When you speak to journalists its important to remember that an interview is not a conversation. We address this in our media training workshops as too often, I observe the interviewee becoming far too comfortable and familiar with the journalist forgetting that a journalist is not a friend.
Sure it helps to build rapport but in the end it’s the journalist’s audience that you are really trying to connect with. The journalist serves as a conduit to that audience.
Here are three useful tips to make sure you’re directing your communication to your audience:
- visualise who you’re speaking to
- keep your key messages aimed at the audience’s level of understanding, not the journalist
- don’t get personal with the journalist – and if you are going to use the journalist’s name make sure you get it right!
Here former PM Tony Abbott makes a complete hash of an interview with David Koch.