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Your Next Media Interview: Know the Reporter’s Cadence and Jump on the Opportunities – Especially at the End!

The primacy-recency notion, in the case of a media interview, means that the reporter will often remember most of the first and last things you say. Knowing the reporter’s interview process cadence reveals other nuanced opportunities.   That process is typically split up into three areas:

1. Do I think there’s something here?

Throughout the entire story process, reporters are constantly thinking about their readers/viewers/listeners and assessing if something in this subject matter will resonate.  Is it interesting, novel, relevant?  And those considerations continue even into the interviews they conduct – just because you got an interview doesn’t mean there will be an article written or segment devoted to you and your organization. Reporters are still deciding, especially in the first third of their time questioning a spokesperson.  This is particularly true at the very top of the interview in the first two minutes.  That is why our media training and consulting always advises clients to prepare a strong opening.  Sometimes we call it an “Igniter” – a short, compelling ‘grabber’ inclusive of your top three message themes.  You’re still pitching, reporters are still considering, and your goal is to get them into the next phase.  

2. Time to confirm my research and elevate my knowledge on this subject matter!

At this point, the spokesperson has convinced the reporter that there is a compelling story to be told and shared.  So, the second part of the interview is about getting it right.  The journalist’s credibility is on the line here.  

• Do they understand the content well enough?  
• Can they translate the technical parts into something palatable to the reader/listener?
• Are there examples and other illustrative ways to bring some life to this story?  
• Is there enough context to frame out this piece?  

This is a critical time, and it is a shared responsibility.  At Yes& CommCore media trainings, are always counseling spokespeople and their communications teams to arrive armed with case studies, patient/consumer/user anecdotes, analogies, and other illustrations. These drive comprehension of the technical or ‘inside-baseball’ of your story.  Illustrations are highly valuable to the reporter.  Even if they don’t use those exact examples in the article or the segment, it will drive understanding and make them an expert who can build an accurate story.

3. Soundbite Hunting

Ok, the reporter is in. Convinced that this is a story worth telling and has the information she/he needs that form the building blocks to fit it all into 600 words or the segment allotment.  Now, it is time for the reporter to hunt for pithy summary statements and soundbites they can attribute to the spokesperson and support their story thesis. To be clear, a good reporter is always listening to candidates for a good quote throughout the interview. But, in many cases, this hunt is heightened toward the end of the interview.  We often argue that it is in this third tranche that the reporter is most ‘present’ with their interviewee.  The journalist has decided to go with this story; she/he understands everything they need to know, and they have checked the boxes on what their editors want captured.  Now we need a compelling quote or two that brings it all together. The last question response: Don’t Throw Away the ‘Throw Away’ Question! Most interviews wrap with the journalist asking some version of: “Is there anything else you would like to share with me?”  Our advice: Pounce!  Even if you feel you have deftly, concisely, and repeatedly delivered your top thematic, key messages throughout the interview, shore up your energy for one more minute and lay those messages out again.  Often, it is in this tranche that reporters find the quotes they want. Even the headline they’re considering. Know this process cadence, unearth the opportunities, and get the story you want!

Why Media Training with Yes& CommCore?

Today’s media environment means soundbites go “viral,” hitting the digital press or social media almost instantaneously. Let CommCore train you on effective communication. Interactive exercises, meaningful discussion, and real-life examples allow our trainees to take on even the toughest scenarios. We provide 1-on-1 Executive Coaching, classroom-style media training for your entire team, and virtual options for when time is of the essence. For all media training and consultive services:

• We conduct research into your organization
• We customize our sessions to your specific needs
• We utilize expert trainers who have relevant industry experience and know how to transfer their knowledge effectively
• Our advice is based on research and what works, not opinion
• Our Media Training is sought after by trusted names in the industry

We know how to get great press. Our experts have been quoted and featured in The Washington Post, The Wall Street Journal, and The New York Times.

Contact our Media Training Company

To schedule a training or get answers quickly, use our contact form. We can also be reached at (202) 659-4177 or info@yesandcommcore.com.

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