Untitled Document

Media training not so scary after all

It’s not a matter of if, but when. The tired expression is nevertheless true of when to expect a phone call or on-the-spot interview from your local new media. A few brave ITD employees found it isn’t always as easy as it looks and rarely as bad as they expect.

Veteran media authority Steve Leroy, who has worked in a host of positions as varied as the White House to McDonald’s, has conveyed his public relations and communications message to ITD employees for a number of years. After a thorough but quick review on how to react, prepare, and carry out a media interview, Leroy and his group of students took part in a mock interview. The media training session was held at the Idaho Public Television Building in Boise.

“I get to find out more about you and what you do,” was the only warning message from Leroy going into the session. Complete with camera crew, production team and hard-hitting, fast-paced questions, the interview is difficult for some who are easily swayed by the crafty Leroy.

“We’re getting honest answers from the real people doing the work on the roads,” Leroy said speaking to the camera before cutting to a commercial break. Each person did about four minutes of question-and-answer with Leroy before it was all over – more quickly and less painful than everyone expected.

In the end you learn it isn’t hard to communicate with the media if you are prepared to give the best and most reliable information.

For those who have not yet taken the training, or who have gone years since their last experience, here are a few reminders for preparing and taking part in media interviews:

Work with a reporter to find the right person with the best information.
If contacted by a reporter, ask for time to get the information together before calling back or going on camera.
Have three talking points prepared and make sure the reporter knows the information you want to give – don’t get trapped into giving information that isn’t ready for release.
Ask the reporter what he or she already knows about the subject or a starting point of the interview and to dispel and rumors or inaccuracies.
If you make a mistake, fix it as soon as possible.
Don’t be reluctant to ask a television reporter to do the recorded interview over.
Do not use technical jargon. If you do, explain it so everyone can understand. (Journalists aim for a sixth-grade comprehension level. So should you.)
Have personality – be comfortable, likeable and trustworthy.