Roll On

Roll On
By Susan Tomai, Founder, Oratorio 

As we tell clients in every single one of our media training sessions, the objective in a news media interview is not to simply answer the reporter’s questions. It’s about making the most of the opportunity to get your messages out on your terms.

This means that you have to be proactive and take the initiative yourself. In other words, don’t wait for the specific question from the reporter that will naturally lead you where you want to go. Do take the ball and run with it. 

Don’t:

Reporter: You had 6% growth in the last quarter. How do you plan to build on that?
You: We have several ideas for sustained growth. (stop)
Reporter: (asks next question)

Do:

Reporter: You had 6% growth in the last quarter. How do you plan to build on that?
You: We have several ideas for sustained growth. For example we’ve just launched a new project in Asia that will take advantage of our strengths in mobile technology to reach the growing middle-class market. In Viet Nam, for example… (and then you’re off an running with examples or stories that support your point.)

The interview is a great opportunity to advance your agenda – don’t let it pass you by.