Staying on Message, Interviews
Purpose of this Assignment
To examine interview protocols in order to stay focused and on message despite distractions or misleading questions.
Staying on message can be difficult when facing a reporter who is hostile, arrogant and or looking for something to confirm his or her narrative, not yours. This is also true if the reporter is extremely likeable and easy to be around.
Here’s the point: An interview should feel uncomfortable. It is not a conversation among friends. Be on your guard, vigilant and focused. Never multi-task during an interview as you may inadvertently say the wrong thing. If the interview is over the phone, you should have your speaking points, news release and story-related items in front of you but nothing else.
The list of Do's and Don'ts are helpful to review—before each interview. Even seasoned spokespeople, particularly if they are having a busy day will glance over a list such as this to reorient themselves on how to stay on message.
DO's:
1. Engage as if everything is on-the-record, particularly with new reporters.
2. Have your message points ready before you speak.
3. Insert the name of your organization in your message at least once.
4. Know when and how you will exit the interview before it starts.
5. Talk in short sentences using everyday language that a junior high school student can understand.
6. Treat reporters graciously and let them know you appreciate their time.
7. Keep your guard up until the reporter is out of the building, away from the property.
8. Alert your colleagues immediately if you just gave his or her name to the media.
9. Sound conversational whenever possible.
10. If you are being interviewed for television, do not look at the cameraman. Instead, direct your comments to the reporter.
11. Be pleasant in voice and body language.
12. Avoid jargon and industry language.
13. Check in to see if the reporter is following your comments.
14. If you intend to use the term “off-the-record,” make sure you and reporter mean the same thing and agree prior to the interview.
15. State your answer positively versus negatively, i.e., “The office will be renovated in the Spring” as opposed to “We won’t finish this renovation until next Spring.”
16. Rephrase the reporter’s question if you need to buy time to collect your thoughts.
17. Ask that a colleague be present at an interview if you have reasons to distrust the reporter.
DON'TS:
1. Feel you need to immediately engage in an interview if a reporter calls.
2. Assume the question posed to you is accurate.
3. Ever have others in the room if you are doing an interview over a speakerphone unless you introduce them to the reporter IMMEDIATEY. Example: “Hello Sanjiv, I’ve asked Belinda our HR manager and Kyle the head of our operations to be present with us today as I may need their assistance in answering your questions.”
4. Say “That’s not news,” or “That’s not a story.” This implies you know the reporter’s job best.
5. Say, “No comment.” It implies guilt, deceit, or arrogance. Instead, try:
· I’d like to help you, unfortunately, this is a matter of pending litigation and I can’t answer that question.
· It would be premature for me to answer that now, but I will let you know when we have the information…
· I want to make sure you get accurate information, let me find out and get back to you.
6. Speculate or say you know the answer if you don’t.
7. Repeat a reporter’s words back unless it is exactly what you mean. For example, a reporter asks, “What about all those stupid protesters at your property.” Don’t respond by answering, “We don’t have any stupid protesters at our property.”
8. Be lured into discussing your personal feelings or opinions. A reporter closes his notebook and puts it away, then says, “I know what your official position is on this matter but just between us how do you really feel about it?” You could be quoted in that instance.
9. Say something in the presence of a reporter, photographer, or cameraman that you would not want quoted.
10. Allow an online/print false statement go unchallenged; it becomes part of the media’s record.
11. Let an interview wander over several topics or stretch out longer than planned.
12. Talk with those standing next to you at an event while the speaker is talking unless a group response is appropriate.
13. Talk about confidential matters in elevators, bathrooms, parking lots or buffet lines.
14. Ask to see a story before it runs.
15. Ask a reporter to let you see your quotes beforehand.
Instructions
Your task is to: Read the 5 steps below BEFORE starting the assignment. Hint: Relational capital is important here.
1. Review the SAMHSA spokesperson training in the readings, then read the scenario below.
2. Write a text to your colleague explaining your situation. This is text one.
3. Next, write a text with the likely questions you believe will be asked today by the reporter. This is text two.
4. Prepare a short statement (1-3 sentences) his client can use with the media based on what the attorney stated in the text thread. You do not need to use your colleague’s exact words, they should, however, reflect the same meaning. This is text three.
5. Write text to colleague have him advise the client how to stay on message—give (three) relevant tips from pages 17 &18 of the SAMHSA reading, (How to stay in control for all interview types; Transitions.) This is the text four.
Conference Speaker, Client Issue Scenario
You are at a conference site talking with the event organizer where you will be presenting a seminar to 75 people. Out of courtesy, you turned off your phone for 15 minutes as the final details were discussed. The event organizer says you will be introduced in approximately 20 minutes, she then leaves to greet people and you go over your notes. She comes back in 10 minutes to say there's been a delay. The seminar won't start for another half-hour.
With the extra time you decide to check messages. A series of urgent texts are popping up from an attorney whom you met at a charity event five years ago. You and your families have socialized together, and you consider the attorney a close colleague.
Text Messages:
Call me. Consumer advocate report called my client saying the FBI is naming him in an investigation! Checked it out... I have solid evidence which proves she is innocent. Need your help now!
Few minutes later:
Where are you??? My client is getting more calls from the media. The FBI did a sting operation saying my client among others is not legally registered to do business. Hardly! I saw her records.. renewed every year never lapsed. She is very organized and ethical. This is crazy.
Next:
Fyi family business since 1974… they help long-distance truckers get extra assistance at school for their kids…started by her grandmother who was married to a trucker understood the strain on the kids. Great family..community oriented. What do you advise?
Next
… Are you alive??! My client is a wreck and texting me nonstop. She knows zip about the media, nothing.
Next
Investigative reporter called client back says he is bringing a camera crew could be anytime now. WHERE #1&%*# are you??!