Don ’ t fall for the notion that all you have to do is recite your message or talking points no matter what the questions are . That ’ s bad media relations . It ’ s not respectful of the process , and good reporters will call you out on it .
Interviews are about answering questions . But you must have a clear sense of what you want to say and look for ways to make those ideas and messages part of the answers .
When I was covering the Capitol for KCRA-TV , I once stopped a state legislator on the sidewalk to ask his opinion of a decision made that day by a state commission to raise legislator salaries . He nearly broke into a trot to get away from my photographer and me . By contrast , another lawmaker I stopped asked me to come by his office later that day , where he commented that he had no control over the setting of salaries , and pay wasn ’ t why he had sought public office .
In the case of these two legislators , it was the difference between being prepared and not being prepared . That night ’ s story showed the first legislator as evasive and shifty . The second lawmaker appeared to be reasonable and public-spirited .
I remember another classic misstep when a large utility was seeking to license a new power plant . Seismic safety questions had dogged the project , but when I asked a top company official about it , he said too many investor dollars had been spent to stop the project . Instead of talking about safety , he appeared preoccupied with stockholder happiness — exactly the kind of message that could damage the company reputation and project when regulators and the public hear it .
These days , the demand for new content is high , and with the necessity for remote working environments because of the pandemic and the mainstreaming of videoconferencing platforms like Zoom , media outlets may have increased access to people for interviews . And because these outlets may no longer be sending photographers to professionally light and frame the shot , it ’ s left to you to manage the technology and appearance . You want viewers to be focused on what you ’ re saying , not distracted by poor lighting on you , a busy background or if you are off-center in the frame . Lack of attention to these details hurts your organization ’ s credibility . Videoconferencing is a convenient tool for communication , but it has to be used correctly to have the desired impact .
While reporters generate content for print , TV and on digital channels — which often have relentless deadlines — they ’ re not the only ones who may want to speak with you . Podcasters are seeking guests . Bloggers and other social media influencers are reaching out . Knowing and understanding how media practices are evolving is essential to communicating effectively . Here are some tips for putting that understanding to use .
Practice
You should strive to be authentic and speak in your own voice . Practicing your comments is a chance to take material that looks fine on paper and refine it to be more genuine and impactful .
Determine your headline
A headline can be a means of summarizing what you ’ d like the story to say , so having a headline in mind is a bit like reverse engineering . While there ’ s no guarantee of the end result in the story , if you determine your messaging goal in the outset , it can help you focus on your key points to communicate .
Use color versus play-by-play
Reporters love great quotes . Use descriptive language when possible to tell the story . Be the color commentator , not the play-by-play announcer , and you ’ ll be more memorable .
Access equals goodwill
If you make time for media requests instead of only talking when you need something , that access will pay dividends . Getting the story you want is not guaranteed , but the goodwill helps .
Understanding how media practices are evolving will help you plan for a positive outcome the next time a journalist comes calling .
Kevin Riggs is senior vice president at Randle Communications and a former political reporter at KCRA-TV . He coauthored “ The Insider ’ s Guide to Media Training : 99 Tips to Survive Your Interview in the Digital Age ” with Rick DeBruhl .
April 2021 | comstocksmag . com 23