Chapter 23 Chapter 22 Eloquence in the face of the media: the requirements of leaders in the new era

News media have the characteristics of fast dissemination of information, wide coverage and high credibility.The most effective way for social organizations to establish a good image for the international public is to use the news media to shape their image. As a leader, frequent contact with the media is inevitable.Leaders represent the reputation and image of the company, so when facing the media, leaders are required to be calm, unrestrained and calm. 1. Seek truth from facts and respect the media The professional characteristic of the press is to attach importance to the objectivity, timeliness and fairness of news reports, and not to be influenced by other forces.Leaders must respect the profession of journalism.This requires respecting the independence of the status of journalists, and not using the press purely as a tool to promote the organization, inducing or coercing to report news that is beneficial to the organization.Otherwise, it would be tantamount to underestimating the social status of the news media, and as a result, they would not get their cooperation and support.

Moreover, the news media emphasizes seeking truth from facts, likes the truth, and opposes falsification. Therefore, when dealing with the press, leaders must be sincere, sincere, and seek truth from facts. The news materials they provide must be authentic and credible, without human factors.Do not block journalists from news, even news that is not good for the Organization.Do not boast when providing news, and ensure the quality and quantity of the press releases you write, and avoid shaming.The questions raised by the news media generally involve major events in social politics, economy, and cultural life.In this situation, it is even more required for leaders to be realistic when speaking, and to say what they say.If it does involve important secrets and cannot be disclosed to the press, it must be expressed in diplomatic terms and without falsification.In order to show off their eloquence, some leaders often exaggerate, say some exaggerated words, and boast, not only may inadvertently reveal things that should be confidential, but also give people an unreal feeling and arouse strong resentment from the audience.

In addition, when interacting with the press, we must also consider the specific situation of the other party and the psychological state of the audience and the audience. They should not be stereotyped, but should be differentiated and analyzed in detail to promote mutual understanding and two-way communication between the two sides.If you don't consider the other party's psychological emotions, simply stand on your side and narrate your point of view, indoctrinate the other party, or even force the other party to accept your point of view, you will not give people the impression of seeking truth from facts, authenticity and credibility.

The U.S. government also attaches great importance to the news media, and strives to play the role of the news media as a "loudspeaker".The U.S. government recognizes that "the power to control information is an important lever for controlling society."The US press believes that "the US president and government are the number one news in the US and the world." Based on this understanding, successive US governments have attached great importance to the relationship with the press. Every morning, the White House office team must decide the main news to be released that day .In addition, Reagan's public relations team produced a daily 30- to 60-second news piece inserted into the evening news of the day.What they emphasize is that the report should be true, fair, comprehensive and objective.This is also based on the need for long-term cooperation between the two parties.

2. Treat each other as equals Leaders should treat all news organizations and media equally, regardless of their geographical distances, or their ranks.When receiving journalists and editors sent by these media organizations for interviews, treat each other with courtesy and equality, so that they can all obtain all kinds of information provided by the organization on an equal footing, and avoid favoritism.For the news organizations and journalists who have criticized the organization, we should ignore previous suspicions, do not make new enemies, let alone retaliate against journalists’ human rights, but should treat them as warmly as other organizations and journalists, and provide convenience for their news reports , to ensure their normal work.

3. Be proactive and make friends with the media It is precisely because of the important role of the media that the leader must be able to coordinate and communicate effectively with the media.This requires leaders to actively promote themselves in the media, so that the organization they lead can be more well-known, so as to expand their influence. News media have the characteristics of fast dissemination of information, wide coverage and high credibility.The most effective way for social organizations to establish a good image for the international public is to use the news media to shape their image.

Since the emergence of mass media, the traditional leading public relations activities in our country have been further developed.Especially in the modern history of our country, the bourgeois reformers such as Kang Youwei and Liang Qichao used newspapers and other media to promote political reform activities, which was an outstanding leadership public relations activity in the political field.Objectively speaking, although the bourgeois reformists relied on intellectuals from the upper class, they still had a certain understanding of the power of the public and the importance of public opinion other than intellectuals.For example, Kang Youwei believed that at a time of national peril, "If we can unite 400 million people and everyone is angry, then there is nothing that cannot be done, and the trouble cannot be saved!" Liang Qichao pointed out: "Anyone who wants to do something for the people , If you resist public opinion, it will not be enough to accomplish things." Because of this understanding, Kang, Liang and others used newspapers and other media to carry out vigorous activities to promote political reform in society.Liang and Kang successively organized the Strong Society, the Holy Society, and the National Security Council, and established newspapers such as "Chinese and Foreign Jiwen", "Qiang Xuebao", "Xinzhibao", etc., vigorously publicized the reform, and made the bourgeois reform thought deeply rooted in the hearts of the people, becoming a social fad.Mr. Hu Sheng once pointed out: "The reformers unfurled the banner of national salvation and aroused the patriotic enthusiasm of the masses, thus turning the political reform activities they launched into a mass patriotic movement." In this sense, the bourgeoisie The promotion of political reform carried out by the reformers was a very successful leading public relations activity.Because it "awakened the patriotic enthusiasm of the masses", it also enabled the reformers to establish good public relations with intellectuals and other publics, and to a certain extent improved the public relations between the reformers and other publics.This is in line with the communication activities of modern leadership public relations.

