People seem to worry themselves silly over facing a tough media interview and most are too frightened to stand up to the journalist and actually have a go at him/her if the line of questioning becomes unreasonable. Well, guess what? Media outlets just love a bit of a barney or stoush bewteen their journalists and members of the public so give them what they want. I can almost gurantee that they will use the bit where you stand up for yourself and ifr you can slip your key message(s) into that interchange, guess who's winning - YOU!
You see, in any issue based interview, the journalist is going to come at you with negative questioning and, if you do nothing to counter that, the whole interview will end up as a negative quagmire from which it will be almost impossible for you to escape with any dignity intact.
After several decades of television news and current affairs experience and an equal amount of time media training I can honestly say that the rules for handling tough media interviews haven't changed at all and I can't see that they ever will. You have to stand up for yourself and not let the journalist browbeat you; you have to make sure you get some of your "equalising" positive points across; you have to do it in an as entertaining way as possible within the confines of the issue and you certainly have to do your preparation which includes filtering what information you should be imparting as well as working out your main two-to-three points you want to get across in the interview.
Other points, that apply to all media interviews, are to keep your language simple but powerful, be concise and never forget the audience you're talking to through that journalist ' who they are and where they are? Also remember to avoid using that awful phrase, 'no comment'. At the very least, give the media the reason why you can't comment as this provides the journalist with something useful for his/her audience. This helps you as you could otherwise look and sound either arrogant of as if you're trying to hide something.
Don't be like the politicians who tend to ignore the actual question. Politicians invariably have very low credibility because of this. Be seen to answer the difficult question but stay general. Then, try to counter with some positive aspect and go very specific. Don't be boring, actally paint a piucture with your words so the public can see what you mean, not just hear it.
Use mirth again any way-out accusations. It works a treat. Use the same technique if you try to put down the journalist. This latter technique usually fails if attempted in a serious manner.
Doorstop interviews can be a nightmare. Give them a miss, if you can, till you have a couple under your belt. Remember that the journalists in a doorstop are playing to opposition news directors as well as to their audience. I know quite a few journalists who have improved their careers markedly by being tough in a doorstop situation. If you can't avoid the doorstop, make an excuse to check the latest details to get back inside and do a mini-preparation, say 3 minutes, and then go back into the fray but be in absolute control.
If other media outlets have already printed/broadcast wrong information, use your interview to counter that so the mistake is not propagated.
Finally, always remember that it's YOUR interview as well as the journalist's.
Article Source: http://www.orbitaloc.com/
Graham Kelly has split his career between actual journalism (TV news and current affairs) and then coaching people on how to handle those journalist. You can read his testimonials at his main website or find details about his book, Manging the Media at this site.
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