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This document is intended to serve as
a guide during all media interviews. You
should refer to it often as a reminder
and use it as a reference during
a possible crisis communications scenario.
The Do's
- Be sure to have the facts about
the reporter and the publication. What
is the reporter's beat? What is the
publication's demographic? Ideally
you should read the reporter's
past articles to have a sense of his/her
writing style.
- Know your story. The key to giving a good interview is knowing the story
you want to tell the reporter. What is
it you want to say about camp and the camp experience?
- Prepare talking points. Draft two to
three talking points that you would like
to get across during the interview. Understand
what the reporter is writing about and "bridge" to
your key talking points.
- Use statistics. If the article is about camp in general, you may want
to reference
the impact camp can have on children.
- Use quotable language. Reporters are often looking for quotable language
or sound bites that help tell a story.
- Anticipate questions. Ask someone to
give you a list of questions and practice
answering the questions. It's
best not to try to memorize any information
but rather to be able to effectively
communicate your talking points.
- Use specifics, analogies, and anecdotes
to help "humanize" and
tell your story.
- Remember the interview begins once
the reporter enters the property or begins
the telephone call and doesn't
end until they leave the property or
conclude the call.
- Be assertive but non-confrontational. Most reporters are objective and
want to cover both sides of the story.
- Be simple, to the point, and brief.
The Don'ts
- Avoid saying "no comment." If
you don't know the answer, and
the interview is live and on-camera,
bridge to one of your talking points.
If the interview is with a print reporter
or over the phone, tell the reporter
you will find the information and get
back with him or her.
- Avoid jargon. Remember the reporter
won't know you're talking
about if you use acronyms, etc.
- Do not talk "off the record."
- Don't repeat the reporter's
language unless it is what you want to
say.
- Don't use negative language. Negative language is quotable. Example: "We
did not know."
For broadcast (television) interviews:
- The television will "frame" your
face. So make sure you appear relaxed
and look at the interviewer, not the
camera.
- Sit back in your chair with your back erect. Avoid slouching.
- Avoid wearing stripes or patterns.
Dark clothes look best on television.
- Avoid
long, confusing answers. Most sound bites
are less than 10 seconds.
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