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Answers questions on blackboard

How To Prepare Questions For Your Own Media Interview

A reader recently wrote in and asked: “I am slotted to go on a local television show, and the interviewer asked me to provide a list of questions for her to ask me. Any suggestions for questions, or tips?”

It’s common for time-pressed television or radio hosts to ask guests for a list of questions in advance. That’s not a guarantee that they’ll stick to your questions, but it’s a wonderful opportunity to shape the interview—and its outcome.

Here are five types of questions you might prepare.

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Why Good Media Interviews Are Like Threading A Needle

Media trainers often focus on what can go wrong during an interview. As a result, spokespersons can become fearful of the consequences of a badly worded thought.

Those risks are real, of course, but sometimes we don’t do a good enough job of reminding people that in many cases, the majority of interviews they ever give will not be adversarial in nature.

A spokesperson who thinks about what both they and the reporter want from the exchange can succeed at threading the needle between their goals and the reporter’s needs.

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When Throwaway Comments Become Your Lead Quote

Many years ago, a client told me a story that serves as a useful cautionary tale for everyone who interacts with reporters.

The man, who represented a government agency, was friendly with a local reporter. The two socialized after hours on a regular basis, but had an agreement that whenever the reporter called his buddy at the government agency in his professional role, the usual rules of media interviewing would apply.

One day, the reporter called his pal and asked for a comment. Unfortunately, his friend said something he shouldn’t have.

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Donald Trump’s “Off-The-Record” New York Times Interview

On January 5, 2016, Donald Trump visited the editorial board of The New York Times. Some 30 editors were reportedly present for the meeting, portions of which were agreed by both parties to be off the record.

Late last week, a columnist for the Times who attended that meeting wrote a piece suggesting that Trump was more flexible on his immigration views than he was letting on publicly.

This incident offers a cautionary tale about why going off the record is risky — and adds a new rule to my list of things to consider if you’re ever inclined to speak in that manner.

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If I Can’t Veto Your Questions, I’m Canceling This Interview

Lucy Allan, a Member of the British Parliament, has been getting a lot of negative press lately. Among other things, she has been accused of bullying her staff and inventing a death threat.

Last week, she was scheduled to appear on the BBC, but reportedly pulled out because she wasn’t allowed to veto certain questions in advance. That only likely magnified her image as someone who exhibits bullying behavior.

Requesting “pre-conditions” prior to an interview isn’t always a bad decision. Here’s where she went wrong.

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Oops! I Have That Thing You Just Denied Saying On Tape.

I recently heard a story about a company spokesperson who got himself into trouble during a media interview.

While speaking to the reporter, he called one of his group’s critics (and occasional partners) a negative term. When the article came out, his bosses were furious.

He denied everything, insisting that he hadn’t used that term and that the reporter had distorted his words. But there was one thing he didn’t count on.

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One Reporter’s Surprising Admission: “I Lie Constantly”

Glenn Thrush, a reporter for Politico, sent several surprising tweets last week about the promises reporters make—and break—with communications staffers arranging interviews with their principals.

His main argument? It’s acceptable to “lie” to PR pros by promising a favorable story in exchange for access—and then doing the story you want to do anyway.

I’ll let others debate whether or not such lies are acceptable. In this post, I’ll offer some important insight into the mind of a journalist and discuss how that mindset affects you.

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Beyond The Interview: How To Influence a News Story

In this guest post, a fellow media trainer writes that “One of the key success strategies we’re seeing from our media training sessions is a shift in focus from interview practice to non-interview practice.”

He writes, “That’s not to say that practicing interviews isn’t the most important aspect of media training—it is. But there are some sophisticated non-interview techniques that can influence the story perspective.”

In this post, he will offer you several ideas to help influence the final story—before the interview ever takes place.

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