A practical guide to preparing for, conducting, and evaluating the success of media interviews, this book is based on communications expert Robert Taylor's eight-step methodology for polished and confident interview delivery across a range of platforms--TV, radio, internet, and video. Taylor explains how to handle nerves, voice and body language, communicate in a crisis, answer unfair questions, know when to decline interviews, win over skeptical audiences, and create a resonant message.
|Publisher:||Kogan Page, Ltd|
|Product dimensions:||6.10(w) x 9.10(h) x 0.70(d)|
About the Author
Robert Taylor is founder and lead media trainer at Robert Taylor Communications. He has helped politicians, ambassadors and other embassy officials, senior executives, and company directors improve their interview skills and become more effective speakers.
Table of Contents
01 Why do a media interview?
Have something newsworthy to say!
When to decline a media interview
02 Preparing for your interview
Basic information you need
Anticipate the questions
Know your organization's line on sensitive corporate issues
What's topical in your industry that the journalist might ask you about?
The role of your PR department
Become a great spokesperson
Get media trained
03 How to create a resonant message
Make your business objective action-oriented
No more than three key messages
Constructing a "message sandwich’"
Get to the point …
Remembering your messages
04 Keeping your cool
Too much adrenaline – nervousness
Too much adrenaline – anger
So should you ever lose your cool?
Not enough adrenaline – over-confidence
What’s better: live or recorded?
05 Voice and body language
Pace of delivery
Other aspects of good voice and body language
06 The perfect tone of voice
A W.I.S.E tone
1 Keeping your delivery as conversational as possible
2 Using mind pictures
All elements of W.I.S.E. working together
Curtailing your curtness
Finding the full stop
07 Keeping control of the interview
ABC: the bridging technique
The helicopter technique
The caving technique
Avoiding the question – rarely a good idea
Repetition of key messages
How to get off to a good start in a live broadcast interview
Handling unfair questions
The honest truth
Getting your company name into a broadcast interview
Off the record
08 Winning over sceptical and hostile audiences
The spectrum of opinion
Bridges of empathy
Cooling things down
Empathy must be genuine
Empathy as a message
The 'open sandwich' – starting with your example or evidence then hitting the key message
Insulting, offending and patronizing people
Empathy in politics
Does empathy work everywhere?
09 Crisis media interviews
How not to handle a crisis media interview
"I'd like my life back"
A formula for handling crisis interviews
Concern and action working together
Being ambushed or "doorstepped"
10 Capitalizing on your interview
Analyse what went well and not so well
Use social media to ensure your interview is seen, heard or read by your target publics
And if you don’t like something the journalist wrote?
Build a strong relationship with the journalist