Before you go into any interview, you should have specific goals for that interview. Once you know your goals, you can turn them into key messages. There are “permanent” key messages that describe our university, as well as “temporary” key messages designed for a specific interview.
- Select no more than two or three key messages. If you have more than that, the reporter may not agree with you as to which ones are important. This pre-edits the story for the reporter and increases your chance of getting the points YOU want to get across in the story. Remember it is better to say the same thing several times than to say several things once.
- Design your key message points around a specific interview topic, as well as the overall organizational goals/messages. You should always try to incorporate them into your interviews. Consistency reinforces your messages with the public.
- Internalize your messages – do not memorize them! A reporter will spot a memorized speech immediately. He or she will then try to trip you up or ask you questions for which you do not have a "canned" response.
- Modify your key messages for your audience. Do not talk down to your audience – but do not talk above them.
