Four Scary Media Mistakes to Avoid
Managing media interviews takes skill and practice and there are several mistakes a spokesperson needs to avoid.
Not knowing key messaging well enough, not mastering key bridging techniques, not refining body language, and not having a clear crisis communications plan in place are all common mistakes that can be very costly to your business and reputation.
Media training is essential for any spokesperson that deals with journalists across TV, radio or print, and thankfully, many of the techniques can be learned and perfected under the careful direction of a PR professional.
Not Knowing Your Key Messaging
Every spokesperson needs to be fully familiar with the organisation’s key messaging.
What is the main objective of the organisation? What solution are your providing for a consumer challenge? What hero stats can you share? What new announcement are you making?
The answers to these questions will point you to your key messaging for media interviews. Jumping into an interview without sufficient preparation can lead to confusion, or at worst, a missed opportunity. Know your organisation and its goals in clear, concise language.
Fumbling Over Questions Not Knowing How to Respond
Do you know how to respond to a difficult question?
There are times as a spokesperson, that you might be asked a question you don’t want to answer, or you aren’t allowed to answer for whatever reason. A bridging phrase is a short phrase that can be used to get the conversation back to familiar territory.
A comment like “What I can tell you is this…” or “here’s what we do know…” are examples of bridging phrases.
Answering difficult questions is often part and parcel of being a leader in an organisation, and not knowing how to successfully control a conversation is a media mistake that can be easily avoided. A toolkit of bridging phrases is invaluable for any spokespeople, especially as saying “no comment” is not an option.
Poor Body Language
While our words have impact, it’s important to remember that over 55 percent of messaging is delivered via our overall body language. Not paying attention to non-verbal communication is another mistake to avoid in a media interview.
When fronting the media, stand tall with your hands in a relaxed position, maintain eye contact with the journalist, use your hands to accentuate key points, and project your voice in a controlled, warm, yet professional tone.
Your clothing also tells a story, so make sure you are dressed for success. Avoid busy patterns or pinstripes as they can “strobe” on camera or draw attention away from your message. Wherever possible, wear a tailored classic suit in a block colour, or a neat branded collared shirt. Looking the part also helps boost your confidence ahead of a media interview.
Not Having a Crisis Communication Plan
There is not a corporation, organisation or company that is immune to a workplace crisis, be it a system malfunction, a data breach, a compliance issue, or a misconduct allegation.
Not having a solid crisis communication plan to deal with such challenges, can risk your corporate reputation and damage internal morale. A carefully crafted crisis strategy provides internal stakeholders with the reassurance that any issue that arises will be tackled systematically and effectively to ensure the best outcome for all.
Want to Know More?
If you’d like to know more about the dos and don’ts of corporate storytelling, get in contact with the Adoni Media team for a confidential discussion.
We can help you meet your PR goals, formulate a crisis communication plan, and grow your media skills for maximum impact. Let the Adoni Advantage, be your advantage.
Adoni Media | PR | Media Training | Crisis Comms | Leisa Goddard