After the founding of New China and before the Third Plenary Session of the Eleventh Central Committee of the Party, although modern leadership public relations has not been established in China, many leaders of the party and the country can use some public relations skills and arts more skillfully. For example: in the mid-1950s, facing the hostility of imperialism and foreign reactionary forces, the Communist Party of China and the Chinese government advocated in international exchanges that the "Five Principles of Peaceful Coexistence" should be adhered to in handling international relations, which was endorsed by international public opinion and strived for To receive extensive international sympathy, and gradually establish extensive international friendly relations with various countries.These activities and behaviors are consistent with the public relations of modern leaders who use communication as a means to establish an image by influencing public opinion.

4. Win the trust of the media and win the hearts of the public We should receive the news media with an open and equal attitude, and neither excessive restraint nor superior arrogance is advisable.We should make the best use of the situation so that the content of interviews and conversations is always within a controllable range.Be aware of the key points of what you are talking about, and have a concise and clear outline of the conversation. On the premise that the conversation is closely related to the topic, interesting content can be interspersed.The contents of entrepreneurs’ speeches are often serious and highly numerical. If they keep talking about such contents with a straight face, it is easy to make journalists feel cold. After they are published and broadcast through the news media, the public will naturally have some Without a sense of distance, the image of an entrepreneur must be rigid, boring, and unkind.No matter whether in newspapers or in radio and television, the dissemination effect of a serious conversation is very limited.On the contrary, if you intersperse it with some interesting things from time to time, the communication effect will often be better.

For example, when an entrepreneur answered a question from a female reporter, he said: "This lady is from Sichuan, and the questions she asked are very difficult." The audience laughed.The lady was delighted, too, because to say her question was difficult was to say her question was on point. Then, the entrepreneur said: "Troublesome is tricky, but I have to answer. I'm sorry if I don't answer. Everyone has been waiting for me for a long time, but it's disappointing to see me slurring half a sentence. Now , I will tell you the ins and outs of this matter in detail."

Here, the entrepreneur communicated with reporters through humorous words, which achieved good results. To achieve communication and dialogue with reporters and audiences, some humane content can be interspersed. When facing the media, we must pay attention to strategies, neither avoiding nor getting too close. The following 10 strategies can make you, as a leader, more comfortable in front of the media and have both ways. 1. A Proactive Media Strategy Make an effort to get the media to focus on events from your perspective.You can release information to all media outlets at the same time, or you can leak information to a reporter and make it an "inside view".The latter strategy is often ideal if you want to test audience reaction first. 2. Third-party strategy Let the media cover an event without highlighting your organization.You may provide some "third-party" views or comments through commentators in other organisations. 3. The "hard news" strategy Make news through events, protests, press conferences, editorials, marches, research, and more.Or trigger media reports by increasing "heat", calling for change, and "making the incident more dramatic".This strategy works well if you can portray your organization as the victim of a corporate or political "hooligan." Of course, this "hard news" strategy also has its negative side. It is relatively time-sensitive, and its influence will soon weaken, and once a certain impression is formed in the minds of the audience, it is difficult for you to change it. .Usually, the main purpose of this method is to put pressure on the government or related agencies, or to attack your political opponents. 4. "Soft news" or feature strategy The "soft news" or feature strategy is a type of in-depth reporting strategy - usually used in the media's feature/lifestyle sections or talk shows.It requires the news publisher to invest a long time, to have a lot of patience, and to maintain a certain relationship with the relevant editor, producer, or reporter, and the two sides can reach a certain consensus on the current matter, or at least the two sides Everyone thinks it's important. 5. Quick response strategy When all the elements are in place, you can consider using this strategy. If executed well, you can use this strategy to make those who attack you suffer.This is especially true when you respond from a perspective of "looking at the big picture" or "facing the real problem," and expressing it in a tone of "sadness, not anger." 6. Low profile strategy The goal is to keep your organization out of the media's sights, and as long as the media doesn't put your organization in the spotlight, the strategy will work.Be careful when using this tactic, it may turn into a weapon against you instead. 