Take stock of why you are here, in this interview – why you want to share this information with people – and the importance of the message you are about to give.
When in doubt – take a breath of calm and remember this…
Share your message one BITE at a time…
Most media deliver their message in ‘bites,’ taking a portion of your message and fitting it into the context of their story. You want to be sure they are conveying what you mean – so…
Remember which "hat" you are wearing. Comment as a representative of Autism Ontario, not as a parent, when you are wearing your "Autism Ontario hat."
Know your facts.
Determine and rehearse (don’t memorize) your messages – and kick in the key ones, again and again and again so no matter what they take away, they use these.
Be brief.
Be genuine – never judgmental.
Keep your Audience top-of-mind:
Ask yourself – who is going to read this, see or hear me? How do I want to change or influence their behaviour or attitude? What do I want them to do?
Use language that is sincere and speaks to your audience, but in their language so they hear you.
Dress according to your audience and in keeping with the type of media interview being conducted.
Beyond words…
70% of all communication is non-verbal – the messages you actually convey in a media interview have less to do with the actual words you utter than with your behaviour.
Relax and maintain composure, remain respectful and polite – even when you feel strongly about an issue.
Be aware of your body language – be engaged and attentive, watch facial expressions, body movements and gestures. Allow your body language to consistently support your verbal messages.
You are the Driver – the media person is the vehicle for sharing your message:
Take the initiative to lead and direct the interview into areas of information that you want to deliver.
Silence is a tool, to be embraced and used for good. Say your message, answer the question and then zip it! Media may use silence to work for their benefit, to dig deeper. Many interviewees when faced with silence feel compelled to fill it, and usually not with the key messages. Remember, it is not your responsibility to fill ‘dead-air’ - it is theirs. If you don’t fill it, they will – just wait. Get comfortable with silence, and use it only to redirect to those key thoughts you want to share!
If you don’t know the answer, don’t speculate just say so. Defer unknown or tough questions to an expert within Autism Ontario who can answer with facts. If you promise follow-up, ensure that you deliver.