Journalists are trained and often experienced at getting information out of their subjects. Conflict and other negative situations often make the news and journalists often have a knack for taking a positive situation and twisting it into something else in order to make it more "sell"-able as news.
It's a common scenario. The media calls after your organisation has put out a news release on the latest groundbreaking achievements.
You've done the hard work in preparing your media message, spending time honing the features, benefits, evidence and proof that will build your case to overcome even the most cynical journalist. After hours of brainstorming, you've come up with a great quotable quote that even the most seasoned PR pro would be proud of.
You've practised and warmed up your voice. You've spent time to quietly relax, using your favourite visualisation technique to anchor your feeling of confidence as the moment of truth comes quicker than you realise. You've never been more prepared for this media interview in your life. The opening questions go well and you grow in confidence. Your body language and eye contact show you're in control and on message.
And, then it comes. Like an unannounced steam train, a question out of the blue. A tough 'red herring' completely throws you off balance as their ambush technique works with devastating effect. Crushed, your media interview stumbles from bad to worse. You miss several opportunities to stay on message and make the most of the media opportunity. Afterwards you feel deflated, humiliated and let down.
How can you avoid this situation and prepare for the tough questions that often come from seasoned, cynical and 'so what - who cares' journalists?
Here are Five Ways To Handle Tough Questions In A Media Interview.
1. COMPLIMENT THE JOURNALIST
Many journalists are attracted to the media because they want to see their face on TV, hear their voice on radio and read their name in the paper. I call them 'ego-driven' journalists. Work to their egos and stroke them. Compliment them on a great question. For example, use "that's a great question and I'm glad you asked it, ....."
2. GET BACK ON MESSAGE AS QUICKLY AS POSSIBLE.
Once you've paid the compliment, get back on message as quickly as possible to show you are in control and not the reporter. For example, after the compliment use "...but what I want to say is this ..."
3. FOCUS.
Good reporters will always look for an angle to make the story more newsworthy and will try a range of techniques to get conflict into the story. Keep your focus, be disciplined and avoid going down a line of questioning that is not relevant to the story or your message. Be firm, but polite. For example, "I really think we're getting off track here, the main point I want to make is ...."
4. KEEP YOUR COOL.
Under no circumstances should you lose your temper, shout or get angry. This only inflames the situation and comments said in the heat of the moment when emotions are running high can often get you in trouble. Remember they make great copy and sensational 'news grabs'. Remain calm. Remember you are the one in control with the information that the media wants. You have every right to call a halt to an interview if the journalist become overly aggressive or offensive.
5. PREPARE and PRACTICE.
I've lost count of the number of times a novice interviewee has taken the whole bait and been taken down the garden path and completely off message by an irrelevant question during a media training exercise. Most people are quick learners and when they see it happening to others quickly learn not to do this once they've seen how easy it is to stay on track. Prepare for tough questions prior to the interview in a formal media training course or with a colleague. Road test your messages prior to talking to the media and you are more likely to stay out of trouble.
Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.com
Rolling Meadows Cadillac Escalade rental .. Lockport Chicago limo O’HareI often begin my media training sessions by asking members... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
Have you ever gotten one of those letters from your... Read More
Just happens to be public relations activity that alters individual... Read More
I say to business, non-profit and association managers, a key... Read More
Think of a triangle. On the left, imagine the story... Read More
Could be, when unit managers in businesses, non-profits and associations... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
What's a press release? This is generally a one page... Read More
If you're like most of my clients, you're probably interested... Read More
Should it be measured in "publicity by the pound," or... Read More
When most people think of media relations, they think of... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
You can if, as a business, non-profit or association manager,... Read More
The media need you. Need the information and expertise you... Read More
Most people consider getting publicity the most important part of... Read More
You've probably noticed, if you live on this planet, that... Read More
Let's start out with a caution for business, non-profit and... Read More
For those business, non-profit and association managers committed to PR... Read More
Some people think that publicity is all about paparazzi snapping... Read More
Corporations are willing to pay substantial amounts of money to... Read More
They'd hate to admit it, but the media is pretty... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Ideally, you will have two types of quotes in your... Read More
You bet! And in three ways vital to you as... Read More
Des Moines rental limo ..Public relations is popular because it is very cost-effective and... Read More
What is the one thing that all of the best... Read More
"I want a pony, a tree house and the fastest... Read More
I define public relations failure this way:key audience perceptions are... Read More
Would you like to expand the volume of your business?... Read More
If a reporter was writing a story about you and... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
News releases (also called press releases) are an important part... Read More
Media relations is a great profession.On good days, I earn... Read More
You never know when 60 Minutes will knock on your... Read More
A common complaint you'll hear is that the media is... Read More
One portion of your marketing plan that you probably don't... Read More
Whether you are a business, non-profit or association manager, your... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
What's a Capability Statement?As the name suggests, it tells potential... Read More
They know they had better do something positive about those... Read More
That big story the media pursue each day is what... Read More
Question: Why should your business issue a press release? Answer:... Read More
Many of our clients are in service businesses, such as... Read More
1) Establish Rapport, then get the editor/producer excited.There's not a... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
How can media training help you create a successful Hispanic... Read More
A reporter's job is to get the most accurate and... Read More
If you do, it means:you don't value tracking the perceptions... Read More
Advice about business and life often gets around to one... Read More
Public Relations |