7. "You may never love us, but we want you to hate our enemies" strategy The main purpose of this strategy is to expose the opponent's weaknesses.In many political campaigns, this approach can easily be considered a "violation of the principles of fair competition".When using this strategy, you must maintain a balance of perspectives, pay attention to consciously affirming the other party, and at the same time, pay attention to asking some specific questions instead of talking about them in general. 8. "To be a good topic, you must first be a good resource" strategy When using this strategy, you should provide journalists with more help—helping them understand the cause and effect of the relevant events, rather than simply conveying information.With this strategy, you can build a relationship of trust with the media—and thus make it easier to control media coverage. 9. “Educational media” strategy If you have a complicated story to break, don't try to "quick hit" the media.Instead, educate the journalists and producers you choose by giving them enough background information, holding conferences, inviting the media, etc. This strategy is a long-term strategy, but once a "trigger" event or new development occurs, and the media finds an opportunity or reason to report it, its effect will be brought into play immediately. 10. "Cumulative regional media" strategy Occupying regional outlets one-by-one often has a huge impact because of the limited news capacity of national outlets.In fact, the cumulative audience of evening news broadcasts by regional media far exceeds that of comprehensive network TV news programs.Technically speaking, it is far less difficult to make a regional news than a national news, and this strategy can effectively avoid "overexposure".The strategy is usually in the form of face-to-face interviews or a satellite media tour. As a leader, when facing the media, there are both verbal and non-verbal communication. It is true that verbal communication is a very important part of media interviews, but non-verbal communication is also an essential part of establishing the image of yourself and the company. Therefore, only by coordinating verbal and non-verbal communication can we present the most perfect image to the media and the public. 1. Verbal communication in journalist interviews Communicate with one person in the audience.Imagine that you are in that person's living room.Try to sound informal, as you would in a one-on-one conversation.Don't think you're dealing with a mass of "unfeeling" audiences.Words must be powerful, passionate, and friendly.Be polite, but keep your tone firm and decisive. (1) Sentences should be concise Watch out for "uh," "ah," "oh," and other repetitive speech impediments in speech.It is best to keep a certain distance between each word. (2) Control your speech rate If you speak too quickly, the audience will feel frustrated and feel rushed or hesitant.So be sure to adjust the speed of speech at any time during the interview, so as to make your speech more interesting. (3) The tone should be varied By emphasizing the key words in each sentence, you will add variety to your speaking style, so that your answers will not be too monotonous and boring. (4) Pause every now and then Pausing before or after key words will highlight them and give the impression that you are thinking. (5) Keep it as simple and direct as possible Clear, plain language is critical to understanding.Don't use jargon, "bureaucratic" or highly technical terms.Don't use long sentences, that will just bore your audience. (6) Be strong Ultimately what the viewer or listener remembers is the strength with which you spoke about the topic.Never let your voice get smaller and smaller. (7) Articulate clearly Open your mouth and say every word clearly.Don't be vague.I suggest you try the pronunciation exercises we are about to talk about.Practice removing the "uh..." and "ah..." from describing your room to a person.Tell him or her to clap your hands every time you say "uh" or "ah."Keep practicing until you can go a minute without hearing the clapping.Repeat this exercise three times a week until you become aware of your problems and consciously replace the "uh" and "ah" with silence. (8) Tone and attitude Try to make the audience feel you: humble, rational, open, relaxed, friendly, positive, confident Don't come across as: complacent, arrogant, hostile, defensive, overwrought, negative, hard to please 2. Non-verbal communication in journalist interviews (1) Posture Use non-verbal means to make the audience feel that you are open, honest, relaxed, and in good shape. Don't shrug your shoulders. Wear a coat, but it doesn't have to be buttoned up. Keep your upper body straight, not leaning. You can place your feet flat on the ground, or cross your legs (but face the interviewer). Rest your elbows lightly on the arm of the chair.Do not cross your hands or lean on one arm. Don't put your arms around your chest - that will make you feel defensive. Don't tilt your head to one side—it makes you feel anxious or weak. (2) Your facial expression Vivid facial expressions will connect your feelings and words.For example, you can raise your eyebrows and stretch your cheeks. Communicate your enthusiasm through facial expressions and body language. Smile when appropriate. Don't distract the audience with pointless gestures. To grasp the balance between calm and enthusiasm. Make sure to maintain eye contact with the interviewer, but don't stare blankly. When recording, be sure to look at the camera as the interviewer asks questions and as you answer them. (3) Clothing and appearance When it comes to TV interviews, the audience's first impression is often of how you look, not what you have to say.So you start by making sure what you're wearing