Media Interview Techniques Workshop on Weather Services

1. WMO Workshop on Public Weather Services –Practical Session on dealing with media David Hui Macao, 18April 2013

2. Practical Session on Media • Handling radio and TV interviews. • Interview techniques

3. Exercise 1 – TV interview • Form 2 teams, one working as news reporter (interviewer), another as forecaster (interviewee) • Based on a fictitious (simulated) scenario

4. Exercise 1 – Torrent sweeps away hiker • A hiker was missing earlier this afternoon after being washed away in a sudden rainstorm while trekking at Mei Li National Park. • The hiker (Mr. Lei) was on a walk along the Mei Li stream about 2pm. Mr. Lei was leading four teenagers next to the stream when heavy rain started about 2:30pm. According to the members of the hiking group, he slipped in the downpour and fell into the flash flood. He was swept away ……

5. Exercise 1 – Background Weather Info • Localized thunderstorm developed in the vicinity of Mei Li National Park around 1:20pm. • More than 40 mm of rain were recorded, between 1:30 pm and 2:30 pm, by a rainguage at the National Park; other raingauges received a few mm of rain. • Thunderstorm warning was issued at 1:30pm. No other warnings were issued. • Suppose the warning criteria are: • Thunderstorm warning: whenever there is thunderstorm affecting the region • Rainstorm warning: persistent widespread heavy rain affecting the region

6. Exercise 1 – Radar images 1:20 pm 2:00 pm 2:20 pm

7. Exercise 1 – TV interview DIY • 10 minutes to prepare for the interview. • Recall what you learnt form the morning session. • News reporter team: ask questions • Forecasting team: representatives to answer the questions

8. The Interview - Technique • Speak with authority, clarity and energy; • At least one key message in every answer, don’t wait for the right question (control + content), give quotable quotes; • Flagging – use verbal cues to underscore importance of forthcoming comment (the most important to remember is…) ; • Turn –ve to +ve(Everybody commit mistakes. We commit mistakes. I want to talk about the values we believe in and the experience and integrity that goes with all of this, and what I’ll do…) • Give examples, facts and figures; • Try to be even-handed with different media (and you can use this to refuse interviews if hard pressed!) ; • If you don’t know, say so, find out and follow up!

9. Interview Technique (cont.) • Use simple words & refrain from using jargon; • Never speak “off the record”; • Admitting an honest mistake is the best way to disarm a journalist; • Avoid “No Comment”; • Avoid sarcasm; • Do smile. Be polite & never lose your temper; • Don’t get personal; • While on TV, you are always “on”, your body language will magnify, never lower your guard in front of the camera; • But relax & be yourself.

10. The Bridging Technique Bridge – return to your key messages • What's most important is…. • The real issue here is… • That's not my area of expertise, but I think your audience would be interested in knowing that… • Let me just add that… • That's an important point because… • What that means is… • Another thing to remember is… • If you look at it closely, you'll find…

11. Interview Technique (cont.) • Talk about results; • If you don’t have results, talk policy; • If you don’t have policy, talk facts; • If you don’t have facts, talk process. You always have process!

12. Interview Technique (cont.) • If the forecast has gone wrong…. • Provide details of what warnings were issued, and when; • Don’t pretend that Warnings were adequate; • Explain why the forecast was not accurate; • Emphasise learning from experience; • Acknowledge the human aspects; • Apologisewhere necessary, and move on • If you are misquoted.. • Don’t over-react. Politely call or write to the reporter or the Editor, pointing out the discrepancy.

13. End of practical session Thank you.