Media Training Hot Tips and Secrets – Advice from the Horse’s mouth.

'I don't sell cars - I sell myself...'

The cliché is just as true of selling a successful interview as it is of the used car business

Here at The Media Training Company we collect words of wisdom from the many top journalists and broadcasters we work with. We always ask them to tell us what they look for in a good interview, how to sell your story to the media, and what else you can do to make your story stand out from the crowd.

Here’s what one said when we asked her the secret of a great interview: ‘Preparation, preparation, and then more preparation. And then be a human being.’ What she means, of course is that we all like people who are like us. If you come across as aloof, distant, snobbish, arrogant, or any of the host of other unpleasant character traits that we can all exhibit at times, then you will have wasted your opportunity. The audience will find you unsympathetic and ignore what you have to say.

We asked another how to penetrate the barrier of the television news organizations she works for. Her reply was that you must not be intimidated. They will answer the ‘phone. And again play the human card. Get a name, preferably the one of the person who runs the planning desk. He or she sets the priorities for the news. Make friends with them, and you’ll find it’s suddenly a whole lot easier to get on air.

This same lady also emphasised the importance of keeping up with the news. As soon as you hear anything of relevance to your own work, get on the ‘phone and offer yourself as an expert interviewee or commentator. Do it well and you’ll be asked back again and again.

On the down side, another tenacious interviewer points out the vital importance of knowing your facts and figures. As she point out: ‘Part of our job is to pick holes in everything we’re told. That may not sound very nice, but it’s the way to make the piece more exciting and relevant. If you know your stuff it will make the interview gripping as it becomes a contest of wits. If you don’t you’re dead in the water.’

Lastly, a very distinguished producer told The Media Training Company that in his view the most important thing was for people to believe that they can do it. Self belief, he maintained was the first essential to doing a good interview. But it also enables you to leave the audience with a warm feeling. If you like yourself it’s easier for them to like you too. And if they like you they’ll listen to you.

As Sam Goldwyn said: ‘Sincerity. If you can fake that, you’ve got it made.’

At The Media Training Company we don’t agree with the faking bit, but the rest of the sentiment is entirely true.