A reporter’s guide to media training

Reporters use numerous techniques to draw out the most revealing information and insight possible. Here’s the inside scoop from a former reporter (moi) on some tactics I used to employ, along with how you can leverage them to defend your brand.

Expect a reporter to use small talk

No matter how friendly or disarming a reporter might seem, never let down your guard. Nothing is wrong with a little polite chitchat. You may even discover that you have friends in common or enjoy the same restaurant. But never lose sight of the task at hand. The reporter isn’t your friend, especially during a crisis; avoid getting lulled into a false sense of security. Know that anything you say could end up in the story, even if the camera or recorder is not rolling.

Expect a reporter to ask the same question multiple ways

Recognize that if a reporter doesn’t get what they want out of your answer the first time, they’ll ask the same question again, even if it doesn’t sound the same. It isn’t incumbent upon the spokesperson, however, to answer any differently. Especially with a question designed to portray the organization in a negative light, you should feel empowered to answer, “I believe I’ve answered that question already,” when asked a second time. This is a polite way of signaling to the reporter that you’ve said all you have to say on the topic, and it’s time to move on.

Expect a reporter to begin a question with “Some might say . . .”

This expression is overused, lazy, and reflects a lack of preparation on the reporter’s part. When this occurs, you have every right to ask who “some” are. Don’t accept the premise of a question if you believe it’s based on hyperbole, an unreliable source, or inaccurate information. Additionally, don’t be afraid to ask the reporter a question to probe further if it helps you better understand what it is they’re asking. Phrased genuinely, it won’t be considered combative or rude.

Expect a reporter to try and use silence against you

Most interview subjects anticipate a reporter will, at some point, interrupt their answer with another question. If that interruption never comes, the individual often continues talking. However, don’t feel like you need to fill the silence in between finishing the answer and the next question being asked just to be polite. This is often when the “gotcha” moments happen and where major faux pas can occur. The more one talks, the more likely they’re to say something they regret. Reporters know silence makes most of us uncomfortable. Don’t take the bait; embrace the silence. This means keeping answers concise and only making points that are central to the message.

Expect a reporter to get up close and personal

Whether sitting or standing, whether the crew is using a traditional “stick” microphone or a wireless lavalier that clips onto your lapel or collar, anticipate that you’ll be in a physically tight space with the reporter, sometimes with only inches of space between you. This setup can be jarring for many, especially if it isn’t what they envisioned ahead of time. I often share the story of a client who was baffled when I set up my chair so close to hers in a mock interview that our knees were practically touching, only to thank me after the journalist did just that in the actual interview. Investigative reporters, especially, will use these tight quarters to turn up the heat on their interview subjects.

To learn more, please contact tjw@essexstrategies.com