Robert Taylor - Media Interview Techniques: A Complete Guide to Media Training

Robert Taylors book is a must for all those who are facing the media. Packed with tried and trusted tactics and dozens of examples from real-life situations, this is an essential read both for newcomers and experienced spokespeople wanting to stay ahead of the game. Cathie Burton, Spokesperson, Head of Communication and Media Relations, Organization for Security and Co-operation in Europe

I have worked with Robert for many years, delivering courses for diplomats through to management consultants and chief executives of not-for-profits. This book is the culmination of his career as a specialist media trainer. Undertaking a media interview is always challenging but these straightforward and down-to-earth hints and tips make that challenge less daunting, indeed almost something to look forward to. I particularly enjoyed the many anecdotes he includes, many of which are classic examples, which serve to illustrate what you should and what you should not do when tackling a media interview. An entertaining read, combined with sound practical advice, ranging from how to construct a message sandwich through to ideas about posture, breathing and relaxation. Caroline Black FCIPR, Managing Director, Caroline Black & Associates

Robert Taylor shares a lifetime of experience training spokesmen for media interviews in this one book. Its a treasure trove of information, examples and guidance. Quite simply, if you love or fear giving media interviews you will learn something from Roberts expert advice. Vickie Sheriff, former Official Spokesman for the Prime Minister

Robert Taylors book provides a thorough and comprehensive approach to media training. Full of good guidance, smart thinking and useful examples, this book demonstrates Roberts in-depth knowledge and experience in the world of media and is a must-read for anyone preparing for a media interview. Henrietta Mackenzie, Associate Director, Edelman

Robert Taylor writes with authority on a subject he knows inside out and with the same easy style you get in his face-to-face workshops. Roberts model works equally for a private sector client, public sector body or a not-for-profit, and has become a core part of our organizations media training programme. Id certainly encourage any press officer to read Media Interview Techniques before prepping their spokesperson for media calls. Krysteen Ormond, Public Relations & Media Manager, Falkland Islands Government

Roberts coaching and techniques make sure we get the most out of every opportunity to tell the world what we do and why its so important. Jonathan Ludford, National Communications Manager, Canal & River Trust

This is a genuinely informed and practical guide. Robert starts and ends with a reminder that planning for media interaction is an opportunity, rather than a threat, assuming considerable planning and preparation have gone beforehand. All of which is set out with clarity and precision in the chapters in-between. The sections on tone of voice, body language and personal presentation, and messaging, go to the heart of how media performance good, or bad can impact a brand. Todays news isnt gone tomorrow: were reminded that it will be available online and will influence a brands future for decades. Roberts crystal-clear writing style, along with the exercises ending each chapter, will give any spokesperson or executive the confidence to develop constructive relationships with important influencers across all media channels. Donald Johnson, Head of Brand Strategy, National Grid plc

Robert has produced a highly authoritative yet very accessible guide for anyone involved in media interviews. Whether you are a first-time interviewee, a corporate communications professional or a training manager, you will find the books detailed advice and examples reassuring and invaluable. Robert has trained a number of our clients, all of whom have enjoyed and benefitted from the experience. His techniques have prepared them for successful encounters, including interviews on BBC Radio 4s Today programme and with The Sunday Times Business section. Robert is a genuine master of his craft. Marc Cornelius, Founder and Managing Director, 80:20 Communications

Robert Taylor is one of the few trainers in the market who can call upon real-world experience, supporting theory and anecdotal evidence to make his case. Everything in these pages rings true. And he writes well, too... This book will be of great interest to students and practitioners. Michael Johnson, former editor of International Management magazine and director of McGraw-Hill World News

Robert Taylor is as thorough as they come and this guide reflects his detailed approach. Jessica Dixon, Director, Spider PR

He knows his stuff, one senior official of the Ukrainian government told me after media training with Robert Taylor in Kyiv. I have no doubt he would have been even more eloquent in describing Roberts professionalism, had he read Media Interview Techniques. The book is both comprehensive and reader-friendly. A must-read for spokespeople, not to mention anyone striving for excellence in giving interviews. Dmytro Kuleba, Ambassador-at-Large for Strategic Communications, Ministry of Foreign Affairs of Ukraine

Robert Taylor is an excellent media trainer. Of course, nothing beats having him in person, but this book encapsulates his lessons perfectly and is a very useful reference tool for everyone who wants to present themselves well in front of journalists. Charlie Pryor, Director, Leidar

Note on the Ebook Edition

For an optimal reading experience, please view large tables and figures in landscape mode.

This ebook published in 2015 by

Kogan Page Limited

2nd Floor, 45 Gee Street

London EC1V 3RS

United Kingdom

www.koganpage.com

Robert Taylor, 2016

E-ISBN 978 0 7494 7473 7

W e live in a fast-moving and rapidly changing world. Media is proliferating, and getting your messages across to your stakeholders is more complicated and challenging than it has ever been. Whole generations of consumers are now avoiding traditional television and newspapers, but the importance of giving high-quality and clear interviews is more important and often more difficult for all types of spokespeople and organizations.

As anyone who has given an interview knows, the pressure on the interviewee can be very high and even the most experienced spokespeople slip up. Whilst a good interview can help your business or organization achieve its goals, a bad one can be sent around the world in a few minutes and end up online for ever. The opportunities and risks have never been higher.

Robert Taylors excellent book provides the clearest and most comprehensive manual I have come across, in 25 years in the communications industry, to the whole process of giving interviews to a variety of media. Using examples from his own personal experience coupled with some entertaining and very useful cases from around the world, Robert provides more than just a simple how to guide. This book touches on areas that are not only important to the process of giving high-quality interviews, but also many of the key attributes of any good communications campaign. The book neatly covers how to develop accurate and high-impact messaging, how to clearly identify and understand your audiences and how to handle difficult and hostile situations, including crises. Whilst all of these clearly are relevant for media interviews, they are useful skills for anyone who wants to communicate clearly in their professional (and perhaps even personal) lives.