Giving interviews

Representing Simon Fraser University to the media is an important responsibility. Learn how to effectively deliver information or be interviewed on-camera to build SFU’s image and managing its reputation.  

Know your key messages

Key messages are the building blocks of all effective communications. Aim to develop three to four main messages to be used when answering media questions.

Make sure your messages:

  • Cover the most important thing(s) you want to get across to the interviewer
  • Are short and to the point (one to two sentences per message)
  • Are direct and action oriented
  • Support SFU’s main priorities
  • Are written in positive and conversational language
  • Don’t ignore the elephant in the room, because you’ll be asked about it
  • Are supported by facts, examples or interesting anecdotes
  • Instil trust in the audience

An impactful story with the right message can help raise awareness and demonstrate thought leadership on an important issue, motivate your audience to take action, and help build SFU’s image.

Move from high-level to personal

Provide a high-level perspective on the trend and its impact and then share a local or personal experience to connect the audience to the story.

Anecdotes are great especially when sharing good news. Smile and show excitement. Provide the facts heart first, head second. Keep it simple and focus on what’s unique.