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Be Prepared
Kaleidoscope makes sure your spokesperson is prepared for the interview by covering off the following components:
- Ensure you have been media trained to deliver the messages
- Understand that there is no such thing as “off the record”;
we encourage you to think carefully before you speak
- Familiarize yourself with the reporter including their interviewing style, previous articles and publication
- Respect the journalist’s deadlines and be prepared, dress appropriately, etc.
- Clearly articulate complex concepts so that they are easily understood
- Avoid using industry terms or
jargon that may not be understood by the audience
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Know the medium – for example, determine
if the TV interview is live or taped, allowing for retakes
- Adjust your interview style for the medium – for example, print interview will permit longer answers while TV requires short succinct “sound bites”
- Ensure your messages are positioned in a way that is relevant to the publication
- Assume the journalist has done their homework and be prepared to answer the “tough” questions
- Stay focused on delivering your message; do not get side-tracked by a journalist’s agenda
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Body language in a television interview
According to Psychology Today magazine, only 7% of a listener’s input is based on what people say. People retain 38% from the tone and 55% from body language. This stat clearly demonstrates why media training is important. Gaining an understanding of how to manage your delivery and communicate your messages is an integral part of the success of television public relations.
Below are a few pointers to remember when delivering your message:
- Don’t wear anything distracting such as dangling earrings, strong patterns or lots of
jewelry
- Achieve good but not prolonged eye contact
- Avoid touching your face – it is an indication that you
might be lying
- Lean forward slightly to appear
engaged
- Do not nod approval unless you agree with the statement – people,
especially women, have a habit of nodding to indicate that they understand the question
- Keep your hands out of your pockets and avoid jingling change or keys
- Avoid the “fingers-in-steeple” pose as it indicates arrogance
- Sit with your legs together
- Practice, practice, practice.
Kaleidoscope will tape you in a mock interview
so you can check for areas of
improvement
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