With Facebook and other social media tools becoming more and more prevalent, we are all creating our own digital ‘fingerprint’ – that will stay with us. Social networking sites are fast delivering the functionality called for by the business-to-business community, with the result that every piece of media coverage contributes towards your own – and your company’s – fingerprint. And so a corporate reputation is built.
No longer the sole province of consumer communications, broadcast media opportunities are increasingly the norm in the trade press too, with podcasts, webcasts, talking heads, presentations, interviews, and round table debates all popular formats.
In the great words of Mark Twain, “It usually takes me more than three weeks to prepare a good impromptu speech.” Potential interviewees – take good heed. Entering a broadcast interview unprepared, unrehearsed and without your key messages cemented into your psyche is never a good approach.
Rehearse rehearse rehearse
It is absolutely critical to first of all identify, agree and rehearse your key messages. Over and over if you need to. This is where your PR agency comes in. They can work with you and your legal team if necessary to draw up message documents – and rehearse their delivery. Your agency can also anticipate likely media questions and draw up crib sheets to help you plan for potentially sticky situations.
Get your message across
In broadcast interviews, you’ll need to tread a fine line between sounding scripted and delivering a believable response. Remember, if you’re not trained to take advantage of an opportunity, the journalist will simply go elsewhere to gather information – probably to one of your competitors.
The ‘Acknowledge Bridge Control’ model is a simple and effective technique for turning an interview to your advantage. First, acknowledge the question; even answer it if you want to. Then bridge your response towards the subject you want to talk about – ideally one of your key messages. By doing so you take control of the conversation and can steer it to your advantage. Politicians are adept at this! However, make sure you stay in context. If, for example, you’re talking about a situation that has adversely affected your customers, don’t bridge straight to an upbeat corporate key message – you’ll sound cold and uncaring.
Think body language
Sounds obvious, but make sure you speak slowly and clearly – and keep eye contact with the interviewer to look interested and confident. Looking away is your audience’s cue to look away too. Studies show that the subliminal signals you send out, or body language, account for no less than 50% of the message your audience takes away.
And when you’re being filmed, be aware of what’s going on in the background. If you’re defending a supply shortfall, then showing the busy workforce on the manufacturing floor will speak more for your efforts to put the situation right than broadcasting from your comfortable office.
It’s all about confidence
Good media training is all about building your confidence, so that you come to enjoy every contact with the media and turn every interview into your opportunity to have your say. Some of our latest delegate feedback speaks for itself…
“So much more confident now. At the beginning, media interviews were a very daunting prospect – now I’d be happy to undertake them.”
“Very relaxed, reassuring and enjoyable course – thank you.”
“Excellent course. Feel much better prepared and more confident.”
Contact us to find out more about our media training courses.
