Farmscape for January 11, 2018
A Communications Consultant with Jeff Ansell and Associates says, when being interviewed by the media, it's important to be prepared by knowing what messages you want to deliver and to deliver those messages with clarity and conviction.
"When the Headline is YOU" was among the topics discussed yesterday as part of the 2018 Banff Pork Seminar.
Jeff Ansell, a Communications Consultant with Jeff Ansell and Associates and the author of "When the Headline is YOU, an insider's guide to handling the media," says if an interview opportunity appears you need to be prepared, you need to know the agenda and you need to take a thoughtful approach to creating your messages, structuring your story and delivering your narrative.
Clip-Jeff Ansell-Jeff Ansell and Associates:
People who are being interviewed need to know the purpose of the interview, they need
to know the context of the interview.
Ideally it's helpful to understand as well who else will be featured in the story.
Once you have a determination of what's ahead you then need to prepare messages.
Identify the one, two three or four quotes you want to see yourself delivering in the media and sometimes, for more extensive interviews, you want to be delivering more messages and sub-points.
I feature in my book, When the Headline is YOU, a number of messaging templates and formats.
Then, when you do have your messages, you want to make sure that you deliver them with clarity and conviction.
They need to be framed in a manner that manages context because, at the end of the day, you never know which one, two or three quotes the reporter is going to use.
So, what people need to do is create what I call stand alone messages sentence by sentence so, if the reporter just extracts this sentence from the interview, will this sentence properly represent me, will this sentence properly manage the context?
Ansell says, one of the best ways to learn this skill is to, every time you're watching the TV news or you're in the car listening to the radio news, or you're on line surfing news, pay careful attention to how newsmakers come across.
He stresses, at the end of the day, you're only as good as your weakest quote.
For Farmscape.Ca, I'm Bruce Cochrane.
*Farmscape is a presentation of Sask Pork and Manitoba Pork