Media Interview Essentials: Tell Your Story Like a Pro

Media Interview Essentials:Tell Your Story Like a Pro

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About Albers Communications Group

• Full-service PR, social media and marketing communications agency

• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure

Today’s Topics

• Working with the media

• Identifying goals

• Developing key messages

• Avoiding misquotes

• Maintaining control

• Case study

• Television• Live or Recorded

• Newspaper• In person, on the phone or via email

• Radio• In person or on the phone

Types of Interview Opportunities

Benefits of Media Exposure

• It’s credible

• It’s memorable

• It’s lasting

• It’s free

Working with the Media

• Responsiveness is critical

• Reporters aren’t specialists

• Final content is in the hands of reporters/editors

• Good relationships matter

Interview Agenda

• Reporter’s Agenda• Informing their audience

• Accuracy

• Meeting their deadline

• Your Agenda• Meet objectives

• Deliver key messages

• Maintain control

Ground Rules

• What you should know• Who is interviewing you

• When/where the story will run

• General direction/angle of the story

• Who else is being interviewed for the story

• You have the right to decline to interview

• What you shouldn’t expect• Know questions in advance

• Review/approve the story before it runs

• Get a retraction

Before the Interview

• Determine objectives

• Develop message points• Write down key messages• Practice out loud• Make time to prepare

• Provide support materials• Press releases• Fact sheets• Executive summaries

During the Interview

• Stick to message points• Get them out early and

often• Look for opportunities to

bridge

• Use notes when possible

• Be conversational

• Use specific examples


• Be quotable• Don’t ramble• Be concise• Avoid jargon

• Assume everything is on the record

• Correct mistakes


• Never say “no comment”

• Take advantage of every opportunity• Anything to add?

• Reinforce key messages• Restate earlier comments• Provide information not included earlier

After the Interview

• Thank the reporter

• Enhance the exposure with your owned and shared media

• Evaluate your performance

Best Practices

• Television• Talk in sound bites

• Look your best

• Look at the reporter not the camera

• Watch non-verbal communication

• Assume the camera is rolling

Best Practices

• Newspaper• Give them time

• Offer fact sheets

• Suggest photos

• Clarify your points

Best Practices

• Radio• Speak succinctly

• Find out if it is live or taped

• Speak clearly

• Limit distractions and background noise

Case Study- StrategicHealthSolutions

• Identify Goals• Increase visibility and engagement• Announce new facility• Showcase company’s growth• Create job applicants


• Key Messages

• Strategic has experienced amazing growth. We’ve outgrown our former space and needed a new facility that can keep up with our continuing expansion.

• We’re currently hiring. Strategic has openings for 100 employees - anything from coding specialists and graphic designers to medical review nurses. Information is available on our website.


StrategicHealthSolutions has moved its 136 Omaha staff members into TD Ameritrade's former office at 4211 S. 102nd St. to make room for the growth. Over the next six to eight months, its expanded Medicare and Medicaid contracts will require adding 100 or more new employees.

Nearly all the new hires will have college degrees, many of them nurses with experience in medical records reviewing and related skills. The company also hires lawyers, doctors, pharmacists and other professionals.


An Omaha-based business that started in a basement is now employing more than 150 people and it is planning to expand even more.

Strategic Health Solutions outgrew its former building and moved into the former TD Ameritrade building near 101st and J streets. The extra 76,000 square feet means the company has the space to hire 100 more employees.

“Nurses, doctors, coders, administrative assistants, documentation specialists, editors, graphic artists,” Stessman said.


• Goal Review Increase visibility and engagement

• According to the client, web traffic increased by 400% in the day following the television coverage

Announce new facility• Move was highlighted in newspaper and

broadcast versionsShowcase company’s growth

• Coverage included Strategic’s timeline of successCreate job applicants

• Received applications as result of exposure

Upcoming Webinar

PR Planning for a New Year o Wednesday, October 16, 2013, 10 a.m. Centralo Facilitated by Gina Pappas, Director of New Media

Pre-register at www.alberscommunications.com/learningopportunities

Questions and Discussion

Media Interview Essentials: Tell Your Story Like a Pro

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Transcript of Media Interview Essentials: Tell Your Story Like a Pro