Mastering Media Interviews in the 21st Century

SYDNEY - June 14, 2013 - PRLog -- Before the Online Tsunami struck in force in the first decade of the 21st Century, the prospects of most of us being interviewed for media were quite low.  Only senior executives, celebrities, politicians and athletes seemed to make the news.  But today, things have changed.  The media as we have known it is undergoing deep-seeded change as it struggles to keep up with the avalanche of social media content, delivered through multiple devices.  Newspapers, TV and radio are struggling to maintain their position.  It's a new ball game and media spokespeople need to learn how to master the art of the interview in the 21st century.

Journalist and communication skills trainer Steve Cropper has written a book sharing his 25 years experience in the field and offers guidelines to spokespeople who face being interviewed.  "I started as a TV reporter in the early 1980s and the changes in the media in that time have been profound.  Most of the biggest changes have occurred in the last four or five years.  For spokespeople, there is even greater need to deliver their message with pinpoint accuracy and in the shortest way possible.  More like a tweet.  It is much more challenging these days".  

The number of news outlets and the sheer volume of content has exploded in recent years as the phenomena of the bloggersphere and interconnectedness have taken root.  According to Steve Cropper, messages have to compete much harder to get picked up.  "There are hundreds of thousands of messages surging through the internet and conventional media all the time and this makes it even harder for a single voice to be heard.  So the emphasis must be on the message - how do we express this idea in a way that it will stand out in the 'infohaze'?

The book, 'Mastering Media interviews in the 21st Century' guides the reader through the process of formulating a message, packaging it into a tight capsule and using it to optimise the interview.  The techniques are described in the context of conventional media's continuing metamorphosis as it blends and converges with social media.

Available online by searching the title in Google.  

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