DEPARTMENT OF PUBLIC AFFAIRS

Transcription

1 THE SCHOOL DISTRICT OF PALM BEACH COUNTY DEPARTMENT OF PUBLIC AFFAIRS To inform, involve and connect all school system stakeholders to ensure maximum student achievement and system productivity. Nat Harrington, Chief Public Information Officer MEDIA TRAINING THE INTERVIEW COMMITTED TO EXCELLENCE IN EDUCATION AND PREPARATION OF ALL OUR STUDENTS -District Mission Statement

2 HOW TO PREPARE FOR THE INTERVIEW YOU'VE GOTTEN THE CALL... OR THE MEDIA IS ON THE WAY 1. Know the medium: TV, radio, etc., shows, anchors, location. 2. Know who will interview you. 3. Know precisely why you are being asked to do interview; what's the story. 4. Know the format and interviewer, others on panel, tone (avoid good guy/bad guy format if possible). 5. Gather requested/relevant information; commit facts to knowledge, not memory. 6. Know all the facts, know the rumors, know the half-truths circulated by employees, disgruntled workers, etc. about that situation. 7. Be prepared to discuss school's controversial issues. 8. Prepare 2-4 key positive, factual points about that situation, the school, students, staff, etc. that you will work in your responses to the questions. Consult others on staff as your build these. 9. Practice making (don't memorize) your points with generic transitions ("on that subject", 'did you know that", etc.). 10. Appearance is important to communicate credibility: wear conservative clothes, colors, dark suit without vest, light blue shirt best for men, avoid small repeating patterns it creates an effect called moiré, where clothes appear to be vibrating. That distracts For women - standard business attire is appropriate. Wear a good, strong color. Avoid red. Both men and women should avoid wearing distracting jewelry such as identification bracelets, medallions, and excess rings. Use make-up for TV-glare, perspiration. No name tags-glare, distracting. Wear glasses if they help you feel more confident. For in-studio arrive early; get lay of land, make-up, comfort level, pre-interview with interviewer - ask questions. Nat Harrington, Chief Public Information Officer Page 2 of 6

3 THE ACTUAL INTERVIEW 1. Have basic facts 5ws and h. (who, what when where, why and how) 2. Be modest but confident and authoritative-you are expert, but don't be condescending; don't be a know it all. 3. Be relaxed, friendly, yourself; not too relaxed; do not lean back in chair; do not slouch. Sit forward (lean slightly forward). Be fully engaged. 4. Reading is out except for a speech, presentation, ceremony where exact words are needed; formal statement. Only seasoned pros, actors can read with believability. 5. Cue cards, 3 x 5 cards are out. 6. Listen carefully to each question or barrage of questions, choosing the part you want to answer that will lead you to your key points. 7. Maintain eye contact: indicates you are enthusiastic and paying attention. Also, look directly at other persons (on panel) talking. 8. Sit still, in a natural relaxed manner; do not drum fingers, twiddle thumbs, tap feet, act nervous, fidget. Avoid excessive gestures/elocution when talking.. 9. Speak clearly, slowly enough to be understood. 10. Do not look around room for the answer indicates discomfort, bluffing, desperation. 11. Be expressive, try to be interesting; be humorous only if appropriate - can be best form of communication and worst nightmare at wrong times. 12. Answer directly, bottom line up front, and amplify later. Don't dodge tough questions, and be as honest and thorough as you can, but don t babble on or wing it. 13. Keep answers short; talk in sound bites: 7-12 seconds; start with conclusion, then reasoning and evidence (inverted pyramid). Say only what you planned to say. Nat Harrington, Chief Public Information Officer Page 3 of 6

