Did I Say That?

Communication is all in the context, right? I could say, “You are hopelessly romantic,” but if your cell phone cut out and you only heard “you are hopeless,” you’d probably never speak to me again. And here I am thinking I’m paying you a compliment.
Because of time constraints, TV interviews are the epitome of hearing a statement in, or out of, context. In many cases, the words just before or right after the ones you hear are sometimes the most important ones. 
As you can imagine, positive and polished media exposure can catapult your company into a position of expertise and bring in new business. On the other hand, a rambling, incoherent interview can be worse than no exposure at all. So, how do you take control of a media interview and ensure your company’s messages come shining through? Just like any skill, planning ahead can make all the difference.
To start with, seek professional help. No, not a psychiatrist, although without preparation, you might feel like you’re losing your mind during a big interview. A select number of public relations agencies in Denver (like Philosophy Communication) employ former reporters and producers. These media professionals are invaluable resources to you because they know the tricks – namely, how to get an interviewee to give a short clip of sound (called a “soundbite”) that fits the interviewer’s agenda. (Here’s your first lesson – don’t be fooled into thinking there isn’t an agenda!)

Here are a few tips that will get you through if you don’t have access to professional media training:

• Learn what you can about the interviewer and the goal of his or her story. Even a story that sounds like it could be negative presents an opportunity for you to get your positive messages across. However, if the reporter is one who is notorious for confrontational interviews, you may want to consider whether you do the interview at all.
  Script out your messages. Much like preparing for a job interview, have a friend help you come up with likely questions you’ll be asked. While the cameras are rolling is not the time to talk aimlessly “off the cuff.”
  Be succinct. You’re not the president of the United States. Your entire interview will not be used during a newscast. In fact, you’ll likely be amazed at the proportion of time the interview takes and how much of it appears on television. That’s why every word you say has to count. Make it easy for the editor – present your thought in a 7 – 10 second soundbite and as a complete sentence, and it’s much more likely to be used. Practice talking in soundbites; it’s not as easy as it sounds.
  Repeat if necessary. Here’s something that most people who are being interviewed forget: with the exception of live TV, there’s always the opportunity to start a sentence over. A simple, “can I start again?” in the middle of your statement will make that soundbite unusable. Take a breath, collect your thoughts and start over.

Now that you know some of the tricks of the trade, you’re ready to go into your interview with confidence. But you still might want to wear your lucky tie or earrings – they can’t hurt, right?