitch to them.

1. Consumer insights—data-heavy studies about consumer behavior.
2. Behind-the-scenes details. For instance, details about the meetings behind a merger—what people said and what they ate.
3. Unusual and quirky trends.
4. The "why" of a story, something that shows that the PR pro has done some homework before pitching.
5. Stories about things that don't work, that didn't go as planned.
6. Inside information about how companies reacted to important news.
7. Stories that haven't been seen elsewhere—something that will grab the attention of people hooked on Angry Birds and "Orange Is the New Black."
Follow Steve Goldstein: @SGoldsteinAI

Five Tips to Look Your Best on Camera

The day will come, if it hasn't already, when a reporter will call you for an on-camera interview.  Scarily, these requests always seem to come at the worst possible time, usually when you are in a rush, haven't had a lot of sleep and are wearing "Friday casual" attire. Nevertheless, if you deem it important to your client and your case to grant the interview, it is your ethical duty to do your best.

Being on camera is distinctly unnatural-the lights, the crew, the pressure. So, how can you rise to the challenge when it doesn't come easily to you?

Over many years working with non-professional talent, my team and I have developed tips and tricks to make the most of our on-camera personalities, ensuring they portray themselves in the best possible light. I like to say we get paid to make people look good.

You may be on camera for a live television interview, be one of many people being interviewed for a larger piece, or have to deliver a pre-scripted message using a teleprompter. Whatever it is, these tips will ensure you make the best of the occasion.

1. Remember that it's not what you say, but how you say it.
More often than not, people fixate on the words they use to deliver a message and give little thought to the delivery itself.

Video is a visual medium, which makes the delivery far more important than the content. Yes, what you say must be correct, but consider the viewer taking in your message. As you speak, the words fly by. The viewer's brain processes the words, but the feeling and experience will leave the stronger impression.

Consider your experience watching your favorite band perform live. The environment, delivery and feeling stay with you for hours, if not days. If you were able to record the concert and play it back, you'd plainly hear the technical gaffes; the live content would fall flat compared to a studio recording. But the feeling is far more potent than the content itself. The same holds true for video.

2. Be authentic, but not yourself.
Before you sit down and clip on a microphone, you should have a clear idea of how you want people to perceive you. How you're perceived is different from just being yourself. Understanding the target audience and objectives will help you tailor your perceived self for the camera.

When I was working with a senior executive to prepare for an employee-facing campaign launch, I asked him how he wanted employees to perceive him. He considered my question, and admitted he'd never given it any thought; no other video producer had ever asked.

We decided he should come across as approachable and authentic, yet firm-much like a college football coach. In that situation, focusing on a specific delivery style ensured the executive was not only authentic, but well received.

3. Understand how much editing will take place.
This is something people rarely consider. At my firm, it's quite common to edit three to four hours of interview footage down to two to three minutes. In that situation, interviewees can say almost anything because we will painstakingly edit. However, if you're delivering content that producers don't plan to edit very much, each part of your delivery must be clear, concise and well-delivered.

4. Don't over-prepare, and do stay within your wheelhouse.
These two tips go hand in hand. If you're speaking on a topic you know well, there's no need to over-prepare, and your delivery will be natural. Over-preparation kills delivery. You'll appear insincere, even canned. Stay with what you know, and the content will appear fresh. If you're forced to deliver content that is not in your wheelhouse, plan your message carefully, but don't lay out the delivery in advance. Save that for the camera.

5. Don't try to hide anything.
There is no faux pas worse than trying to hide a technical element from your audience. If you have notes, put them on the table. It's OK to look down at notes if you admit they're there. If you have a teleprompter, don't try to make it look as if you don't. People use teleprompters all the time. If you want to add in a pre-taped segment, just mention and introduce it. There's nothing wrong with pre-taping an element for technical reasons.

These are just three examples we deal with often. The point is to embrace things as they are. An audience will be forgiving if you're honest. If you aren't honest, all your efforts to look your best will make you look worse.

Other important tips to consider:

• Don't dart your eyes.
• Don't swivel in your chair.
• Hold a pen to give you something to do with your hands (but don't click it!).
• Speak with confidence.
• Don't move into delivery mode (shifting your voice up an octave and beginning to act).
• Don't beat yourself up for small slip ups. Almost everyone feels awkward on camera. That's what editing is for.
• Remember that it's OK to be nervous.
• Have fun!

Mark Drager is the founder of the Toronto-area video production firm Phanta Media. A version of this article originally appeared on the Broad Reach Communications blog.