《体育媒体关系相关管理》7 media brochure and interviews.ppt

Media Brochure and Interviews Media Relations in Sports Media Brochure and Interviews Roles of PR in interviews： Intermediary Interviewer interviewee Media Brochure and Interviews Types of interviews： News story (5Ws and H) Feature story (why and how) Personality profile (portrait) Enterprise story (problems and solutions) Pre-game story (strength, weakness, key players, and possible strategies) Post-game story (what happened and why) Media Brochure and Interviews Hints for interviewers： Good preparations Structured interviews Starting from easy and least sensitive Moving to difficult and threatening ones conclude with positive questions Short interviews 2 or 3 key questions Gathering information quickly Different interest, different questions Media Brochure and Interviews Hints for interviewees： Good preparations Listening to question carefully and take a moment to consider Offering descriptions, explanation instead of yes or no Clarify questions by asking back Being honest and understanding