{"id":665,"date":"2025-07-27T11:34:27","date_gmt":"2025-07-27T11:34:27","guid":{"rendered":"https:\/\/lightupracing.com\/crisis-communication-toolkit\/?p=665"},"modified":"2025-07-28T17:18:07","modified_gmt":"2025-07-28T17:18:07","slug":"media-interview-preparation","status":"publish","type":"post","link":"https:\/\/lightupracing.com\/crisis-communication-toolkit\/media-interview-preparation\/","title":{"rendered":"Media Interview Preparation"},"content":{"rendered":"\t\t
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Media Interview Preparation<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
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A media interview after a racing incident can shape the entire narrative. Done well, it builds trust. Done poorly, it fuels doubt.<\/p>

This module helps spokespeople respond with clarity, credibility, and control – especially under pressure.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tYour Preparation Plan<\/b>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Before the Interview: <\/span> Set the stage<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Strong interviews start before the camera rolls.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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From knowing your audience to setting the right tone, careful preparation helps you stay in control and avoid common pitfalls.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Understand your audience<\/h5>
Know who will be watching or listening. Is the outlet mainstream or industry-focused? Is it live or pre-recorded? Will you be interviewed alone or alongside others? These factors shape how you pitch your message.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Clarify your objective<\/h5>
Identify what you need the audience to understand and anticipate how the journalist may frame the interview. Know both your goals and theirs.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Choose your setting wisely<\/h5>
Keep the setting neutral, quiet, and supportive of your message.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Prepare your key messages<\/h5>
Don\u2019t rush into an interview unprepared. Even in breaking situations, take 10 minutes to gather facts, align with your team, and lock in your talking points. Set three points you want to land - clear, factual, and repeatable. Use personal stories or examples to make them relatable. Think through hard questions and how you\u2019ll respond calmly and confidently.\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tClick here to view key messages for scenarios<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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During the interview: <\/span>\nStay in control\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Once the interview begins, clarity and composure are key.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Stick to your messages, use bridging techniques when needed, and avoid saying more than you should under pressure. Remember your body language also speaks very loudly.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Record the interview<\/h5>
It\u2019s perfectly acceptable to say:\n\u201cI hope you don\u2019t mind, but I always record any interview I\u2019m in.\u201d\nThis protects against misquotes or edits that change the meaning.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Keep it concise<\/h5>
Short answers are harder to misrepresent. Don\u2019t ramble or over-explain; say your point clearly, then stop.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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It\u2019s not just what you say<\/h5>
Your demeanor is as impactful as your words. Maintaining a calm, composed presence is key. Keep steady eye contact with the interviewer. This builds trust and ensures your message is received as intended. Shifty eye movement immediately makes the viewer feel distrusting.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Message, stat and story<\/h5>
The most effective spokespeople use a magic trio: message, stat, story. Your key message tells people what\u2019s important. The stat is the proof - it shows this isn\u2019t just opinion, it\u2019s backed by evidence. And the story is what makes it real, it gives the audience something human to connect with. Use all three together and you'll be communicating powerfully.<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Speak like a human, not a headline<\/h5>
Audiences connect with people, not press releases. Aim to speak naturally, not like you're reading a corporate script. Be genuine - and remember, you cannot fake empathy!<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Pro Tip<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Use real people and real stories <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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Sometimes the most powerful thing a leader can do in an interview isn\u2019t quoting policy, it\u2019s telling a real story about the people on the ground.<\/p>

For example, instead of launching into a list of welfare procedures, a trainer might say:
\u201cIf you want to understand how seriously we take horse welfare, let me tell you about one of our grooms. Last week, she noticed a horse shifting around awkwardly. She sat with him outside his box for hours monitoring him, just to make sure he wasn’t colicking. That horse ended up being fine – but that’s the professional care given to racehorses, and it doesn\u2019t make the headlines.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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During the interview:<\/span> \nUse bridging phrases\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Bridging protects you from being drawn into hypotheticals or distractions that pull you away from your core message.\u00a0<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Media interviews don\u2019t always go where you want them to. You might be asked something speculative, premature, misleading, or completely off-topic. Bridging allows you to take back control by acknowledging the question, then steering the conversation to what the public actually needs to hear.<\/p>

Bridging follows a simple three-step formula:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Step 1: Acknowledge the question (so you don\u2019t seem evasive)<\/h5>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Step 2: Redirect with purpose <\/h5>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Step 3: Lead into to a message that matters<\/h5>\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t
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Bridging is most effective when delivered naturally, without sounding scripted or defensive. You don\u2019t have to reject the question, you just don\u2019t have to stay stuck in it.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Example bridges<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Bridge: \u201cThat\u2019s one view, but what\u2019s important to understand is\u2026\u201d<\/p>

Example: \u201cThat\u2019s one view, but what\u2019s important to understand is how our veterinary team monitors horses before and after every race, this extensive process includes…\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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Bridge: \u201cI don\u2019t want to speculate, but what we do know is\u2026\u201d<\/p>

Example: \u201cI don\u2019t want to speculate on that outcome, but what we do know is the horse was attended to within seconds…\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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Bridge: \u201cWe\u2019re still getting details, but I can tell you\u2026\u201d<\/p>

Example: \u201cWe\u2019re still getting details, but here\u2019s what we do know: the track underwent inspection this morning and met all safety standards…\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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Bridge: \u201cUntil the official report is out, I can\u2019t comment, but what I can share is\u2026\u201d<\/p>

Example: \u201cUntil the official report is out, I can\u2019t comment, but what I can share is all veterinary inspections pre-race were passed without concern, and in the meantime, we\u2019ve already begun reviewing internal protocols….\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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Bridge: \u201cThat\u2019s part of the story, but the broader picture is\u2026\u201d<\/p>

Example: \u201cThat\u2019s part of the story, but the broader picture is the 99.4% safety rate that U.S. racing has achieved this year, a decline of almost 50% over a decade…\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Example interview<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
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James Oldring, CEO of Perth Racing, fronted live national TV just hours after a shocking fall in the Perth Cup. Two horses went down 200 metres into the race, one fatally, in front of 10,000 spectators. The race was abandoned mid-run.<\/p>

Key points:<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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James came into the interview well-briefed, drawing from credible sources to anticipate tough questions. He used precise statistics, not vague claims, to support his answers, weaving them in naturally through effective bridging.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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He explained complex processes without overloading detail, gave direct answers where possible, and avoided rambling. His delivery was steady and rational, confident without being defensive.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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Balanced empathy and authority <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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James acknowledged the emotional impact of the incident, showing genuine compassion for the horse and its connections. He told stories about the dedication of grooms and riders to help the public relate, while also respecting the roles of stewards and deferring appropriately.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

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Framed risk in relatable terms <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
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He described racehorses as athletes and explained the reality of risk in elite sport, making it accessible to a general audience without downplaying the seriousness.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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