Course Title:

Successful Media Interviews

Duration:

1 day

Prerequisites:

None

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Objectives:

Getting your message across successfully on television and radio is crucial in today’s media saturated world. This unique course simulates the real thing - lights, microphones, journalists, awkward questions and tension so that when it comes to a real interview, you’ll know exactly what to do

The course includes a telephone interview for print media, a radio interview, a ‘live studio’ television interview, a ‘door step’ television interview and a ‘down the line’ television interview. It is a combination of real, informed advice from media experts and practical interview experience and has been designed to help you define, refine and deliver your story

This course is delivered by an extremely experienced journalist with over 20 years experience covering stories on a local, national and international level. As a contributor to Radio 4’s flagship Today programme as well as news bulletins on Five Live, BBC Breakfast News, News 24 and BBC World Television, the tutor brings a wealth of media experience and expertise to help you project exactly the right image and message

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INTRODUCTION

Media interviews - ordeal or opportunity?
Three core building blocks: clarity, confidence and control

UNDERSTANDING NEWS VALUES

What makes a story?
Who is the audience?
Why some stories are featured and others are not
How to make your message relevant
Identifying key messages relevant to your area of expertise
The bottom line
Establishing 3-5 key messages

INTERVIEW TECHNIQUES

Dealing with difficult questions
Moving on to positive ground
The ABCD formula:
- Answer
- Acknowledge the question
- Build a bridge
- Take control
- Dangle information designed to steer the journalist away from negative territory
How to deal with crisis situations
The three Rs: reason, regret, remedy
How to show concern without necessarily accepting responsibility
Legal implications

THE TELEPHONE INTERVIEW

This interview is designed to give you the opportunity to steer the story, to guide the journalist and establish some pithy quotes. This is an interview given for print media

Preparation for telephone interview
The interview(s)
Playback and critique of interview

THE RADIO INTERVIEW

This interview is designed to tailor your message to broadcast (not print) media

Preparation for radio interview
The interview(s)
Playback and critique of interview

Questions and answers

THE 'LIVE STUDIO' TELEVISION INTERVIEW

This interview is designed to improve television presentation techniques and covers:
- Do’s and don’ts of television
- Understanding the medium and its limitations
- Relaxation exercises
- What to wear
- Facial expressions
- Breathing
- Voice projection

Preparation for three-minute television interview
The studio interview(s)
Playback and critique of interview

THE 'DOORSTEP' INTERVIEW

This interview is designed to catch the interviewee off-guard. Interviewees are encouraged to be assertive and to provide holding answers until hard facts can be established. We may ask for input from your PR department regarding the content of this interview

Preparation for ‘door step’ interview
The interview(s)
Playback and critique of interview

SOUNDBITES

How to use soundbites
Soundbite examples
Preparing soundbites
Delivering soundbites
Test soundbite interview
Critique of interview

THE 'DOWN THE LINE' INTERVIEW

This interview will highlight the techniques required for dealing with down the line television interviews facing only a camera in a remote studio

Preparation for two minute ‘down the line’ interview
The interview(s)
Playback and critique of interview

Questions and answers

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