South Dakota State University A presentation by University Marketing and Communications

Media Training: A Short Course Introduction and Overview Interview skills briefing Why should you talk to the media? Keys to media interview success Message development Interview preparation Message delivery and techniques

You have three primary options when contacted by the media: 1.Agree to the interview. 2.Ask the journalist to contact UMC to schedule the interview on your behalf. 3.Decline the interview. In a crisis situation, it is critical that no information be given to the media directly without the assistance and clearance of UMC.

Why should you talk to the media? As a public, land-grant university we are obligated to be open and transparent. We have an obligation to keep alumni, faculty, students and other stakeholders informed. An interview is an opportunity to tell your story. If you don’t, someone else will and they may not have the best information. You are the expert.

Keys to media interview success Develop 3-5 key messages and include examples, anecdotes and details. Know your audience—a story for a local TV station should be presented differently than one to a journal or magazine. Ask what type of story the interviewer is working on: breaking news, a “second day” story, a trend story, etc.

Interview preparation Ask yourself the following questions: Who is the audience? What matters to them? What is my message? What do I want to communicate to them and/or what do I want them to do? What is my objective or the objective for my department, college or SDSU for doing this interview? Develop the message(s) you want to deliver.

Message Development

Message delivery and techniques Be purposeful Be prepared Listen – Think – Respond Control the interview Techniques you can use Techniques interviewers may use Roles interviewers might assume

Be purposeful What is your reason for agreeing to an interview? What reasons does the interviewer have for interviewing you? Don’t agree to an interview until you know why the interviewer wants to talk to you.

Be prepared Review your answers to these questions: Who is the audience? What matters to them? What is my message? What do I want to communicate to them and/or what do I want them to do? What is my objective or the objective for my department, college or SDSU for doing this interview?

Be prepared Develop the message(s) you want to deliver. Jot down your 3-5 key messages or most important points that you want to deliver. Stick with and repeat them when possible throughout the interview.

Listen – Think – Respond Concentrate on each question. Listen to the entire question. Think of possible implications of your answer. Be clear, concise and consistent. Respond after consideration. Make sure you get your messages across before the interview is finished—repetition is good. Always tell the truth.

Control the interview Don’t let the interviewer lead you outside your area of expertise. Don’t let an interviewer to interrupt you before you complete your answer. Don’t offer personal opinions—remember that you represent SDSU. Don’t speculate—stick with what you know. If you don’t know the answer to a question, say so and offer to get back to the interviewer later.

Control the interview Never forget: “Off-the-record” does not exist.

Control the interview Don’t respond to questions or discuss issues based on blind or unknown sources. Don’t ever respond with “No comment,” which can imply you are evading an issue or have something to hide. Don’t discuss people or organizations other than your own. Return to your messages to regain control.

Control the interview Do not lose your temper, attempt to argue or get into a fight with anyone from the media. You cannot win.

Techniques you can use: "Flagging" a statement as important. "Bridging" to something you want to say, but perhaps were not asked. —Move beyond the question and tell your audience what you want them to know.

Techniques interviewers may use: Flattery: An interviewer is not your friend—you have different objectives and priorities Silence: Do not feel you need to fill any silences after you've answered a question and said what you intended to say

Techniques interviewers may use: "Lobbing softballs": Sometimes good, sometimes not—occasionally can be used to put you in a comfort zone before asking a difficult question Loaded questions: "When did you stop beating your wife?" You can say you're not sure how to answer their question and ask that they clarify or rephrase.

Techniques interviewers may use: Creating controversy: "Your colleague down the road said, this. How do you respond?" Avoid a direct answer and bridge back to your talking points: "I don't know what my colleague thinks, but I believe …" Pushing hot buttons: Pause before answering any question that stirs up strong emotions and, if possible, think of a way to bridge back to one of your talking points.

Roles interviewers might assume: The Friend: behaves like a confidant, someone on “your side.” The Machine Gunner: bombards you with rapid fire questions, tries to get you off balance. The Dart Thrower: attempts to needle you with hostile or confrontational language. The Interrupter: interrupts, usually to get you off message.

Roles interviewers might assume: The Paraphraser: rephrases what you say in order to make it better fit their needs. Never agree with or repeat an interviewer's incorrect or negative language.

Questions?

UMC leadership Mike Lockrem, Director Mark Luebker, Strategic Communications Matt Schmidt, Senior News Editor Andrea Kieckhefer, Creative Services and Branding Katy Griffin, Web and New Media Michelle Watkins, Office Manager

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