Media Training: Don’t Quote the Small Stuff
Why the Least Important Things you Say End Up Being Quoted by the Media
When speaking to the media, it’s easy to become nervous. And when you’re nervous, it is far too easy to ramble or speak without really thinking about the impact of what you’re saying. This is usually the underlying cause of seeing your published quotes when you wake up the next day, and exclaiming, “Huh?”
Because you don’t have full control over what a reporter will select from your interview as the most important nugget of information, everything you say needs to be quotable. To help, remember these rules:
There is no such thing as being “off the record.” If you’re speaking, interviewers are recording, taking notes, and gleaning what they can from what you say. Everything you say, then, is a potential quote.
Interviews are not necessarily chronological. Journalists may ask you questions in a specific order, but that doesn’t mean the story will be laid out in the same sequence.
The reporter will try to control the interview. But you can control the spin.
How do you manage your media interviews well enough to have everything you say become a quotable moment?
Preparation. Spending time preparing can help you develop a strategy that not only increases the level of control you really have, but also translates to other public speaking opportunities.As part of your preparation and practice, learn to:
Pause before answering. This gives you time to think about what is being asked and what you would like to say. It also helps prevent you from having an emotional reaction to a question.
Stick to what is known and can be stated publicly. When a reporter asks a question you’re not prepared to answer, you are more likely to respond with an off-the-cuff answer that will end up being your regretted quote. Remember: Speculation can be dangerous during media interviews. Likewise, if the interview is probing, be willing to refuse to answer questions that are designed to bait you.
Carefully craft the messages and sound bites you want to have quoted. As you answer questions, direct the conversation back to the message you’re delivering. Don’t try to take over the interview. But if the interviewer is not prepared, has a negative agenda, or invites you to speak freely, rely on your crafted messages and key talking points to guide you (and your interviewer) forward.
Media training is essential for executives, public figures, and politicians who engage with journalists and other media professionals. Don’t be so afraid of being misquoted that you don’t take these opportunities for publicity. Simply understand that every word you say is a potential quote, and prepare for it.