Be honest, how many of your resolutions have you already broken?
The start of a new year may be about fresh starts and new challenges but deep down no-one really wants to go to the gym every day.
So instead of focusing on the resolutions which already lay in tatters, why not set yourself the goal of becoming a better spokesperson this year?
Whether you already have some media interview experience or are likely to be put in front of reporters for the first time in 2016, the resolutions below will help you to become a better spokesperson – delivering your key messages with clarity and confidence.
1 Be prepared: If you think you can ‘wing’ an interview you are doomed to failure. Even the most assured and experienced of spokespeople would not carry out an interview without doing the preparation first. Make sure you know the key message you want to get across and how you will illustrate it with human examples and anecdotes. Think about any negative questions the reporter could ask and plan how you would respond. Also consider what else is in the news agenda, particularly relating to your sector, which you could get asked about.
2 Take control: You need to make the most of the opportunities a media interview presents and to do that you need to take control. Letting the interview become a question and answer session will not enable you to get your messages across. In our media training courses we teach the bridging technique to help you get to your key message.
3 Avoid jargon: Jargon and corporate speak is all too common in the office, but it has no place in a media interview. One of the keys to delivering a successful interview is to use language your audience will understand. Jargon makes quotes and sound bites unusable and the phrases can mean different things to different people – causing confusion and a lack of clarity. Why not check out this blog on the words PRs use that journalists love to hate?
4 Keep practicing: Unless you are very high profile you are unlikely to be in the media spotlight all the time. So it is important you continue to develop your skills with plenty of practice. Ask you colleagues to become the interviewer and put you to test. They could record interviews on smartphones (both audio and videos), put you through a telephone interview or even test you on a Skype interview, if your think that is a realistic possibility. Regular practice will help you become familiar with your messages and the examples you want to include in media interviews – meaning you will be more composed about delivering them when the cameras are rolling for real.
5 Relax: Probably the hardest of our five resolutions, but if you can make it work it will definitely improve your performance. Appearing to be edgy, sweating profusely and struggling to maintain eye contact will make it look like you have something to hide. It is likely to encourage the journalist to probe further and will also be distracting for the audience. Good media interview training and plenty of practice should help you feel more at home. And, if you are also fully prepared (see point 1), what do you have to worry about?
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers. Click here to find out more about our highly practical Media Skills courses and presentation training.
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