People going into a media encounter invariably think that it's the journalist's interview and that they are powerless to do anything to help themselves. They place themselves at the journalist's mercy and, often, come out of the encounter second best because of that misplaced trust. Standing up for yourself is mandatory in any media interview but it also pays to try and help the journalist before, during and after that interview.
Remember that the interview is just one part of the media encounter. When you received a phone call from the media or you made a call to them is when the encounter really started. You must never launch straight into dialogue with the journalist before you prepare so you can tell him or her a white lie (you've caught me in a meeting, what is your direct phone number and I'll call you back in 10 minutes) and also use the excuse of checking the latest details to bide time for that preparation. This is helping you, rather than the journalist but you can tell them that you'd hate to mislead them with information that wasn't up to date and that will make them think that you're helping them.
If you're putting out a media release about, say, a media conference at an accident site, let the media know the directions to get there, if a helicopter landing site is nearby or if there are any restrictions on the media presence and why. As a former chief of staff at four TV stations, I can tell you that this information will be appreciated by the COS who will be organising the journalist/crew to get to you.
The less experienced journalists will really lap up any information you can give them. Their lack of experience could mean they will be having trouble filtering a heap of information so you can help them out by doing some of that filtering. I suggest a single sheet of paper, perhaps headed Main Points, on which you have five or six main points as dot points. This is not a media release, which is often seen as a whitewash by journalists, but a simple sheet of paper with just dot points on it ' it can even be handwritten for that extra touch of simplicity. Any journalist, young or not, who has not had the chance to prepare for the interview (they could have been diverted from another story by their chief of staff) will appreciate that gesture.
Are there are any other ways to help the journalist? If the subject matter is complex, ask them if they would like a simple explanation prior to the interview. This also gives you the opportunity to put your spin on the material (perhaps more even than the journalist's) before the microphones are switched on.
Do you have any charts, diagrams, models, video or stills that might help the journalist tell the story better. If so, use them. Let the journalist know as soon as possible because it may alter the way he/she will construct the story.
Finally, think about using a Video News Release for TV exposure. Today's news crews and daily current affairs journalists do not have the luxury of time to capture the better shots. You and your tame crew can do just that to help the media out and at the same time, place control of the shoot firmly in your quarters so you know what images will and will not go to air.
Graham Kelly has a background in journalism and media training and knows just what help a journalist might need. His advice is being used by the thousands of business people he has media trained over the past 22 years. You can read about his book, Managing the Media.
