- Research: find out what the journalist writes about, who the publication’s target reader/listener/viewer is because that’s who you want to talk to.
- Plan: now that you know who you are talking to you need to now decide what you want to say and what they need to hear from you. Jot down the top three points or key messages you want to convey.
- Practice: anticipate some of the questions you may get on the topic and practice answering them, trying to incorporate your key messages.
- Frame: before the interview begins tell the reporter what you want to tell them on the topic. Taking the lead to set the tone of the interview and what the journalist can expect to hear helps to steer the interview.
- Stop: say what you want to say and then stop. Keep your responses succinct; one simple example or analogy per response is enough.
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