Media Interview Techniques: A Complete Guide to Media Training

by Robert Taylor

Overview

A practical guide to preparing for, conducting, and evaluating the success of media interviews, this book is based on communications expert Robert Taylor's eight-step methodology for polished and confident interview delivery across a range of platforms--TV, radio, internet, and video.  Taylor explains how to handle nerves, voice and body language, communicate in a crisis, answer unfair questions, know when to decline interviews, win over skeptical audiences, and create a resonant message.

Product Details

ISBN-13:	9780749474720
Publisher:	Kogan Page, Ltd
Publication date:	11/28/2015
Pages:	224
Product dimensions:	6.10(w) x 9.10(h) x 0.70(d)

About the Author

Robert Taylor is founder and lead media trainer at Robert Taylor Communications.  He has helped politicians, ambassadors and other embassy officials, senior executives, and company directors improve their interview skills and become more effective speakers.

Table of Contents

Foreword
Acknowledgements

01 Why do a media interview?
Have something newsworthy to say!
When to decline a media interview
Summary
Exercises

02 Preparing for your interview
Basic information you need
Anticipate the questions
Know your organization's line on sensitive corporate issues
What's topical in your industry that the journalist might ask you about?
The role of your PR department
Become a great spokesperson
Get media trained
Summary
Exercises

03 How to create a resonant message
Make your business objective action-oriented
No more than three key messages
Constructing a "message sandwich’"
Get to the point …
Remembering your messages
Summary
Exercises

04 Keeping your cool
Too much adrenaline – nervousness
Too much adrenaline – anger
So should you ever lose your cool?
The exceptions
Not enough adrenaline – over-confidence
What’s better: live or recorded?
Summary
Exercises

05 Voice and body language
Eye contact
Posture
Pace of delivery
Other aspects of good voice and body language
Dress sense
Summary
Exercises

06 The perfect tone of voice
A W.I.S.E tone
1 Keeping your delivery as conversational as possible
2 Using mind pictures
All elements of  W.I.S.E. working together
Curtailing your curtness
Finding the full stop
Humour
Summary
Exercises

07 Keeping control of the interview
ABC: the bridging technique
The helicopter technique
The caving technique
Avoiding the question – rarely a good idea
Repetition of key messages
How to get off to a good start in a live broadcast interview
Handling unfair questions
The honest truth
Apologizing
Getting your company name into a broadcast interview
Off the record
Summary
Exercises

08 Winning over sceptical and hostile audiences
The spectrum of opinion
Bridges of empathy
Cooling things down
Empathy must be genuine
Attentive listening
Empathy as a message
The 'open sandwich' – starting with your example or evidence then hitting the key message
Insulting, offending and patronizing people
Empathy in politics
Does empathy work everywhere?
Summary
Exercises

09 Crisis media interviews
How not to handle a crisis media interview
"I'd like my life back"
A formula for handling crisis interviews
Concern/sympathy
Action/explanation
Concern and action working together
Perspective
Being ambushed or "doorstepped"
Summary
Exercises

10 Capitalizing on your interview
Analyse what went well and not so well
Use social media to ensure your interview is seen, heard or read by your target publics
And if you don’t like something the journalist wrote?
Build a strong relationship with the journalist
Summary
Exercises

Bibliography
Index

Editorial Reviews

"A solid approach to media training, complete with a good introduction to the subject, sound strategies for a wide variety of media encounters, and effective tools and techniques anyone can use in a media interview."

Vox Optima, LLC - John Barnett

"[A] tested, research-supported model of proven techniques which have been successful both in national and international arenas, and which help interviewees prepare for media interviews. Chapters provide common rules ("never look at the camera"), discuss the basics of delivery and voice tones, tell how to handle hostile questions, and most of all, show how to stay in control of the interview no matter what direction it should take. The result is a powerful survey, highly recommended for any who would participate in media interviews prepared to field any and all hurdles encountered in the process."

Donovan’s Literary Services - Diane Donovan

"Robert Taylor's book is a must for all those who are facing the media. Packed with tried and trusted tactics and dozens of examples from real-life situations, this is an essential read both for newcomers and experienced spokespeople wanting to stay ahead of the game."

