Section 4: Media Interviews

Every media interview is a performance. And as with acting, the venue where the interview plays out presents its own set of challenges. Whether your spokesperson conducts the interview in person, over the phone, or on email, it is essential to maintain control of the situation at all costs.

Section 4 prepares professionals for what to expect and explains how to use the interview as a vehicle for strategically communicating your company’s messages in a crisis.

WHAT YOU WILL LEARN

  • Techniques for different kinds of interviews
  • Understanding journalists’ “framing” techniques
  • How to avoid toxic negative language and take advantage of positive language in your answers
  • Using “bridging” phrases to answer questions
  • Rules of thumb for handling online interviews and bloggers
  • Best practices for managing news conferences

Video: In the Author's Words

section4

Author Jane Jordan-Meier discusses why media questions are a gift — and how to turn them into gold.

The spokesperson is like an actor — and like an actor, you are paid to perform. And remember, like an actor you will also be critically judged by your audience.
- From Section 4

CASE STUDIES AND EXAMPLES FROM:

• Mark Regev, Israeli Foreign Ministry (Israel/Australia) • Timothy Geithner, U.S. Treasury secretary (United States) • Sarah Palin, former Alaska governor (United States) • Mark Cuban and Dave Winer, entrepreneurs (United States)