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Stretch your memories back to last January’s Super Bowl. Remember
the great commercials? (Most people remember them more vividly than
the game.) Those high-tech super spots got your attention because
they made the most of the television medium, painting vivid pictures
on the screen and in your brain.
In the real world, if you ask me what I do for a living, and I
respond with, "I’m a media consultant," you may have
only a very general idea of what I do. That’s because I’ve
only given you a broad answer, open to a number of interpretations.
But if I respond by putting a microphone in your face and saying,
"I will teach you how to protect yourself when a reporter does
this," I will have illustrated my point much more effectively
because I have involved you in my response.
When you are interviewed for television, try these tips to involve
the audience and illustrate your points:
- Use phrases like "People who are watching this...,"
"Your family, friends or neighbors...," "Our employees
are parents too, they understand the concerns..."
- Remember that you have to make your point quickly, because reporters
generally are looking for quick soundbites. Keeping this in mind,
rehearse brief answers to anticipated questions that tell your
story vividly, like: "This isn’t about money, this is
about families."
- Supply the reporter with concise written data. Often he or she
can use the information in on-screen graphics to help viewers
understand the points you want to make.
Keep in mind, too, that people who are watching the news are usually
doing something else as well, like washing clothes, eating dinner
or helping the kids with homework. It’s up to you to get their
attention. Involving them in your answers and, when possible, painting
a picture with your words are effective ways to do it!
Courtesy of Al Rothstein Media Services, Inc., specialists in
spokesperson training and media relations seminars.
Phone: 1-800-453-6352
E-mail: mediabrain@mindspring.com
WWW: http://www.rothsteinmedia.com
See also:
Getting
the Most from Interviews
Guidelines
for successful interviews
Off
the Record
After
the interview
Backing
it Up
Oh,
the Mistakes Spokespeople Make: Ten Sure-Fire Ways to Blow an Interview
When
Bad Things Happen to Good Spokespeople: Handling Tough Interviews
Meeting
the Media Face-to-Face
Sources
Media Training
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