TORONTO, July 30, 2013 /CNW/ - Yorkland Publishing (www.yorklandpublishing.com) today announced the publication of a ground-breaking media interview
guide that rejects the standard practice of "staying on message" in
favour of a responsive approach in which the spokesperson directly
answers reporters' questions.
In the Spotlight - The Essential Guide to Giving Great Media Interviews by media trainer and former journalist Ed Shiller, "is a must for
anyone who wants to face the media with poise, confidence and
credibility," said Rosemary Sibenik, Yorkland's editor and publisher.
Shiller begins In the Spotlight with a critique of "staying on message," the standard approach taken by
He says the practice of "going into the interview with one or two 'key
messages' that you will interject into each answer, regardless of how
irrelevant that key message might be to the question," does not work.
And he advises the reader to "forget using such techniques as
'bridging,' 'segueing,' "zooming,' (and) 'staying on message.'"
The reason, he says, is that "the behaviour spokespersons display when
employing (these) techniques during an interview might well convey the
message they are devious, manipulative and have something to hide."
In the Spotlight gives a detailed step-by-step explanation of how to include relevant
information while answering each question "in a straightforward, candid
and genuine manner." Doing this, Shiller says, will convey the positive
message "you are openly honest, you believe in what you and the
organization you represent are doing and you have the courage of your
Shiller has held senior editorial positions with the New York Times News
Service and the Toronto Star; was the Copenhagen correspondent for
Reuters News Agency, the Sunday Times of London and Newsweek, and has
contributed to dozens of other leading newspapers and magazines. As a
communicator, he has provided media training or acted as spokesperson
for hundreds of public- and private-sector organizations.
In the Spotlight can be purchased online at www.yorklandpublishing.com.
SOURCE: Yorkland Publishing
For further information:
Rosemary Sibenik - email@example.com or 647-961-6684
Ed Shiller - firstname.lastname@example.org or 647-407-2359