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chapter 16 outline - Barr 1 CHAPTER 16 Media Interviews...

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Barr 1 CHAPTER 16: Media, Interviews, News Conferences & Speeches MEDIA INTERVIEWS Preparing for a Media Interview - Interviewee should inform or entertain audience - Interviewer should attempt to develop a theme in the conversation by either making certain point or drawing out the character of interviewee - PR practitioner should find out the purpose of the interview and obtain facts & data for the client to use; AND provide tips about the interviewer’s style - Direct answers to questions provide credibility of interviewee & good sound bites for media Print Differs from Broadcast - Print Interview Information & character impressions public receive are filtered through mind of the writer Interpreted by reporter; not projected directly to audience - Radio/Television Listeners hear interviewers voice w/ no interruption - Television Personality has strongest impact (speaker seen & heard) Charismatic speaker with strong message = enormous impact (Charisma + “okay” message) > (Good message + no charisma) No When to Say No - Interviews normally welcomed, but exceptions - PR fears that reporters questions may prematurely uncover information OR force executive into evasive answers that may hurt firm’s credibility - Alternative: CEO grants interview as long as questions/topics are specified beforehand (reporters normally resent this) The Print Interview - Newspaper Last an hour 400-600 word story Interviewer weaves in direct/indirect quotations, background info & personal observation Interviewee/PR has no control (other than self-control) DO NOT ask to approve a story before its published - Magazine Greater depth stories (more space) Format: newspaper-like or question-answer Require long tape recordings Interviewer shouldn’t go off on tangents Radio & Television Interviews
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Barr 2 - Many opportunities on local & network syndicated stations for on-air appearances - Successful Radio/Television Interview Requires: 1. Preparation: guests should know key messages to emphasize 2. Concise Speech: guests need to make brief statements due to time restrictions 3. Relaxation: avoid “mike fright” by focusing on the 1-on-1 conversation, forgetting about the audience & speaking loudly - Practice anticipated questions in Mock interview - Provide host with fact sheet so they know about guest beforehand - Network shows have support staff do preliminary work - Local TV/radio stations don’t have support staff; often don’t know about the person they interview NEWS CONFERENCES a.k.a. “press conferences” Two-way communication (brief opening statement followed by questioning) Allows quick, widespread dissemination of info/opinions All media competitors hear news simultaneously Positive intent, should be sincere/helpful = mortification strategy PR must be prepared to release carefully composed statement for news conference (in the case of a controversial issue) Spontaneous: arising out of a news event Briefing:
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