Media interviews for impact

1. Media interviews for impact Caroline Cassidy June 2011

2. Introduction • Group discussion • Preparation • Exercise

3. Lessons learned • Why work with the media at all? • Who have you worked with before? • What are your main concerns?

4. What is your media thinking:Planning the interview What is your objective? What is the programme? Think about your audience/ the public Who is interviewing you? What are they looking for? How will your interview be used? Is it live or taped? One-to-one or group discussion? Are you the main source? Is anyone else being interviewed?

5. ‘If you can’t explain your research to the cleaning lady, it’s not worth doing’Ernest Rutherford (1871-1935)

6. What the media wants • So what? What’s the bottom line • Focus on the CONSEQUENCES of your story, not the science • Communicate the whole argument/story • Don’t communicate findings – build the story • Make it news

7. Example • “I’m investigating transport processes of nutrients in low-salinity wetlands”. • “I’m working to improve the quality of water in Port Elizabeth by introducing a new way of purifying waste water in the wetlands”.

8. Your key messages • (Identify your public) • Three bullet points for your messages • Summarise and then elaborate • 30 seconds max • Think about what your saying – style – media language – metaphors, comparisons, sound bites or quotable phrases • Examples, facts or figures to back up what you are saying • Journalists like if you can quote other sources or references

9. ‘Right, who has questions for my answers’ Henry Kissinger

10. Types of interviewer 1. ‘The machine gunner’ – fires questions continuously 2. ‘The interrupter’ – the machine gunner’s cousin! 3. ‘The paraphraser’ –puts words in your mouth 4. ‘The provoker’ – wants you to say something you’ll regret 5. ‘The unprepared’ – wants you to do all the work

11. Beware! • Avoid ‘off record’ comments or ‘no comment’ answers • You don’t have to answer ‘hypothetical’ questions • When answer is not black or white – say so • Correct incorrect information immediately – don’t repeat wrong information as this just reinforces it • Don’t just keep talking to fill gaps

12. Difficult or negative questions • Planning: -Identify some potential difficult questions -Identify any contentious issues -Prepare answers • Bridging: Prepare to divert question and ‘bridge’ another message Question Answer Bridge Message • Or just close-down • Relax and give yourself time to think (Source: Reuters Foundation)

13. Tone, body language and dress, • Pitch and speed are crucial • Don’t talk too fast/slowly (lose them or bore them) • Dress - mid tone colours – not black or white, stripes or bold patterns. = conservative professional, make sure appropriate where you going to be • No ‘bling’ • More tips on crib sheet

14. On Camera- and group interview exercises • Imagine a TV programme (or radio programme) you would be appearing in – this will help focus your message and purpose • Think about your impact evaluation project or something you have worked on that. Why is it important? How is your work affecting/could affect the every day life of people? • Prepare some key points • Present on camera or to a partner

15. Evaluation • Did you communicate your central message • Did you create sounds bites? • Did you keep control of the interview and remain calm? • Did you bridge from difficult or irrelevant questions? • Did you maintain credibility? • Did you keep it concise and clear? • Did you speak too fast? • Did you keep good eye contact with interviewer? • Did you control your body language and gestures? • Watch for any bad habits you may have – we all do!

16. Final thoughts • A lot of this is common sense, but try to practice a few times in front of other people. You have to be prepared • Watch yourself back with a friend or colleague and assess the good and bad • If you have a media person in your organisation – go find them • Also did your interview have any impact? Did you publicise it?