A practical guide to preparing for, conducting, and evaluating the success of media interviews, this book is based on communications expert Robert Taylor's eight-step methodology for polished and confident interview delivery across a range of platforms--TV, radio, internet, and video. Taylor explains how to handle nerves, voice and body language, communicate in a crisis, answer unfair questions, know when to decline interviews, win over skeptical audiences, and create a resonant message.
A practical guide to preparing for, conducting, and evaluating the success of media interviews, this book is based on communications expert Robert Taylor's eight-step methodology for polished and confident interview delivery across a range of platforms--TV, radio, internet, and video. Taylor explains how to handle nerves, voice and body language, communicate in a crisis, answer unfair questions, know when to decline interviews, win over skeptical audiences, and create a resonant message.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Robert Taylor studied at Multnomah School of the Bible from 1971-1974. He received his BA from Lutheran Bible Institute, his MA from Northwest Baptist Seminary, and his DMin from Columbia Evangelical Seminary. Teaching Daniel, Romans, and Revelation for Cascade Bible College, Bellevue, WA, was also invaluable preparation for writing Eternal by Choice.
Inhaltsangabe
Foreword Acknowledgements 01 Why do a media interview? Have something newsworthy to say! When to decline a media interview Summary Exercises 02 Preparing for your interview Basic information you need Anticipate the questions Know your organization's line on sensitive corporate issues What's topical in your industry that the journalist might ask you about? The role of your PR department Become a great spokesperson Get media trained Summary Exercises 03 How to create a resonant message Make your business objective action-oriented No more than three key messages Constructing a "message sandwich'" Get to the point ... Remembering your messages Summary Exercises 04 Keeping your cool Too much adrenaline - nervousness Too much adrenaline - anger So should you ever lose your cool? The exceptions Not enough adrenaline - over-confidence What's better: live or recorded? Summary Exercises 05 Voice and body language Eye contact Posture Pace of delivery Other aspects of good voice and body language Dress sense Summary Exercises 06 The perfect tone of voice A W.I.S.E tone 1 Keeping your delivery as conversational as possible 2 Using mind pictures All elements of W.I.S.E. working together Curtailing your curtness Finding the full stop Humour Summary Exercises 07 Keeping control of the interview ABC: the bridging technique The helicopter technique The caving technique Avoiding the question - rarely a good idea Repetition of key messages How to get off to a good start in a live broadcast interview Handling unfair questions The honest truth Apologizing Getting your company name into a broadcast interview Off the record Summary Exercises 08 Winning over sceptical and hostile audiences The spectrum of opinion Bridges of empathy Cooling things down Empathy must be genuine Attentive listening Empathy as a message The 'open sandwich' - starting with your example or evidence then hitting the key message Insulting, offending and patronizing people Empathy in politics Does empathy work everywhere? Summary Exercises 09 Crisis media interviews How not to handle a crisis media interview "I'd like my life back" A formula for handling crisis interviews Concern/sympathy Action/explanation Concern and action working together Perspective Being ambushed or "doorstepped" Summary Exercises 10 Capitalizing on your interview Analyse what went well and not so well Use social media to ensure your interview is seen, heard or read by your target publics And if you don't like something the journalist wrote? Build a strong relationship with the journalist Summary Exercises Bibliography Index
Foreword Acknowledgements 01 Why do a media interview? Have something newsworthy to say! When to decline a media interview Summary Exercises 02 Preparing for your interview Basic information you need Anticipate the questions Know your organization's line on sensitive corporate issues What's topical in your industry that the journalist might ask you about? The role of your PR department Become a great spokesperson Get media trained Summary Exercises 03 How to create a resonant message Make your business objective action-oriented No more than three key messages Constructing a "message sandwich'" Get to the point ... Remembering your messages Summary Exercises 04 Keeping your cool Too much adrenaline - nervousness Too much adrenaline - anger So should you ever lose your cool? The exceptions Not enough adrenaline - over-confidence What's better: live or recorded? Summary Exercises 05 Voice and body language Eye contact Posture Pace of delivery Other aspects of good voice and body language Dress sense Summary Exercises 06 The perfect tone of voice A W.I.S.E tone 1 Keeping your delivery as conversational as possible 2 Using mind pictures All elements of W.I.S.E. working together Curtailing your curtness Finding the full stop Humour Summary Exercises 07 Keeping control of the interview ABC: the bridging technique The helicopter technique The caving technique Avoiding the question - rarely a good idea Repetition of key messages How to get off to a good start in a live broadcast interview Handling unfair questions The honest truth Apologizing Getting your company name into a broadcast interview Off the record Summary Exercises 08 Winning over sceptical and hostile audiences The spectrum of opinion Bridges of empathy Cooling things down Empathy must be genuine Attentive listening Empathy as a message The 'open sandwich' - starting with your example or evidence then hitting the key message Insulting, offending and patronizing people Empathy in politics Does empathy work everywhere? Summary Exercises 09 Crisis media interviews How not to handle a crisis media interview "I'd like my life back" A formula for handling crisis interviews Concern/sympathy Action/explanation Concern and action working together Perspective Being ambushed or "doorstepped" Summary Exercises 10 Capitalizing on your interview Analyse what went well and not so well Use social media to ensure your interview is seen, heard or read by your target publics And if you don't like something the journalist wrote? Build a strong relationship with the journalist Summary Exercises Bibliography Index
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