Write Your Sample Questions, Set Your Bullet Points, Do Your Mock Interview, and Have Fun!
Proper Media Training Can Literally Make You Less Shifty to Reporters
Someone in my communications trade group posed this question on our Slack channel, and I thought it would make a great blog topic:
Is anyone aware of good resources for media training — training folks how to talk to reporters?
Since my business covers all aspects of content creation and media relations, and since I was a reporter and editor for 20 years, and I've prepped clients for media interviews for five years, I figured I’d take a swipe at the question here.
The premise of the question is interesting. It implies people who work as reporters are different from, say, the people who reglaze your bathtub or issue you a drivers license. In truth, people who work at being reporters are often artisans. Rather than using wrenches or latex paint, reporters truck in ideas. And unlike many trades, there is no certification or competency test necessary for being a reporter. With that in mind, the quality of their work can vary wildly.
The question also seems to delve into the realm of how to present oneself during an interview with a reporter, so I’ll address that question as well.
Master the following tricks and guidelines and you’ll find yourself pestered by reporters far too often and it will be wonderful. One caveat: If you're the subject of a reporter's investigation, you'll need a whole separate blog post on crisis communications
If you already know the reporter and the story they’re working on, click here to skip to my tips on doing interviews with reporters.
Before we get into the types of reporters you’ll be working with, or how to present yourself to a reporter, there are two things you need to know before coming within a quarter mile of a reporter:
Know (1): The Reporter’s Media Outlet and (2): Generally the Type of Story They’re Working On.
Note I didn’t write “ask the reporter what angle the reporter is taking” on their story. That phrase is kryptonite for most reporters. If a source asks them “what’s your angle?” or “is this going to be a positive or negative story?”, that demonstrates that the source is skeptical that a reporter is approaching their job from an unbiased perspective.
And even though most people operate from some bias, reporters – especially the good ones – strive to avoid bias, or at least the appearance of bias. Some news organizations have a better culture of maintaining neutrality than others, so it’s important to do your homework accordingly.
That’s why it’s crucial to Google the outlet, review its content, and to search for bylines of the producer/reporter, before any interaction. If the content is sketchy (you’ll have to define “sketchy” yourself), maybe it’s better to take a pass. It’s always easier to turn a reporter down right off the bat, rather than to agree to an interview, and to then bail on them. Bailing on a reporter is a sin that has its own special Circle in Hell.
If the outlet and reporter seem respectable, then proceed to the next step: Knowing what to expect, based on what the news organization/reporter is after, and the type of reporter that’s been assigned to the story.
There are a surprisingly few types of stories most news organizations produce, and they’re self-explanatory: breaking news; feature stories; and investigative/public service reporting. Also, there are two origins for the stories reporters will write: Stories they conceived of, and stories they were assigned. You’ll find that the reporters who conceived of their own stories will be more engrossed in the interview/conversation.
General Assignment Reporters/Assignment Editors
Most television reporters fall into this category at one point or another. One day, they might be covering a cardboard boat regatta. The next, they might be broadcasting the run on bread at the local supermarket, in light of today's hurricane forecast.
These reporters are generalists who will truly appreciate someone who can help them see the forest for the trees. Far too often, while I was on general assignment on a weekend shift at a newspaper, sources turned their Information Firehoses in my direction, and drenched my brain with so much minutia, I wasn’t sure what day it was when I staggered away.
A better approach: Give the general assignment reporter three concise, key takeaways. If they have more questions, and seek more detail, they will. But remember to keep your answers short and clear. Keep the Information Firehose back at the information station.
Beat Reporters
These folks might have a ton of experience on their beats, or they might be newbies. Either way, their news organizations are counting on them to become their subject matter experts for their respective beats. Don’t assume beat reporters know all the background they need to fully understand their story. As a beat reporter (I covered city government, the business of law and sports business), I readily absorbed the information from subject matter experts on my beat. Again – Googling a reporter’s body of work will give you a good idea of what they might be after. Some beat reporters double as investigative reporters, which we’ll address next.
Investigative Reporters/Public Service Journalists
Usually, these journalists are the cream of the journalism crop. They’re the ones who have time to be blasted with your Firehose of Knowledge and might even ask for more. Never assume reporters know everything you do, even if they’re investigative reporters. Most often, investigative reporters are looking to cover a story that involves someone who has been wronged. Don’t assume that just because they’re contacting you for a story, that you, your organization or your cause is being investigated. They might be contacting you to learn about best practices; to determine how things should work. Also remember they might be contacting you as part of an investigation, so don’t go into an interview without that possibility in mind.
Public service journalists often engage in explanatory journalism, to help readers better understand their worlds. One such story I wrote as a student reporter explained how student health insurance works at The Ohio State University.
Contrary to the South Park GIF, many print/radio journalists and TV news producers are hunkered down in their offices, or in their homes, conducting their interviews via phone or Zoom calls. So, I encourage all subject matter experts to conduct those interviews in their home offices or work offices, with high-resolution webcams and stable Wi-Fi at the ready. Make sure anything visible on your webcam is something you’re OK with everyone in the world seeing. I also recommend buying an external, high-resolution webcam with lighting. Attempt to secure all roving animals and children. No need to be a lead video on #FailArmy.
Other tips:
When arranging the time/venue/subject matter of the interview, you or your colleagues should have identified the subject matter, and set the venue for the interview. Make sure to set aside at least an hour, and tell the reporter if you have a hard stopping time.
Not all reporters will provide a list of questions, but it’s worth asking. As a reporter, I’ve submitted a list of questions for sources, and found it helped me in my writing/fact-collection process. In turn, a list of questions can help sources obtain the information they might not have handy. Don’t assume reporters will stick to their list of questions. Your answers might spur more questions, or they might have come across additional information since you last spoke.
