Media Interview Tips

Take Control

  • Delay the interview to give yourself time to prepare
  • Question the reporter
    • What is the deadline?
    • What is their knowledge of the issue?
    • Who else is being interviewed?
    • What will this interview be used for?
      • Print, radio, television, social media?
    • Offer background information (position statements, etc.)
    • Prepare
      • Don’t say “no comment.”

Preparing for Interviews

Key Points

  • Always be prepared
    • If you’re not prepared, say, “No, thanks. I’m not available for this interview,” or “I’ll have to refer you to the CVMA Communications Department.”
  • Prepare clear communications objectives
  • Prepare a few, powerful key messages
  • Be sure to consider:
    • The audience you want to reach
    • The reporter doing the interview
    • The news angle they are pursuing
    • The questions they will likely ask

Get Oriented

  • Always delay the interview if possible (even if it is just for 30 minutes)
    • Negotiate parameters and terms
      • You can choose when and where you would like the interview to take place
      • You can advise the reporter if there are topics/questions you cannot answer or are not prepared to discuss
    • Propose relevant background information
    • Gather intelligence from the reporter
      • What does the reporter already know about this topic?
      • Who else have they spoken with?
      • Who else do they plan to speak with?
      • Have they written about this topic previously?
    • Prepare to perform
      • Audiences want to listen to an engaging voice. It helps to be enthusiastic about the topic you are discussing if appropriate.
    • Make good use of your time
      • Advise the CVMA comms team and ask for assistance (canadianveterinarians.net/contact-us)
      • Gather and validate your information
      • Check our website (canadianveterinarians.net)
      • Look up recent news clippings
      • Identify predictable questions
      • Identify your key messages – clearly and concisely – and always come back to them!

Prepare for the Likeliest Questions

  1. What has happened here?
  2. Who has been involved and what have they done to help or hinder the situation?
  3. How will this impact the public?
  4. What is the CVMA’s position on this?
  5. How do you respond to the criticism of BLANK?
  6. What’s next?

During the Interview

Delivering Messages

  • Listen carefully
  • Refute/correct when necessary
  • Acknowledge the question
  • Use bridging phrases
  • Don’t blame the media or any person/institution
  • Respond with key messages

Articulating Key Messages

  • Make your point
  • Briefly reference supporting information
  • Positively address the audience’s concern
    • These three points should take six to 15 seconds

Profile of a Good Response

  • Identifies your organization
  • Contains a key message
  • Positively addresses a concern
  • Is 10-20 seconds
  • Paints a picture
  • Uses simple language

Basic Rules

  • Your conversation is recorded (by the reporter)
  • Reporters can only use what you say
  • Reporters always have the last word
  • There is no such thing as “off the record”
  • You should record your interview as well

Your Rights

  • To be interviewed or not
  • To take time to prepare
  • To negotiate the terms
  • To get your message across

Your Limitations

  • You are always on the record
  • Avoid speculation
  • Avoid personal opinions (*unless the interview is about your personal experience dealing with mental health and well-being, or another topic)
  • Stay within your area of expertise
  • Reporters will have the last word
    • However, you can always reach out to clarify further or correct information that has been reported inaccurately

Trap Questions and Bridging Phrases

Limited Options

  • Don’t let reporters corner you
  • Refocus or “bridge” to your message:
    • “What’s important to remember is …”

Multiple Questions

  • Choose the question that will help you convey one of your key messages
  • Ignore the other questions
    • “Let me focus on your BLANK question first …”

Editorial Questions

  • You can question the reporter’s position and then deliver one of your key messages
    • “That’s one view. However, as far as we are concerned …”

Vague Questions

  • Ask for clarification or answer the question that allows you to convey one of your key messages
    • “The question we should be asking ourselves is …”

Set-Up Questions

  • Use your own words. Don’t repeat negative words reporters want to put in your mouth.
    • “From our perspective, it is quite clear that …”

Hypothetical Questions

  • Do not speculate!
  • Talk about issues you know (facts, evidence, and what you know to be true)
    • “I don’t want to speculate. What I can tell you is …”

Opinions

  • Keep your personal opinions to yourself (unless this is an interview about your personal opinions/experience)
  • As a CVMA spokesperson, your mandate is to express the CVMA’s position on issues of public interest
    • “The CVMA’s position on the issue is quite clear …”

When You Can’t Comment

  • Simply justify why you can’t address the issue and then talk about issues you can talk about
    • “I can’t discuss that aspect because …"
  • However, what I can tell you is …”

Other Traps

  • Long silences
    • Wait them out. Do not feel the need to fill awkward or long silences. It is the reporter’s responsibility to conduct the interview
  • Aggressive questioning
    • Remain calm. Do not raise your voice. Refocus back to your key messages. Call the reporter out if this behaviour continues
  • Interruptions
    • Don’t try to talk over a reporter. Let them finish and then respond or correct the statement(s) they have made, if necessary. Call the reporter out if this behaviour continues
  • Accusations
    • You have every right to clarify the facts when something the reporter states is untrue
      • “That’s just not true …” and explain what the truth is
    • Do not use words like “deny” or repeat the negative statement the reporter said. Instead, remain calm and refocus back to your key messages
    • You have every right to end the interview if you feel the reporter is continuing to question you aggressively or make accusations

Most Importantly

Remember

  • Breathe
  • You are the expert!
    • The media is coming to you because of your knowledge in this area
  • Most reporters are respectful and just want to fulfill their mandate to share important information with the public

Further Resources:

If you or someone you know are experiencing thoughts of suicide or self-harm, please know that help is available. Connect with the Suicide Crisis Helpline available 24/7/365 by calling or texting 988.

These resources are also available:

  • CVMA Veterinary Health and Wellness Resources
    • A web-based collection of resources to help you better understand and manage your health and well-being.
  • Peer Support:
    • Togetherall is a clinically moderated online anonymous platform available 24/7 for all Canadian and student veterinarians. Find more information or join here.
  • Employee Assistance Support:
    • Talk with a mental health professional as part of your VMA Employee Assistance Plan (EAP). Find a list of VMA EAP contact information here.