Media Interview Techniques
A Complete Guide to Media Training
by Robert Taylor
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Pub Date Nov 28 2015 | Archive Date Feb 29 2016
Kogan Page USA | Kogan Page
Description
A practical guide to preparing for, conducting, and evaluating the success of media interviews, this book is based on communications expert Robert Taylor's eight-step methodology for polished and confident interview delivery across a range of platforms--TV, radio, internet, and video. Taylor explains how to handle nerves, voice and body language, communicate in a crisis, answer unfair questions, know when to decline interviews, win over skeptical audiences, and create a resonant message.
Advance Praise
"Robert Taylor’s book is a must for all those who are facing the media.
Packed with tried and trusted tactics and dozens of examples from
real-life situations, this is an essential read both for newcomers and
experienced spokespeople wanting to stay ahead of the game."
--Cathie Burton, Spokesperson, Head of Communication & Media Relations, Organization for Security and Co-operation in Europe
"I have worked with Robert for many years, delivering courses for diplomats through to management consultants and chief executives of not-for-profits. This book is the culmination of his career as a specialist media trainer. Undertaking a media interview is always challenging but these straightforward and down-to-earth hints and tips make that challenge less daunting, indeed almost something to look forward to. I particularly enjoyed the many anecdotes he includes, many of which are classic examples, which serve to illustrate what you should and what you should not do when tackling a media interview. An entertaining read, combined with sound practical advice, ranging from how to construct a message sandwich through to ideas about posture, breathing and relaxation."
--Caroline Black FCIPR, Managing Director, Caroline Black & Associates
"Robert Taylor shares a lifetime of experience training spokesmen for media interviews in this one book. It’s a treasure trove of information, examples and guidance. Quite simply, if you love or fear giving media interviews you will learn something from Robert’s expert advice."
--Vickie Sheriff, former Official Spokesman for the UK Prime Minister
"Robert Taylor’s book provides a thorough and comprehensive approach to media training. Full of good guidance, smart thinking and useful examples, this book demonstrates Robert’s in-depth knowledge and experience in the world of media and is a must-read for anyone preparing for a media interview."
--Henrietta Mackenzie, Associate Director, Edelman
"Robert Taylor writes with authority on a subject he knows inside out and with the same easy style you get in his face-to-face workshops. Robert’s model works equally for a private sector client, public sector body or a not-for-profit, and has become a core part of our organization’s media training programme. I’d certainly encourage any press officer to read Media Interview Techniques before prepping their spokesperson for media calls."
--Krysteen Ormond, Public Relations & Media Manager, Falkland Islands Government
"Robert’s coaching and techniques make sure we get the most out of every opportunity to tell “the world” what we do and why it’s so important."
--Jonathan Ludford, National Communications Manager, Canal & River Trust
"This is a genuinely informed and practical guide. Robert starts – and ends – with a reminder that planning for media interaction is an opportunity, rather than a threat, assuming considerable planning and preparation have gone beforehand. All of which is set out with clarity and precision in the chapters in-between. The sections on tone of voice, body language and personal presentation, and messaging, go to the heart of how media performance – good, or bad – can impact a brand. Today’s news isn’t gone tomorrow: we’re reminded that it will be available online and will influence a brand’s future for decades. Robert’s crystal-clear writing style, along with the exercises ending each chapter, will give any spokesperson or executive the confidence to develop constructive relationships with important influencers across all media channels."
--Donald Johnson, Head of Brand Strategy, National Grid plc
"Robert has produced a highly authoritative yet very accessible guide for anyone involved in media interviews. Whether you are a first-time interviewee, a corporate communications professional or a training manager, you will find the book’s detailed advice and examples reassuring and invaluable. Robert has trained a number of our clients, all of whom have enjoyed and benefitted from the experience. His techniques have prepared them for successful encounters, including interviews on BBC Radio 4’s Today programme and with The Sunday Times’ Business section. Robert is a genuine master of his craft."
--Marc Cornelius, Founder and Managing Director, 80:20 Communications
"Robert Taylor is one of the few trainers in the market who can call upon real-world experience, supporting theory and anecdotal evidence to make his case. Everything in these pages rings true. And he writes well, too... This book will be of great interest to students and practitioners."
--Michael Johnson, former editor of International Management magazine, and director of McGraw-Hill World News
"Robert Taylor is as thorough as they come and this guide reflects his detailed approach."
--Jessica Dixon, Director, Spider PR
"“He knows his stuff”, one senior official of the Ukrainian government told me after media training with Robert Taylor in Kyiv. I have no doubt he would have been even more eloquent in describing Robert’s professionalism, had he read Media Interview Techniques. The book is both comprehensive and reader-friendly. A must-read for spokespeople, not to mention anyone striving for excellence in giving interviews."
--Dmytro Kuleba, Ambassador-at-Large for Strategic Communications, Ministry of Foreign Affairs of Ukraine
"Robert Taylor is an excellent media trainer. Of course, nothing beats having him in person, but this book encapsulates his lessons perfectly and is a very useful reference tool for everyone who wants to present themselves well in front of journalists."
