Promo-Chiro knowhow
Encountering the media
Wedging your answers
It is useful to think of your response to a reporter’s question as a “wedge” composed of three elements :
- An initial answer that captures the essence of your message, leaving a clear, memorable impression on the audience ;
e.g. “Our concern is to ensure that everyone is given a fair hearing. The challenge to us is to find the best way to ensure fairness.” ;STOP. - A follow up that elaborates on the theme, explaining the objective or providing evidence ;
e.g., “We have discovered only recently that some applicants are refused a hearing simply because their documents are incomplete. That is clearly unfair. We want to ensure that all applicants receive the same consideration.” ;STOP. - A further expansion – possibly an example or analogy to drive home the message.
e.g., “Let me give you an example. Recently we had an applicant who was illiterate. He couldn’t fill out the forms. So, we offered him assistance. In that way he wouldn’t be deprived of a chance to apply.” ; STOP.
The McLoughlin wedge
- positioning statement
- key message or theme
- one or two sentences
STOP
- Rationale
- Explanation
STOP
- Example
- Analogy
STOP
Regardless of the exact initial question, position yourself or your organization on the issue, or place the question in a fuller context.
e.g., “This is part of a larger problem facing many organizations today.”
Or, communicate the issue/ problem / concern.
e.g., “The issue is fairness.”
Or, give your message right here in quotable form when the reporter is paying the most attention.
e.g., “What they’re doing is taking blood out of one arm and putting it back into the other.”
Note :
Stop talking. Let the burden of the interview shift back to the reporter. Don’t overtalk by giving your rationale or explanation here. Save it for the follow-up question. In this way you control the agenda.
To follow-up your initial positioning statement, theme or key message, give evidence to back it up.
This may include :
- key facts and statistics ;
- description of a specific program ;
- explanation of what you are doing.
It is useful to have key facts written down and at your fingertips for use during the interview.
This is your opportunity to persuade the viewer, listener or reader with a supporting point.
This is where you explain why you made your initial statement or what your initial response meant specifically.
Viewers, listeners or readers will remember a real-life example or analogy long after they have forgotten the rhetoric or the carefully formulated points.
Try, in advance, to think of examples or analogies that will drive home the point you are trying to make.
Example :
“For instance, if a consumer is dissatisfied with the product, this law will allow him or her to return it within 10 days of purchase.”.
Analogy :
“It’s like when you’re in a line-up for a movie and someone butts in ahead of you. It’s annoying – and it’s the same with this situation…” ;
Remember :
Examples and analogies are infinitely quotable!