Talking to the Media…

Like to have more success talking to the media? Want to achieve airplay for some serious issue? I am not an expert, but the following points may be useful.

Media personnel are always looking for good "talent" to feature and use. Most people who support serious issues speak too much and are worthy but dull. Somehow we have to bridge this gap.

Some quick "rules":

1. Keep your message short and simple - make your one key point and then embellish the hell out of it, reinforcing it continually

2. Make sure you put it in perspective - don't assume that the journalist or researcher has the same knowledge or perspective you have

3. Put the message in current media context - in terms of other topical news that is grabbing media and popular attention

4. Construct and use visual metaphors or images

5. On TV news spokespersons may typically get 5 sec, on radio news maybe 20 sec - expect to be edited and keep the message short, pithy and visual

6. If you trying to generate media coverage, keep alert for news events that might give your message a "24 hour topicality" - send a short fax (or phone call at other than "deadline" time) noting your existence, relevant experience or background, and contact details to the journalist or researcher (for each relevant paper/radio show/TV news/current affairs show) and then be available

7. A good way to generate topicality is via a survey, particularly of a new or virgin area - indeed it is a useful way of "owning" a relevant area

8. If you are rung for a comment on a topical issue, give yourself time to focus your thoughts (and construct your visual image) by arranging to ring back - after finding out about the deadline, the angle and any other sources being used

9. Take the lead in an interview rather than simply respond to questions - redefine the issue in your perspective and reinforce your simple message from different angles

Farmyard | Inquiries regarding this page to David Farmer

© David Farmer 18 February 1999