Media training book

 4.

Media appearances: Quick start

Help I've got to do an interview right now!

 

The clock is ticking and there's no time for in-depth preparation. Don’t panic. Here’s a quick-start guide to get you through it successfully. Here are five immediate steps to prepare for an interview.

1. When a journalist calls, clarify the basics

When a journalist calls, use it as an opportunity to prepare.

Ask who is interviewing you. Ask for the journalist's name and the media outlet or show they represent. If you haven't heard of them, take a moment to search online - read some of their articles or watch a clip of their show on YouTube. This will give you a sense of their style and the types of questions they ask.

What is the topic? Get a clear idea of the subject matter they want to discuss. You need to know the angle they’re pursuing. They won't give you questions in advance but now is the time to drill them about the specific angle they are after.

When is the interview? Confirm the time and whether it’s live or pre-recorded. For live interviews you'll need to be concise and on-point, there's no room for edits. Pre-recorded interviews may allow some flexibility but remember that only select clips will be used. Understanding the format helps you tailor your approach and manage your preparation time effectively.

2. Get your key messages straight

These should be the most important takeaways for your audience - what you want them to remember after the interview is over.

Identify one or two key points: Your message should be simple and have impact. Don't try to re-invent the wheel here, everyone has knowledge, personal experience and expertise. Make these the starting points for your key messages.

Frame your message for the audience: Consider their needs and interests so your message will resonate with them. Keep it concise and avoid cluttering your words with unnecessary details or jargon. Ask yourself, what do I want the audience to do and think afterwards?

3. Consider your tone and language

It's not just what you say that matters, it's how you say it.

Stay calm and composed. Your tone should be confident, never aggressive.
Avoid jargon. Speak in simple, everyday language that the audience can easily understand.

4. Prepare for the unexpected

Don't stress about tricky questions. If you don’t know the answer, it’s okay to say so. Alternatively, acknowledge the question and bridge it into something you'd like to say, such as, “That’s a great question; however, what’s really important here is…”

5. Key dos and don’ts

Do:

• Stay on message: Stick to your key points and avoid getting sidetracked.
• Be brief: (but not monosyllabic) Time is limited so make sure every word counts.
• Listen carefully: Pay attention to the questions not the tone of voice they are delivered in.

Don’t:

• Waffle: Avoid filler phrases like “Thank you for having me” or “That’s a great question.” Get straight to your point.
• Speculate: If you’re unsure about something, it’s better to say “I don’t have that information right now” than to guess.
• Get defensive: If challenged, respond calmly and bring the focus back to your main points.

Bonus tips on your performance, essential tips for staying calm and focused

• Take a deep breath: Before the interview begins, take a moment to breathe deeply. This helps to calm your nerves and clear your mind.
• Visualise success: Picture yourself handling the interview smoothly. This mental rehearsal can boost your confidence.
• Stay present: Focus on the moment and what’s being asked. Don’t worry about what’s coming next - deal with each question as it arises.
• Use positive body language: Even if it’s a radio interview, your posture and expressions influence your tone of voice. Sit or stand up straight and smile - your voice will sound more engaging.

Good luck!

Remember, the fact that you've been asked to do an interview means the journalist sees you as someone with valuable insights. Embrace the opportunity!

 5.

Where does the news come from?

Take a peek inside the news machine.

Where do news stories come from? As a news consumer, it can sometimes feel like it's been conjured from thin air like magic.

But there is a system to newsgathering and if you plan to engage with the media effectively, it’s useful to understand how the news industry operates.

To help you navigate your interactions with journalists, this chapter aims to demystify how news stories are selected, shaped, and presented.

How the news industry works

The news media is a vast industry with its primary product being news stories, current affairs journalism, and factual articles. These stories are crafted from a mix of events, tip-offs, press releases and information supplied by various sources including public bodies, organisations, businesses and the general public.

It's the journalist's job to identify newsworthy stories and then tell them in a compelling way while (hopefully) making sure they are factually accurate, legally sound and balanced.

Many businesses and organisations have great working relationships with journalists but you shouldn't expect any favouritism by cosying up to them.