I discourage my clients from conducting email interviews. Sometimes, they’re necessary, when schedules don’t mesh. But many organizations or individuals will use email interviews as ways to avoid directly answering questions. Also, email interviews can come off as defensive. Often, emailed replies aren’t conversational. They’re the most transactional journalism in existence. In other words, it’s better to actually talk to a reporter.
If the reporter doesn’t send over a list of questions, I encourage you and/or a colleague to develop a list of likely questions and answers. I’ve done this for my clients and the interviews went extremely well. More than a few of the interviews led the tops of television newscasts. The reporters and producers were actually thankful to my clients for being so well prepared.
A good interview should be like an enjoyable conversation. Along those lines, if you don’t know an answer, say so. Just remember that whatever you say can appear in print, be broadcast or posted online. Some state laws allow reporters to record conversations without knowledge of the other party. So, always assume that whatever you say or do could appear on a Jumbotron on Times Square, or broadcast at the top of the evening news.
While interactions with reporters are often transactional, it doesn’t mean they can’t be fun or informative.
The Art of the Mock Interview
So, you’ve landed an interview with a reporter. Congratulations! How better to celebrate, than with a mock interview?
The PR agency I worked with used to do many of their mock interviews in a literal television studio, with real cameras, hot mics, video monitors, camera operators … the works. They even had a reporter (one of us) pelting clients with questions and follow-ups, real-world style. We would then view the footage and dissect the performance.
Since most of us don’t have full-blown studios, having a colleague serve as a reporter/camera person can work well. As long as your colleague is honest in their appraisal of your performance, that is.
I encourage you to do a mock interview without knowing any questions in advance. It will train you to think on your feet, and to be ready for anything.
How to Pull Off the Perfect On-Camera Interview
The top two flaws we always spotted in our media center mock video interviews were: (1) Our clients looked scared and uncomfortable (their eyes often darted off camera, in villainous ways); and (2) our clients spoke for far too long. Read the bullet points below to prevent those outcomes.
Ways to Avoid Looking Like a Shifty Criminal Blowhard During a Zoom or TV Interview
Sit in a non-office chair that doesn’t swivel or move, so you’re in a stationary spot.
Maintain your posture, but lean slightly forward to face the reporter as if you’re fully engrossed in a conversation (because hopefully, you are). PRO TIP: If you’re wearing a suit coat or a blazer, feel free to sit on the back of it, to keep your shoulders back.
Speak to the reporter. DO NOT STARE INTO THE CAMERA LENS.
Keep a few talking points handy as reminders, if you need them, but don’t read them while on camera. ASSUME THE REPORTER WILL READ THEM.
Remember to breathe before answering questions. This will give you time to think and to process what you’re about to say. Oxygen has other health benefits.
Reframe a reporter’s question in your own words before answering.
Try to keep your answers to 20 to 30 seconds in length (to help with the video editing process), and wait for the next question.
Wear solid colors, especially your tie (if you wear ties) – plaids and other busy patterns cause cameras to flip out.
Have fun! The camera can (and will) tell if you’re not.
Radio Interviews
As you might suspect, interviews with radio reporters/hosts are more freewheeling. To me, those were always the most fun to arrange (I’m a radio guy at heart, I suspect). Obviously, you can keep your cheat and talking points handy. Don’t forget to convey the two or three main points you want to emphasize for listeners and the reporter. One of the most important things is to use a solid phone/internet connection during these interviews. Few things are more painful than a radio interview with a source who is on a shaky cell connection. If you are among the .01% of all people who still have a landline, please use it.
Print/Online Content Interviews
If a print reporter is good at what they do, they’ll often engage in a bit of small talk before they start an interview. In fact, some won’t even tell you that the interview has begun, the moment you began talking. But the truth is, any discussion with a print reporter should be considered on the record, unless a reporter tells you otherwise. I also encourage clients to avoid the “on the record/off the record” game when speaking to reporters. It’s too easy to forget what’s off the record, 45 minutes into a conversation. When a reporter asks if you would be willing to go off-the-record, or on background (in which there is no quote whatsoever), I encourage clients to hold those interactions in completely different conversations. This way, there can be no confusion regarding what the reporter can use.
Should I Capture This on Tape?
This is a ticklish question I wish I hadn’t asked myself. It’s a question I’ve never had from a client or a source. As a reporter, toward the end of my run, I rolled tape ALL. THE. TIME. I found after I left interviews, there was a wealth of information on the tape, that I missed during the interview process. Sometimes, an aside in an interview would turn my story on its ear, and I loved that. Given all those benefits, it still can seem creepy that you might record an interview you’re giving to a reporter. It might even give the reporter the impression that you don’t trust them. Recording an interview might even seem downright Nixonian.
Despite all these reservations, I would recommend recording your interview, as long as the reporter doesn’t mind, and knows you’re rolling tape. I’ve been surprised by how many reporters DON’T record their interviews. Now, a lot of reporters don’t have time to listen to all the tape they record. But having a record of the conversation could only be helpful in a he-said/she-said situation (as long as you behaved). As a communications specialist for a nonprofit in Dallas, I used to record public events for reporters, and then email them the audio files. This helped assure that our speakers were accurately quoted by the media.
Respect the Craft
One final word: In agreeing to do an interview with a reporter, remember that you'll be dealing with an endangered species. The number of reporters is dropping daily, with the advent of hedge funds taking over newspapers, and Artificial Intelligence writing an increasing number of stories (poorly). Reporters are overworked, under-appreciated and a fading breed. Most of them are idealists. If in doubt about them, cut them some slack.
There you have it. You are now free to dominate the mediascape.
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