Avoid the 5 Biggest Media Interview Mistakes

Tallulah Bankhead described working on television as *like
being shot out of a cannon. They cram you all up with
rehearsals, then someone lights a fuse and-BANG-there you
are in someone's living room.* To be ready for your time to
shoot out of the cannon, take the time to thoroughly prepare
your ideas and soundbites. Television, radio and print
interviewers are often focused on presenting a lively,
entertaining program-not on promoting you or your products.
Honing your conversational skills to include a repertoire of
key phrases will keep interest focused on you and the points
you want to convey.

1. When asked a question that doesn't pertain to your topic.

Sharing information with the audience you know is
fascinating makes the interview move at a swift pace while
making the interviewer appear as if he's doing an excellent
job. For example say, *What most people want to know is....*
Or, *What many people ask me about is....* Or, *What people
find most surprising/useful/entertaining is....*

2. When asked a question for which you don't have a clear
answer.

Stay within your area of expertise and reinforce the
impression that you are knowledgeable in your field. You
might say, *I don't know about that, but what I do know
is....which I discuss in...(name of presentation, book,
article, brochure, report etc.)*

3. When asked a question that is too general.

Ask yourself a specific question and then answer it. You
might say, *I sometimes wonder how I could have
written/said....* Then launch into a story, anecdote, or
epiphany.

4. When asked a question that could provoke controversy.

Jean-Paul Sartre said, *Words are loaded pistols.* You can
use word's explosive power in your favor by learning how to
soften your introduction before delivering controversial
ideas. Former President Clinton used this technique when he
talked about sensitive issues such as abortion. It's a way
of acknowledging a difficult issue or position while
respecting your critics' or opponents' ideas. Also, by
mentioning an opposing view, you automatically diffuse it.
Examples, *People who disagree with me might say....* Or,
*Other people who have opposing ideas may say...but I
believe...for these reasons....* Or, *What I'm about to say
may make a number of people angry....* A Gaelic proverb
states, *if you want an audience, start a fight.*

5. When asked a question you don't want to delve into
deeply.

State facts, statistics or quote someone else who has
information relevant to your point. Surrounding yourself
with other experts who agree with you creates a fortress of
facts that support your views. Remember, you are in charge
of how you are presented to the public. Even when caught off
guard, take a deep breath, reflect, and then say something
that people will remember.

Learn how to handle the 4 most difficult types of
interviewers in *Sell Yourself Without Selling Your Soul*
(HarperCollins). Need to prepare for a meeting, promotion,
presentation, job or media interview? Go to
http://www.prsecrets.com

Copyright (c) 2002-2004 Susan Harrow, All Rights Reserved.