It's a highly competitive, time-pressured business, the priority is to share the most audience-grabbing stories and attract the eyes, ears and trust of the audience.

Journalists and their editors decide which stories to publish based on several factors, including relevance, impact, and audience interest.

This selection process happens daily, and it shapes the news agenda.

What is the news agenda and news cycle?

Daily news agenda

Put simply the list of stories published by news outlets on any given day. If you flick around your evening TV news channels and programmes you'll find many running the same stories.

The news cycle

The news cycle refers to how news stories are reported, shared, and eventually replaced by more current stories. Most news operates on a daily cycle, but significant stories can persist and evolve over several days or even weeks.

On any given day or week, media outlets prioritise certain topics and issues, which collectively form the news agenda and cycle.

This can be influenced by exclusive stories, breaking news or ongoing events that continue to develop over time. Print, TV, online and radio news outlets constantly watch and listen to each other, which itself is agenda-forming.

Sources of news stories

Journalists rely on a wide range of sources to gather information and generate stories. These include:

Other news outlets

Journalists keep an eye on what their competitors are publishing. This helps them stay updated on breaking news, trends, and potential leads. Major news outlets often set the agenda, with others following suit, especially when a story gains significant traction.

Press releases

A lot of news is public relations. So, for example, a house price survey conducted by a mortgage business. Press releases are one of the most common sources of news,  issued by companies, organisations or government bodies.

Planned events

Including government budget announcements, press conferences, court hearings, local authority meetings and corporate events. Journalists diary their coverage around these events, often receiving advance notice through media advisories or public calendars.

Tip-offs and contacts

Journalists frequently receive tips from trusted sources or members of the public. These tips often lead to investigative stories or exclusive reports that wouldn't be uncovered through official channels.

Social media

A rapidly growing source of news, particularly for breaking stories. Journalists monitor platforms like X, Facebook, and Instagram for real-time updates, public reactions, and viral content.

International news agencies

Such as the Press Association, AP and Reuters, which provide a global perspective on news. These agencies are often the first to report on major international events, supplying news outlets worldwide with reliable and timely information.

Government announcements and briefings

Government announcements are a critical source of news, providing journalists with updates on policy changes, new regulations or official responses to ongoing issues. Staying informed about government policy around your industry can help you anticipate questions and position yourself as an expert when such news breaks.

Local authority meetings and announcements

Local news is often driven by announcements and decisions made by local authorities, such as city councils or regional governments. These can range from planning decisions to local policy changes that directly affect the community.

Police, fire, and ambulance updates

Emergency services are a frequent source of news, particularly for breaking stories. Journalists often rely on updates from the police, fire departments, or ambulance services to report on accidents, crimes, and other urgent incidents. These services offer dedicated news lines and feeds for reporters.

Court hearings

Court proceedings, especially high-profile cases, are a significant source of news. Journalists attend court hearings to report on the developments, judgements and sentencing.

Financial markets and business news

Financial markets are a constant source of news, with journalists covering everything from stock market fluctuations to corporate mergers and acquisitions. Business journalists also monitor companies' financial results, executive changes and industry trends.

Entertainment and sports events

Entertainment and sports are major drivers of news content, attracting large audiences. Journalists cover everything from celebrity news and film releases to major sporting events and athletes' performances.

Investigative journalism and research

Some of the most impactful news stories come from investigative journalism, where reporters spend weeks or months researching and uncovering hidden truths. This type of journalism often relies on in-depth research, confidential sources, and data analysis.

Freedom of information requests and whistle-blowers

Journalists often use Freedom of Information (FOI) requests to obtain data and documents from public bodies. These requests can uncover information that is not readily available to the public. Similarly, whistle-blowers play a critical role in bringing issues to light, providing journalists with insider information that can lead to significant stories.

Where do you fit in?

This is just a selection of the key sources, there's a lot to cover! That's why news organisations rely on specialist reporters, correspondents and editors. We'll get into building relationships with journalists later but it's worth considering where your expertise might be most useful.

 6.

What makes a story newsworthy?

Who decides what is news?

