MEDIA INTERVIEWS –

There will be times when you may need publicity for your cause or to refute a misunderstanding in a press story.

        To get publicity you must understand the role of the media and the needs of reporters. Both the print and the broadcast media are in the business of making profits for their shareholders and meeting deadlines.

        You will have no chance of publicising your causes in a newspaper unless it sells newspapers. You must also appreciate you can never win an argument in a newspaper with a newspaper editor.

        When seeking publicity make sure your message is news, not propaganda or free advertising.

        It’s what people want to know that’s important, not necessary what you want to tell them.

Five of the best tips to get media publicity

* Do your homework – be prepared

        Being unprepared is a sure way to a bad press.

        Clarify your thoughts. Why do you want to be interviewed?

        Assemble all your facts.

* Make your message newsworthy

        See what makes news. News includes such things as accidents and stories of conflicts.        

Unusual events, human-interest stories, local events and animal stories are popular.

        Write down the reason that your story is newsworthy.

* To stop criticism

        You can stop criticism with a timely, honest factual story.

        Hard facts can stop speculation!

* Never say “No comment”

        Not unless you want a full, investigation carried out.

* Meeting the journalist

        The first impressions you make are important and may determine how the entire interview proceeds.

        Spend time establish a rapport.

        Listen VERY carefully before you answer a reporter’s question.

        Don’t make wild statements you cannot substantiate.

        Most interviewers will ask some questions you would rather avoid. Prepare for these possible questions just in case you are asked.

        At the finish take care! When asked if you have any ‘final thoughts’ use this time to briefly summarise your main message.

        Be confident and sincere and aim for a strong conclusion.

        After the interview is over take care not to make an informal comment, observation or criticism.

        A casual comment after an interview could end up tomorrow’s headlines.

-Geoffrey Moss(mossassociates.co.nz)

“A controversy with the press, in the press, is the controversy of a fly with a spider.” Sir Henry Taylor

SOURCE: “Persuasive Ways” published by Moss Associates Ltd, New Zealand and in Chinese by Shanghai People’s Publishing House as “Secrets of Persuasion”; by Cengage Learning Asia ; VIKAS, India and as “Getting Your Ideas Across”; by Kogan Page,London and Kommunikacio, Budapest. Also available as an e-book from Amazon.com.

For those in need download our FREE book “No Job ! -WHAT NOW?” available from mossassociates.co.nz)