Live or Taped?

The next time your apartment community is damaged by a fire, the site of a crime or the focus of a resident dispute, will you be ready to address the media?

When working as a news reporter, I once requested an interview with a public official on the controversial topic of a hike in bus fares. The official, who almost never granted interviews, agreed this time--under one condition. It would have to be live.

He was smart.

He didn't want to be edited, particularly on a controversial topic. As a result, he went on the air live at six o'clock and responded very effectively to questions about why the rate hike was necessary. He had total control.

In both taped and live TV interviews, you must make sure you follow certain guidelines to be successful. Your answers need to be short and your points kept to a minimum. You must concentrate on your specific message. But a live interview offers more advantages--as long as you are trained to do it.

Advantages

* When you go live, you can't be edited during that interview. Of course, the reporter can still tape the live interview, chop it up and run the edited version later, but that is after the live interview has already aired.

* You can speak for a longer period of time in a live interview. Your answers should still be concise, but you are not as limited.

* If you are going live with another guest who has an opposing viewpoint, you can hear what they are saying, and immediately respond. When the interview is taped, you don't have that advantage.

* When you are live, you can correct the reporter if there is an inaccuracy in the question. You can also do this taped, but the chances are not as good that the public will hear it.

Disadvantages

* Live can also work against you if you are not prepared. If you're not trained to handle surprise or negative questions, you can look bad. This holds true for taped interviews as well.

* If you are responding to a taped story that is aired just before your live interview, and the story is negative, you may tend to show anger. It is important to stay cool and respond positively.

* There is always the nerve factor. Preparation and experience can solve that problem.

However, as long as you can prepare properly, I recommended going live when you have a choice. You have more control and you will be seen as more pro-active.

Remember, when you go live:

1. Your message is unedited.

2. You have a longer period to make your point.

3. You can hear opposing viewpoints and respond.

4. You can correct the reporter immediately.

5. Don't show negative emotions.

Reprinted from the July/August 2000 issue of Media E-Tips, published by Rothstein Media Service, Inc.

Al Rothstein is with Al Rothstein Media Services, Inc., a Jacksonville, Fla.,-based company specializing in media relation campaigns and spokesperson training. Al Rothstein Media Services, Inc., specializes in media relations campaigns and spokesperson training. Al can be reached at [phone], [e-mail], or the company's Web site: www.rothsteinmedia.com.

Al Rothstein

Al Rothstein is with Al Rothstein Media Services, Inc., a Jacksonville, Fla.,-based company specializing in media relation campaigns and spokesperson training. Al Rothstein Media Services, Inc., specializes in media relations campaigns and spokesperson training. Rothstein can be reached at [phone], [e-mail], or the company's Web site: www.rothsteinmedia.com.