Learning outcomes: To understand what the media want from engagement with researchers. To be able to effectively prepare for, and give, interviews for print or broadcast media.
What Interviewers Want
If a media organisation is interested in your research work you may be asked to give an interview.
As well as thinking about your own reasons for engaging with the media, it is also important to remember what the media want from engagement with you.
Media organisations primarily want a good story (excitement, shock, surprise, success/failure, death and humour all contribute). They also want a ‘hook’ that answers the question, “why now?” This could be a factual hook, such as something being discovered or invented, an event or an anniversary. Or it could be a statement like “scientists at x say…” but there has to be a reason why the media would want to run the story now.
Also think about the different types of media you could work with. People often want to get their research on TV, but there are lots of other options including radio (local as well as national), newspapers, magazines, online and social media. All the various media are different stylistically and have quite separate needs. For example, TV needs visual interest and movement, radio needs interesting audio, while print needs imagery. There may be an opportunity in your research that lends itself to one of these in particular.
A final thing to remember if you are looking to approach someone with stories or ideas is that they won’t work for you – you have to sell your idea to them by giving them what they want.
Interviewers want to:
- Get facts straight [they want to make sure that they are presenting the story correctly.]
- Challenge contradictions or vagueness
- Include alternative points of view
- Keep the audience [they have to maintain interest to prevent the audience switching off.]
Preparing your Message
Preparation for the interview is essential. It is important to remember your agenda and know what you want to say so that you can steer the conversation and get the most out of the interview. Use the SPIN mnemonic for your preparation:
Summarise
Think about what your key message is and write an “elevator pitch” that gets your message across in under a minute. This should be composed of three sentences:
- The big picture (set the context)
- Your main area of concern
- Your take on it
Prioritise
Break down your message into its component points and prioritise them. Make sure you get to the most important point first.
Illustrate
Find examples, short stories and analogies to illustrate your points and give them a human connection or relevance.
eNcapsulate
Prepare some punchy soundbites. These should include some emotional content and perhaps key facts.
The ABC of Responding to Questions
Answer
Answer, or at least Acknowledge, the question, but be brief. Don’t feel you have to say much if the question doesn’t fit in with you main points.
Bridge
Bridging takes you from the question you were asked to what you want to say, and comes quite naturally if you focus ahead on your message rather than on the question. Think about it like driving a car – to get the car to go where you want to go, you need to look down the road towards your destination, not at the bonnet of the car. Possible bridging statements could be:
“… it’s important to remember that….”
“… before we move on let me just add….”
“… yes/no, but….”
“… let me put that into perspective…”
Communicate
Communicate your message. Don’t use jargon, acronyms or initials that may be unfamiliar to the audience. Try to be concise and to the point, and don’t waffle. Have a look at the tips on language in the Writingsection as many of these also apply here. Remember to use your preparation – summarise, prioritise, illustrate and encapsulate.
When answering and bridging, respond with integrity and be careful not to be evasive. However, don’t allow the interviewer to steer you on a route away from your main message or into subjects you don’t want to talk about; instead, bridge and introduce things you do.
Thanks to contributions from Malcolm Love– freelance producer and communication skills trainer. http://www.splendidthingmedia.com/