Most media trainers will tell you that you should never use jargon in a media interview.
For media that reaches a wide or general audience, this is absolutely sound advice. Giving a journo (excuse the jargon) a quote that is peppered with words and phrases is a sure way to be cut from the story. You might also find yourself on their spokesperson blacklist.
But contrary to what you may have learned, there is a place for jargon in your media message, and this is when you’re talking to industry media.
Many professional industries will have their own niche media platforms or even publications produced by an industry body.
If you’re giving an interview that will be read by your peers, or your competition, you want to showcase your expertise. Avoiding jargon altogether could sound like you don’t know your stuff. Or you could risk patronising your audience if you dumb things down too much.
So how do you strike the right balance? It’s about knowing your audience and tailoring your message to suit.
A useful example can be found in the recycling and waste management industry.
If you’re a recycling expert quoted in a waste management magazine, you can and should be talking about the circular economy.
But several studies in recent years, including this one from Sustainability Victoria, have shown a good chunk of Australians haven’t heard of the term ‘circular economy’ or don’t fully understand it. So, in an interview on the same topic with mainstream media you’d be better off talking about re-using materials or designing, using and disposing of goods in ways that reduce waste.
Simple right?
In theory, yes, but in practice it’s very easy to slip up, especially under the gaze of a reporter and the glare of a TV camera.
The best way to nail your media message with mainstream or industry press is to prepare and practice.
First up, work with a PR professional to develop your key messages. This is where you should consider your audience and the words and phrases that will be most powerful in convincing them of your message.
Crafting your message into a compelling media release or media statement will often be your best opportunity to secure great coverage. This is especially so in resource-constrained newsrooms where time-pressured reporters may even publish verbatim media releases from trusted and credible sources. This is where a well-connected PR agency can be invaluable.
If a media interview is on the cards, make sure you work through potential questions a reporter might ask you and be prepared with answers that align to your key messages. Importantly, put this into practice before you do the interview. You’ll want to make sure your key messages and responses roll off the tongue and that you are strategic in your decision to use or not use jargon.
A good PR agency will help you develop your media strategy and key messages tailored to your target audiences. Their media trainer will meet you where you’re at and help you practice delivering your key messaging in both proactive and reactive contexts.
A vital piece of this puzzle will be determining the value of leveraging mainstream or industry media to reach your target audiences and crafting your messages appropriately. Getting this right is the first step to media success.
Want to share your expertise with a wider audience? Check out our expertise in media relations.
