They want to get JUST a byte.

They would run after you JUST to get a word.

They plead you to give them JUST 2 minutes of

your valuable time.

They make you feel as if the only purpose of their

existence is JUST to have a very short interaction
with you.
However, you speak something wrong (unintended or not) and
they won’t think twice before............

Pulling
Your
Pants
Down
In Public
 In order to avoid this during the course of this presentation we
would go over six main heads which are

General
The Interview
Formal Guidelines
Interview

Post Interview
Interview Tactics
Evaluation
Difficult Interview
Interview Failures
Questions
 1 RECORD

2 PREPARE

THE 3 TACTICS

FORMAL
4 TAKE CHARGE

INTERVIEW
R
Record formal interviews for self-
E protection. This is a safety
mechanism to fight back against
C unfair journalism and inaccurate
reporting. In addition, listen to
O
the recording afterwards to
R improve your interviewing skills.

Back
P
•Know the reporter's story needs. Make sure that you have obtained in
R advance the parameters of the interview.
•Prepare three or four points you want to make, including effective
E company "tie-ins" to the interview topic. State them at the beginning of the
interview.
P •Practice short, catchy sentences involving your main points that the
writer could pick up easily as quotes for the story.
A •Anticipate difficult questions. Make your answer a positive statement,
rather than a response to what might be a negative tone of the question.
R •Speak to the target audience of the publication.
E

Back
 •Use Sound Bites.
Make your point immediately and concisely. You probably
won't have time to build a lengthy argument that concludes with
your point.
•Don't be a Slave to a Question.
T Think about the question and analyze its significance. Then
build a bridge to your agenda by using such phrases as "Let me
A put that into perspective" or "Let me put that into a different
context.
C •Listen Carefully
T Don't be afraid to ask interviewer for clarification, if you don't
understand the question. Ask your own question, such as "Do
I you mean... or … ?“
•Silence is OK.
C
Give your answer and then stop talking. Don't be intimidated
S by silence into saying more than you should. Use silence to
collect your thoughts and compose yourself.
Back
T
Be assertive.
A
K
E

Be colorful. Support your

statement.
C
H
A
R
G Avoid being stiff.

E
Back
 GENERAL
INTERVIEW
GUIDELINES
ATTRIBUTION
• Set the level of attribution before an interview
• Everything you say is "on the record," unless you make another
arrangement with a reporter.
• Don't say anything you don't want to see in print.
• You can give comments on background or on a "not-for-
attribution" basis in special circumstances.
• Use "off the record" sparingly. It appears as if you are hiding
something, and a good reporter can usually find out what it is.

ANSWERING QUESTIONS
Don’t Feel Pressured to Answer Immediately. If you don't
have an immediate answer to a question, say "I will get back
to you with an answer." Hold off on a response if your
additional research can provide a more complete answer. By
being 100 percent accurate, you will enhance your reputation
as a dependable source.
 BE HELPFUL
Be Helpful Even if You May Not Benefit. Don't treat
media requests as frivolous. The goal is to build long-
term relationships with news organizations.
Cooperation now means that you will probably be used
as an industry spokesperson again.

DEADLINES
Help reporters meet deadlines. Don't make reporters wait on
deadline because you neglect to return calls. If you commit
yourself to provide information, follow through quickly. If
you are unable to obtain the data, get back to the reporter
rapidly to inform him or her.
 DON’T HIDE
Try Not to Avoid Questions. Failing to answer a question may give an impression
that you are hiding something. If a question is sensitive, give a brief answer and
move along. Be alert to major issues affecting your company and find out the
standard company response before talking to media. Learn to "bridge over" to a
positive statement after responding.

ACCURACY
Be accurate. If you discover information relayed to a reporter is outdated,
call back the reporter with correct facts. He or she will appreciate your
concern for accuracy.
 PATIENCE
Be Patient. Don't let it appear as if your time is too valuable to waste on media. If you
are busy when a reporter phones, offer to return the call that same day at a more
convenient time. Then do it.