--Charlie Pryor, Director, Leidar
--Cathie Burton, Spokesperson, Head of Communication & Media Relations, Organization for Security and Co-operation in Europe
"I have worked with Robert for many years, delivering courses for diplomats through to management consultants and chief executives of not-for-profits. This book is the culmination of his career as a specialist media trainer. Undertaking a media interview is always challenging but these straightforward and down-to-earth hints and tips make that challenge less daunting, indeed almost something to look forward to. I particularly enjoyed the many anecdotes he includes, many of which are classic examples, which serve to illustrate what you should and what you should not do when tackling a media interview. An entertaining read, combined with sound practical advice, ranging from how to construct a message sandwich through to ideas about posture, breathing and relaxation."
--Caroline Black FCIPR, Managing Director, Caroline Black & Associates
"Robert Taylor shares a lifetime of experience training spokesmen for media interviews in this one book. It’s a treasure trove of information, examples and guidance. Quite simply, if you love or fear giving media interviews you will learn something from Robert’s expert advice."
--Vickie Sheriff, former Official Spokesman for the UK Prime Minister
"Robert Taylor’s book provides a thorough and comprehensive approach to media training. Full of good guidance, smart thinking and useful examples, this book demonstrates Robert’s in-depth knowledge and experience in the world of media and is a must-read for anyone preparing for a media interview."
--Henrietta Mackenzie, Associate Director, Edelman
"Robert Taylor writes with authority on a subject he knows inside out and with the same easy style you get in his face-to-face workshops. Robert’s model works equally for a private sector client, public sector body or a not-for-profit, and has become a core part of our organization’s media training programme. I’d certainly encourage any press officer to read Media Interview Techniques before prepping their spokesperson for media calls."
--Krysteen Ormond, Public Relations & Media Manager, Falkland Islands Government
"Robert’s coaching and techniques make sure we get the most out of every opportunity to tell “the world” what we do and why it’s so important."
--Jonathan Ludford, National Communications Manager, Canal & River Trust
"This is a genuinely informed and practical guide. Robert starts – and ends – with a reminder that planning for media interaction is an opportunity, rather than a threat, assuming considerable planning and preparation have gone beforehand. All of which is set out with clarity and precision in the chapters in-between. The sections on tone of voice, body language and personal presentation, and messaging, go to the heart of how media performance – good, or bad – can impact a brand. Today’s news isn’t gone tomorrow: we’re reminded that it will be available online and will influence a brand’s future for decades. Robert’s crystal-clear writing style, along with the exercises ending each chapter, will give any spokesperson or executive the confidence to develop constructive relationships with important influencers across all media channels."
--Donald Johnson, Head of Brand Strategy, National Grid plc
"Robert has produced a highly authoritative yet very accessible guide for anyone involved in media interviews. Whether you are a first-time interviewee, a corporate communications professional or a training manager, you will find the book’s detailed advice and examples reassuring and invaluable. Robert has trained a number of our clients, all of whom have enjoyed and benefitted from the experience. His techniques have prepared them for successful encounters, including interviews on BBC Radio 4’s Today programme and with The Sunday Times’ Business section. Robert is a genuine master of his craft."
--Marc Cornelius, Founder and Managing Director, 80:20 Communications
"Robert Taylor is one of the few trainers in the market who can call upon real-world experience, supporting theory and anecdotal evidence to make his case. Everything in these pages rings true. And he writes well, too... This book will be of great interest to students and practitioners."
--Michael Johnson, former editor of International Management magazine, and director of McGraw-Hill World News
"Robert Taylor is as thorough as they come and this guide reflects his detailed approach."
--Jessica Dixon, Director, Spider PR
"“He knows his stuff”, one senior official of the Ukrainian government told me after media training with Robert Taylor in Kyiv. I have no doubt he would have been even more eloquent in describing Robert’s professionalism, had he read Media Interview Techniques. The book is both comprehensive and reader-friendly. A must-read for spokespeople, not to mention anyone striving for excellence in giving interviews."
--Dmytro Kuleba, Ambassador-at-Large for Strategic Communications, Ministry of Foreign Affairs of Ukraine
"Robert Taylor is an excellent media trainer. Of course, nothing beats having him in person, but this book encapsulates his lessons perfectly and is a very useful reference tool for everyone who wants to present themselves well in front of journalists."
--Charlie Pryor, Director, Leidar
Available Editions
| EDITION | Paperback |
| ISBN | 9780749474720 |
| PRICE | $24.95 (USD) |
Average rating from 3 members
Featured Reviews
John G, Reviewer
It should go without saying that an organization should get its spokespeople media trained, according to Robert Taylor in his book Media Interview Techniques: A Complete Guide to Media Training. Journalists conduct interviews day in day out, so if your spokespeople have never had any training or practice they’ll immediately be at a big disadvantage, just as someone who has never learned to cook will probably make a hash of preparing a meal for a dinner party.
The book goes on to provide advice on a number of issues relating to media interviews, including:
How to prepare for an interview How to construct a message which resonates with your audience How to overcome nervousness, avoid anger, and stay calm during the interview How to use body language and adopt an appropriate tone of voice Ways of remaining in control of the interview Techniques for handling hostile and sceptical audiences How to deal with a crisis media interview
Organisations which fail to make positive use of the media increasingly find themselves either treated in a hostile manner or ignored altogether. Silence is frequently interpreted as meaning that the organisation has something to hide. It is therefore increasingly important for organisations of all types and sizes that they have people prepared to speak up on their behalf when an occasion arises.
It seems to me that the author’s advice on the subject is as good as any that you are likely to get. The book gives you all the information you need to know; nevertheless, information alone is not sufficient to give you the skills which come only through extensive practice.
If you want you media interview to go well, you need to prepare and sharpen your skills. This book explains how.
