Few weeks back I talked about the Four Ways to Make Sure Your Spokesperson Isn’t ‘Taken Out of Context’ by the Media. It was a much-abridged version of media training; something that is near and dear to me and a topic I was asked by several people to expand upon.
Before I do anything, I must credit the late, great Ken Fairchild who I was lucky enough to spend time with, learning this craft. Many consider Ken the “Godfather of Spokesperson Training” for he started this “take” on media training in the 1970s. Ken was a good man and is dearly missed.
Now, I’ll let you in on a little secret. I dislike calling these training sessions’ media or spokesperson training. The fact is, while these sessions are designed to prepare an individual to handle the toughest of interviews from 60 Minutes, 20/20 and the like, what is being taught is a strategy of answering questions that can be applied to conducting new business meetings, presentations to clients or vendors, or any conversation where you are wanting to get your message across. Works with everyone except my wife.
Another little secret. If our spokesperson goes through training and we stop our work after we secure the interview and review key messages, we are just as much to blame if an interview goes wrong.
Without the proper training, most people when confronted with a media interview surrender their right to be an equal participant in a two-party conversation. An interviewee often behaves like a witness under a subpoena and not an active participant with a message to convey to a larger audience.
Remember, a media interview is more than just an agreement to answer a reporter’s questions. You participate in an interview because you have a message you want your real audience to receive (that said, and I cannot stress this enough – – you must answer the question).
Prior to the start of the interview, the PR professional should restate to the interviewer the purpose of the interview and what the spokesperson is going to bring to the table. If the spokesperson is by him/herself, he/she needs to do this.
Sometimes things get lost in translation between producer who was pitched and anchor/host who is doing the story. Doing this level sets, addresses any confusion and provides you or the spokesperson to possibly “test-drive” a key message you want to get across. This should be done with all interviews, not just broadcast. It reinforces what you are wanting to talk about.
As an interviewee, you have certain rights. In my next blog post, I’ll discuss what those rights are, and how you can leverage them to make sure you not only answer the questions, but do so and get your messages across.