Whether you are a corporate spokesperson or an average Joe who was just recruited, media interviews are very important to get your message across, especially in a crisis. Anyone can give a great media interview as long as they are knowledgeable in how to do it correctly.
Everyone has seen it happen at least once.
A major player in the corporate arena saying the absolutely wrong thing on camera during a crisis.
A sweet woman on a local talk show trying to tell the audience about an upcoming event, instead, all they notice are her trembling hands and stuttering.
There is something about being on camera that makes many weak in the knees, but regardless of the nervous jitters or baiting reporter, you too can be an interview pro.
What the Media Wants from You
Media interviews aren't just random acts of kindness, or hatred for that matter. There are several things a news reporter looks for before deciding on story ideas. The news for any medium usually follows a few themes:
Danger: This theme deals with community or national crises—the war on terror, oil spills, explosions, etc.
Mistakes: This theme deals with unveiling wrong doings—Bill Clinton debacle, the Enron fiasco, Jim Bakker's fall from grace, etc.
Secret: If a reporter sees an opportunity to unleash something hidden from the public and deems fit for the public to know about it, they will tell them. Bill Clinton and Monica Lewinsky and the other previously mentioned examples easily fall into the secret theme.
Weaknesses: Displaying a weakness, either seen in a person or a situation, is a definite hot spot for the media. Many weakness stories tend to focus on local and national politicians, as well as Corporate America.
Media Bias
Reporters are generally objective when tackling a story, but they too have their own opinions that can affect a story. This theme usually deals with big ticket items—nuclear power, fossil fuel and chemical plants—but can also focus on public figures—Bill Clinton, George Bush and local politicians.