Today, spokespeople are coming to understand what PR pros have been telling them for years now: Journalists will ask for a video capture in addition to a standard interview for a print/online story. So, how does this change how you prepare your spokesperson? I believe it changes the preparation in the following ways:
â–¶ Your Interview Vetting, Screening and Setup: We have always advised PR pros to go beyond the logistics of the interview. What you can learn about the reporter can prove a critical part of preparation Here are some questions to ask:
• What is the reporter’s angle?
• How much does he/she know about the subject?
• What have they written on the topic in the past?
• Who else are they interviewing?
• Who are their typical readers
• What do they care most about?
• What is the reporter’s style?
• What are their questioning tricks?
Anything you can learn will help inform the spokesperson and give him/her a better chance of doing well. Now, here are some things to find out for the video part:
• How will they use this video segment?
• Will it be short—just a sound bite responding to an open-ended, subject summary-type question? Or will it be longer, covering a number of questions on several issues?
• Will it be spliced into clips that are placed in several spots throughout the article? Perhaps it will not be set alongside the article at all, but used in a separate part of the Web site or even a separate media property. For example, a Wall Street Journal reporter may submit the video to a Fox Business show or use the audio for CBS 880 radio.
PR pros should also look into how this reporter has used video in the past. For example:
• How is the video being recorded?
• Will it be a broadcast-quality digital video camera, a Flip camera or something in between?
• Will it be a head shot or a stand-up?
• Who else will be in the frame, if anyone?
• Where will it take place? In a noisy hall outside an industry conference? In a quiet conference room or in studio?
All (or as many as possible) of these answers will help you prepare the spokesperson far better. Too often, a spokesperson is blindsided by the fact there is a video component, much less how it will be done.
â–¶ Your Message Grid, Tracker or Map: You will need to clamp on another column, bubble or track to your message matrix for the video portion. Our advice is that it should be crafted with the format in mind. If the video is long and comprehensive, then the messages need be weaved into a storyline that has the capability to be delivered in pieces or as a fluid narrative.
If the video is short and intended to capture your impressions of an event or a summary of the subject, the messages should be sculpted into 30-to-60-second elevator pitches.
There are dangers in not preparing this way. Say, for example, a reporter asks a spokesperson to briefly communicate his impressions about an event on video. The spokesperson may lose the opportunity to include a main message: “Well, I think this is a great event and allows us all in the industry to share best practices and learn from each other for the betterment of innovation and our service and offerings to our customers, investors and shareholders.” Great, but how does that support, influence or promote the organization, product, campaign or movement? It simply doesn’t. That sound bite is literally off the (message) grid.
â–¶ The Rehearsal: Assuming there will be a video portion of an upcoming in-person interview with a print/online reporter (and we advise that one should always make that assumption), it must be incorporated into the interview rehearsal. The media trainer should be prepared to discuss the different setups and have on hand at least a few different cameras.
Throughout, the coach should be offering techniques and getting the spokesperson comfortable with different settings. The goal is to familiarize the spokesperson so he/she can concentrate on the messages and storyline with the least distractions.
Journalists tell us that they often choose the video clip that was more fluid, looked good, sounded better—not the one with the most compelling content. The rehearsal should ensure that every video bite was delivered flawlessly, so your message has a better chance of being chosen. PRN
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This article was written by Jerry Doyle, principal at CommCore Consulting. He can be reached at [email protected].