This document provides tips for effectively dealing with the media and preparing for interviews. It emphasizes that interviews are opportunities to deliver specific messages to audiences, not intellectual exercises. Preparation is key - one should research facts, anticipate questions, think from the journalist's perspective, and define the most important points to get across. The document recommends having a firm grasp of one's key messages and supporting them with facts, while also addressing any potential negatives. It advises taking control of interviews by using questions as opportunities to bridge to one's messages, rather than just answering questions. Silence and avoiding "no comment" are also presented as useful techniques.

1. Adam Kirtley
Broadcaster & Journalist
Hand Made Productions
WHY THE MEDIA MATTERS
And how to exploit it!

4. The stakes are high
Power to enhance
Risk of damage
Preparation is key

5. This is what you’re about!

6. Play Prague Video here!

15. The Newsroom
The Newsroom
Ideas
Storie
s
The
journalist’
s agenda
Producers
and
reporters
Editors
Truth &
integrity ++

16. How to deal with journalists
“The press can be an ally. Treat it as such
and you’re half way home. Treat it as an
adversary and you’ll get what you asked
for.”
Tom Peters, Independent on Sunday

17. What do journalists want?
The full story – who, what, why, when, where, how (and how much)
To bring a story to life using people who can speak with conviction, humour,
passion and humanity – whatever the subject happens to be.
To satisfy their audience
They want you to answer their questions – especially the difficult ones
They want you to get straight to the point, without rambling
Change minds

18. SHOCK TRUTH ABOUT INTERVIEWS!
Exclusive story by Adam
Kirtley
What is an interview?
Most people think of an interview
as an intellectual exercise. They
are wrong!
An interview is not an intellectual
exercise; it is simply an opportunity
to deliver specific messages to
specific audiences through the filter
of a journalist.
.

19. Preparation is key
Read up, research and rehearse
Be sure of your facts and figures and check with
colleagues
If you are handling a crisis, be sure of the line to take
Think about how your message will be received and
understood
Remember what it is YOU want to get across. Have a
very firm idea in your head of YOUR key points

20. Preparation is key continued
Look at the story from the journalist’s point
of view
What is the readership of the newspaper?
Has anything been said on the subject by
anyone else?

21. Practical Tips and Techniques
Be calm
Be yourself and speak slowly and
confidently.
Be animated and passionate
Don’t expect to tell the whole story
Define the most important points
ADDRESS THE NEGATIVES
Don’t use jargon or long answers

22. Why we hate jargon
The transition to an on demand digital environment requires a shift to an
asset centric approach to media asset management, capturing meta data at
the outset of the assets lifecycle. This in turn enables greater movement and
sharing of audio and visual material across the BBC to deliver increased
exploitation of assets!”
That is a real BBC management directive by the way!
Or how about these two?
A vision of expanding contestability in the delivery of offender services
The consultants recommend parallel management matrix approaches
Thanks to John Humphreys
Beyond words

23. Preparing for a print interview
If a journalist reaches you unexpectedly, don’t jump
straight in
Give yourself time to prepare – arrange a time to call back
Print interviews can be long – set a time limit
NEVER go “off the record”
Check the facts – but don’t ask for copy approval
Never say “no comment”
Flag up potential problems straight away
They can’t print what you don’t say!

24. Press Interviews
Shorthand – your words will be noted in full
Get your soundbite in early – helps reporter
Subbing – articles edited from bottom up
Newspapers can be read many times by many people
When you’ve said all you have to say, bring it to a close

25. Build your message house
The Story
Key
Message
1
Key
Message
2
Key
Message
3

26. Support the key messages
Bring to life with facts and figures
Have “proof points” to hand
Local examples (case studies) work well
Personal examples also work well
Remember who you are – YOUR dog or
cats home! Brand it!
Address the negatives – don’t ignore them!
We will think of them for sure!

27. BEING INTERVIEWED ON YOUR
TERMS NOT THEIRS!
PHASE TWO!
And the art of building bridges!

28. Taking control – bridging
You are the one in control – you know 75% more than the
interviewer
Look at the story from the journalist’s point of view
You are not just there to answer questions
See each question as a route to a key message
Acknowledge the question – don’t ignore it
Use a verbal ‘bridge’ to reach a key message
Question: Answer
Or
Question = acknowledgement…verbal bridge…message

29. Taking control – bridging
I don’t have the precise details about that, but what I do
know is…
You’re right to ask me that, but first let me say…
That’s certainly been an issue in the past, however…
I cannot talk about that particular customer/dog/cat etc…
but generally what we do is… (zoom out)
It’s too early to talk about a national trend, but our
experience in our kennel/cattery is….(zoom in)
Bridging phrases only help if you know what you want to say

30. How to get it Right!

31. A WORD TO THE WISE!
A wise old owl lived in an oak
The more he saw the less he spoke
The less he spoke the more he
heard.
Why can't we all be like that wise
old bird?

32. “I found out early in life that you never
have to explain something you haven’t
said.”
Calvin Coolidge, US President
Silence can be golden: They cannot print what you don’t say