The complete guide to media interviews for anyone tasked with representing themselves or their organizations to confidently deliver a key message across channels, even in crisis conditions.
Any individual preparing for an interview with the media, however practised or well-rehearsed they are, worries about failing to convey the essential points, or encountering that awkward question in the glare of public scrutiny. As media channels multiply by the day, offering ever more opportunities for exposure, so they also present a growing probability of finding oneself in front of the camera, webcam, or microphone in a make-or-break encounter where every word, gesture or expression counts. Never has media training been more relevant, or more in demand.
Media Interview Techniquesis the authoritative guide to giving successful media interviews, combining the author's own unique models and techniques with a survey of published research and influential opinion to help the reader prepare for that occasion when called upon to represent an organization publicly. Supported throughout with insightful anecdotes and transcripts of good and bad interviews given by George W. Bush, HRH Prince Philip and other notable figures, this book presents the author's methodology which has been proven across the spectrum of industry sectors both nationally and internationally. This book is written for those who speak on behalf of commercial companies, public services, charities or NGOs, or as a subject expert. No PR executive, press officer or communications professional can afford to be without a copy for briefing clients prior to an interview. The book is also supported by online resources, including web links for each chapter to relevant media interviews and high-profile news stories.
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 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 is a genuine master of his craft.
Marc Cornelius, Founder and Managing Director, 80:20 Communications
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 and Media Relations, Organization for Security and Co-operation in Europe
As a new charity... it's really important that we use media interviews to raise awareness of our work and increase support for our cause. 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
Undertaking a media interview is always challenging but these...hints and tips make that challenge less daunting, indeed almost something to look forward to.... 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 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....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 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 organisation'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
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 Taylor is as thorough as they come and this guide reflects his detailed approach. It is an important reference point for companies and PR practitioners alike and will definitely be an additional tool we use when advising our clients, both global and start-up companies. Preparation prior to interacting with the media is integral and something we prioritise at Spider PR and this will definitely enhance our stringent briefing process.
Jessica Dixon, Director, Spider PR
Robert Taylor is one of the UK's most experienced media trainers: his trainees include more than 1,000 executives from the Foreign and Commonwealth Office, the Department for International Development and the British Council, including ambassadors. Other clients have included the executive management teams of the Olympic Delivery Authority for London 2012, senior executives at Accenture, BT, British Airways, FedEx, SAP, Orange, Oracle, SITA and a huge range of public sector bodies and charities. He has been the leading media trainer of the Chartered Institute of Public Relations since 2008.
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