Controlling a radio interview

I attended a PR for radio course recently and came away with a great deal of useful information about radio interviews for clients.

The thought of being interviewed for radio or television may fill a client with dread. What will they ask? They wonder weeks before. What if they get the answers ‘wrong’? What if the interviewer edits the interview so that the client’s words appear out of context? What if, what if, what if…

But such worry is completely unnecessary, because the interviewer is not in charge of the interview. In fact, quite the opposite – the client is.

If and when a client is asked to interview, he should allow himself just fifteen minutes to prepare and think of three (at the most) points you wish to make. If preparation takes more than fifteen minutes, they may not be the right person for interview and should find someone else.

However, radio and television editors usually aren’t looking for experts in a subject, but rather enthusiasts. Yes, an expert may know a great deal about a subject, but if he or she is unable to speak about the topic in a way that engages an audience, then they may as well say nothing at all.

When on air, a client must strive to sound interesting and friendly, and remember to keep points as simple as possible. An interviewee is free to say anything in an interview, so long as it is interesting and relevant, and that they accept the interviewer may challenge you.

One of the points I thought was interesting was to avoid using percentages to illustrate a point and instead use figures such as ‘one in five’ because it’s far easier for the audience to visualise.

Also, radio editors want good soundbites (20 second points of view) and will be on the lookout for these throughout your interview.

Good words to use in soundbites are: new, exciting, crucial, important. It’s good to give information in groups of three, for example: ‘I think eating out is important for people because it’s sociable, an excuse to get dressed up and no one has to argue about doing the washing-up.’ A soundbite should be rehearsed until it can be said with complete conviction, but should sound as if being said for the first time.

Where possible, a client should acknowledge any questions, then refer them back to the topic they wish to discuss. They shouldn’t allow the journalist to lead the interview. Good ways of doing this are by saying, ‘I can see what you mean, but…’ or ‘You could say that, but…’
Anecdotes are a really good way of providing information in an entertaining manner, and can also help break the ice between interview and interviewee.

Somerset chef Adam proves he's a jolly good fellow

Having long been badgered by his extensive group of fans to produce a recipe book, Adam Fellows, owner of Goodfellows, Wells, last month released “The Best of Goodfellows - Adam Fellows’ Master Class”.

Much requested by his many contented customers, the book is published in association with Somerset Life and is packed with recipes for his delicious dishes. From starters including the signature Goodfellows Gazpacho and Tymsboro Goat’s Cheese Mousse to mains such as Pork Medley with Sweet Onion Puree, Apple Compote and Sage Oil, and Poached Pear in Red Wine, with Star Anise and Candied Orange. As befits one of the best Patisseries outside London, bread, chocolates and Danish pastries are included as well.

The book’s presentation is as impressive as the recipes themselves with each one accompanied by a full colour photograph by Neville Stanikk and tip from the Somerset chef.

More persuasion from his regular patrons has resulted in a cookery demonstration by Adam on Tuesday 20th January at the Town Hall in Wells. Using many of the recipes he has written specially for Somerset Life magazine, he will set tastebuds tingling with preparations for a three course meal which his grateful audience will be able to consume the same evening.

Tickets will cost £40 each and include a glass of sparkling wine on arrival, the demonstration, meal and coffee. Tickets for the evening and copies of The Best of Goodfellows (£5.00 each) are available from Goodfellows, 5 Sadler Street, Wells, or telephone 01749 673 866.

2008 was a good year for Goodfellows with the launch of their Sadler Street Café, and Adam and Martine look forward to building on their success in 2009, appearing once again in the Good Food Guide which writes: ‘Accomplished seafood cookery. The style is light and simple, with imaginative, distinctly Mediterranean influences.’

Great reviews for Withy Kitchen

Good news for Withy Kitchen, our frozen vegetarian meals client. Two of their tasty dishes are well reviewed in the current issue of BBC Easy Cook Magazine (Winter 2009).

‘You know you’re eating something wholesome from the first bite,’ they write of the Moropot Pie (350g, £3.65). 'It has a delicious filling of quinoa and carrot with a spiced passata sauce and it’s topped with a tasty potato and broccoli mash.’

The Bobotie (350g, £3.65) is just as well received with comments including, ‘A traditional South African dish made with beef mince, this veggie version is a tasty variation….The yoghurt topping is really creamy and has a lovely flavour.’

What wonderful news for Withy! 2009 is sure to be a year of continued success.