Polishing Your Spokesperson Skills For News Media Interviews.

This article discusses how to improve communication skills for news media interviews. In advance of the interview, decide the one or two key messages you want to get across. During the interview, look for opportunities to repeat your key messages in different ways. Place your most important points at the beginning of each response so they are isolated and thus less easily edited out. On television and radio especially, mention your organization or product by name frequently so listeners or viewers are reminded who or what you are representing. Never agree to an interview without giving yourself time to think and plan. Never forget your ultimate audience. Don't be afraid to use personal anecdotes. They humanize you and your organization. Don't be embarrassed if you do not have a number or detail at hand. Say you will be happy to get the information if the reporter needs it. Do not answer hypothetical questions. Instead bridge to an actual situation and one of your key messages. Also, do not name or knock your competitors.