7.4 Managing Media Interviews
3 min read•august 7, 2024
Media interviews are a crucial part of public relations. Effective preparation and communication strategies can make or break an organization's image. From developing to mastering bridging techniques, PR pros need a toolkit to navigate these high-stakes interactions.
Post-interview management is equally important. Following up with journalists, monitoring coverage, and addressing any crises that arise are essential steps. By staying proactive and prepared, organizations can maintain control of their narrative and build stronger relationships with the media.
Interview Preparation
Developing Key Messages and Facts
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- helps spokespeople effectively communicate with journalists by providing guidance on key messages, bridging techniques, and handling difficult questions
- Key messages are concise, memorable statements that encapsulate the main points an organization wants to convey during an interview (e.g., "Our company is committed to sustainability and reducing our carbon footprint")
- A fact sheet is a document containing essential information about an organization, product, or issue that can be used as a reference during an interview
- Fact sheets typically include statistics, dates, names, and other relevant details (e.g., company history, product specifications, event timelines)
- Fact sheets help ensure accuracy and consistency in messaging across multiple interviews and spokespeople
Preparing for the Interview
- Interview preparation involves anticipating questions, practicing responses, and gathering relevant information to support key messages
- Spokespeople should research the journalist, media outlet, and potential interview topics to better prepare for the conversation
- Mock interviews with colleagues can help spokespeople refine their responses and improve their delivery
- Preparing talking points and examples in advance allows spokespeople to stay on message and provide concrete illustrations of their points during the interview
Interview Techniques
Effective Communication Strategies
- Bridging techniques allow spokespeople to redirect the conversation from a challenging question back to their key messages
- Examples of bridging phrases include "The important thing to remember is..." or "What I can tell you is..."
- Sound bites are short, memorable statements that encapsulate a key message or idea in a way that is easily quotable for media outlets
- Effective sound bites often include analogies, alliteration, or rhetorical devices to make them more engaging (e.g., "Our product is the gold standard in the industry")
- Nonverbal communication, such as and facial expressions, can reinforce or undermine a 's message
- Maintaining eye contact, using open gestures, and displaying confident posture can help convey credibility and trustworthiness
Managing Sensitive Information
- Off-the-record comments are remarks made to a journalist with the understanding that they will not be directly attributed to the spokesperson or published
- Off-the-record comments can provide context or background information, but spokespeople should use this technique sparingly and clarify the terms upfront
- Spokespeople should be cautious about discussing sensitive or confidential information during an interview, even if it is off-the-record, as it may still influence the journalist's perspective or be inadvertently revealed
Post-Interview Management
Following Up and Monitoring Coverage
- Post-interview follow-up involves thanking the journalist, providing additional information or clarification if needed, and monitoring media coverage of the interview
- Sending a brief email or note to express appreciation for the opportunity can help maintain positive relationships with journalists
- Offering to provide further details or images can enhance the quality and accuracy of the resulting media coverage
- Monitoring media outlets and social media platforms allows organizations to assess the impact of the interview and address any inaccuracies or misrepresentations promptly
Addressing Crises and Controversies
- Crisis communication strategies come into play when an interview or media coverage results in negative publicity or controversy for an organization
- Organizations should have a crisis communication plan in place that outlines roles, responsibilities, and protocols for responding to challenging situations (e.g., product recalls, executive misconduct, social media backlash)
- Effective crisis communication involves being transparent, accountable, and proactive in addressing concerns and providing updates to stakeholders and the media
Key Terms to Review (18)
Accountability: Accountability in public relations refers to the obligation of organizations and individuals to be answerable for their actions, decisions, and performance, especially in relation to their stakeholders. This concept emphasizes the importance of transparency and ethical behavior, which fosters trust and credibility in communication efforts. It also involves measuring outcomes and reporting results to stakeholders, ensuring that they are informed about how their interests are being considered and addressed.
Active listening: Active listening is a communication technique that involves fully concentrating, understanding, responding, and remembering what is being said. It's not just about hearing the words; it's about engaging with the speaker and showing genuine interest in their message. This skill is crucial for building trust and rapport in conversations, especially in high-stakes situations like interviews or crisis management.
Audience feedback: Audience feedback refers to the reactions, opinions, and responses of individuals or groups regarding a communication message or campaign. This feedback is crucial as it informs public relations professionals about how well their messages resonate with the intended audience, allowing them to make necessary adjustments to strategies and tactics. Understanding audience feedback helps in shaping future communications and improving overall engagement with stakeholders.
Body Language: Body language refers to the nonverbal signals and cues that individuals use to communicate their thoughts, feelings, and intentions. This includes facial expressions, gestures, posture, and eye contact, which can greatly influence how messages are received and interpreted. Understanding body language is essential in communication as it can reinforce or contradict spoken words, making it a vital component in building rapport and conveying authenticity in interactions.
