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Broadcast Media Interviewing APAMSA Leadership Development Module Broadcast Media Interviewing Relations-Oriented Behaviors Radio, television, and the internet gets the news out quickly to a large audience The interview may be broadcast live or taped

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broadcast media interviewing

Broadcast Media Interviewing

APAMSA Leadership Development Module

broadcast media interviewing2
Broadcast Media Interviewing

Relations-Oriented Behaviors

  • Radio, television, and the internet gets the news out quickly to a large audience
  • The interview may be broadcast live or taped
  • Interesting and unusual stories are most appealing for broadcast media

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

relations oriented behaviors
Relations-Oriented Behaviors

Leadership Challenge (29)

  • Broadcast Media Interviewing
    • Interviewing is a tool to gather information about the story, do not treat as a casual conversation
    • Utilize the Guidelines for Broadcast Media Interviewing to work with broadcast media outlets and prepare your interview
supporting
Supporting

Guidelines For Broadcast Media Interviewing

  • Target the media
  • Spokesperson
  • Etiquette
  • Interview rights
  • Public service announcements
  • Crisis media relations

Source: G. Yukl, Leadership In Organizations (New Jersey: Pearson Prentice Hall, 2006, p. 71-72)

broadcast media interviewing5
Broadcast Media Interviewing

Target The Media

  • Target the type of audience to whom the media outlet appeals
  • Contact the media 3-6 weeks in advance of the news event, talk show, or interview
  • Briefly declare your event and explain why it is newsworthy
  • Give a written description of the organization and the person being interviewed

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing6
Broadcast Media Interviewing

Spokesperson

  • Select an enthusiastic, well-spoken person who is not camera shy
  • Speak clearly and concisely, pronounce every word fully and state everything as facts
  • Look at the reporter, not the camera
  • Turn off all electronic devices and focus on the interview

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing7
Broadcast Media Interviewing

Spokesperson

  • Stay calm and collected
  • Wear cool (soft pastel) and comfortable professional clothing, simple jewelry and light makeup
  • Do not drink water or chew gum while answering questions

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing8
Broadcast Media Interviewing

Etiquette

  • Stand-up interviews:
    • Keep your hands at your sides, not crossed or in your pockets
    • Keep your feet next to each other, firmly on the ground
    • Do not shift around, fidget, or pick at your clothes

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing9
Broadcast Media Interviewing

Etiquette

  • Sitting interviews:
    • Do not swivel in the swivel chair, or just avoid sitting
    • Men cross their legs at the knee, women cross their legs at the ankles with knees together
    • Reporter stands, you stand; reporter sits, you stand or sit
    • Stay at level with the camera

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing10
Broadcast Media Interviewing

Interview Rights

  • You have rights to:
    • Decline an interview
    • Ask gist of interview and its use
    • Ask what type of questions will be asked
    • Set the interview time and location
    • Name of the interviewer
    • Have legal and PR counsel present
    • Not answer a question
    • Ask for the question to be repeated
    • Be treated with respect, dignity, honesty, and fairness

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing11
Broadcast Media Interviewing

Interview Rights

  • You have rights to:
    • Clarify an incorrect assumption or statement
    • Stop the interview
    • Not speculate
    • Not know the answer and ask for time to research it
    • Review an issue before answering questions about it
    • Follow up regarding questions or issues during coverage

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing12
Broadcast Media Interviewing

Interview Rights

  • You do not have rights to:
    • A list of all interview questions in advance
    • Speak on behalf of an organization you are not affiliated
    • Be dishonest
    • Review the article or segment before publication or air time

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing13
Broadcast Media Interviewing

Public Service Announcements

  • Low-cost way to reach target audiences with a brief message of community interest
  • PSAs can raise community awareness about your cause or event

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing14
Broadcast Media Interviewing

Public Service Announcements

  • Format:
    • Submit in 10-second (25 words), 20-second (40 words), or 30-second (60 words) lengths
    • Keep the message simple, short, and to the point
    • Type on 8 ½” x 11” paper, double space and 1” margins
    • Your contact information in the upper left corner

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

broadcast media interviewing15
Broadcast Media Interviewing

Public Service Announcements

  • Format:
    • Type release dates in upper right corner
      • “Start” date to begin airing and “Kill” date to stop airing
    • Type the word count and time in seconds at the bottom left margin (e.g., 40 words – 20 seconds)

Source: Ohio Arts Council - www.oac.state.oh.us/resources/mediaresourceguide/media.asp

relations oriented behaviors16
Relations-Oriented Behaviors

Summary

  • Broadcast Media Interviewing
    • Radio, television, and the internet gets the news out quickly to a large audience
    • Interviewing is a tool to gather information about the story, do not treat as a casual conversation
    • Utilize the Guidelines for Broadcast Media Interviewing to work with broadcast media outlets and prepare your interview
relations oriented behaviors17
Relations-Oriented Behaviors

Sources

  • Ohio Arts Council
    • www.oac.state.oh.us/resources/mediaresourceguide/media.asp
  • Free Management Library
    • www.managementhelp.org/ldrship/ldrship.htm