When you are speaking to a reporter, remember that you are really speaking to your audience through the reporter. However, you can only reach people effectively if you give the reporter information they will use.

Speak To Humans

That's why avoiding industry jargon is so important.  Use catchy phrases and give short answers. Most importantly, you have to show the public why your concerns should be their concerns. Just saying that the issue is important to you won’t win over your audience.  The reporter's job is to gather information that affects their audience.  By showing how the audience will be affected, you can help yourself, your audience and the reporter.

It’s also important to stay away from too many statistics while the camera rolls. Save the stats for the background information or wait until the reporter asks for them. Too many statistics on camera is a guaranteed yawn for your audience.

Before the media questions you, question yourself.  What points are you trying to make? Limit them to three. Your message will depend on your audience. Parents, children, judges, lawmakers? Address your answers to them. Remember, when someone is watching television they’re usually doing something else like cooking, eating dinner, washing clothes, or helping their children with with homework. You have to get their attention and the only way to do that is to make them care.

Negative Words

Sometimes reporters will put a “buzzword” in their question to get you to repeat it. That's dangerous. For example, if a reporter asks if you are "overwhelmed" and you respond with, "My job is not overwhelming," the audience only hears the negative word. The answer should be positive, such as, “I believe no job is too difficult and I am working through my challenges.” A decades old example of using a negative word, still cited today by many: What do you think the audience really heard when Richard Nixon said, “I am not a crook”?

When you speak to your audience about their concerns, limit your points and stay away from negative words and jargon, you are, in effect, editing yourself.  The result will be effective, motivating messages.

The Florida Police Chief’s Association had some important issues they wanted the public to know about, such as prison expansion, longer prison sentences and more authority for juvenile judges. The chiefs were so concerned about it that they called a news conference. I had the opportunity to observe and critique it in Orlando at the association’s request. 

Calling a news conference isn’t an easy decision. You don’t know which reporters will show up, especially in an unfamiliar city, and quick-fire questions from reporters can be intimidating. If you make one mistake, it could be tweeted and broadcast. However, a news conference can have its advantages if you know how to maintain control.

The Set-Up

A news conference must be set-up for you to have maximum control over what the media captures. At their mid-winter conference, the association members had to sit at one end of a long conference table while reporters sat at the other. For the chiefs, this creates  two problems:

1. The table is a barrier.
2. Sitting down can make you look too relaxed.

To grab your audience’s attention you have to look alert, excited and ready. It's preferable to stand, with the spokesperson in the middle. Instead of a desk or conference table, use a podium. It will also give the broadcast media a place to put microphones for good sound quality.

Strength in Numbers?

There were five participants at this news conference and all did an excellent job of stating their case.

Most of the time, however, holding a news conference with more than one spokesperson is risky. The more speakers, the less control you have over the information that appears on the six o’clock news. Remember, “control” is the key word. If you have five spokespersons, the reporter has too much to decipher, increasing the chances of being unintentionally misquoted. Also, if the reporter has questions later in the day, it’s good to have a designated spokesperson.

More than one spokesperson can work to your advantage at times.  An example occurred way back in 1994 (20 years ago!) during a news conference held by the U.S. Figure Skating Association, when they announced that there was enough evidence to warrant further investigation of skater Tonya Harding. They set up a podium, where each member took a turn making a brief, prepared statement. Following that, only the association president answered questions from the media. This way, the association had almost complete control over what aired that night.

At the beginning of their news conference, an association employee set the ground rules. The reporters heard statements, then asked questions for ten minutes only. And sure enough, once that time was up, the president thanked everyone and stepped away. 

So You Think You Know It All?

During the news conference, while the cameras were rolling, a reporter had requested some statistics. The exact figures were not known. The best solution to tell the reporter that you will get the information after the news conference. Then make following through a priority. As the chiefs reiterated to me later, “It’s important to establish that kind of relationship with the press.” The next time around, the reporter will rely on you as the expert for their story.

The worst thing you can do is to act like you know something when you don’t. You will be inviting trouble. Remember, video lasts for years; a reporter can use your misquote over and over.

Remember that a reporter’s job is to gather news. So the more control you have over what is released, and the better relationship you have with that reporter, the more accurate the coverage will be.

Ask the person sitting closest to you what they do for a living and I'll bet that they tell you their job title. What's wrong with that?  Someone else's Job title can be meaningless.

However, if your colleague responds to your original question by describing how people benefit from their job, you will have a much better idea of its significance.

