Social media, digital media, traditional media, viral media. There are tens of thousands of media channels these days, all with the potential to help build a business and personal brand. However, fairly few executives receive media training.
The Australian Government's 2014 report on media control and ownership found that Google News now links to 4500 English language news sources to provide users with timely information. That's a lot of news channels looking for fresh content for their readers.
Why speak to the press? It is often to convey a proactive and positive story, or to defend a position or reputation. The media, seen as an independent source of information, is still far more credible than an advertisement, with the added value of reaching the public and interest groups. This doesn't mean it's smooth sailing for someone thinking about being interviewed though, as the journalist may not be interested, have an agenda or misunderstand the intent of the story. This means that there is more risk involved in contributing to news media, but more reward too.
Only the foolish choose to participate in a discussion with a journalist without some knowledge of how it all works. Many companies put their executives through media training which is interactive and often involves a trainer and film crew. They outline the types of media, the way each operates and what they look for in a story. Then the executives are sked to develop key messages for a scenario relating to their business, before the cameras turn on. Often cringe-worthy, the audio-visual gets played back and assessed.
Body language, tone of voice, words used, the reaction to questions are addressed. If you touch your face or look sideways it can be a sign that you're lying. If you have your arms crossed you seem defensive. If you stumble or add "ums" you're likely to have your sentences cut down or misunderstood.
Regardless of the training you have had or the type of media you are being interviewed by, there is a process that you can follow immediately to get a solid result:
1. Prepare for the interview – rehearse in front of a mirror, choose your suit carefully, practise key messages.
2. Have a purpose for your interview.
3. Know what YOU want to say before the interview begins.
4. Find out as much about the interviewer's objectives as possible.
5. Remember journalists have a job to do – to get a new story or angle and serve their readers, viewers and listeners.
6. Get the most important point across first and repeat it.
7. Aim for no more than three messages in the interview.
8. Out of professional courtesy, respect the journalist's deadlines.
Claire Linton-Evans is the author of Climbing the Ladder in Heels – How to Succeed in the Career Game of Snakes and Ladders. Visit climbingtheladder.com.au.
