By Jennifer Miller, Rockford Gray Managing Partner
Rockford Gray’s real-world media training is grown from our roots as reporters.
These journalism skills are part of our DNA. That muscle memory of aggressive questioning comes out in role-play coaching. We are not afraid to ask the tough questions, or nudge sources to reveal more than they had planned. This real-world experience allows our clients to practice media interviews in a safe, albeit sometimes uncomfortable, space.
As part of our intensive media training sessions, we offer our clients skills to help take control of a media interview. As a primer, we offer these Do’s and Dont’s of a media interview:
DO tell the truth.
DO be responsive.
DO pause before answering a question.
DO prepare your key messages in advance.
DO stay on track with your messages.
DO express sorrow and sympathy for the victims.
DO anticipate questions.
DO politely push back on questions with a negative or false premise.
DO ask for clarification if you don’t understand a question.
DO keep it simple.
DO immediately correct misstatements of facts or incorrect information.
DO repeat your key messages over and over.
DON’T speculate on cause or responsibility.
DON’T become combative.
DON’T be flippant.
DON’T give your personal opinions.
DON’T buy-in to reporter’s assumptions.
DON’T say too much (know when to stop).
DON’T use techno-speak or jargon.
DON’T play favorites. Treat all media equally.
DON’T repeat negative ideas or words from the question back to the reporter.
DON’T go “off the record.” Nothing is off the record.
DON’T say “no comment.” If you cannot answer a question, just say so and give a brief explanation why.
DON’T lie.
Want to schedule a media training session for your team? Reach out to us at info@rockfordgray.com.
About the author: Jennifer Miller is a seasoned media trainer and public speaking coach with over 15 years of journalism experience, including seven at CBS News. Known for her disarming style and tough questions, she reported on major events like the Olympics, 9/11, and Hurricane Katrina. Her firsthand understanding of how reporters think makes her an exceptional crisis management counselor. At Rockford Gray, she coaches clients on media, presentation, and crisis response. Jennifer holds a master’s in Organizational Leadership from the University of Denver and a journalism degree from the University of Minnesota. She is certified in crisis communication and DEI in the Workplace and is a sought-after speaker.