How to Make the Most out of Every Media Appearance

210 Pages·2003·1.27 MB·English

by  George Merlis

Praise for How to Make the Most of Every
Media Appearance
“The well-prepared interviewer can control the focus and content of an
interview with an ill-prepared interviewee. On the other hand, the well-
prepared interviewee can always get his or her message across, no matter how
skilled the interviewer. George Merlis’s fine book details how to meet the
media and prevail.”
—David Hartman, original host,
“Good Morning America”
“Be prepared! George Merlis’s book calls upon both interviewers and
interview subjects alike to adopt the Boy Scouts motto. The interviewer has
prepared for your dialog by knowing everything about you in advance, so
you’d better be prepared to have all the answers in order to successfully
handle any media appearance. Merlis’s book is the most valuable tool for any
media situation.”
—Robin Leach, celebrity TV journalist
“Being media savvy is an essential survival skill in the twenty-first century. I
am constantly amazed at the smart, successful people who stumble and
stammer when a camera is pointed in their face. George Merlis’s book will
help media neophytes become media pros.”
—Leonard Maltin, film critic and historian
“Written concisely, expertly, entertainingly, and—above all else—helpfully,
George Merlis’s book reveals the secrets and intricacies of what goes into a
good interview and builds up the reader’s confidence to plunge into the
electronic arena. The result? Even I’m ready for my close-up, Mr. DeMille.”
—Stephen M. Silverman, editor, People.com News Daily
“George Merlis knows everything about blasting through the background
sound and making your point. He is not just a great coach for acing a media
interview—his rules work for all of life. You can use them on TV, at
meetings, on job interviews, on dates, or ordering a pizza by phone! He’s
talking about being the most effective you.”
—Diane Sawyer, ABC News
“George Merlis is one of the best TV producers in the business. He wrote this
book in self-defense. He’s spent his career locked in editing rooms all over the
world trying to help people sound intelligent and make their points. And he’s
tired. Help him out, read this book. And if I’ll be interviewing you at any
time in the next five years, please, read this book.”
—Joel Siegel, film critic and entertainment editor,
“Good Morning America”
“George Merlis’s book is a must for anybody facing an interview situation. It
even helps those of us asking the questions.”
—Bob Goen, co-host, “Entertainment Tonight”
HOW TO
MAKE THE
MOST OF
EVERY
MEDIA
APPEARANCE
G Y M A
ETTING OUR ESSAGE CROSS
AIR , PRINT, ONLINE
ON THE IN OR
G E O R G E M E R L I S
Copyright© 2004 byGeorge Merlis. Allrightsreserved. Manufactured in the United StatesofAmerica.
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DOI: 10.1036/0071436251
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Contents
1
CHAPTER Meet and Master the Media 1
How the Media Use Interviews 5
2
CHAPTER The Boy Scout Commandments 9
Commandment 1:Thou Shalt Be Prepared 11
Commandment 2:Thou Shalt Know to Whom
Thou Art Speaking 14
Additional Tips for Successful Preparation 20
3
CHAPTER The Performance Commandments 27
Commandment 3:Thou Shalt Be Quoteworthy 28
Additional Tips for Being Quoteworthy 37
Commandment 4:Thou Shalt Practice, Practice, Practice 43
Commandment 5:Thou Shalt Not Lie, Evade,
nor Cop an Attitude 45
4
CHAPTER Successful Interview Tools 49
Five Key Qustions to Ask a Reporter Before the Interview 51
How to Master Any Interview 54
The Interviewer’s Top Seven Dirty Tricks 59
Eleven Rules for Acing an Interview 65
Be Specific 71
The Postinterview Cooldown 73
The Good Guest 74
Don’t Do Lunch 74
v
vi Contents
5
Catering to the One-Eyed Beast:
CHAPTER
Television Appearances 77
The Nature of the Beast 78
How to Look Good on TV 79
Television Interviewers:The Good, the Bad,
but Never the Ugly 90
Going “Live”: Challenge or Opportunity? 93
The Preinterview 95
Television: An Expressive Medium 96
6
Digging Deep:
CHAPTER
Investigative Broadcasts 99
Understanding Investigative Broadcasts 99
Are You a Good Guy or a Bad Guy? 101
Girding for Battle 105
The Investigative Interview 109
Postinterview 111
7
Bushwhacked:
CHAPTER
How to Survive an Ambush Interview
and Win a Shoutfest 113
Ambush Interviews 113
How to Win a Shoutfest 119
8
Taking Notes:
CHAPTER
Print and Online Interviews 121
Print Interviews 121
Online Interviews 134
9
You’re on the Air:
CHAPTER
Radio and Telephone Interviews 137
Radio Interviews 138
Telephone Interviews 151
Contents vii
10
When You’re In Charge:
CHAPTER
On-Camera Demonstrations and
News Conferences 159
On-Camera Demonstrations 160
News Conferences 164
11
Getting Ready for Your
CHAPTER
Fifteen Minutes 175
What to Do Before, During, and After a Media Encounter 177
Do You Need Professional Media Training? 181
Appendix: Media-Mastering Worksheets 187
Index 195
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