Media Training: Helping to project a positive image

Satellites beam down a constant flow of news and information backed up by a growing number of regional and city based stations. And if TV doesn't get you the radio will!

But is that a bad thing? Well, if you're prepared and treat a TV or radio interview as a bigger ordeal than a job interview, it could be a disaster.

The real way to look at a request for a broadcast interview is to welcome it as an opportunity. A chance to get your message across and to influence and impress tens of thousands of people at one stroke.

To make the most of that opportunity you could do worse than invest in some Media Training. It will make you comfortable with what is expected of you during the interview and, more importantly, what will happen to your contribution when it gets back to the edit suite. After all, the only thing that will impress or infuriate your boss or your customers is the part of the interview which is actually broadcast.

Too many interviewees stand in front of the camera or microphone, answer the questions put by the interviewer, and then become a hostage to fortune when the interview is edited.

But there are a few simple tips, which will help:


• Treat the interview as an opportunity to get your message across and work out in advance what your key message is. Don't give answers... give responses.


• Tell the interviewer in advance what points you want to make. If the interview is recorded ask at the end if the interviewer feels you got your points across adequately.


• Don't use any jargon, which the listener will not understand. Try to explain your case by giving an example such as "it's a bit like..."


• Always counter negatives with positives. If you or your company has made a mistake then admit but then immediately go on to say what you are doing to put things right.

You may be interviewed for up to five minutes but the chances are that only 15 to 20 seconds will actually be broadcast... that is just 45 to 60 words as we all tend to speak at three words a second. So think what your key messages and roll them up into one simple 20 second statement. That is what the TV or radio station is looking for - a simple statement, which explains your position and which is delivered in an upbeat fashion.

You don't need to embellish your statement, and you don't need to introduce side issues. Write down the bullet points of your key message on the back of a calling card and keep it in your hand if it makes you feel comfortable. You can go back to your key message as many times as you want during the interview.

It sounds simple and it really is. Media training will give the practise to make perfect.


Dave Picken is the Public Relations Director of the UK-based Durham Associates Group and former News Editor of Tyne-Tees Television