Tips on Controlling a Media Interview

And Getting Your Messages Across

Dealing with reporters is one of the most counterintuitive experiences to be undertaken by executives.  The best advice is to keep it simple.
Here are some few tips that will help you keep get your company’s key messages across during an interview by a journalist.

First of all, remember that:
Your goal is to keep control of the conversation so that your company’s key messages get across and appear in the final story.  
And that that your audience is potential customers and the reporter is a conduit to that audience.

Keep in mind that:
Most interviews tend to be conducted in conversational style.  
The reporter is gathering factual information and also seeks background information about the company and interviewee.  
He or she also is looking for “color,” in the form of interesting quotes.  
Trade magazine reporters also are keen on industry trends.  
Conflict and controversy are always “big sellers” so avoid getting sucked into a negative direction.
Do not hesitate to respond to an incorrect leading question by saying “no” and then provide the correct information.  Stay positive.

Here are some techniques help get across key messages:

Bridging:

A bridge allows you to answer a question and then deliver a key message.  Answer the reporters question and then transition (bridge) to a key message.

Some “bridging: phrases:
Let me add…
What you should know…
And the important thing is…
What I can tell you is…

Examples of how to use a bridge:
What do you know about x
I don’t know about x, but I can tell you about y

Q.  Some people say that…
A.  I can’t speak for them, but I do know that.

Q.  Are you saying that …
What I am saying that …

Flagging:

Plant a verbal flag to alert the interviewer that an important point is about to be made:
The key thing to remember is…
The critical issue for us is…
What is really important is…
It boils down to…
We are introducing…
What we have found is…
What our customers have told is is…

If you want to have a world-class interview:
Support messages with:  Examples, personal experience, third-party endorsements, facts.
Build visual images:  “Imagine if…..
Add color and vibrancy to your quote
Tell your story like a writer crafts his/her article:

- Start with a key point and
- Then provide supporting detail (State Message and then support it with an example, fact and/or anecdote.

Here is the best way to fashion your message:
Have a theme
Tell a story
Articulate a driving concept
Create a memorable line
Rely on a simple truth

And finally, remember to practice.  Better yet, sign up  for media training. It takes hard work to make something seem simple.