By: Jennifer Vander Sanden
There are a lot of people who just blurt out their first thought. I’m not just talking about random individuals here. The perfect example at the moment is probably Donald Trump. Yes, some people find his no-holds-barred attitude and blatant honesty refreshing, but there are plenty of times he’s taken it too far, and it’s come back to bite him. That is not a situation we ever want to see one of our clients in, and is the exact reason Heron Agency places such an importance on media training.
As one of the leading public relations firms in Chicago, we want every appearance to present our clients in the best light possible. Here are some of the general rules to follow when facing the press:
Think Before You Speak
This doesn’t just mean in the moment! Key messaging should be thought out in days in advance. It doesn’t even hurt to practice delivering those messages in the mirror to make sure your expressions match what you’re saying. Sometimes, a reporter may throw you a curveball, and you’ll get a question you didn’t expect. When that happens, it’s best to repeat the question to give yourself a moment to think before you speak.
KISS: Keep it Simple Stupid (and Short)
I learned this one in Journalism 101! We were taught to keep broadcast scripts written short and to the point. The same thing applies to answering interview questions. Now, I’m not saying a simple “yes” or “no” is the way to go, but rambling only increases the risk you’ll say something off course or be taken out of context if you are edited down. You also don’t want to throw out a bunch of jargon; use terms and words everyone can understand.
Never be Negative
Being negative and pointing fingers only ends up making you look bad. When you’re talking about your business or services, everything that comes out of your mouth should be positive- literally every word! If the reporter uses a negative word in their question, don’t repeat it. Find a way to answer with a positive in its place.
These are just a few of the basics. There is so much more that comes with being properly prepared for interviews, from what to wear and body language to tips on diffusing those difficult questions. Heron Agency offers media training to both clients and non-clients alike. For more information you can visit HeronAgency.com or call 773-969-5200.
