How many times have your said or heard, “We must list the talking points for your interview.” In my experience, I have found this to be a dangerous place.
“Talking points” can encourage you to memorize word-for-word the points you want to make during your interview. This can make you come across as insincere or rehearsed. The audience can see right through it!
During my media training sessions, I prefer to teach “thinking points”. This means that as you prepare for an interview, you still focus on the points you want to make, but you also think a little deeper. What is the real meaning of each point? How will it affect people’s everyday lives? Why is this an important point to make?
As you sit in the interview chair, thinking about the real meaning of your points will enable you to respond more effectively to the reporter’s questions.
Thinking shouldn’t stop at the preparation phase. We should always be thinking during the interview itself. A thoughtful pause between the reporter’s question and your answer can make all the difference between an accurate response and a hurried one.
Thoughtfulness will enable you to make your points more effectively, especially when you are asked surprise questions. You might think that this will make your answer longer. It really doesn’t. It makes your answer better!
Thinking also implies that you take the reporter’s question seriously. When you do that, several things happen:
- You show genuine concern.
- You answer questions more deliberately.
- You build credibility with the reporter.
Another reason to eliminate “talking points” from your public relations vocabularty: It it becomes public that you have prepared talking points, your customers may doubt your sincerity.
This actually happened to a major bank, as it prepared its officers for media interviews. The story published both the anticipated questions and the “talking points” — a true public relations nightmare!
Al Rothstein is a media trainer and consultant with Al Rothstein Media Services, Inc. Find out more at http://mediabrain.home.mindspring.com or contact Al at mediabrain@mindspring.com.