Be and Always
Patient smile

GRUDGES
Don't Hold Grudges. If a reporter has written a negative story
about your company, then calls on another story, don't hold back.
Your objective is to achieve a professional relationship with the
media. Don't let a reporter's previous actions stop you from
building the relationship
 INDUSTRY SPOKESPERSON
Comment on general industry trends. Don't insist on a guarantee
that your company will be included in a story. Journalists
appreciate the assistance of corporate executives with knowledge of
a subject. Most likely, your company will receive recognition in an
article. Even if it doesn't, you and your company benefit when you
are quoted as a knowledgeable industry leader.
 5
INTERVIEW
FAILURES
 1
Failure to take control.
The spokesperson is there to disseminate information, not just
answer questions

Failure to anticipate questions.

There should be few or no surprises in an interview
 3
Failure to deliver key messages.
Know the key message before the interview and practice
getting it in.

4
Failure to stick to facts.
Speculating or answering hypothetical questions can get you
into trouble. Confine answers to what is known.

5
Failure to stay calm.
When you stay cool, you show a willingness to cooperate with
reporters and convey an impression of candor.
 Qualify
statements
through
examples Precise
whenever statistics
possible. "Last bring your
Analogies
year our information
are strong,
company to life.
colorful and
donated more "We're
powerful.
than $1 creating
"It's like
million..." 5,600 new
Rubik's cube
jobs this
without
year… "
colors… "

Examples
Statistics
Analogies
 Anecdotes give
perspective and
add meaning to
your message.
"One time I
Independent experts
discovered a
provide support for
fraud…"
your theses. "HBS
professor Michael
Porter agrees that..."
Anecdotes
Personal experiences
are credible and Expert Opinion
important. "When I
joined this corporation, Personal
we… "
Experience
 Quotes
TV Tips Quotes from
• Be yourself. Don't experts add
look at the camera. credence to your
Look at the host and comments. "Alan
be friendly. Greenspan also
says that..."
•Use clear language.
Avoid jargon.
•Be aware of body
language. Keep your
feet flat on the floor.
Avoid extraneous
movement.
Non Verbal Did you connect with the interviewer?
Headlines Did you generate any, either positive or
negative?
Control Did you stay in charge of the interview?
Specifics Did you provide enough specific
information?
Messages Did you deliver your key messages?
Agenda Did you follow your agenda?
The False Alternative
Example: "Was your decision based on monopolistic practice
or did you just not know?“
Solution: Ignore the alternatives and focus on your message.
Lead the interviewer rather than allowing him or her to lead
you. "The root of your question is motivation...“

The Hypothetica
Example: "If __ happens, what will you do?“
Solution: Avoid speculation. Turn the conversation to a
positive point. "I don't have a crystal ball, but… "
The Loaded Preface
Example: "Your company has been called inept by the unions. So what are
you doing about the layoffs?" Solution: Try to correct the perception and
then move on to the positive. "On the contrary, we..."
The Absent Party
Example: "So-and-so has stated that your organization is behind the
times..."
Solution: Don't argue with someone who is not present. Instead of
commenting on that specific statement, turn to something else. "I’m not
familiar with that remark, but we… "

The Inconsistency
Example: "In 1997, you said _____ ; now
you're doing ____ . Why the change?"
Solution: Take an historical perspective.
"The environment was different in 1997 and
we… "
IN CONTROL
The Irrelevancy
Example: "As President of XYZ Co. and an avid runner, what are you doing
about running safety...?“
Solution: Give a bit of information about running and then bridge to your major
issues.

Putting Words in Your Mouth

Example: Did you abuse your wife? Answer: I have never abused my wife.
Headline: CEO says he did not abuse wife.
Solution: Do not repeat inflammatory words that a reporter might feed to you.
Rather, answer in neutral terms. "That is a question that I will not dignify with
an answer.