This document provides tips for media interviews. It discusses that an interview is an opportunity to convey key messages and mitigate damage, not to be funny or show how smart you are. It outlines the roles of the newsmaker and reporter and their different goals for the interview. The document provides advice on preparing for different types of interviews, dealing with difficult questions, and techniques for succeeding in interviews such as using bridging statements and rehearsing key messages. The overall message is that preparation and staying on message are important for a successful media interview.

1. Media Training “Interviewing 101”

2. Interviewing Overview Interviewing 101

3. Interviewing 101 An interview is not: A conversation An opportunity to show how funny you are An opportunity to show how much smarter you are than the reporter An interview is: An opportunity to make a reporter understand and believe what you are talking about An opportunity to convey the important points that are critical to your objectives A chance to mitigate damage or change opinions An opportunity for your voice to be heard Interviewing 101

4. Newsmaker’s and Reporter’s Roles and Responsibilities Newsmaker’s The right to bring up relevant topics and points not specifically asked for in questioning The right to correct misstatements and misinformation during an interview and before they appear in the news Reporter’s The right to reasonable access to legitimate news sources The right to ask any question that is important to their audience and the story you have agreed to be interviewed about Interviewing 101

5. “Their” Interview Goals To clearly understand your point of view Balance what your saying with what other experts or the industry is saying Challenge points that are untested, unproven Provide their audience with a balanced and objective look at you, your brand and your products Remain unbiased and objective Provide their editors with a solid piece of reporting that looks at issues from all sides Meet their deadlines and space requirements Interviewing 101

6. “Your” Interview Goals Understand the reporter’s level of knowledge about the subject and ensure that they can properly articulate your side of the story Deliver the points you want to see Support those points so they (and you) will be credible Frame the story the way you want to see it reported Mitigate what detractors have said Get the reporter to see you as an authority who is helping them understand the subject matter Interviewing 101

7. “Your” Keys To Success Mentally prepare a “game plan” before the interview about how you can get your message across. Develop three or four key messages prior to an interview Stick to your area of expertise Be enthusiastic about your subject matter If you have an important point to share, tell the reporter Keep your responses short and on point The interview isn’t over until the reporter is gone Never say ANYTHING to a reporter that you wouldn’t want to see in print Interviewing 101

8. Preparing For Interviews In most cases, this will be the job of your PR Team: Determine the direction of the story Actual questions are preferred Themes and topics are more likely Do homework on the reporter’s beat and reputation and the news outlet he/she represents Find out who else the reporter is interviewing Set a time limit and location for the interview Interviewing 101

9. “Your” Interview Preparation Practice creates effective interviews Rehearse, don’t memorize Craft key messages into “sound bites” Provide color and offer insight Prepare for the “other side of the story” so you can address criticism Expect the unexpected - Fear no question Interviewing 101

10. “Their” Interview Preparation Search past articles about: The subject matter The company The product The person being interviewed Research recent and past litigation Interviews with “go to” “experts” Discussions with colleagues Interviewing 101

11. Types of Interviews Interviewing 101

12. Types of Interviews Print Interviews: In depth look at issue – details and facts are paramount You may end up taking a large amount of time educating the reporter or providing background Use this time to set up your key points This will also help establish your credibility Print interviews are normally longer than broadcast or radio interviews Print interviews create a permanent record that often shapes future interviews (Web-based searches by future reporters) Answers can be more in-depth, but be careful, try to stick to sound bites. Interviewing 101

13. Types of Interviews Television Interviews Increased emphasis on look, tone and delivery Personality comes more into play How you say it can be as important as what you say Don’t wear shirts with drastic color changes from your skin color Don’t wear crazy patterns Don’t sway, no darting eyes Look at the reporter, not into the camera Watch “filler” words Understand in advance how long the piece is likely to be, that will shape your delivery If it is a 30 second story, need to stick to top line message points If it is a five minute piece, more depth is possible In all cases, speak in sound bites. If you don’t edit yourself, they will Interviewing 101

14. Types of Interviews Radio/Phone Interviews Voice is critical – convey confidence Energy must come across – if you don’t care why should anyone else? Provide depth to answers (especially when you are live) Consider your audience before the interview Have your message points written down in front of you Interviewing 101

15. Interview Techniques Interviewing 101

16. How Reporters Get What They Want Interviewing 101 “Ice breaking” Casual talk Silence can be deadly Lobbing softballs followed by a question that takes you by surprise Editing and paraphrasing Playing both sides against the middle Rapid-fire questions Asking several questions in one Constant interruptions of your answers

17. The Inverted Pyramid Tell your story with the headline first Follow with your key messages Add in supporting details Interviewing 101

18. More Ways to Succeed Don’t repeat negative words / issues or raise them yourself Beware of getting bogged down in details Avoid slang that the audience will not understand (Speak in layman’s terms) Talk from your audience’s viewpoint Tell the truth. Never lie Bring up points you want covered Interviewing 101

19. Managing Difficult Questions Interviewing 101

20. Three Common Traps Guessing, speculating, opining No comments Off the record The microphone is always “hot” and the camera is always “on”. Don’t say it, if you don’t want to see it in print...Don’t do it, if you don’t want to see it on TV… Interviewing 101

21. “Bridging” Must Air … But the fact is… … From my perspective… … I don’t know the answer to that, but what I do know is… … I can’t get into that, but what I can discuss is… … Yes, but… … Here’s the way I look at it… … I would describe it differently… … If I may, let me address a more important point… … That’s one view, but the way I look at it… … That’s a common misperception, the way we see it… Must Air Must Air Must Air Interviewing 101 Must Air Must Air Must Air Must Air Must Air Must Air

22. Reminders Prepare your messages and rehearse Remember, first impressions are lasting Imagine your interview being replayed over and over, how did you do? Interviewing 101

23. Comfort, Confidence & Control = SUCCESS Know your objective Focus on your audience Select key messages State them well Be credible Interviewing 101

24. Key Messages Brand Message Point Products Message Points Competitors Message Points The Industry Message Points Interviewing 101

25. Likely Questions Interviewing 101