doesn't detract from—rather enhance—the message you're trying to convey. male: Don't wear black coats.They make the audience lack trust in you. Do not wear exaggerated colors, patterns or styles.Neutral colors—especially grays and blues—tend to help elevate your image.For anyone—unless those with fair skin tones (in which case I recommend trying charcoal gray or a medium blue)—navy blue is the way to go. A fine-grained shirt will create a hybrid effect on TV, with all the textures blending together. You can wear a light white or wide-striped shirt. Wear it with a tie in a strong color -- say burgundy -- to bring out the color on your face.Make sure the tie is long enough, and definitely straight down. A beard or moustache will lower the audience's trust in you and make you appear stern.If you don't want to shave your beard, make sure it's well groomed so it doesn't cover your upper lip.Hair on your face can soften your facial expressions, so make sure your expressions are more expressive during the interview. If you are bald, it is recommended that you use some makeup powder to avoid reflections. female: Consider a jacket paired with a skirt or a well-tailored coat. Don't wear skirts that are too short. Strong color jewelry can show your confidence, such as royal blue, ruby ​​red, emerald or purple. Wear light-colored clothing on the upper body and slightly darker colors on the lower body.For example, you might consider pairing a red jacket with a navy skirt. Wear as little jewelry as possible. Don't wear plain white pants (unless paired with a jacket), and don't wear fine lines or anything that would interfere with the video. Keep your hair off your face. (4) Some advice on clothing and appearance Your clothing should support or emphasize your message.Choose appropriate clothes so that you can make the intended impression on your audience. If you wear glasses, it is best not to bring reflective eyes.Don't wear half-frame glasses, or any lenses that block your eyes.And make sure your glasses don't slide up the bridge of your nose during the interview. Remember that clothing can reinforce your message and tone of voice and accentuate your confidence, which in turn can undermine your message and your credibility. During the interview, the interviewer often asks some questions that may cause you trouble. Below we will discuss how to deal with these questions. 1. When the other party asks some questions with ulterior motives Question: "How much harm did his allegations do to your institution?" Answer: "I'm very sorry, but I disagree with you. In fact..." Advice: Don't accept the premise of the other person's question, you can ignore it.Or you can politely but firmly contradict the premise of the other person's question and go on to say what you want to convey. 2. When the other party asks some leading questions Question: "Do you think this company is overly greedy?" Answer: "I don't think so. They're a very competitive business..." Suggestion: Don't repeat the other person's leading words (such as "greed"), you can even deny it.Rebuttal without repeating leading words. 3. When the other party asks you to express your personal opinion Question: "What do you personally think about this?" Answer: "I don't think the problem is my personal opinion. The problem is..." 4. When the other party asks you to speak for someone else Question: "What decision do you think the city government will make?" Answer: "I'm afraid you have to ask the city government about this." Advice: Don't avoid the question.Speak only on behalf of your organization. 5. When the other person asks a question you don't know the answer to Question: "What is the investment amount this time?" Answer: "I'm not sure yet. But I can check for you." Suggestion: Tell the other party that you don't know, and offer to help the other party with the inquiry.Never lie, never guess. 6. When the other person asks a question that you know the answer to but can't say Question: "What is your quotation?" Answer: "I can't say this because: "This is classified information. “This matter is still undecided. "It's not my place to comment on this matter. "This issue is very sensitive. "This issue is currently under discussion/assessment/negotiation." Suggestion: Tell the other person why you can't give an answer. 7. When the other party gives you two choices Question: "Are you going to increase the funding amount, or keep the status quo?" Answer: "Neither. Our goal is to provide high-quality service." Suggestion: Ignore the two alternatives offered by the other side.Or simply state your point of view. 8. When the other party asks an emotionally biased or hostile question Question: "Aren't you killing customers?" Answer: "Of course not. If you're asking me if they're going to hand over some extra money, unfortunately, the answer is yes." Suggestion: Don't be hostile or emotional when answering each other's questions.Immediately and categorically deny the other party's statement.Or use neutral terms to repeat what the other person just said. 9. When the other party asks a question that is hostile but contains some truth Question: "Why did you fail to meet the deadline and it ruined your credibility?" Answer: "It is true that we missed the deadline; but we have negotiated a new shipping date." Suggestion: Repeat what the other person just said in your own words. 