Tips on Speaking to the Media / Media Interviews

A media interview is a great opportunity to deliver specific messages to a specific audience, like Hispanic parents, through the print, online, or broadcast media.

If the reporter represents a Spanish-language medium, try to find someone from your organization who could speak Spanish and understand the issue. Although most Spanish-language reporters are bilingual, they don’t have time to translate all your answers.

In preparation of the media interview:

• Know your audience: Make sure your messages are tailored to your audience. Use language that they can understand, and use examples they can relate to.
  
• Be mindful of crafting the message: Start by developing three key messages that tell a complete story. Determine what you want the reporter and target audience to remember. Offer some new information. Ask yourself, “So what?” Why is your message important to your audience?
  
• Be mindful of the messenger—you! You control what you say. You are the expert, and the reporter is your medium.
  
  • Anticipate what questions the interviewer might ask and be prepared to answer them. Try to find out before the interview takes place what questions will be asked.
    
  • Set time limits, so you don’t get off point with your key messages.
    
  • Your expertise and passion for the topic will be a part of your story.
    
  • Rehearsing will make a huge difference to your clarity and your confidence. It is also the best antidote to nervousness. Tape record yourself (or videotape) or rehearse with a colleague.
• Know the reporter’s reporting techniques: Every reporter has a certain style to gather information during the interview. Some examples include the following:
  
  • The reporter may ask a barrage of questions. You don’t have to answer them all; choose one that best gets to your message.
    
  • The reporter may interrupt and lessen the impact of your message. Try to finish your thought and then answer the next question.
    
  • The reporter may paraphrase your point and miss the mark. Restate what was repeated to you in your own words.
    
  • The reporter may throw you a fast one. Don’t let negative questions get under your skin. Avoid being defensive and don’t over-explain your response to the negative question.
    
  • Finally, reporters need specific information, such as facts, quotable language, anecdotes, and visual images.

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