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Richard Peel Public Relations


  • A lie can travel halfway around the world while the truth is putting on its shoes.

    Mark Twain

  • Make sure you are media trained
  • Be clear about your three or four key messages
  • Know what you want the outcome of the interview to be
  • Get background on your interviewee, their programme and their angle
  • Rehearse with a Q&A session and be ready for awkward questions
  • Remember the kind of audience you are addressing
  • Print and online journalists need to know if you are on, or off the record
  • Use language that your audience will understand and not jargon
  • Come up with a single line that captures your big message
  • Be armed with some killer facts to illustrate your points
  • Remember appearance is important for media interviews
  • Avoid loud clothes, stripes and small checks and spots
  • Be friendly and enthusiastic
  • Ask what the first question will be
  • Look at the interviewer and stay alert
  • Answer the questions but get your key messages across – repetition is reputation
  • Be conscious of the time available
  • Correct inaccuracies and try and have the last word
  • Conduct a post mortem on your performance and learn from your mistakes and successes
  • Refresh your media training on an annual basis

RPPR - the complete communications consultancy