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Sound Bite Friendly: Talking Points to Keep on Message

Posted By Jess Myers, Wednesday, December 17, 2014
Updated: Thursday, December 11, 2014
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When a reporter calls, the most important guideline you should keep in mind is: “don’t panic.” Once you’re calm and following lesson one, the next most important guideline is to have a goal for the interview/interaction with the media.

By having a goal, I mean to have a message you want to convey about yourself, your organization, your event, etc. When you talk to a reporter, speak in headlines. For example, if your dream headline for the story is, “Ewald Consulting is experiencing rapid growth,” I would make that sentence a talking point.

We hear the term “talking points” used frequently, especially during election season. Simply put, a talking point is a one- or two-sentence summary of your position.

Talking points are valuable to have ready before going into an interview — whether the medium is television, radio, newspapers or online journalism. You can use talking points not only as notes for what you want to say, but also as a way to refer to key messages you want to convey in the interview. And because many of us, when we get nervous, tend to ramble and say more than is needed, talking points are a great tool to keep us “on message.”

Here are some examples, brief talking points we put together for a retailer about its Black Friday weekend hours and specials:

  • Responding to incredible demand from shoppers, we are again offering extended hours on Thanksgiving Day and Black Friday, and are distributing a multi-page sale flier with hundreds of great deals.
  • The great deals for convenient online shopping started in the first week of November, with our company offering free shipping with no minimum throughout the holiday season.
  • For those who want to skip the checkout lines, we are offering a free “buy online, pickup in-store” option at each of the stores in our network.
  • Hundreds more great deals are available. Full details can be found in our sale flier

As you can see, none are too extensive or overly detailed; they’re just simple one-sentence talking points designed to help the interview subject get to the point, deliver key messages and convey the most salient information to a reporter. We like to say that the seven-word answer is always better than the 27-word answer.

If you anticipate a reporter’s call, it’s good to have a set of talking points on hand. Again, speak in headlines: think of the three to five main points you want to convey – your goals for the interview – and have them ready in bullet point form. If a reporter catches you by surprise, it’s OK to buy some time. Say that you need to call them back in 30 or 45 minutes, and use that time to craft some talking points for yourself.

Tags:  ewald consulting  jess myers  pr  public relations  talking points 

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