Media training for researchers: Crafting the commercialization message

A reporter or broadcast producer just emailed and wants to cover your story, or interview you as an expert source. Are you ready?

For many academics, new entrepreneurs and researchers, speaking to the media and giving interviews can seem unnatural and nerve-racking. Or, on the flipside, some people assume that because their research area knowledge runs so deep, they’re in good shape to handle any media enquiry.

Unfortunately, that’s not always the case – particularly without some kind of preparation says Nick Manning, director of media relations and issues management at the University of Waterloo. Without advance preparation and clear communication goals, it’s more likely that the reporter will misrepresent what you say or even make factual errors. That’s something neither of you wants.

“The temptation to go into any kind of media engagement without being prepared is very dangerous,” cautions Manning.

Fortunately, there are steps you can take to articulate your ideas without stumbling during an interview or saying something you don’t intend to.

Step 1: Be prepared

That’s the number one piece of advice Paul Lima gives clients. The Toronto media trainer with 25 years experience likens interview preparation to improvisational comedy. While the actors onstage seem to be making up skits on the spot, in truth, they run through possible scenarios backstage before the show.

“Why would you go into an interview absolutely cold when the greatest improv actors in the world actually rehearse?” he says. “Don’t wing it.”

To prepare for an interview, write down every question you think the reporter might ask, and quickly draft your answers. You can even ask the reporter to email you a list of questions beforehand (although not all of them will) or ask for the specific story angle. Find out how long the interview will probably take. If a reporter tells you it will be short – about 10 or 15 minutes – you know the article will probably be short too, so keep your answers succinct.

Marjo Johne, a veteran freelance journalist in Mississauga who frequently writes for The Globe and Mail, says she often asks her expert interview sources to have anecdotes ready when she calls.

“I’m looking for someone who is capable of speaking in a language the audience will understand and can also take theory and apply it to real-world examples,” she says.

Step 2: Draft your messages

Media messages are not spin, nor are they only used in the political sphere. Instead, a message strategy simply helps you tell your story in a clear and compelling way to a trade or general audience.

“The best communicators that I’ve worked with always have three points they want to get across. They’ve prepared them and rehearsed them,” says Manning.

Without these messages, it’s much too easy to get off track in the interview and give reporters information they don’t really need. Armed with extraeneous data to slog through, the writer drafts an article that’s incorrect, uninspired or boring. They just can’t separate the technical from the exceptional.

Step 3: Deliver a memorable interview

Journalists always want to interview people who know how to speak in quotes. Everything these savvy sources say seems to set off a “ping” inside the reporter that makes them jot down the point and use it later.

Some people are naturally born with this conversational skill, but it can be learned by anyone. To start, write down some sound bites — simply clips of speech that capture what you want to say, says Lima. The best ones are short, revealing, memorable, interesting and sometimes pithy.

Say you are working on technology that turns textiles into colourized digital billboards that reflect user’s emotions. Don’t just prepare answers about how the technology functions (although that’s certainly important if you’re speaking to an industry publication) but come up with a few quotable lines too.

Use, “For the first time ever, we’ll actually be able to wear our hearts on our sleeves.”

Corny? Perhaps, but it’s a quote that gives a visual, real world example of how the technology will have an impact.

photo credit: LifeSupercharger via photopin cc