The following post is from the Dec ’06 edition of my Message Matters newsletter. Sadly, ignorance of the topic is a regular cause of interview failure leading to poorer than necessary publicity.
Not long ago, a top company launched its new line of audio equipment to Australian media. The product was impressive. The spokespeople looked good. Presentations started. Before long, a reporter interrupted: What format does it copy music in? The reply: We don’t know − maybe MP3. Further questions followed, and so did the we don’t knows. We don’t know is valid sometimes − even for CEOs − but not to predictable, reasonable and easy questions.
The result was a conspicuous story lampooning the product launch. What should have been a company high became a low. (Any publicity is not good publicity.) The problem was not media error, misreporting or bias, but poor planning.
Some planning tips:
1. See an interview as one of many options. If you decide to do one, WRITE DOWN WHY. For example: to correct a misperception, to announce an initiative, or to raise an issue. Keep it that simple. This gives you focus.
2. Distill and jot down the essence of what you want to say in a few (no more than seven) points. Running without your own agenda is ill-advised. Dumping a set of lengthy briefing papers on a spokesperson doesn’t go far enough; help the spokesperson cut the content down to one page. Make the information manageable.
3. Pick your rhetorical tools. Assign a concise example or illustration to each assertion or claim. Align your logical, emotional and ethical tones. Present any radical ideas conservatively.
4. Order your messages. Beginners and experts alike can enumerate to offer cognitive and audio cues.
5. Write key words for brief opening and closing statements to start and end the interview. These may be as simple as a context-setting and a summary line.
6. Practice saying your messages out loud. Even for print interviews, compress each main point to a 10 or 15 second statement. You can then embellish to suit available time. As Mark Twain said, Use the best words, not their second cousins. This is first a matter of substance, then style. Cut out clichés, jargon and abstractions. Turning abstract nouns into concrete ones, or even verbs will give your message more zip.
7. Practice again, but this time, frame your answers in response to predictable media questions. Remember, the media don’t need to know everything, but effective issues managers will give them something.
Preparing well is the key to tackling information needs thoughtfully, advisedly and professionally. You may say, I don’t have time! I agree that it’s a bit late once the reporters are already in your foyer. If they’re not, feel free to contact me about programs to prepare spokespeople in advance.
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