| | "One of the biggest mistakes agri-preneurs make when talking to reporters is not being prepared," says Kerry Engel, with Alberta Agriculture, Food and Rural Development, Westlock. "Before answering a reporter's questions, be sure to ask a few of your own."
It's important to determine if you really are the right person to answer the questions. Find out what information they are really looking for. If an individual is called out-of-the-blue, it is perfectly fine to call the reporter back in order to prepare. Do find out what their deadline is, when is the best time to call back, and determine a mutually convenient time and place for the interview.
Take a little time:
- Pre-interview stage - during preparation, write down questions that could be asked: who, what, when, where, why, how. Eighty per cent of prep time should be spent generating questions.
- Prepare key messages or 'aces' - 'aces' are the three strong points that should be made. Have three supporting facts for each point. This becomes the interview plan, and provides an opportunity to summarize the key information points.
- Rehearse - practicing out loud solves clarity problems.
- The interview - it's critical to bridge the reporter to the key messages at the beginning . Don't guess during the interview. Always take extra care with numbers. Be sure to say, "Yes, I know", or "I don't know, but let me get back to you." Don't underestimate the power of repeating the key messages, answers should attempt to come full-circle back to the desired message. Be sure to keep jargon at a minimum and the language simple.
"Some agri-business operators find it handy to post their key messages by the phone," says Engel. "It's then easy to scan them when the media calls. It instills confidence when an individual is ready with answers and in control."
For timely, incisive and creative ideas for agriculture entrepreneurs, subscribe to the Alberta Agri-Preneur newsletter. The Alberta Agri-Preneur is available free of charge by contacting Alberta Agriculture's Westlock office at (780) 349-4466 (dial 310-0000 for toll-free service), or by e-mailing darleen.lynes@gov.ab.ca.
Back issues of the Alberta Agri-Preneur newsletter are available on-line.
Contact: Kerry Engel (780) 349-4466 |
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