 

Not every event or piece of information can be considered newsworthy. So, how do journalists decide what makes a story?

Steve: I once reported on a 5-year-old who helped his mum give birth. The mother had gone into labour suddenly at home and the little boy called 999 and took instructions from an emergency call handler. In the recording  you can hear the child calmly passed on advice to his mum, how to breathe and when to push. Eventually the sound of a newborn baby could be heard down the line followed by paramedics at the front door.

So why was this news?

Knowing the criteria journalists use is crucial for anyone engaging with the media. It'll also help you pitch an idea more likely to capture media attention.

Journalists typically evaluate stories based on several key criteria. There are lots of competing theories by academics and renowned journalists about what makes news, but here's one of our favourites called the Seven Pillars of News. 

The seven pillars of newsworthiness

1. Timeliness

Is the story current and relevant right now? News is, by its nature, about what’s happening now. An event or development that’s just occurred is far more likely to be covered than something that happened a week ago. The more immediate the story, the better.

2. Impact

Does the story affect a large number of people? Stories with broad implications or significant consequences are considered more newsworthy. For instance, a factory closing with 5,000 job losses will attract more attention than a smaller business firing a couple of staff.

3. Proximity

Is the story geographically or emotionally close to the audience? Proximity can make a story more relatable and thus more newsworthy. A local event or issue that directly affects the audience will often take precedence over something happening far away. This is why a victory by your local football team will be reported by a newspaper based in your town.

4. Prominence

Does the story involve well-known individuals or institutions? Stories that involve celebrities, politicians or other public figures are more likely to be deemed newsworthy. The actions of prominent individuals often attract attention because of their influence or notoriety. If the president goes for a jog, or Beyonce walks her dog, you'll see pictures in the news media. When I walk my dog, nobody cares.

5. Novelty

Is the story unusual or unexpected? The element of surprise or uniqueness makes a story more interesting.  Dog bites a man, who cares! Man bites a dog, that's news.

6. Conflict

Is there tension, disagreement or controversy in the story? Conflict is a natural draw for news because it creates drama and engages the audience. Whether it’s political debates, legal battles, or social issues, stories that involve conflict are often seen as more compelling. You'll have noticed how the algorithms of social media channels are tuned to promote conflict and controversy.

7. Human interest

Does the story appeal to the emotions or curiosity of the audience? Human interest stories, often focus on personal experiences or uplifting tales and can resonate deeply with audiences. These stories tap into universal themes such as love, loss, triumph, or adversity, making them relatable and newsworthy. My story about the 5-year-old who helped his mum give birth - human interest gold.

Applying the criteria

When considering whether your story is newsworthy, try to evaluate it against these seven pillars. The more criteria your story meets, the more likely it is to gain media coverage. For example, if you’re pitching a story about a new community project:

• Timeliness: Is it launching soon or has just begun?
• Impact: Will it benefit a large group of people or address a pressing issue?
• Proximity: Is it happening in the local area or does it affect the local community?
• Prominence: Are there notable people involved?
• Novelty: Is the project doing something innovative or different from others?
• Conflict: Does it address a controversial issue or solve a contentious problem?
• Human interest: Does it have a personal story or element that will tug at heartstrings?

Understanding breaking news

Breaking news is an event that unfolds in real time and demands immediate reporting. Such stories often supersede other news items because of their urgency and the public’s need to know. To be considered breaking news, the story usually needs to be both timely and have significant impact or novelty.

Example: A natural disaster or a major political event that just happened would be considered breaking news. Journalists will drop other stories to cover these events, providing updates as the situation develops.

The role of audience interest

While the seven pillars provide a framework, audience interest is the ultimate test of a story’s newsworthiness. Media outlets cater to their specific audiences and a story’s appeal may vary depending on the publication or broadcaster. Understanding the audience’s preferences can help you tailor your pitch to make it more relevant and appealing.

Crafting a newsworthy story isn’t just about having a great idea; it’s about understanding what drives the media and appeals to audiences. By evaluating your story against the seven pillars of newsworthiness and considering audience interest, you can increase the likelihood of your story being picked up and shared by the media.