Organization for Security and Co-operation in Europe - Cathie Burton

"I have worked with Robert for many years, delivering courses for diplomats through to management consultants and chief executives of not-for-profits. This book is the culmination of his career as a specialist media trainer. Undertaking a media interview is always challenging but these straightforward and down-to-earth hints and tips make that challenge less daunting, indeed almost something to look forward to. I particularly enjoyed the many anecdotes he includes, many of which are classic examples, which serve to illustrate what you should and what you should not do when tackling a media interview. An entertaining read, combined with sound practical advice, ranging from how to construct a message sandwich through to ideas about posture, breathing and relaxation."

Caroline Black & Associates - Caroline Black FCIPR

"Robert Taylor shares a lifetime of experience training spokesmen for media interviews in this one book. It's a treasure trove of information, examples and guidance. Quite simply, if you love or fear giving media interviews you will learn something from Robert’s expert advice."

former Official Spokesman for the UK Prime Minister - Vickie Sheriff

"Robert Taylor's book provides a thorough and comprehensive approach to media training. Full of good guidance, smart thinking and useful examples, this book demonstrates Robert's in-depth knowledge and experience in the world of media and is a must-read for anyone preparing for a media interview."

Edelman - Henrietta Mackenzie

"Robert Taylor writes with authority on a subject he knows inside out and with the same easy style you get in his face-to-face workshops. Robert's model works equally for a private sector client, public sector body or a not-for-profit, and has become a core part of our organization’s media training programme. I'd certainly encourage any press officer to read Media Interview Techniques before prepping their spokesperson for media calls."

Falkland Islands Government - Krysteen Ormond

"Robert's coaching and techniques make sure we get the most out of every opportunity to tell "the world" what we do and why it's so important."

Canal & River Trust - Jonathan Ludford

"This is a genuinely informed and practical guide. Robert starts – and ends – with a reminder that planning for media interaction is an opportunity, rather than a threat, assuming considerable planning and preparation have gone beforehand. All of which is set out with clarity and precision in the chapters in-between. The sections on tone of voice, body language and personal presentation, and messaging, go to the heart of how media performance – good, or bad – can impact a brand. Today's news isn’t gone tomorrow: we're reminded that it will be available online and will influence a brand's future for decades. Robert's crystal-clear writing style, along with the exercises ending each chapter, will give any spokesperson or executive the confidence to develop constructive relationships with important influencers across all media channels."

National Grid plc - Donald Johnson

"Robert has produced a highly authoritative yet very accessible guide for anyone involved in media interviews. Whether you are a first-time interviewee, a corporate communications professional or a training manager, you will find the book’s detailed advice and examples reassuring and invaluable. Robert has trained a number of our clients, all of whom have enjoyed and benefitted from the experience. His techniques have prepared them for successful encounters, including interviews on BBC Radio 4’s Today programme and with The Sunday Times' Business section. Robert is a genuine master of his craft."

80:20 Communications - Marc Cornelius

"Robert Taylor is one of the few trainers in the market who can call upon real-world experience, supporting theory and anecdotal evidence to make his case. Everything in these pages rings true. And he writes well, too... This book will be of great interest to students and practitioners."

and director of McGraw-Hill World News - Michael Johnson

"Robert Taylor is as thorough as they come and this guide reflects his detailed approach."

Spider PR - Jessica Dixon

"'He knows his stuff', one senior official of the Ukrainian government told me after media training with Robert Taylor in Kyiv. I have no doubt he would have been even more eloquent in describing Robert’s professionalism, had he read Media Interview Techniques. The book is both comprehensive and reader-friendly. A must-read for spokespeople, not to mention anyone striving for excellence in giving interviews."

Ministry of Foreign Affairs of Ukraine - Dmytro Kuleba

"Robert Taylor is an excellent media trainer. Of course, nothing beats having him in person, but this book encapsulates his lessons perfectly and is a very useful reference tool for everyone who wants to present themselves well in front of journalists."

Leidar - Charlie Pryor