Spokespeople need to be prepared to speak knowledgeably, strategically, and succinctly at all times. They must present their messages in ways that resonate with their intended audiences. And so to maintain the high standards necessary to meet the demands of live interviews, media training is always a good investment.
Every interview opportunity can be maximized through media training, which comes in many forms. Training ranges from an online, self-paced course such as Oratorio University (oratoriouniversity.com), to individual or group sessions on location, to intensive on-camera practice in our Washington TV studio.
Media training focuses on multiple areas of improvement including what you should say, how to deliver your message, how to take control of your interview, body language, and more.
Here are a few recommendations to get you started:
Spokesperson Preparation
Make sure you have a good understanding of what makes your subject matter newsworthy. Knowing what a journalist is looking for is a great place to start.
Part of media relations is knowing in advance what to expect in an interview as a spokesperson, whether you are representing yourself or your organization.
Always clarify the purpose of your interview, make sure to research and understand the audience’s interests and points of view, and get a feel for the style of the journalist. What types of questions have they asked other spokespeople in the past?
Also, it’s good to find out the deadline they are working under, what type of questions are likely to come up, if anyone else is being interviewed on the same topic (or even in the same interview spot), and which other news outlets are likely reporting on the same topic.
Armed with this information, your goal is to help the reporters do their jobs while properly positioning your organization. To achieve this dual outcome, your most valuable tool is your key messages.
Key Messages
Focus on presenting only three key messages at any given time. Any more than three messages is probably too many. Your three key points can have supporting points but keep your messaging succinct.
Empower yourself in conversations with journalists by preparing points of fact that substantiate, distinguish, and add credibility to messages using relevant facts, figures, or statistics that can provide quantitative evidence or supporting information.
You can provide quotes from unrelated sources, such as third-party experts, that back up your position or relate stories or case studies that illustrate the idea you are conveying. Use props or visuals that add credibility or clarify your points. Customer testimonials can also go a long way when used wisely.
Know Your Rules of Engagement
If you haven’t been trained, you may be unsure how to interact appropriately with members of the press. Before you call or meet with a reporter, you should understand a few key points. Never make a statement that you don’t want quoted (even during the pre- or post-interview chitchat). Don’t pretend to know the answer to a question. If you don’t know, redirect to a prepared message that you are sure of getting correct. Never say “no comment” - that looks as if you’re hiding something.
Your Delivery Matters
Your primary goal is to share and reiterate your three key messages. Journalists and the general public will not remember a piece of information you share only once; repetition of your message is critical.
Make sure that you have more than one way to easily relay your three key messages. The more comfortable you are delivering the message, the more likely you are to ace your interview by repeating your points without sounding repetitive.
Body Language is Important
Your looks or personality should never detract from what you have to say. Everything from your appearance, facial expressions, gestures, and tone of voice can enhance or detract from your interview.
Regardless of the medium, you should always maintain a good energy level and vary your voice to match your message. Engage with the journalist to give a good impression; make eye contact, lean forward slightly while seated, use appropriate gestures to make sure that you are visually interesting for the audience.
The end result a well-prepared spokesperson achieves is helping people hear and accept your organization’s messages. Investing time in the appropriate level of media training can make all the difference in your interviews. Whether that means getting a handle on the basics or learning more advanced strategies and techniques, we have a program that can take your interviews to the next level.