10. When the other party repeatedly entangles on a certain issue Question: "...then why are you reluctant to disclose this strategy?" Answer: "As I said, the strategy is ready to be launched and we will announce it to the outside world in due course. So it is pointless for us to discuss this issue at this time." 11. If the interviewer is clearly unwilling to give up Answer: "I think we've just talked about this..." Or: "It doesn't make much sense to repeat the question. I've said all I wanted to say on this one." Suggestion: Tell the other person politely but firmly that you are not prepared to give in.Repeat your message.Let the interviewer figure this out.If it’s a live broadcast, the interviewer obviously has his image in mind—he doesn’t want the audience to feel like he’s harassing you.If it is recorded and broadcast, the reporter is likely to insist on asking questions until he gets the answer he wants. 12. When the other party asks some open or vague questions Question: "Tell us about your organization?" Answer: "May I ask what specific aspect you are interested in?" Suggestion: Ask the other person to clarify if you don't really understand the question, or you can use the other person's question to convey some information in your favor. 13. When the other party talks about certain rumors Question: "It is said that other groups also want to apply for a certificate." Answer: "Responding to rumors is clearly inappropriate; the only time we need to address a problem is when it actually arises." Or: "So far, I have found no evidence to support this rumor." 14. When the other party asks some hypothetical questions Question: "What will you do if the two sides cannot agree?" Answer: "I don't want to make assumptions..." Don't assume.Show that the other person's question is just a hypothesis. 15. When the other person asks a question with many parts Question: "What impact will these changes have...will you be able to continue...or will you have to...?" Answer: Tell the person that you know his question well: "You just asked a series of questions..." Then pick the one you want to answer: "Let's start with your first question. These changes will make We are more efficient..." Advice: You don't have to answer all the other person's questions. 16. When the other party asks you to make suggestions or recommendations to others Question: "What advice would you give executives about this matter?" Answer: "The executive will take advice from many sources, and if he wants to know what I think, he will approach me in an appropriate way." or "I don't want to make any suggestions to the executive through the media. " Advice: Don't suggest or make any recommendations in public unless you wish to exert public pressure on the other party. 17. When the other person expresses sympathy for you Question: "I guess it must be hard work juggling so many problems at once?" Answer: "Oh, I don't think that's a major issue. We all have to do our jobs, you know." Suggestion: Don't blindly agree with the other party's point of view because of being led by the other party. 18. When the other party asks an alternative question Question: "Did you do this?" Answer: "Yes, I did (or 'No, I didn't.'), let me explain why I..." Advice: Don't run away from the question, it will make you feel a little uneasy. 19. When the other side is asking a one-sided question (after it becomes obvious to the audience) Answer: "The hypothesis behind your question is interesting" or: "Obviously, you have an opinion on the matter." Suggestion: This is to show the questioner and the audience that you have recognized the other party's intention.Be careful with your tone of voice and make sure you don't come across as defensive. 20. When the other party asks a question in a cynical tone Question: "Okay, you're not really that serious, are you?" Answer: "If you don't mind, I find your tone frankly cynical. Why?" Advice: Don't come across as aggressive or defensive. 21. When the other person "downplays" the topic they are currently talking about Answer: "You could downplay this if you wanted to (pause)...but a lot of people would disagree with your approach..." OR Answer: "I don't know what's so funny about this... " Advice: Keep your tone friendly and rational, and don't come across as defensive. 22. When the other person is stating an opinion, not asking a question Answer: "After posting this comment, do you have any specific questions?" 23. When someone interrupts you Never mind the first time you get interrupted.Wait for the other person to finish before you continue: Answer: "I want to finish what I was talking about because it's very important..." Tip: The sooner you tell the other person that you won't be easily interrupted, the less likely the other person will interrupt you later in the conversation.Don't try to talk to the person who interrupts you. 24. When the other party asks an irrelevant question Question: "How do you feel about your own bankruptcy?" Answer: "That was a traumatic experience, let's talk about it another time - but that has nothing to do with what we're talking about..." or "Yeah, what's up?" (smile) Suggestion: Force the other party to adjust the topic. 25. When the question raised by the other party is a bit off topic Answer: "I think we're digressing a bit. Let's get back to what we were talking about..." 26. When the other person machine-guns you with questions (In this case, the other party will ask a lot of questions about various aspects in a series) Answer: "We seem to be talking too much (pause)...Let me first focus on one aspect of what you just said." 27. When the other person is silent (after you have given the answer) You also remain silent. If it's a TV interview, you can nod slightly, look at the interviewer, and put on a look of anticipation. 