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Arranging Media Coverage

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Interview Guidelines and Sound Bites

Print

I find these interviews the easiest to deal with as you can convey more detailed information. If interview is set up in advance get background material to the reporter. Make their job easier. They will appreciate it.

Radio & TV

I find these interviews harder as you need to be much more focused, as the time frame is much shorter. Quotable sound is also important. At the same time don't be afraid of silence or pauses. Once you have made your point stop. They will edit out silence. A pause gives you time to think and comes across as being thoughtful. Give brief answers to questions. The more tape they have the less likely they are to pick exactly what you want. Easier said than done.

For TV interviews dress is a consideration. Also make eye contact with the reporter during the interview not the camera.

Sound Bites

A sound bite is like a headline. If done correctly they are memorable and brief.

Heidi Berenson, an award wining network news producer and President of Berenson Communications, (www.berensonproductions.com), offers the following suggestions:

These ideas were presented at a workshop Ms. Berenson gave for Lawrence Ragan Communications Inc.

GW Associates • 702 S. Beech Street • Syracuse, NY 13210
Voice: 315-476-3396 • Fax: 603-590-8273
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