9 minute read
How to speak to the media
Why is media important?
Media outlets are still considered among the most reliable and credible sources of news and information, making them a powerful platform through which brands can drive awareness and trust, strengthen their reputation and encourage product trial and adoption.
Advertisement
What do media need in order to craft quality stories on Kia Canada?
While earned media coverage is never guaranteed, there are a number of factors that can drastically increase the odds of securing it. Understanding what resonates most strongly with media is the best way to do so. As a Kia Canada dealer, this could include: n Community inspired, locally impactful stories n Community focused events n Dealer and company-wide charitable initiatives and community/not-for-profit involvement n New product launches and company news n Helpful, locally relevant tips and insights (such as seasonal vehicle maintenance tips or driving safety tips)
How we engage with media
Materials that provide clear and accessible brand and product information are crucial in media engagement including: Pitch note n A short, concise “elevator pitch” email tailored specifically to a journalist’s beat outlining the news story being pitched Media Advisory/Media Alert n An invitation for media to attend an event, such as a news conference, grand opening or presentation Press release n A short, compelling news story sent to targeted media to inform them of a news story. The press release should contain all the essential information (who? what? where? when? how? and most importantly why?) so the journalist can craft their story.
Please see Appendix one on page 16 for examples of media materials in-market and templates.
What are key messages and why are they important?
Key Messages are pre-developed guidelines to direct a story’s narrative and to provide internal alignment on all outgoing messaging. Any person who may be in contact with media should be briefed on a brand’s key messaging. Key messages reflect a company’s branding and marketing efforts and should be incorporated into all written and verbal communications. Tips to successful key message development: n Keep messages short and simple: An average TV sound bite is about seven seconds long and an average radio clip is about 15 seconds. Keeping messaging short, simple and easy to understand and convey will ensure the media walk away with the key nuggets and keep media and the audience interested n Make your key message your mantra:
Feel free to do the following with key messaging: l Modify for relevance l Rely on them in all media encounters l Bridge back to them
Core rules for key messages:
n No more than three points, each fewer than twenty words n Keep the key messages true and provable n Utilize simple words (including product names, partnerships, special initiatives that have been approved for delivery) n Supported by evidence n Be quotable, punchy and fun while using appropriate phrasing
Key messaging should always be:
n Clear, concise, positive, quotable and compelling l Reporters and journalists look for quotable language that will help tell the story l Use interesting and vivid language that will sum up the subject n Supported by evidence n Understandable to the audience l Keep your answers short and simple to help avoid rambling n Personal—when possible, build in your personal experiences to bring your story to life Often, we tend to explain an answer in advance of giving it. Try doing it the other way around. Make your point first, then add the background
What to do if you are asked to conduct an interview
Interview preparation and best practices
To prepare for a media interview, consider the following: n What do you need to know before you go in? n Who is the journalist and publication? n Do they have any overly negative/positive background with Kia that we should be aware of? (dislikes the automotive industry, loves the brand, etc.) n What is the topic? n Will it be LIVE or recorded/print? n Will you be sitting or standing? n Will you be inside or outside? n Can you get some/all of the questions in advance?
Some media will not share questions with you, rather they will share the angle of their questions or the general themes that they will touch upon.
Key messaging will become extremely important in situations such as this. n What medium you are speaking to (e.g. TV, radio, print/digital) and who is your audience (business, consumer, lifestyle, etc.)
Media interview best practices
Television
Television interviews range from approximately 30 seconds to 5 minutes. In TV interviews, remember to: n Smile and project enthusiasm. n Dress conservatively. Neutral-coloured outfits are the most flattering— particularly the top.
