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17 Cards in this Set
- Front
- Back
PRINT JOURNALIST
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*May use more time in an interview
*Need more background, more details, more analyses |
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BROADCAST JOURNALIST
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*Need accommodation for radio, TV equipment
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GENERAL INTERVIEWS
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*Want the basics first (5 W’s+1)
*Need the facts as you know them at the moment |
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INVESTIGATIVE INTERVIEWS
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*Are skillful “diggers of detail” and enter an interview already knowing a significant amount of background detail
*Ask a combination of open ended, direct, pointed, and challenging questions to build their story |
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AMBUSH INTERVIEWS
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*Expect media to aggressively seek facts at any
disaster or emergency scene *Be prepared to accommodate media with confirmed facts *If you are not prepared to speak, defer media to a specific time and place for official information, and follow through |
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PREARRANGED INTERVIEWS
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*Allows you time to understand media need
*Allows you time to research facts and details *Allows you time to confer with others in agency about what you can or cannot say |
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OFFICE INTERVIEWS
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*Risk of reporter seeing/hearing proprietary
information *Clear desk of sensitive material, distractions *Inform staff of media presence |
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ON-SITE INTERVIEWS
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*Noisy, distracting, exciting, stressful
*Remain calm and focused on reporter demands and questions *How you look reflects your level of control of situation *Know laws/regulations for media access to scene *Expect media to test limits *Accommodate media fairly, uniformly, and frequently, as close to scene as appropriate |
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THE MACHINE GUNNER (AKA BRYANT GUMBEL)
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Trap:
*Rapidly fires a series of questions at you and you try to answer all questions Solution: *Choose the one question that will allow you to seize control and deliver a message Example: *“Let me put some of that into perspective for you . . .” |
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THE INTERRUPTER (AKA BILL O REILLY)
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Trap:
*Never lets you finish a thought. Cuts you off mid‐sentence and you acquiesce; the interview falls into a question/answer/question/answer interrogation Solution: *Politely continue your statement Example: *Smile and say, “I’ll be happy to get to that in a moment, but as I was saying . . .” NOTE: Ask yourself if your answers are too long or too technical. Try to become more quotable. |
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THE PARAPHRASER (AKA MATT LAUER)
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Trap:
*Puts words in your mouth and tries to get you to agree to a misinterpretation or exaggeration of your message. Ultimately, you are misquoted or taken out of context Solution: *Restate your message in your own words Example: *“Perhaps I didn’t make myself clear. Let me put it a different way.” |
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DART THROWER (AKA HOWARD STERN)
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Trap:
*Attacks you with hostile, negative language and pins negative labels on you, your company or your products. You react angrily and repeat negative language, missing an opportunity to deliver a positive message Solution: *Remain calm, pause before you respond, ignore the attack, and bridge to message Example: *Smile warmly, take a breath and say “I think we may be getting off track here. Let’s pull back a second and . . .” |
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THE SEDUCER (AKA BARBARA WALTERS)
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Trap:
*Lulls you into thinking the reporter is your friend. You feel overly confident, too relaxed, become careless and too revealing Solution: *Stay on your toes, react warmly, and anticipate that an interview can turn hostile at any time. Stay on message at all times |
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THE PERSONALIZER (AKA KATIE COURIC)
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Trap:
*Puts everything in terms of how you personally feel. Tries to put you on the spot and trap you into saying something other than “the party line.” The reporter catches you off‐guard and your hesitancy or stumbling can be used against you Solution: *Decide before the interview how you would handle a personal question, using language that appears in concert with the official position |
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THE VOID (AKA LARRY KING)
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Trap:
*Is silent when you finish your answers creating an awkward gaping void. Hopes you will feel obliged to fill the void. The silence drives you to say more than you should off message. Solution: *Feel confident you have answered the question completely and remain silent. Or bridge to one of your positive messages if you can not stay silent. |
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THE HYPOTHESIZER (AKA CHARLIE ROSE)
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Trap:
*Tries to get you to speculate about bad things that might happen and their consequences. You say things about some hypothetical event that the reporter either takes out of context or puts you at odds with your organization’s position statements. Solution: *Tell the reporter that it is inappropriate to speculate and bridge to a positive message |
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Executive Core Qualifications (ECQs)
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• ECQ #1: Leading Change
• ECQ #2: Leading People • ECQ #3: Results Driven • ECQ #4: Business Acumen • ECQ #5: Building Coalitions |