TV Soundbites Push Your Message

You should never do an interview without establishing your own objectives–messages you want to get out. It is not enough just to answer a reporter's questions. You and your marketing staff can best determine the content of the messages. Messages might reflect the success of your company, the value of a new product, or establish good will for your company.

Objective messages should be: Simple, Single and Clear.

The Game

During the interview, restate the objective message in every answer. If you answer a dozen questions and remember to get to your own objective only six times–there's a good chance your message will wind up on the cutting room floor. Reporters are accustom to hearing repeated messages from experienced interview subjects. It's part of the game.

"But how do I get to my objective when the reporter is asking an unrelated l question?" Use the "bridging" or "touch-and-go" technique. Touch on the answer to the reporter's question, and go on–bridge–to your own objective. Don't wait for the reporter to ask the perfect question. It won't happen.

What is a Soundbite?

Give the reporter a one-liner, ...a sound bite. Soundbites are is your objective stated in a clear and memorable quote, not a long explanation. (A typical sound bite is 10-15 seconds–2 or 3 short sentences.) Imagine your soundbite appearing on a billboard along the freeway, or try writing it on the back of your business card. If it won't fit, it is probably too long.

Three Key Points

• Always have one positive objective with examples to support it.
• State everything in sound bite format, starting with the conclusion.
• Bridge to your objectives at every opportunity. Don't wait for good questions.

NEXT TIP: Newspaper Interviews