This document is intended to serve as
a guide during all media interviews. You
should refer to it often as a reminder
and use it as a reference during
a possible crisis communications scenario.
| Be sure to have
the facts about the reporter and the
publication. What is the reporter's
beat? What is the publication's demographic?
Ideally, you should read the reporter's
past articles to have a sense of his/her
writing style. |
| Know your story.
The key to giving a good interview is
knowing the story you want to tell the
reporter. What is it you want to say
about your camp and the camp experience? |
| Prepare talking
points. Draft two to three talking
points that you would like to get across
during the interview. |
| Understand what
the reporter is writing about and "bridge"
to your key talking points. |
| Use statistics.
If the article is about camp in general,
you may want to reference
the impact camp can have on children. |
| Use quotable language.
Reporters are often looking for quotable
language or sound bites that help
tell a story. |
| Anticipate questions.
Ask someone to give you a list of questions
and practice answering the questions.
It's best not to try to memorize any
information but rather to be able to
effectively communicate your talking
points. |
| Use specifics, analogies,
and anecdotes to help "humanize"
and tell your story. |
| Remember the interview
begins once the reporter enters the
property or begins the telephone call
and doesn't end until they leave the
property or conclude the call. |
| Be assertive but
non-confrontational. Most reporters
are objective and want to cover both
sides of the story. |
| Be simple, to the
point, and brief. |
| |
| Avoid saying "no
comment." If you don't know the
answer, and the interview is live
and on-camera, bridge to one of your
talking points. If the interview is
with a print reporter or over the
phone, tell the reporter you will
find the information and get back
with him or her. |
| Avoid jargon. Remember
the reporter won't know what you're
talking about if you use acronyms,
etc. |
| Do not talk "off
the record." |
| Don't repeat the
reporter's language unless it is what
you want to say. |
| Don't use negative
language. Negative language is quotable.
Example: "We did not know." |
| |
| The television will
"frame" your face. So make
sure you appear relaxed and look at
the interviewer, not the camera. |
| Sit back in your
chair with your back erect. Avoid slouching. |
| Avoid wearing stripes
or patterns. Dark clothes look best
on television. |
| Avoid long, confusing
answers. Most sound bites are less than
10 seconds. |