Bridging technique: The bridging technique is a communication strategy used during media interviews to steer the conversation from a question that may be unfavorable or off-topic to a more favorable point that the speaker wants to address. This technique helps maintain control over the narrative and ensures that key messages are communicated effectively, even if the interviewer poses challenging questions.
Crisis messaging: Crisis messaging refers to the strategic communication efforts aimed at managing and mitigating the impact of a crisis on an organization’s reputation, stakeholders, and operations. It involves crafting clear, timely, and accurate messages that address the crisis, provide updates, and reassure stakeholders while maintaining transparency. Effective crisis messaging is crucial for managing media interactions and ensuring a successful recovery following a crisis event.
Hostile questioning: Hostile questioning refers to a style of questioning employed by journalists or interviewers that is aggressive, confrontational, and often intended to provoke an emotional response from the interviewee. This approach can create a tense atmosphere during media interviews, challenging the interviewee to defend their position and handle difficult topics without losing composure. Such questioning can significantly impact the dynamics of an interview, shaping how information is communicated and perceived by the audience.
Key Messages: Key messages are concise, focused statements that encapsulate the main points an organization wants to communicate to its target audience. They are essential in ensuring consistency in communication and help guide conversations, media interactions, and overall messaging strategies. Clear key messages enhance understanding and retention of information by simplifying complex ideas into memorable phrases.
Media Relations: Media relations is the practice of building and maintaining positive relationships between organizations and the media to effectively communicate key messages and ensure accurate representation. This practice plays a vital role in shaping public perception, managing information flow, and facilitating coverage of newsworthy events, thus bridging the gap between organizations and their target audiences.
Media training: Media training is the process of preparing individuals, especially those in leadership or spokesperson roles, to effectively communicate with the media and handle interviews. This training helps them develop skills in message delivery, responding to questions, and managing challenging situations. It plays a critical role in ensuring that the spokesperson can convey key messages clearly while maintaining a positive image during media interactions, especially when facing difficult questions or crises.
Message control: Message control refers to the strategic management of communication to ensure that the intended message is accurately delivered and perceived by the target audience. It involves careful planning and execution to prevent misinterpretation or distortion of the message during media interviews and other public interactions. Effective message control helps maintain the integrity of the organization's communication and protects its reputation.
Negative Framing: Negative framing is a communication strategy that emphasizes the adverse aspects or consequences of an issue, event, or action. This approach can significantly influence audience perception and reaction, shaping how information is interpreted and understood. By highlighting negative elements, communicators can steer public opinion, create urgency, or provoke emotional responses, making it essential to consider in message tailoring and media interactions.
One-on-one interview: A one-on-one interview is a direct and personal conversation between a journalist and a source, often used to gather in-depth information and insights. This format allows for a more intimate exchange, where the interviewer can ask probing questions and receive detailed answers, leading to richer content. It is a valuable tool in public relations as it helps build relationships and trust between the media and the subjects being interviewed.
Post-interview analysis: Post-interview analysis is the process of evaluating and reflecting on a media interview after it has taken place. This analysis involves reviewing the interview content, assessing the effectiveness of the responses, and determining how well the key messages were communicated. By conducting a post-interview analysis, individuals can identify strengths and weaknesses in their performance, adjust strategies for future interviews, and enhance overall media relations skills.
Press conference: A press conference is an organized event where individuals or organizations invite journalists to ask questions and receive information about a specific topic, event, or announcement. This setting allows for direct communication between the media and the spokesperson, often providing key information to shape public perception and media coverage. It is a strategic tool used to manage information flow and respond to public interest or crises.
Spokesperson: A spokesperson is a designated individual who communicates on behalf of an organization or entity, serving as the primary point of contact for media inquiries and public statements. This role is crucial for managing information and shaping the narrative surrounding an organization, especially during press conferences and media events or during interviews. A spokesperson must be skilled in public speaking, understand the organization’s messaging, and effectively respond to questions from the media to maintain a positive public image.
Transparency: Transparency in public relations refers to the practice of being open, honest, and accountable in communications with stakeholders. It emphasizes the importance of clear information sharing to build trust and foster positive relationships, which is vital in various aspects of public relations work.
Truthfulness: Truthfulness refers to the commitment to honesty and integrity in communication, ensuring that information shared is accurate and reliable. This principle is crucial across various fields as it builds trust with audiences, promotes transparency, and maintains credibility in relationships. In public relations, truthfulness not only affects the effectiveness of campaigns but also shapes ethical standards and professional practices.