Top professionals work very hard to achieve certain results and position themselves as experts or industry references. They are extremely capable in their disciplines and very knowledgable. However, the fact that they excel in their fields does not guarantee a successful media experience.
In my 10 years as a CNN producer I have identified three key issues interviewees face:
1- They try to say too much in very little time. As a consequence, their message is vague and loses impact. They fail to engage both the audience and the journalist, and waste a golden opportunity to communicate achievements that could have a positive impact on their image.
2- They are challenged with unexpected questions, some of them leading to hostile situations. The interviewee is taken by surprise, loses control of the communication, and his/her response (or lack of it) jeopardizes his/her reputation.
3- Delivering a message in front of a journalist can be an intimidating experience. How do you behave in front of cameras, microphones, studio lighting? How do you present yourself in front of a journalist who is studying your body language? What should you wear? Lack of information on these issues can affect the interviewee's confidence, having a negative impact on his/her image and weakening the message.
This course deals head-on with the three issues addressing:
- Building a key message capable of engaging both the audience and the journalist.
- Taking control of the direction of the interview and handling hostile questions.
- Message delivery, body language, and technical tips.
This extremely practical guide provides crucial tips to help top professionals succeed in the media environment.