PR 101: Media Interview Do's and Don'ts

PR 101 is an ongoing column about media relations best practices.

One of the services we offer here at Inbox Communications is training for media interviews. The media is the primary educational force in our society. They set the public policy agenda and frame public perception on many issues. Good media sound bites are vital during an interview. Know what you want to say in 1 minute or less by following our guidelines.

Do

1. Know your 3 key messages.

If you cannot summarize your news in 1 minute, it is too complicated or lacks focus. Know your top 1 to 3 clear, concise messages, and:

• Get creative with your messages, so they will pique the publicʼs interest.
• Do your research, and take some time to develop quotable statements.
• Talk in sound bites, keep answers short and do not over-answer.
• Avoid acronyms, jargon and technical terms.
• Use the organization name, never “we” or “I” unless you are being interviewed as an individual.
• Do not give personal opinions unless asked to do so.
• Avoid responding emotionally and maintain control of the interview.
• Avoid repeating negative language by turning answers to positives.

2. Speak from the heart.

Why are you doing the interview? Why do the issues matter to YOU? By speaking from the heart, the interview will be more compelling. People also tend to be less nervous when they speak genuinely and authentically.

3. Include a call to action.

If the interview is before an event you're promoting, encourage listeners/readers to support you and provide clear instructions on how to do that. If itʼs after, you can encourage them to visit your website to find out more about the issues.

Donʼt

1. Stop breathing.

When weʼre nervous, we often stop breathing or breathe in a shallow way. If youʼre nervous at all, take some slow, deep breaths into your belly. This will help calm you and slow you down.

2. Speak too quickly.

Itʼs also very normal to start rushing when you speak. Itʼs especially important to slow down your speech if youʼre doing a radio or television interview. Remember to pause, breathe and slow down.

3. Answer a question you feel uncomfortable about.

Because this is such a good news story, itʼs unlikely the journalist will ask you a difficult or negative question. But if they do, you can let them know you donʼt have that information or go back to one of your 3 key messages.