How
should one prepare for a media interview when promoting a book?
Look
at the interview as an opportunity to brand yourself, sell books, share a
positive massage, and empower others. Be
ready to have fun and to enjoy the moment.
But
before you get a chance to shine, prepare.
The more you know about the particular media outlet and the reporter
interviewing you, the more likely you can piece together soundbites that meet
their tastes and needs. But regardless
of who interviews you, your goals are the same.
Most
media, depending on your topic, are not looking to make you look bad or argue
with you. They want things to go off smoothly and to work with you to put on a
good show that pleases their faithful followers. In fact, suggested interview questions are
often provided by authors and publicists to the media. They don’t have to stick to a script, but the
media often relies on these cheat sheets to execute their interviews.
So
what strategies should you employ to give a dynamic interview?
1.
Utilize
vocal variety. Inflection plus
expression equals audience interest.
Change your intensity level by altering your volume, tempo, and
pitch. Pause at times. Place an emphasis on certain words and seek
to intrigue others with your speaking style.
2.
Come
off in a genuine way. Speak slowly but
loudly to sound authoritative. Go fast and loud to be animated. Fast and soft sounds anticipatory, but slow
and soft gives a feeling of authenticity.
3.
Create
impactful messaging by:
·
Quoting
stats.
·
Commenting
on trends.
·
Providing
an action step (go to your site).
·
Lending
insight from personal experiences.
·
Humanizing
the subject with real-life examples.
4.
Outline
your core message and be prepared to sum it up in 25 seconds. Have a few ways of saying the same thing and
call upon them during the interview.
5.
Be
physical, even if the reporter can’t see you.
Get up, move around, smile, get energized, sound excited. Non-verbal cues make big impressions. Watch your body language – don’t slap, tap
your foot, or look flustered. Be engaged
and employ good eye contact. Relax your
shoulders and act with swagger and confidence.
6.
Dress
the part. Avoid white or pure
black. Avoid patterns – wear solids. Try royal blue and pastels. Skip the jangling jewelry and anything that beeps
or vibrates.
7.
Be
engaging – correct misinformation. Ask
for clarification on tough questions.
Bridge a reporter’s query to your key messages. Make your main points early and often. Do not be antagonistic even if the reporter
sounds edgy.
8.
Be
prepared to provide sources for your most provocative statements. But don’t state something you are not sure
about.
9.
Take
time to explain or clarify your message.
You can’t always go deep into details, especially on TV or often radio,
but provide enough background to give context to your ideas or assertions.
10.
Lastly,
admit you don’t know something or that the question covers an area beyond your
expertise. But where possible, answer
all questions as if no one was better suited than you to do so.
For
additional media coaching advice, please consult this post:
Exclusive Author Media Training Video from T J Walker
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