The next time you speak to an audience, if you can bring out that "human value," you will be much more successful getting your point across.  Think of yourself as an artist painting a picture. The artist who illustrates the most effectively will be remembered.

Right and Wrong

In my training seminars, I have found that there are key elements that make presenters either memorable or candidates for the "Sominex Poster Child." The number-one mistake in presentations or media interviews is lack of preparation. Nervousness is directly related to your degree of preparation. The number-two mistake, and one that is overlooked by even the experts, is trying too hard to impress. That can lead to the following mistakes:

• Using too much industry jargon
• Speaking in an unemotional tone
• Using too many statistics
• Being flat-out boring

When you are guilty of some or all of the above, your audience will appreciate you - not for your excellent presentation but for the good sleep you have inspired.

Try the following tips to add power and life to your presentations and media interviews:

1. Speak in plain language. Remember that even though you may be addressing colleagues, they may eventually have to interpret your perspective to a layperson (a doctor to a patient or a lawmaker to constituents). This way, you're not only helping them understand your side, you're helping them communicate it and sell it to others.
2. Control your emotions. Too much emotion is not good, but don't let that keep you from emphasizing certain key words and phrases. Proper emphasis shows you believe in what you're saying. This is where rehearsal helps. I recommend not only practicing in front of a mirror (at least ten times), but also with a recorder.
3. Mix it up. Statistics are necessary to make a point, but be honest with yourself: When was the last time you enthusiastically sat through a lengthy slide show filled with charts, graphs, and statistics - especially after a nice, big, sleep-inducing lunch? Can you truly say that you enjoyed every minute of it? Slide shows are effective when they're mixed with real stories, videos, and other media elements.
4. Be human. Anecdotes help make your point better than anything. One way to impress your audience is with stories about real experiences you've had that illustrate your point. Remember, however, to keep your stories short.
5. Humor makes a big difference. Many people are afraid of telling a joke and falling flat on their face. Try telling the joke to friends (make sure they're good friends) before a presentation.

In many cases, your audience really wants to be sold on your message. That's a big advantage to you. Not following the above steps can quickly "unsell" an audience.

Evaluate Yourself

How do you know if you've accomplished your presentation's objective? It's vital to allow evaluations. Don't let the criticism discourage you; learn from it!

An evaluation sheet should make optional the name and address of the participant. It should also allow general comments. It's up to you whether to let participants grade you on a scale of one to five, or ask specific questions such as, "Was the presenter able to answer questions thoroughly?"

Be Different

How many speeches or presentations have you attended lately? Which ones do you remember and why? Keep in mind that, like you, your audience has heard countless presentations. Yours must stand out! Do it with human stories and your own anecdotes.

By making your audience remember, you will add power to your presentations and help sell your industry and your messages.

When I get that phone call from an organization wanting media relations or spokesperson training for its key representatives, many times it’s because there is an impending critical issue. “We need to let the public know how this issue affects everyone,” the caller says.

A prime example is an association of judges whose members were threatened by new merit-retention elections. Instead of needing only a majority of votes to retain their seats, the judges needed more than sixty percent. So some veterans were being thrown out by voters because of a perception that the judges were not responsive to the average person.

When is the last time you saw a judge personally campaign for election? Judges like to be above the political fray and rightfully so. However now, in order to get votes, they were being forced to participate in the political process. That meant speaking at campaign rallies, marching in parades, and being more aggressive about seeking campaign dollars.

The Impact of Training

The judges association wanted spokesperson training for its members to make their campaign messages clear and concise. After all, they now had to seek media interviews and public appearances. The training emphasized turning perceived negatives into positives, for example:

• The judges’ image of “stodgy and unresponsive” was now more accurately described as one of “toughness and independence”.
• Instead of being “forced to campaign”, the judges now had “the opportunity to get to know their constituents better” and vice versa.
• The judges were now able to present their excellent records and show how their decisions had positively affected the public. This built credibility with the public and the news media.

Before any association member can deliver your message effectively, it is important to follow these tips, as the judges did:

• The most effective way to get your message across is through credibility.
• Don’t wait for a crisis to build your relationship with the news media.
• Be as open as possible.
• Remember that a reporter is paid to be cynical, so you must be able to document what you say.
• Stay away from negative words, even if the reporter uses them.

In the judge’s example, attitudes were changed. The result was the judge’s association helping its members build a more positive and accurate image through openness and credibility. The judges, its association and the public benefited. And yes, the rest of the judges were re-elected.