4 14. Make your point then stop talking; silence is ok; let interviewer ask another question for more detail if he/she wants more. 15. Use Standard English; avoid education jargon; define acronyms. 16. Make the key positive points before interview is over, working them into your responses to the questions. Afterwards is too late; use people-oriented short stories. 17. You are on a mission, not chatting with old friend, but don't think of it as surviving an interview. That s negative. 18. Ask permission to make a point when it is not your turn. Few say no. It would be making judgment for audience - bad. Offer to insert a "sparkler quote, a dramatic statistic, brief anecdote, third party reference or appropriate. Humor... "... May I give you an example of that", let me tell you what (famous person) just said about that", "I am amazed at the number of people who don't know (dramatic fact)... "John (int. name) we know the actual numbers, may I share them with you?" "Maybe your audience would be interested in Talk about product/services not yourself. 20. Never say "no comment". This gives the impression you are hiding something or are uncomfortable. 21. If you don't know answer say so; get back with the answer at an agreed upon time within deadline - even when no answer, say so). 22. React to content of question not tone or demeanor of interviewer. Styles of interviewers can throw you off: machine gun - asks many questions; interrupter - jumps in on your answer; paraphraser - tries to put words in your mouth; dart thrower - launches the bomb for element of surprise to catch you off guard; interrogator - always on the attack. 23. Ask for clarification, repetition of question if needed. Nat Harrington, Chief Public Information Officer Page 4 of 6

5 WHEN THE INTERVIEW BECOMES CHALLENGING Interviews and the circumstances for them are notoriously unpredictable: it's a crisis; the crew suddenly is interested in the press release two months ago; the crew arrives very late; the reporter is interested in something you are not interested in talking about. Be as prepared as possible and remember you are in control--you do not have to answer simply because it has been asked. "I don't have the answer to that right now, but I ll be happy to find out and get back to you this afternoon" is always a reasonable reply. WHEN / IF THE INTERVIEW BECOMES HOSTILE There will be times when the interview becomes or seems to become hostile. The key to winning in these situations is to remain calm and in control. Remember, there is an audience other than the reporter/interviewer with whom who you are really communicating. The interviewer is merely the catalyst. Do not allow him/her to distract you from your mission of communicating your key messages. 1. Be assertive, not emotional, during grilling. 2. When unsure, or when you suspect an unfair question ask for clarification, repetition of question. This buys time to think. 3. Do not deny a reporter's allegation: "no this school did not illegally charge fees for activities." Repetition puts too much emphasis on original charges. 4. Do not repeat negative characterizations: "my school did not knowingly distribute a bad exam." 5. When responding to tough question, do not show emotion, except that which helps you. 6. Keep calm, breathe normally, pause... I'd like to be helpful and it would be helpful (repeating word) if you could clarify (revealing true motive) vs. what did you mean by that remark? 7. Then... pick up on the word that leads you to your most positive response. "I can't understand how you could have concluded that, so I ll be happy to provide the facts", or "that is evidently important to you, so allow me to clarify, if I may... Nat Harrington, Chief Public Information Officer Page 5 of 6

6 If bullying was the intent, he/she may not be able to expand. If it is even more negative, hostile, there could be a problem - repeat of a negative is reinforcing to audience. But... If it sounds unfair, reporter may not want to risk repeating it because audience may side with you. 8. Stay calm and patient, listen to the repeated question and pick any one question (in a barrage) or part of the question that will lead you right into your points/key messages. "If I understand the question... ", "the key issue here is... ", "on that matter, my organization Avoid good guy/bad guy interview format, except those with outstanding skills and practiced in the techniques needed for such situations. 10. Never lose your temper, even when provoked. 11. Do not argue or be critical of interviewer. 12. Never lie. Truthfulness when it hurts a little maintains credibility. 13. Do not build up one school/student/program/teacher by denigrating another. 14. Use supporting material sparingly - examples, anecdotes, comparisons work best. Stats, reports can be tiresome. Other media coverage (non-competing) can be highlighted. 15. Maintain a positive attitude. 16. Never speak off the record unless you want to see it attributed to you. It happens to the best of us. (Consult Public Affairs first for more guidance on when you think this would help the accuracy of the story.) 17. Never speculate or comment on matters beyond cognizance or responsibility. Stick to your message. Don t wing it. Nat Harrington, Chief Public Information Officer Page 6 of 6