28. When the other party gives wrong information Answer: "I want to start by correcting something you just said..." 29. When the other party is "picking bones in the egg" Answer: "I think we're 'picking the nuts'..." Recommendation: Make sure the problem is not critical or not that important. 30. When the other party asks some impolite questions Question: "Are you a cruel guy?" Answer: "Stop beating around the bush. Why don't you just be direct? (smiles)" or: "No, why are you asking that question?" Suggestion: Be sure to keep your answers short.Don't come across as "offended." 31. When the other party asks some malicious or rude questions Question: "Isn't this another proof that you are lying to the public?" Answer: "In fact, this question just shows that you, not me, may have a problem." Or: "I have a lot of respect for you, but I don't respect this question." 32. When the other party is asking "fishing" questions (these questions do not seem to have a clear purpose) Answer: "Excuse me, I want to ask what is the point of asking these questions?" 33. When the other party asks "Can you assure us..." Answer: "I can't promise that, but I can promise that I will try my best..." 34. When the other party asks "Can you guarantee..." Answer: "No, but I can promise that I will try my best to..." 35. When the other party interviews you suddenly Answer: "I have an important meeting coming up today and I can't answer this question. If you are interested, I will hold a reception tomorrow to answer any questions you may have." Or: "Sorry guys, I have important business needs I can't answer your questions today." As a business leader, only after fully understanding various media interview forms can he face it calmly and give full play to his language advantages.Here are some common forms of interviews for reference. 1. Face-to-face interview If there is an in-person interview, you will usually be given a good deal of notice so that you have plenty of time to prepare.When it comes to conducting an actual interview, how you communicate is often more important than what you say. Some hints: Don't interrupt - such as the other party's phone call, etc. Find a convenient interview location. Interviews are often tape-recorded, so if you don't trust the reporter or you're talking about a more complex topic, it's advisable to ask the person if you can record it yourself. Print media interviews are often more in-depth, so make sure you are well prepared. The purpose of the radio interview is to get some "recorded clips" and "live situations" from you - which will usually include some sounds from the surrounding environment, such as the phone ringing or some sounds that are often present in your workplace.Check the working environment of the office in advance (such as posters on the wall, etc.); pay attention to your facial expressions and body language during the interview, so as not to accidentally reveal some negative information. Try to keep it informal - make it easy for both the interviewer and yourself. Watch out for "offhand" remarks—whether before, during, or after the interview—that are likely to be the opposite of a quote (especially if you let your guard down). 2. Telephone interview Typically, the other party will record the interview.If you are not sure, I suggest you ask beforehand. Hold the phone an inch from your mouth. Be sure to project strength and confidence in your voice; emphasize key words; speak clearly and slowly. Keep your upper body upright. Don't feel pressured by the silence. Before you start answering the question, take a short pause to collect your thoughts. Keep your tone cheerful and enthusiastic. Use facial expression; it will add enthusiasm to your tone of voice. Repeat your message. Summarize at the end. Never lose your temper. Don't make that "uh" sound -- especially when you're doing a radio interview. 3. Live interviews held in the recording studio Keep your tone pleasant and make eye contact with the interviewer. Use facial expressions, or make your tone of voice enthusiastic by smiling. Pronunciation is clear. Slow down the speed of speech and change the tone of voice. Answer questions must be short (no more than 30 seconds). Picture yourself having a "dynamic conversation."Try to match your tone and cadence with the interviewer, unless the other person is starting to become obnoxious (in which case, your tone should be in stark contrast to the interviewer). Imagine an audience member listening to you at home or in the car—try to connect mentally with that audience member. 4. Connect with other guests Don't let other guests interfere with your original plans. Keep making connections between what they're saying and what you're getting across. When expressing disagreement, be firm but polite. Don't mix personal emotions with your conversation. Show some sense of humor (but don't be pushy or sarcastic). Answer the host's questions directly, but most of the time when talking to other guests. 5. Hotline radio program If you are invited as a guest: Know what the media format is beforehand.Find out if the enthusiastic audience can interact with the guests for a long time?Does the moderator kick in after the first question? Your goal is to convince the audience, not the eager listener who calls. Do your best to build relationships with interested listeners.Call the person by name, acknowledge the person's question before answering it, for example, "You have raised a very important question..." If you find that the other person does not accept your point of view, politely say "respect the other person's rights" and take the next call. Be sure to show respect to your interested audience—even if they might not deserve it.You'll build rapport with other listeners. Often, you can strike up a conversation directly with an interested audience without going through a moderator. When you don't want to get into an argument, you can turn to the moderator, "John, I think Mary made a very interesting point..." Be prepared for some other conversation, because it may be a while before the audience calls. 