n Avoid large checkered shirts and highly patterned clothing as they can often appear to be “moving” on camera. n Keep jewelry to a minimum to avoid glare, and to remove the temptation to play with it. n Avoid wearing light-sensitive glasses; if outdoors, remove sunglasses. n Review your messaging l Know the points that you want to make and what nuggets you want the media to walk away with. l Think of how your answers will sound. l Speak your answers out loud, or to a friend or family member. n Customize your answers to the situation l What would the report like to know? What is newsworthy and relevant? What do you want to be sure the reporter will walk away with? l When faced with a tough question, bridge back to key messages. n If possible, sit to one side of two interviewers, not between them. If you must be between them, try not to swing from one to the other. Instead, slowly turn your head and respond to one question at a time. n Studio lights are bright and hot. Ask for some makeup on your forehead or face to control glare. n Don’t drum your fingers, tap your feet, fidget, touch your chest (where the microphone sits) or play with the microphone. The sound may be picked up. n Avoid sudden body movements, which may take you out of camera range. Try and stay relaxed and calm. n Avoid ‘no comment’ responses—if you do not know the answer you can be honest and respond with something like “I’m not able to speak to that at this time”... and then bridge back into what you want to speak about... “but what I can talk about is...” n Be careful not to disclose confidential or sensitive information—if you aren’t sure you can speak about something then DON’T! n Look at your interviewer, not the camera. n Make sure you have been “unmic’d” before getting up from set. n Thank the producer, host and crews before you leave and offer to provide any other information if they need anything else. n Be mindful of over-sharing. It is OK to answer the question and then stop. Don’t be anxious of awkward silences, either. Once the question has been answered, simply stop and wait for the next question or a queue from the interviewer. There is no need to fill the silence or qualify your response.
Radio
Radio interviewees can range from approximately 30 seconds to 10 minutes. In radio interviews, remember to: n Smile and project enthusiasm (your smile can be heard!). n Keep the tone of your voice warm and friendly. n Dress conservatively. Neutral-coloured outfits are the most flattering— particularly the top. n Avoid large checks and patterns as they can often appear to be “moving” on camera. n Pause and collect your thoughts before answering questions. n Don’t interrupt the host. n If calling in by telephone, use a landline rather than a cell phone—and call from a quiet location. n Review your messaging and make use of notes during interview (particularly if interview by telephone). l Know the points that you want to make and what nuggets you want the media to walk away with. l Think of how your answers will sound. l Speak your answers out loud, or to a friend or family member. n Customize your answers to the situation. l What would the report like to know? What is newsworthy and relevant? l What do you want to be sure the reporter will walk away with? l When faced with a tough question, bridge back to key messages n Always assume microphone is on. l If the radio interview is live in studio, find out if it is also being videotaped.
Some radio stations air interviews as videos on YouTube or their website, so confirm whether you are being filmed. l Don’t drum your fingers, tap your feet, fidget or play with the microphone.
The sound may be picked up. n Deliver sound bites. l Avoid ‘no comment’ responses—if you do not know the answer you can be honest and respond with something like “I’m not able to speak to that at this time”… and then bridge back into what you want to speak about …. “but what
I can talk about is...” l Be careful not to disclose confidential or sensitive information—if you aren’t sure you can speak about something than DON’T! n Make sure you have been “unmic’d” before making any additional comments after the interview, and remember to thank the producer.
l Thank the producer, host and crews before you leave and offer to provide any other information if they need anything else. While tough questions can be unavoidable, a few best practices that can be implemented to help you deal with them: Prepare in advance n Identify the difficult questions—not just for you, but for your colleagues. Avoid the pitfalls n Speculation, personal opinion, repeating the negative. n Awkward silences, baiting questions, argumentative interviewers. Turn negatives into positives n If asked a negative question, offer positive response for example:
Question: Isn’t this an example of the total failure of your corporate strategy?
Answer: This experience has allowed us to focus our strategy and ensure we are equipped to deliver on our commitment. Stick to your area of expertise n If you don’t know, don’t bluff. n Refer them to the expert or offer to find out the answer later. n Bridge back to what you know. n Be mindful of over-sharing. It is OK to answer the question and then stop. Don’t be anxious of awkward silences, either. Once the question has been answered, simply stop and wait for the next question or a queue from the interviewer. There is no need to fill the silence or qualify your response.
Tough questions are a calculated but accepted risk of conducting interviews. In order to content with tough questions, we can utilize three tactics: bridging, transitioning and clear takeaways.
BRIDGING
That’s a ______ question: n “good” or “difficult” n “important” n interesting” or “intriguing” TRANSITIONING
I agree (disagree) with you that______, but what I think is______ .”
“The thing I want customers to remember most is______. ”The most important aspect about our strategy is______.”
CLEAR TAKEAWAYS
