This checklist is a simple tool to help you communicate well during a crisis. It lists the important steps to follow. Use it when a crisis starts and keep using it to make sure you cover everything needed. It’s flexible for different situations and will help you stay organised. Feel free to copy it and modify it for your own use.
How to get featured in the media. I’m often asked, how to get featured on TV or radio as a guest or interviewee. Even people who run PR agencies or work in marketing departments wonder, “How can I get my client or boss featured on TV or radio?”
How can I develop a long-term relationship with a media outlet or TV journalist? Journalists need people at very short notice, when they call make yourself available. Share your knowledge and expertise.
How can I incorporate my organisation’s values or mission into a TV interview? Many business mission statements are incredibly dry, don’t attempt to shoe-horn a pre-scripted mission or value statement into an interview. Frame your values in natural language and real terms.
Media TrainingBook a no-obligation discovery callHow can I use data or statistics effectively in a media interview? Unless you have been specifically requested to take part in an interview to share lots of facts and figures, use data and statistics sparingly. Aim to talk about just one or two headline figures. Avoid trying to remember and then discuss lots of …
63% of people remember stories. Only 5% remember statistics. (Made to Stick by Chip and Dan Heath) To be more engaging you must illustrate your points with brief anecdotes and real-life visual examples. Because of time constraints with broadcast media, these must be concise.
Watch or listen to their programme, or for print journalist read their reporting online. This will give you a steer on their style, tone, questioning and topics of interest. Most journalists are on Twitter, again follow them here to see what they post and comment on to get a better understanding of their work.
Dress appropriately. Watch the TV show or news channel in advance to check what their dress code looks like. Brush your hair and check nothing is stuck between your teeth.
For men, you can’t go wrong with a suit. Go tieless or in shirt sleeves if you want to appear more relaxed.
You just say no, journalists aren’t the police, they don’t have any special powers, they’re just regular people working for a news organisation. It’s important to query your reasons for declining.
Don’t jump to the conclusion that it’s because you have done something wrong (unless you have), the vast majority of interview requests are from journalists looking for insight, help and expertise, not combat.
Journalists don’t like to give questions in advance. This isn’t because they want to catch you out.
In live TV news, they’re unlikely to give you a list of questions because they can be changed by the presenter at the last moment. This could leave you stumped or confused if you’d prepared your answers in advance.
