A. In brief, the five Cs - Catastrophe or Crisis, Conflict, Colour, Change, Celebrities.
Q2.I've laboured hard to get the media release word perfect but the journalists still want to interview me. Why?
A. Great! You've got their attention. To journalists the media release is the starting point that alerts them to a good story. An interview is your chance to breathe life into your story; to get your message across with colour, depth and perspective.
Q3.What do journalists want from an interview?
A. You to be available. Facts, quotes, colour and your perspective supported by concrete examples.
Q4.How do you decide on the key points to get across in an interview?
A. Go tell it on the mountain. Imagine that you are standing on a mountain top trying to explain your side of a story to a person in the valley below. What would you say?
Q5.How can I get my point across effectively to the media?
A. Prepare. Prepare. Prepare. Establish your key points. Ditch jargon. Engage with the interviewer. Stay in control. Show willingness. Get to the point.
Q6. How can I handle tough questions or hostile journalists?
A. Don't match aggression with aggression. Stay in control but match the interviewer's intensity. Use the CAP - Concern, Action, Perspective.
Q7. What does 'off the record' really mean?
A. 'Off the record' means different things to different people. Avoid it, or use with discretion if the journalist is someone you can trust and you have established the terms of 'off the record' or 'on background'.
Q8.Is it ok to say I don't know?
A. Yes! But elaborate. "I don't know but I'm working to find the answer … (or solve the problem or prevent it from happening again).
Q9. Is it ok not to comment?
A. Yes! But elaborate. "I can't comment because of legal issues … (or client/customer/patient confidentiality or privacy rules or because it is not my area of expertise).
Q10. Can I see/hear/view the story before it goes to print/air?
A. Reporters will rarely read a story to you before publication/broadcast. But invite them to check back with you if they are not clear on any point.
Test your knowledge of the media
(Select your answers, then click on the link below to see the correct ones.)
Q1. What is the average 'reading age' newspapers target?
10-12 years of age
13-18 years of age
18+ years of age
Q2. What is the average age of today's newspaper reader?
35 years of age
45 years of age
55 years of age
Q3. What is the average age of a television viewer?
10 years of age
26 years of age
41 years of age
Q4. How many words are used in the average intro of a news story?
23.5 words
35.5 words
47.5 words
Q5. How fast do people speak?
60 words per minute
125 words per minute
160 words per minute
Q6. What is the length of an average radio sound bite?
10 seconds
20 seconds
30 seconds
Q7. How many words is that?
Around 21 words
Around 32 words
Around 47 words
Q8. Which is New Zealand's largest daily newspaper?
Dominion Post
Christchurch Press
New Zealand Herald
