Posts tagged ‘media interviews’

Tips for Monitoring Journalist Interviews

All interviews by a journalist of your principal or organization should be monitored.

Andrew Adonis interviewed about a mayor for Bristol - 5 Jan 2011
Creative Commons License photo credit: Institute for Government

First, you must perform a check on any possible mis-readings or errors by the reporter. Second, monitoring the interview will provide you with a better understanding of the points your principal wants to stress. Finally, you will be able to perform a more effective follow-up with the reporter, something that can be especially important if the principal makes a mistake during the interview.

While monitoring the interview pay close attention to ensure the principal does not make any factual errors. If he or she gets a number or date wrong, you need to fix it. In the event the error occurs during a broadcast interview, it will be up to you to encourage the reporter not to make use of that particular sound bite.

Media Relations Handbook, by Bradford FitchAt times you may need to either play up or play down certain points by your principal. This can be a challenge as reporters often view this strategy as a blatant form of spin. In some instances, you may have additional facts not mentioned by the principal that serve to strengthen the main point and will be relevant to the reporter. You can do this through the follow-up. By sending additional points through email you can reinforce points you would like to see appear within the story.

You also need to consider whether you want to record the interview. There may be little value in recording an interview unless it is a one-time interview and you anticipate a biased story. Blatantly recording an interview sends a message to the reporter that you do not trust them. If it is your goal to establish a long-term relationship with a reporter conducting an interview, you must work toward building a degree of trust. That may mean not recording the interview.

To learn more about effective public relations strategies, consider TheCapitol.Net’s 1-day course Media Relations for Public Affairs Professionals, and the 2-day Advanced Media Relations Workshop.

Reference: Media Relations Handbook, by Brad Fitch, Section 8.12 Things to Monitor during the Interview.

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Tips for Contact with the Media as a Congressional Witness

As a witness at a Congressional hearing, you may find yourself in a position in which you will encounter members of the media either before or after the hearing. The likelihood of this will depend upon the nature of the hearing topic as well as the extent of the media and public interest in the issue. It is not uncommon for both print and broadcast journalists to attend hearings in order to cover the action of a committee as well as to look for other stories that may be related to the hearing. Therefore, it is not unusual for congressional witnesses to leave a hearing room and find themselves surrounded by journalists. In some cases, witnesses may also conduct a press conference either before or after the hearing.

Clepsydra Geyser eruption
Creative Commons License photo credit: Alan Vernon.

If you have been invited to testify before a hearing or anticipate that this might occur, it is important to be sure you are fully prepared to effectively deal with the media. This will help you to advance your message and present the best case for your issue. It is a prudent idea to conduct a mock press interview during the rehearsal period leading up to the hearing to ensure you are familiar with the tactics that are commonly used by the press. This will also help you to develop the best ways to respond to possible media questions. The ideal blend of preparation will include practicing for a conventional interview as well as a possible ambush interview.

The following guidelines can assist you in dealing with the press if you Testifying Before Congress, by William LaForgeshould find yourself in this type of situation:

  • First, always ask the name and affiliation of the reporter
  • Ask the purpose of the interview and what the story is to be
  • Ask that lights, cameras and microphones be kept at a reasonable distance
  • Make sure the interview is confined to the original subject
  • Make a point to never say “no comment”
  • Never go “off the record”
  • After a reasonable period of time, feel free to break off the interview, but let reporters know you can be reached for a follow-up
  • Ask when the interview will appear or be broadcast

For more information on how to prepare to effectively handle media relations consider our workshop Advanced Media Relations Workshop.

Reference: Testifying Before Congress, by William LaForge, Section 4.41 Witness Contact with the Media

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