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Some “bad” interviews

Some “bad” interviews. Bob Newhart - http://vimeo.com/32207413 Can you spot the 10 mistakes this author makes during his interview? http :// bit.ly/12mwiHQ. Media as messenger. Reporters aren’t your ultimate audience. Know who your audience is. What’s important/connects with audience?.

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Some “bad” interviews

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  1. Some “bad” interviews Bob Newhart - http://vimeo.com/32207413 Can you spot the 10 mistakes this author makes during his interview? http://bit.ly/12mwiHQ

  2. Media as messenger Reporters aren’t your ultimate audience. Know who your audience is. What’s important/connects with audience?

  3. About reporters Professionals – neither friend nor foe. A good source is hard to find. Focus on audience’s interests. They report the news, good or bad.

  4. About reporters • Asking tough questions is their job. • More often generalists than specialists. • Live by tight deadlines.

  5. Calls will come • Sooner or later… • Your work will catch a reporter’s eye. • You’ll be called because of your expertise. • Reporters will seek research-based info. • Or you’ll be part of breaking news or controversy. • You need to be ready.

  6. What reporters expect Reliable news sources. Objective experts. Context, perspective, translation.

  7. Interviews are opportunities… To reach many people. To convey your message. To share information with the public. Even the best are challenging. Most are informational, not confrontational. Enjoy them, but expect to work.

  8. When calls come, find out: • Reporters’ names, who they work for. • Who their audiences (lifestyle, business) are and what their stories are about. • What they want from you/your role. • -Determine if you can help. • -Or get them to someone who can. • When they need it – deadlines. • Reporters’ knowledge of subject.

  9. Interview format Phone or in person. TV crew coming to your office/workplace. Call-in radio show. Local or national outlet.

  10. Preparation is key Great interviews don’t just happen. Never wing it – do your homework. Is this controversial? What will critics say? Gather background for reporters. Think visual – photos, video, graphics.

  11. Buy some time It’s OK to say you can’t talk this minute. Arrange a time to call back in 15 minutes. Use time to prep – key points, background, etc. Call back prepared.

  12. Your message: know it, hone it • You can’t tell them everything. • Honing message takes discipline. • What do you want people to know? • If you don’t know your key messages, your audience won’t either.

  13. Identify three main points.Three sentences for each point.If they’re long sentences, keep refining.Anticipate/answer three scariest questions for each point. Rule of threes

  14. Short and simple Use simple, everyday language. Ditch the jargon, university-speak. Practice short answers. Say it aloud; never memorize. Imagine telling Mom in 30 seconds.

  15. Make it memorable • How does this affect your audience? • -Head, heart or pocketbook? • Use “real life” anecdotes or examples. • Develop descriptive phrases or word pictures. • Not good to be remembered like this: • The cookie exchange http://bit.ly/e0RdzY

  16. During the interview Keep your cool, be professional and pleasant. Actively listen to the reporter’s questions while focusing on conveying your message. How NOT to treat the reporter: http://bit.ly/16rqaf0

  17. Interview strategies Interviews are more than just answering questions. Strategies help manage interviews. Guide discussion back to key points.

  18. Bridging/redirecting Answer briefly. Transition quickly to your point. Examples: “Yes, and years of research show...” “True, however...” “No, and that’s because...”

  19. Refocusing/reframing • Recasts difficult/inaccurate questions and helps refocus interview’s direction. • Examples: • “The larger question is...” • “Our first concern is always...” • “The real issue is...” • “It’s important to point out...”

  20. Rules to remember • Tell the truth. • -Doesn’t mean telling all you know. • -Use your judgment. • You’re always on the record • (even if you are the President or a celebrity) • Obama “off the record” http://bit.ly/2KRcIx • Danza on Disney - http://bit.ly/LHqz2 • “No comment” is a comment. • -If you don’t know, say so. • -If you can’t answer, explain why. • -Direct them to someone who can answer their question. • The interview is never over.

  21. Interview tips Lead with your main points. Follow up with background if time allows. Answer concisely, then stop. “Dead air” isn’t your problem.

  22. Potential pitfalls • Stick to facts; don’t speculate. • -Stay with what you know even if it disappoints reporters. • Don’t let them put words in your mouth, and don’t bite on loaded questions. • Correct inaccuracies; never repeat them.

  23. Are you getting through? • Never assume reporters understand. • Ask questions to determine if reporters “get it.” • Offer to clarify or further explain. • -Provide written background information. • -Offer to answer follow-up questions.

  24. Remember... Successful interviews don’t just happen. Don’t be afraid; be ready. You won’t ace every one; you’ll improve your odds with practice. You must know your message.

  25. Contact us! • Agricultural Communications Services • Laura, Skillman, director, 323-4761 laura.skillman@uky.edu • Jeff Franklin, news section manager, 257-9088, jfrankli@uky.edu • Aimee Nielson, 257-7707, aimee.nielson@uky.edu • Katie Pratt, 257-8774, katie.pratt@uky.edu • Carol Spence, 257-8324, carol.spence@uky.edu • Find us on Facebook – UKAgNews • And Twitter - @UKAgNews

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