TIPS & TECHNIQUES: Media Action Steps - what to do when a reporter calls

Media ACTION model
When a reporter calls, it is not a good idea to start answering questions if you are not well prepared to talk about the subject. Here are five steps to guide you before you answer questions. The word ACTION will help you to remember the steps

Ask questions

• Ask for information: What do they want to know? Who else are they talking to? What is their slant on the story? What is their deadline?
• Ask for time (then always call back)

Control

• Take control of the situation, don’t just react to the news person
• This gives you confidence

Take time to prepare

• Take some time to think about what you need to do to get yourself prepared
• This gives you confidence and improves your performance
• How can you take advantage of this opportunity to get publicity?

Involve others

• Who else should be involved?

Organize, get ready

1. Your agenda — proactive
   • Be opportunistic
   • Develop your key messages: what do you want to get across?
   • Find examples to illustrate points — "zingers" to help people remember
   • Talk with viewpoint of customer; talk in customer benefits
   • Be brief! Remember, you only get about 20 seconds in a television news interview: 20 seconds = about 60 words
     
     
2. Reporter's agenda — reactive
   • Figure out what he/she may ask
   • What are your weak points on the subject?
   • What questions would you rather not be asked?
   • What have you done wrong?
   • Get good, simple answers for those questions; write them down
     
     
3. Practice saying your answers and key messages

Now talk to the reporter. And remember the following tips to help you be your best:

During a television interview

• Ignore the camera–talk to the reporter
• Sit or stand straight (don’t get comfortable)
• Lean a little toward the reporter
• Show energy and animation
• Smile (unless it is inappropriate for the subject matter)
• Use gestures
• Use brief answers
• Be honest
• Have confidence; you are the expert

During a phone or radio interviews

• Show energy and animation
• Smile if appropriate (people can "hear" your smile)
• Use brief answers
• Be honest
• Have confidence; you are the expert

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» Contact Jack Pyle for information.

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