6. Conduct TV interviews in the studio Arrive at the studio in advance, familiarize yourself with the environment, and let yourself become relaxed. Typically, you'll be taken to a dressing room first (check ahead to see if they'll be offering makeup services). After your makeup is done, you'll be taken to a waiting room or directly to the scene.Keep quiet and obey the arrangements of the on-site instructors. During this time, you can drink some water—no coffee—while you do deep breathing exercises. If you have any request, tell the on-site guide directly, and he will pass your request to the control room. Know which camera is closest to you - if you need to address the audience directly or show something. Before you start, ask the interviewer what the first question is so you don't panic. 7. When the light is red Try to show your enthusiasm and energy in your facial expression and tone of voice. Don't think you're in front of thousands (or millions) of viewers, that will only make you more psychologically stressed. Think of the interview as an interesting conversation you're having with an audience member. You may be on camera all the time, so be sure to pay attention to your actions and expressions. Try to maintain as much eye contact as possible with the interviewer. Try not to look at what you look like in the monitor, it will only distract you. Remain calm, cool, and composed, with reason and fairness in your tone of voice. 8. Remote interview (live or recorded) When conducting remote interviews, the reporter is often in one location, and you (sometimes several guests) are speaking to the TV camera in another place far away. Look directly at the camera, don't look at the TV monitor, and don't look around. Think of the camera lens as the eyes of the interviewer.Try to use a low-key, engaging tone. Keep looking at the camera—even when other guests or hosts are speaking. If there are other guests, you can communicate with them directly - not through the interviewer. When speaking, feel as if you are in the same room as the presenter—don't shout. Facial expressions should be vivid and show your charming demeanor. Try to use a relaxed, informal "conversational" tone. Make sure the earbuds fit tightly in your ears.If it falls out, immediately and calmly put it back in place and continue with the interview. Don't look off-camera when someone is asking a question or another guest is speaking. If the question is not heard, politely ask the interviewer to repeat it. Finally, if it's taped, don't be surprised to see the on-screen questioner be the producer (rather than the reporter who actually interviewed you). 9. Live Hotline TV Show With a host (could be in the studio, or a remote interview via satellite) and an interview with an enthusiastic audience, it's easy to put you and the topic you're talking about in the spotlight.Accepting this kind of interview is indeed risky, so it must be treated with caution. The basic principle: This type of interview is actually a series of conversations, not a "question," so when you do the interview, make sure you are: funny, concise, approachable, and with some self-deprecating humor. If you're in the same studio as the host, be sure to look directly at the host when he or she asks a question.When answering a hotline call or responding to an eager audience, look to the camera lens. If you're doing a remote interview via satellite, you can look at the camera lens while the host or eager audience speaks and you answer questions. Try to remember the name and location of the enthusiastic audience. When answering questions, you must first respond to the other party's questions, and then give specific answers.Answers should not exceed 30 seconds in length. 10. TV interview - face to face (recorded) Allow about 15 minutes for the crew to set up the venue, and another 15 minutes at the end to clean everything up.If you are busy at work, it is recommended that you do not do interviews in the office. Choose a location that is more suitable for the TV show crew and equipment.Don't let them put you in a blunt, "bureaucratic" place (like behind a desk). Prepare some interesting visual tools (such as posters, tables, etc.) or backgrounds in advance to enhance the visual effect of the interview. Before the interview, be sure to have those objects, documents, posters, etc. that you don't want on camera appear on the interview site. Tape (or video) the entire interview so you can keep a copy of your own (with the other person's permission in advance). Interviewers will usually ask for one or two "snippets" to work with, so make sure you have that ready. Relax.Get ready to "act", like answering a phone call or walking into an office, etc., to create a "sense of presence". After the interview, you'll usually be asked to "nod your head" and pretend to be talking to the reporter (for post-editing purposes).The mic is still on you at this point, so don't say anything you'll regret.After the interview, you or someone else should stay in the studio and watch the interviewer "re-question" (during this process, the camera will be turned to the interviewer, who will repeat all the questions).Note that the tone and wording of the interviewer's repeated questions should be the same as in the actual interview (this is often the case in newsmagazine programs or longer "features"). When interviewing a news magazine reporter or in a recording studio, mentioning the interviewer's name in one or two of the most important answers can increase the likelihood that the conversation will be aired, such as, "Okay , Bill, this is an issue we are taking very seriously..." Because the other person is going through the clip first, you don't have to (and shouldn't) use negative words or frame the question.Just answer the question directly in your own words. 