Dealing with the Media - UK Media Training

媒体技能 - 充分利用媒体机会

Forget,“我是名人，让我离开这里！'

When it comes to dealing with the media, a lot of people want to be whisked away to just about anywhere but the spotlight in which they find themselves.

And of course, with the media playing such an important role in modern life, just about anyone could find themselves smack in the middle of said spotlight.

24 Hour News

如今，出现了24小时滚动新闻和卫星频道的扩散和当地广播电台，结合丰富的报纸和消费杂志，有很多通话时间和柱子填充。

对于一个故事饥饿的记者，没有什么是神圣的，没有人豁免，每个人都很脆弱。

Relaxed and Confident

Anyone who is thinking about appearing on radio, television or video not only has to develop techniques for giving a relaxed and confident performance but, like any good actor, needs to plan and prepare thoroughly.

Giving simple straightforward answers is not enough.

The good TV or radio interviewers are looking to create something that is both entertaining and informative. It is essential therefore to understand what makes for a good interview and will keep the audience's attention.

Given also, that some journalists think that entertainment is having a right go at their interviewee, indeed some are proud of their reputation for savaging people, you really do need more than just your expertise.

那么你需要知道什么？

Well, to start with we’ve outlined here some of the key areas that should be covered and understood before going anywhere near the 'media monster'.

Types of Interview

有许多不同的电视和收音机面试格式，每个电视和无线电采访格式都有自己的风格和技术。

When you are asked to attend an interview make sure you know which format is to be used so you know what to expect.

一些更常见的格式（和媒体术语）是：

In Studio

In the studio (one-to-one or part of a panel)

You are actually there and can see who you’re talking to; it could be recorded but may be live and is likely to be shown as live.

No rehearsal no editing no chance for a second try.

TV Remote

TV Remote booth (down-the-line)

They can see you, they can see the interviewer, but you just get to sit and look at a camera sometimes with an earpiece to listen to the other end.

Radio Telephone

Radio telephone interview

No one can see anyone, but while the interviewer is in his or her studio you could be in your kitchen.

移动位置单位

Mobile Location unit (outside broadcast)

可以是电视或收音机，但是，随着每个人的意义远离基地，它都是一个临时。

门踩着

Quite nasty this. Could involve you talking through a letterbox or being pursued down the street.

电话ins.

TV and radio phone-ins

Usually a more relaxed and informal chat but occasionally there will be unplanned and difficult questions thrown in when you are off your guard.

Press Conference

通常在哪里邀请它们。您的条款将更多，您将预先准备好您的信息。

Being Prepared

For all the different types of interviews, it is essential that you know what you want to say and spend some time getting your messages clear in your mind.

Because of the time restriction and pressure of giving media interviews, try to restrict yourself to three main messages, removing all extraneous and unwanted material so you are left with a headline sentence or 'sound-bite' for each message.

Sound Bite

声音片段是一个可引用的引用:短暂,self-contained, phrased in everyday language and should be colourful or metaphorical, passionate or energetic.

Being roughly five seconds long, it will need to be clear, concise and punchy.

认为自己是做journalist's work for them.

When you have a couple of sound bites ready - ones that you know you want people to hear or read – the journalist just has to extract them from everything else you've said and you've done the job.

Some Famous Soundbites

读我的嘴唇，没有更多的税收- George Bush Senior

我死亡的报道是早产- Mark Twain

Speak softly but carry a big stick- Teddy Roosevelt

I believe in equality for everyone, except reporters and photographers- Mahatma Gandhi

I may disagree with what you have to you say, but I shall defend, to the death, your right to say it- Voltaire

A lie gets halfway around the world before the truth has a chance to get its pants on- Sir Winston Churchill

Keep Your Message Simple

It is worth spending some time preparing a selection of different sound bites for each of your messages.

This should enable you to choose during the interview the one that best fits the context of the interview.

When you are preparing your messages try to think about who your audience is likely to be and how best to appeal to them.

If you are appearing before a generally mixed audience it's usually best to keep your messages as simple as possible.

Analogies

Analogies can be a good way of simplifying a particularly technical subject.

'The Bluestreak rocket is like a civil servant. It won't work and you can't fire it.'

Generally, you will be invited to give an interview because you are considered some sort of expert in your field.

It follows, therefore, you must know your facts and be aware of any recent changes that may have occurred within your subject or situation.

It can be very embarrassing if the journalist knows more about your area of expertise than you do.

确保你知道你的东西！

Test yourself by trying to anticipate the type of questions the journalist might ask, both easy and difficult, and have your honed responses ready.

