How to Be Interviewed Handout

8/9/2019 How to Be Interviewed Handout

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How to Be Interviewed

For Print, Radio, and Television

Camper English

and Jennifer English


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A genda

1. Print

2. A Detour3. More Print4. Radio/TV5. Getting Press


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Interviewing for PrintCamper English


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Interview Goals(for the writer)

Gathering informationListening for quotable sentencesBacking up the thesis

Getting you to say things we cant say


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Interviews: Your Goals

Sound like a genius

Get it over with quickly and efficiently


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now Your Format:

Types of News and Feature Stories


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Types of Stories:

News Story


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Types of Stories:

F eature Story


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Types of Stories:Q&A


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Types of Stories:P

rofile


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Types of Stories:R

eview


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Types of Stories:T

rend Story/R

oundup


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Types of Stories:R

ecipe


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Types of Publications

T rade A udience is inside the industry- bartenders,

retailers, bar owners, etc.Many brand stories (liquor, lighting, etc)

A ll good news


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Types of Publications

Consumer

Civilian audienceTypically have an action item bar

addresses, recipe, brands to buy


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Rear Admiral's Grog 2.0

by Reza Esmaili1 OZ Smith & Cross

1 OZ Pampero Anniversario1 OZ Gran Gala0.25 OZ Averna0.25 OZ Maple Syrup 1:1

0.75 OZ Lime Juice0.25 OZ Orange Juice


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Goals for this quote

Describe the drink (so its not just a recipelisting)Speak to use of orange liqueur- brandy based

versus neutral spirit based


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8 Minute Interview : Raw Typing(Product Trend Story, Consumer Pub)

M y rear admirals grog was with smith and cross, eldo 3, uh, averna, gran gala and maple.I guess balance is the ultimate key here and you also have eto know your audience. This is a gran gala based cocktail

so if it was for a contest or a story on that liqueur the complexities of it and ifts fflavors really show well. I thinkingcontests and demos people try to introdcut too many other compoenents and eit ends up m8uting thecomponentthat you swan tot show really well.

Orange liqueur with brandy because of the the two other spirits used which were definitely kind of high proof compeonent of smith and cross I wasnted it to retain its viscosity and richness and its knowing that its going to bebalalcned out by high rpoof rum and other juices and sweetener. This was def inspiritd by the tiki stiyle of morethan one base spirit more than one juice and also a modifier to add com,plexity and dep[th.

Flavor I think tis really c omplet in that in the nost you get some of that maple spice and smoky oily components of smith and

cross and the pot still shows realloy well. On the palante you get the nutty orange spicd comepenet of thepapaerop.

Plus the high tones of the spice complexity of the averna that also gives it some bitter compioenents.Is this similar to It was definitely inspieed by tiki and I def wanted to have many aromatics and juice dand tliqueur. Its appropriate for my

place of work. It was synergistic with the other rum based cockitails for our audience to compliment the set cocktailmenu at smuigglers cover. I wasnted to keep with the house style and keep withsome of the base spirits andliqueurs that are utitlized.

Orange liqueurs neaturalo base vs brandyI wasnted to make sure there awbalance between adide spirit and richn3ss. Given that the liume was high adid and thetother spirits were higher proff I wanted to make sure there was still some richness in the mouthfeel. T6exture is abig compoenent of proper tiki cocktails so I wanted to lengthen and arate ti with some quick blending and also giveit some viscosity. Thats another reason I wanted to use the full ounce. I wanted complexity with the spirits andalso richness and sweetness and mouthfeel.

400 words in8

minutes


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8 Minute Interview : UseableThis is a Gran Gala based cocktail so if it was for a contest or a story on that

liqueur the complexities of it and its flavors really need to show well. I thinkin contests and demos people try to introduce too many other componentsand it ends up muting the component that you want to show really well.

I wanted it to retain its viscosity and richness, knowing that its going to bebalanced out by high proof rum and other juices and sweetener.

This was definitely inspired by the tiki style of more than one base spirit, morethan one juice, and also a modifier to add complexity and depth.

