Three foolproof ways of getting your message across an interview

A spokesperson’s mission in a media interview is to communicate their organization’s key messages in a way that cuts through the media filter and gets to the audiences that matter most to you. It’s a misconception that the journalist holds all the cards when it comes to what a story looks like. StrategyCorp has three quick tips to help you get your message across in your next media interview.

  1. State the most important key message first. Don’t wait for the right opportunity – it may never come. When a journalist asks their first question, use that as the opportunity to deliver your most important key message first. Use their most important question – the first one – to communicate your most important answer. Doing this in a seamless way takes practice and sets the tone for the whole interview.
  1. Bridge to what you want to talk about. It’s highly unlikely that a journalist will ask questions that lead perfectly into your key messages. So how do you get from the question being asked, to the thing you want to talk about? A bridge. Bridging is an art, not a science; it should come off as a natural thought progression. Executed badly, it can sound like you’re dodging the question:“I’m glad you asked me that, because it raises an important issue…” A strong spokesperson with a strong bridging technique will sound in control, while a poorly prepared spokesperson with a weak bridging method can sound evasive.
  1. Take advantage of the “wrap up”. At the end of an interview, many journalists will ask a final question: “Do you have anything else to add?” These last few moments of an interview provide a great opportunity to repeat an important message – particularly if you feel like you stumbled earlier on in the interview. If the journalist doesn’t offer a “wrap up” moment, make one: “Before you go, there’s one more thing I’d like to add…”


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