Before the interview, make sure you have found out:

What the interview is going to be about
记者需要什么角度
Who else will be involved and/or who else the journalist is talking to
Whether it will be live or pre-recorded for later broadcast
What form the final broadcast will take (straight one-to-one interview, as part of a report, part of a documentary, etc.)
How long the final interview will be
How long the final programme will be
Who the interviewer is

Appropriate Responses

Having this knowledge allows you to have your messages and appropriate responses prepared in a polished, concise and snappy style.

如果你找不到或他们不会告诉你，那么你应该假设最坏的情况。

Try to find out who else may be appearing with you and where the story has originally come from.

Having this information it may make it possible to work out the journalist's possible agenda and develop an idea of how the interview might proceed.

None the less always be wary.

记者和研究人员不知道撒谎或至少只省略某些信息，追求更加戏剧性的面试。

始终为困难或意外的问题做好准备。

Making a Success of the Interview

Once you are clear what you want to say, the next key element to your success is you: the way you sound, the way you look and the way you come over.

To make the audience listen and take an interest, you may need to project your personality, displaying a little more vitality, enthusiasm and conviction than you would in a normal conversation.

媒体喜欢一个强大的个性，所以尽可能多地把自己放在这个过程中 - 想到你从采访中记住的人以及它使他们令人难忘的人。

Don't try and do them just do you but amplified.

As time is always against you, there is no opportunity to get warmed-up or prevaricate with pleasantries, be ready to go straight into answering the questions and using your prepared messages.

Being effective in an interview:

Grab the audience's attention
保持他们的兴趣
给他们留下一个message

Grabbing the Audience's Attention:

What is interesting here is thinking your way into the listener's way of hearing.

For instance, one of the ways of getting a listener's attention is to say 'you!' which to them means 'me'.

By using the word 'you' you make the audience feel personally involved, they feel that you are speaking directly to them.

“你”这个词也可以鼓励听众从你的角度来看问题，从而偏离或投入观察面试官可能指导你的一些负面情绪。

Keeping Their Interest:

It is best not to think of the audience as a mass, but as one individual.

That individual is of average intelligence, but not necessarily knowledgeable or particularly interested in your subject.

Try to engage that individual by talking about your subject in a way that they will understand and enjoy.

Using graphic descriptions, and colourful examples, will bring a subject to life and make it more attractive.

It is worth spending some time finding alternative ways of talking about your subject and trying them out on other people to see if they work, before using them in an interview.

It can sometimes help to 'humanise' a subject by directly relating it to people or the viewers at home.

Leaving Them With a Message:

You will want to make a lasting impression on your audience.

Media audiences are quite passive, have short attention spans and have much else going on around them, which is distracting.

It is easy for them to instantly forget both you and anything you may have said.

具有激情和定罪的强大和简明的最终消息，将有助于创造您所需的持久印象。

它通常值得放置或重申你最重要的信息，因为这将是观众在采访结束后最有可能记住的东西。

记者的方法

Every journalist or interviewer will be working to their own agenda, which is unlikely to be the same as yours.

Their job is to make the interview both interesting and entertaining, as well as getting the information they want.

They have a whole arsenal of different approaches and tactics they can call upon to achieve this.

Different Types of Questions

以下是他们将使用的一些不同类型的问题：

Open-ended Questions

You can't reply straight Yes or No

'What do you really think the problem is?'

Forcing Question

A Paxman favourite which tries to put you in a corner

'Just answer the question are you or are you not for this scheme?'

Leading Questions

Puts words in your mouth. It's a question as a statement.

'So what you’re saying is that it won't cost any more taxpayers money'

Hypothetical Questions

A device to get you to give a definitive answer to a situation, which isn't yet defined.

'So if that were to be the case what are you going to do about it?'

Probing Questions

Seems quite harmless but gets you to say more than you intended

'That's an interesting area, how do you personally think it's going to affect the market?'

Prompting Question

A simple request for more information

“那将意味着什么？”

Explorer's Questions

Encouraging you to give more details

'How exactly does that differ from your competitors?'

Classical Questions

简单的问题让您感到放松，并在跨越留言。有时它甚至没有听起来像一个问题。

'Tell us a bit about your new project.'

The combination of questions that the interviewer might use will depend on the type of programme (daytime TV, Newsnight, local radio), the time of day it will be broadcast, the duration of the interview and what the journalist hopes to get out of you.

If you do your background research well you should get a good idea of what to expect.