How To Prepare For A Typical News Interview

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When a reporter makes an unexpected call, you are not obliged to respond immediately. But you should always cooperate - even when your news is bad.

The first thing to do is note the reporter's contact details. Ask them to forward story background and questions via email. Reassure the reporter that their inquiry will be dealt with and that someone will be back in touch within half an hour.

Once you receive the reporter's email request, collect the facts. If necessary, forward the matter to colleagues who might normally deal with media issues. If you are the spokesperson, take time to decide whether comment is appropriate. Always avoid saying "no comment." Simply explain why you have no comment. For example; "I'm sorry, I can't comment on this right now. We are still looking into the matter."

If you need more time, phone back the reporter with an update. Your company may need another hour, maybe another day or even a week. This is your decision. But try to be reasonable. Reporters do have deadlines and it helps if you can work within them.The most important issue is to keep reporters informed. Always return their calls, even if you have nothing to say.

Five top tips:

1. Gather facts before comment

2. Use descriptive language

3. Highlight specific examples

4. Avoid live interviews

5. Never say "No comment"

A common complaint about the news media is their tendency to misquote or to quote out of context. This is often the case when journalists struggle to understand what you are trying to say. Make an effort to be clear and concise. Be sure to send reporters supporting fact sheets and other relevant information before the interview. Dont overload reporters just make it easy for them to get what they need.

Be sure to give the media something new to report. Perhaps you are launching a new product? Does an existing product or service have new features? Is your company about to break new ground? Can you share new research or information about new trends?

Finally, do not assume the reporter will immediately recognise the news. Their job is to report it. You can help them by identifying the issues you believe to be newsworthy. To encourage coverage of your issue, you should be courteous, friendly, timely, relevant and objective.

Greg Ward is a New Zealand journalist and media trainer. Greg's website http://www.gregward.tv offers a comprehensive collection of articles, tips and strategies for media interviews and presentations.


About the Author:
Media Training specialist Greg Ward has more than 25 years experience in the news media and PR in New Zealand, Australia and the UK. Based in Auckland, New Zealand, he now offers training workshops for executives and small groups. Read more at www.gregward.tv



Article Originally Published On: http://www.articlesnatch.com


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