Tips

Top 10 Media Interview Mistakes

1. Know who your audience is and what this story will accomplish for you.
2. Keep the interview short to avoid confusing the reporter.
3. Speak in short sentences, not whole paragraphs.
4. Know what quote you want before you start the interview.
5. Never say "no comment."
6. If you don't have an agreement with the reporter, assume everything is "on the record."
7. Reporters are not your friends, don't get too comfortable.
8. Keep it simple and give examples to illustrate your point.
9. Don't ask to see the story before it is printed or broadcast.
10. Never agree to an immediate interview on the phone. Take at least a few minutes to gather your thoughts and plan your quotes.

Top 10 Public Speaking Mistakes

1. You are the presentation, not your PowerPoint slides.
2. Never read your speech.
3. Know who your audience is and what they are interested in.
4. Make eye contact with all parts of the audience.
5. Get out from behind the lectern, if at all possible.
6. Don't fiddle with your pen, change in your pocket, or any other item.
7. Don't pace back and forth like a caged lion!
8. Give the introducer a typed index card with what you want her to say about you.
9. Speak with energy and enthusiasm. If you don't care about the topic, don't do the speech!
10. Repeat audience questions before you answer them, so everyone can hear.

Press Conference Tips

Press Conference Tips
1. Announce the ground rules at the start, for example: "(Client) will read a statement about the company, (Lawyer) will address the legal issues and then both will take questions. We have copies of the statements for everyone."
2. Have useful information in writing: For example, plaintiff's lawyer may provide: the complaint, bio or fact sheet of spokesperson plaintiff, one pager on firm, one pager on lead lawyer, one pager with helpful tips on that type of case: basics of the claim, is this the biggest of that kind of suit ever filed, has the defendant been sued before for this, sued before by similar plaintiff? Anything interesting that gives context for this case?
3. Find visuals and audio for TV and radio if you expect coverage. Make enough copies of good video and audio (if appropriate) to give all TV/radio reporters. Take control to choose video and audio that supports your arguments. Take control.
4. The story is much more likely to get on the air for TV/radio if you give reporters video/audio they can use.
5. Tell TV reporters you'll be giving them video when you call to invite them to the press conference. That greatly increases the chance they will come.
6. Have an experienced media trainer work with the spokespersons. The trainer will help each speaker write a maximum of 3 messages -- each one 7 - 10 seconds long -- in the form of soundbites or quotes. They need to practice their quotes on camera beforehand.
7. Don't let the lawyer or doctor or other professional think he or she can wing it as a spokesperson. I've trained hundreds of lawyers and doctors and 98% really can't wing it. They end up saying way too much, or they're boring, or confusing, or all three. With practice, they can be golden.
8. Practice for the Q & A. List all possible questions both good and bad -- and practice bridging from "bad" questions and neutral questions back to their messages.
9. Don't stray from your messages. Stick to your agenda of 3 soundbites or quotes. Answer everything else with a sentence or two and bridge back to your agenda.
10. Show appropriate passion or conviction. Your energy level, gestures, and smiles (where appropriate), give life and credibility to your story. Dull, boring, flat interviews do not make for great stories. Reporters remember who gives bad interviews and they don't come back!

Test Your Media Savvy

1. The average length of a soundbite or quote on television news in the U.S. is
   (a) 12 seconds
   (b) 7 seconds
   (c) 15 seconds
   (d) 17 seconds
   
2. The average length of a quote in a newspaper in the U.S. is (a) 12 words (b) 33 words (c) 45 words (d) 15 words
3. The worst thing to say to a reporter is (a) No comment (b) No (c) OK (d) This is off the record
4. The best way to explain a complicated topic to a reporter is to give him as much detail as possible. (a) true (b) false
5. The most successful interviews from the interviewee's viewpoint last about (a) 20 minutes (b) 1 hour or more (c) as long as it takes (d) 5 minutes
6. Unlike media interviews, speakers at press conferences can focus on heavy detail because they can hand out written material to make complex matters clear. (a) true (b) false
7. In interviews for trade publications one may speak in much longer soundbites than usual because the reporters understand the industry they write for and readers are used to long and technical explanations. (a) true (b) false
8. In a crisis, a company at the center of the problem must take its time to give a measured response. Speed in speaking with the press is best left to government officials. (a) true (b) false (c) Remember Tylenol?