11. Unannounced interview – one or more reporters It could be "ambush style" or a casual one-on-one interview in the lobby, on the stairs, backstage at a speech or press conference. Be sure to be brief (5 to 20 seconds) when answering questions. Keep the conversation on its own course, repeating your main message as much as possible to increase your chances of getting aired. Don't refer to previous answers (don't say "just like I talked about earlier"). If you are being interviewed by a group of journalists, do not mention any one of them by name in your answer—if that happens, other broadcast journalists will not be able to use your speech. Do not number your answers. 不要回答所有的细节问题或问题的所有方面。回答重要的问题或问题的一个方面，然后把话题转移到你的信息轨道上。 在对方提问时若有所思地低下头去（好像你在听对方提问），这样你可以控制自己的语速。对方问题结束的时候，你可以停顿一下，然后抬起头，直接面向提出问题的那位记者说出你的答案。这样你可以在“录音片段”开始之前给自己一些时间去思考。 放慢语速。不要在还没想清楚的情况下说出答案。时常通过简短的停顿来强调重点词，同时给你一些时间去思考。 无论对方的问题多么尖锐，都要保持低调和冷静。 不要让突击采访持续的时间过长——最长不应超过10分钟。一旦你说完自己想说的话，立刻跟对方表示抱歉，然后礼貌而坚定地离开。 如果记者不停地向你提出问题，你可以重复自己的核心信息（这些信息通常比较简短、空泛，比如说“我们的目标是确保……”）或向记者保证你“在得到更多信息之后”会答复他们，然后离开。 12.记者招待会 （关于如何准备一场新闻发布会，请参见“事件规划”部分） 主持人——可以是你的公共事务部分负责人，也可以是你的媒体秘书来制定记者招待会的基本规则： 要求记者在提问之前首先进行自我介绍。 要求每个记者只能提出一个问题。 设定时间界限——大约为30分钟。 发言人——或者是新闻人物——做开场陈述： 开场陈述通常为5到10分钟时间，目的在于向记者传达核心信息。记得在为记者准备的媒体包里放上一份开场陈述的打印稿。 使用视觉工具来说明此次事件，你所关心的问题以及你所要传达的核心信息。 结束：主持人可以通过倒计问题，比如说“还有最后三个问题……”、“最后两个问题……”、“最后一个问题”的方式来结束此次会议。 不要让会议的时间持续过长——最多不超过30分钟。 在会议即将结束的时候，告诉记者后续采访、下次记者招待会或吹风会的时间安排。 13.适用于电视的视觉辅助工具 视觉工具通常在电视采访以及记者招待会的时候使用，其目的在于强调你的信息，或者澄清那些关键性信息。For example: 35毫米长的图片（事先跟制片人征求一下适当的尺寸） 将视觉工具保存在软盘或光盘上 将说明资料制作成视频形式（事先询问电视台是否有任何格式上的要求） 照片：使用一些彩色图表卡片，卡片长与宽的比例通常为4:3 海报大小的图表 地图/模型/实际物品 product display 14.如何在摄像机前展示视觉辅助工 如果是在录音棚里的话，建议你事先告诉制片人你准备使用一些视觉工具。然后跟导演商量好使用这些工具的具体方式。一定要做好事先的沟通。 如果是在记者招待会上，建议你把视觉工具放在一个架子上，或者你也可以使用投影仪，这样可以方便摄影记者进行拍摄。 除非你马上就要用到这些视觉工具，否则不要让其他人看到；在使用视觉工具之前给导演几秒钟时间进行准备，这样摄影师才能转到适当的位置进行拍摄。 把视觉工具清晰地呈现在摄像机镜头前。要放稳，稍微向前倾斜一点，这样可以避免反光。注意不要让视觉工具挡住你的脸。 在讲话的时候要冲着记者或采访者，而不是你的视觉工具。 讲完之后，慢慢地放下手中的视觉工具，这样可以留给摄影师足够的时间做准备。 图表要简单；观众（和记者）不可能在很短的时间里轻松地理解并吸收太多的细节性信息。 如果是在进行现场直播或者是录播，而且如果你准备的视频资料、幻灯片或照片出现在电视监控器上的话，在讲话的时候一定要冲着摄像机镜头，要让你的讲话跟你所展示的视觉工具保持一致。 在九届全国人大一次会议记者招待会上回答中外记者提问 （1998年3月19日） 1998年3月17日，九届全国人大一次会议决定朱镕基为中华人民共和国国务院总理。3月19日上午，九届全国人大一次会议在北京人民大会堂举行记者招待会，朱镕基总理率同李岚清、钱其琛、吴邦国、温家宝副总理会见采访本次大会的中外记者中，并回答记者提问。 美国《时代》周刊记者：上周我曾有机会到吉林省和辽宁省去观摩了当地的村民委员会的选举，这种选举使得村民们有机会选出他们希望选出的村长，或者是把他们不喜欢的村长赶下台。你个人对于建立这样一种体制是否支持？也就是说，允许所有18岁以上的中国人都不仅能够选举他们所在地的领导人，而且也能够选举国家领导人，包括国家主席和总理。如果你赞成这种做法，你认为需要多长时间中国才能够实现这种制度？如果不赞成，理由是什么？ 朱镕基：我知道已经有一个美国的基金组织到中国来，对这种选举进行过调查，并且发表了非常肯定的意见。目前这种民主的制度不但在农村，而且也在企业中实行，例如，民主评议厂长，民主审查财政账目，一部分企业民主选举厂长等等。我认为这是非常好的一个方向。至于如何选举国家主席和总理，这是一个政治体制问题，要从中国的国情出发。中国不同于外国，东方不同于西方，我们有自己的选举制度。 中央电视台记者：今后5年对中国的改革和发展非常关键。你认为当前最迫切需要解决的、最富有挑战性的问题是什么？ 朱镕基：对本届政府的任务，去年，江泽民总书记在中国共产党第十五次全国代表大会上已经提出明确要求；刚才江泽民主席和李鹏委员长发表的讲话，又对本届政府的任务做了具体规定。如果说得具体一点，我可以把本届政府要干的几件事情概括为“一个确保、三个到位、五项改革”。 “一个确保”，就是东南亚当前的金融危机使中国面临着严峻的挑战，我们必须确保今年中国的经济发展速度达到8％，通货膨胀率小于3％，人民币不能贬值。我们必须做到这些，因为这不但关系着中国的发展，也关系着亚洲的繁荣和稳定。我们实现这些目标的主要手段是提高国内的需求。由于我们最近几年宏观调控成功，采取了适度从紧的财政货币政策，控制了货币的发行，使通货膨胀指数降得很低，因此有可能拿出较多的财力来刺激国内需求。这个需求就是加强铁路、公路、农田水利、市政、环保等方面的基础设施建设，加强高新技术产业的建设，加强现有企业的技术改造；当然还有住房建设，因为这是中国国民经济的新增长点。 什么叫做“三个到位”？ 第一个“到位”，就是我们已经确定用3年左右的时间，使大多数国有大中型亏损企业摆脱困境，进而建立现代企业制度。 第二个“到位”，我们去年召开了全国金融工作会议，确定要在3年的时间里彻底改革我们的金融系统。就是说，中央银行强化监管，商业银行自主经营，这个目标也要在本世纪末实现。 第三个“到位”，是政府机构的改革。这次大会上通过的中央政府机构改革方案已经把40个部委精简为29个，政府机关的人数准备分流一半。这个任务要在3年内完成，相应地，各级地方政府也要在3年内完成机构改革。我讲的3年内完成，是指分流出来的政府机关的一半干部3年内都能够到达充分发挥他们作用的岗位上。至于分流工作，今年就得完成。也就是说，新一届政府成立以后，在“三定”方案（定职能、定机构、定编制）确定后，今年这一半人就分流了，但完全到位则需要3年时间，因为分流的这一半人要经过培训，并考虑到他本人的志愿，把他分配到合适的位置上去，这就需要比较长的时间。 关于“五项改革”，第一是粮食流通体制改革。中国由于农业政策的成功，已经连续3年丰收，中国粮食的库存现在达到历史最高水平。我可以负责地说，中国即使再遭两年大的自然灾害，粮食也不会缺乏。但是由于粮食库存庞大，政府财政补贴也相应增加，我们必须针对这个问题进行粮食购销体制的改革。 第二是投资融资体制改革。因为现在的投资融资体制主要是行政审批制度，不能发挥市场对资源配置的基础性作用，这就产生了许多重复建设，必须进行根本的改革，使之能够符合市场经济的要求。 第三是住房制度改革。住房建设将要成为中国经济新的增长点，但是我们必须把现行的福利分房政策改为货币化、商品化的住房政策，让人民群众自己买房子。整个房改方案已酝酿3年多。我们准备今年下半年出台新的政策，停止福利分房，住房分配改为商品化。 第四是医疗制度改革。我们在下半年将出台一个全国的医疗制度改革方案，来保证人民群众的基本福利。 第五是财政税收制度改革的进一步完善。现行财税制度是1994年改革的，取得了极大成功，保证了每年财政收入以很高的速度增加。但是，目前存在的一个问题是费大于税。很多政府机关在国家规定以外征收各种费用，使老百姓负担不堪，民怨沸腾，对此必须整顿和改革。也就是说，各级政府机关除了必要的规费以外，不允许再巧立名目向人民群众收费。 最后我还要讲，科教兴国是本届政府最大的任务。江泽民主席非常重视这个问题，多次阐明科教兴国的重要性。但是我们因为资金不足，贯彻得不好。钱到哪里去了呢？政府机关庞大，“吃饭财政”把钱都吃光了。其次，在各级政府的干预下进行了不少盲目的重复建设，几十亿、几百亿元的一个项目，投产之后没有市场，倒把原有的一些企业挤垮了。这就使得中央的财政和银行都拿不出钱来支持科教兴国的方针。因此，本届政府决心精简机构，减掉一半的人，同时制止重复建设，把钱省下来贯彻科教兴国的方针。中央已经决定，成立国家科技教育工作领导小组，我担任组长，李岚清副总理担任副组长。这个决定已经江泽民主席批准。我们有决心进一步把科教兴国方针贯彻到底。 法国《世界报》记者：当中国在考虑进行国有企业改革的时候，正是韩国的大财团非常成功的时期，但是最近这些大财团纷纷出现了问题，有的还垮台了。他们失败的经历会不会对中国国有企业改革产生影响？特别是考虑到当前的金融危机，中国是否会放慢国有企业改革的速度？ 朱镕基：我对于韩国企业的经验不作评论，但是，对于在这次亚洲金融危机中各国的经验教训，我们应该很好地借鉴。这次亚洲金融危机不会影响中国国有企业改革的进展。在3年内，也就是本世纪末，国有大中型企业中的亏损企业大多数摆脱困境是完全能够实现的。我认为，外国舆论对中国国有企业的困难看得太大了。我们讲中国国有企业的亏损面现在有49％，这是按企业的个数来统计的。中国的工业企业有7.9万个，有的很小，只有几十个人。按这个数目统计，当然亏损面很大。可是，500个特大型国有企业向国家交纳的税收和利润占了全国税收和利润的85％。这500个特大型企业亏损面只有10％，也就是50个。我们认为，从总体上讲，用3年时间使大多数国有大中型亏损企业摆脱困境是能够实现的。 香港无线电视记者：当年的“六四”事件对新一届政府有没有历史经验可以吸取？你曾说过，不管香港成为什么基地你都会去香港。请问你再去香港时如果有人请愿要求平反“六四”，你怎么看？ 朱镕基：对于发生在1989年的政治风波，我们党和政府及时采取了果断措施，很好地稳定了全国的局势。对此，我们全党的认识是完全一致的。最近几年，我们党和政府的历次会议对此都作出了正确的结论，这个结论不会改变。当时我在上海工作，上海是完全和中央保持一致的。 至于香港，过去我就想去，而且去过了；现在我还特别想去。但现在我当了总理，失去了部分“自由”，不能想去就去，可是我一定会再去。至于香港人民对我去香港是表示欢迎，还是示威、抗议、游行，那是香港人的自由。但是我想，香港任何组织的活动，都必须符合《香港特别行政区基本法》，符合香港特别行政区的法律。 俄罗斯《苏维埃俄罗