LEAD THE INTERVIEW:  DON’T MISS THE OPPORTUNITY

One big thing often missed in planning for an interview and why it’s important to train for it

What do you do when a reporter has broad questions (not specific ones) or doesn’t really know the topic?  How do you make the most of the situation?

This is more common than you would expect. Journalists today are juggling multiple responsibilities, stories, and technologies, and the number of traditional “beat” reporters who really know their files has been shrinking for years. Some of them simply don’t have time to do the research you’d expect before the interview.

I often find clients spend so much time preparing for hard questions and curve balls, that when a soft ball or open question is thrown their way, the interviewee becomes stumped because there’s nothing to directly respond to.

This is why it’s so important in media training to work with the client on techniques for leading the interview. It’s a peer-to-peer conversation, and you’re there to answer questions, but it’s also important to learn how to lead the conversation in the direction you want it to go and make sure your key message gets delivered – whether the journalist asks about it or not. It’s a skill that takes confidence and practice!

ABOUT STRATOAK & MICHAEL MELLING

Michael Melling is the Principal & Founder of StratOak Ltd., a firm focused on media training, content creation, and strategic communications. Michael is the former VP/Head of CTV News (Local + National), CP24, and BNN Bloomberg. With 20+ years of experience in news, content, and business leadership, he works directly with all StratOak clients to advance the goals of your organization through great communication and content. Reach out anytime: [email protected]

TESTIMONIALS – See what our great clients are saying!

THREE RED FLAGS THAT KEY MESSAGES ARE WEAK

Facts and evidence build solid foundations

Keep an eye out for these three things to see how well a key message will hold up under pressure and pushback:

Someone is relying too much on catchy slogans – They might sound good, but if the other side of the debate can quickly poke holes in them by asking a couple of simple & relevant questions to really drill down on the facts, then there’s a problem.

Someone is using anecdotes as solid proof rather than evidence-based statistics – If the other side can counter one-off examples with more broad-based evidence, facts and research, then a key message is on shaky ground.

Reacting emotionally rather than responding thoughtfully – It’s ok to display emotion and empathy, but when that’s the basis of an answer without being supported by facts and context, it loses strength.

It’s always a good idea to stress test your key messages – sometimes with an independent 3^rd party who brings an outside perspective.

MEDIA, PRESENTATION, & KEY MESSAGE TRAINING

Media Coaching and Training is about getting a message across that serves the goals of your business, mitigating risk, and building trust. Let Michael Melling and StratOak prepare you to handle any interview, hearing, panel or presentation like a seasoned pro. Reach out if we can help!

• Executive one-on-one training

• Small group training

• 1-hour lunch & learn sessions

POSITIONING YOUR TEAM FOR A WORLD OF DECLINING TRUST

Canadians are concerned about online misinformation & the ways your organization can navigate

A recent study from Statistics Canada found that only 47% of Canadians report high levels of trust in the media. The study uses data from the Survey Series on People and their Communities, and was released this summer.

Other key findings from the report include:

• 6 in 10 Canadians are highly or extremely concerned about the presence of misinformation online, and those individuals are much more likely (69%) to fact-check their news from more than one source.

• People who are more concerned about online misinformation are less likely to have confidence in different institutions like police, courts, school systems, parliament, banks, and major corporations.

So what does this mean for your organization as you work to advance your goals?

Strong, clear, and concise communication is key – Do not let your key message get watered down or miss the mark.

Call it out fast – If you’re on the receiving end of misinformation – say so, clearly and quickly. “It’ll blow over” isn’t a plan, and misinformation will linger if not dealt with.

Make your key message easily accessible – Not only on your website and social media but also ensure your leaders and team members are on point in media interviews and everyday conversations.

A bright spot in the report is that 69% of people who are concerned about misinformation are attempting to fact-check their news from more than one source. These Canadians are thinking critically about the information they are consuming and are being cautious about being fed false narratives. As an organization, there’s an opportunity for you to make their lives easier by clearly & quickly communicating whenever misinformation comes into play.

🎁 Happy Holidays, Merry Christmas, and all the best for a great 2026! 🎁