I think it is really complex in that in the nose you get some of that maple spiceand smoky oily components of the Smith & Cross and the pot still flavor shows really well. On the palate you get the nutty orange spice componentof the Pampero, plus the high tones and the spice complexity of the Avernathat also gives it some bitter components.

I wanted to make sure there was balance between acid, spirit and richness.Given that the lime was high acid and the other spirits were higher proof Iwanted to make sure there was still some richness in the mouthfeel. Textureis a big component of proper tiki cocktails so I wanted to lengthen andaerate it with some quick blending and also give it some viscosity.

24 8 words, 5 possible quotes


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8 Minute Interview :

What I Would UseBartender Reza Esmaili created the Rear

Admirals Grog 2.0, an off-menu drink for the tikibar Smugglers Cove using the brandy-based

Gran Gala orange liqueur. He says he chose thebrand due more to its texture than flavor. I wanted to make sure there was balancebetween acid, spirit and richness. Given thatthe lime was high acid and the other spirits

were higher proof I

wanted to make surethere was still some richness in the mouthfeel, he says.


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Q uote Challenge You are serving this cocktail at

your bar/event. Describe it.

#TOTC Q uoteOr

[email protected]


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Th e Writing Biz

What its like from our end


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Deadlines, Theoretically

National Print = 3-12 months

Local Print = 2-3 months

Weeklies = 1 month - 1 week

Newspapers = 1 month 1 day

Web = 1 month same day


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Story ProcessWriter pitches topic to editor

Editor gives deadline

Writer writes

Editor edits

Photography/artwork

Story goes to print


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Terminology

Background or Research


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Terminology: Off the Record

A verbal contractSay it firstIts a matter of trust with the writer


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D ont make me look stupid!

Can I see the quotes before youprint the story?

No, because youll try to mess it allup

Editor might change itSome publications will fact check the

quotes


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Should I Bother GivingInterviews?

Career-wise, yesNot unless you want toFeel free to recommend someone

else


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Dealing with Writers

Everything is a rush. Sorry.

If you wont have time, please dontsay youre available because then wehave to harass you.

I cant help with this one.I can give you ten minutes.


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Interview Formats

PhoneEmailLive


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Interview Formats: Email

More work for us bothSome writers want you to write their story

We can only fix so much.Language often sounds marketing/PR; notnatural

Can be good for industry stories; number

stories; non-native English speakers


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Interview Formats: Phone

Most efficientInterviewer can type in (or record)

your quotesK indly give it your full attentionSpeak slowly when typingGive writer a time window for

interview (not before noon)


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Interview Formats: In Person

Takes longer- travel timeWriter may be looking for

color/background. (Look your besteven if not working) A t a bar, suggest non-busy times


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Bad/Lazy Interviewers

Dont know subject matterHave made incorrect assumptionsWaste your time making you cover

basicsCan misquote because they

misunderstand


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Dealing with Bad/LazyInterviewers

Suggest some reading material andreschedule after they get up tospeed

I can give you ten minutes on thisOffer to check the quotes


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Giving Good Q uotes

Give your full attentionUse full sentencesRepeat the question ( A void

Because)(Unless its a Q&A )


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Giving Good Q uotes

Listen to the question- it may beleading

Would you say?Do you think?


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Giving Good Q uotes

Watch the negatives- complaints aboutcustomers, brands, competitors

You are your own brand but also represent yourbar/brand


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Giving Good Q uotes

"Three years ago it was OK to be rude. It used to be' I ' m not making a cosmo and you ' re a h orribleperson. ' Now we say, 'I'm not making a cosmo, butI'm making you something better than a cosmo.' A nd if they like (the drink) they trust you for the whole night," says Erick Castro, general manager at

Rickhouse in San Francisco's Financial District.


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Giving Good Q uotes

Humor A lmost A lways Helps

Ms. Saunders thinks you may be seeing

more props, too. Maybe I should get aparrot, she said.


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I didnt say that!


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Mistakes Happen. So Now What?

The damage is done A ll press is good press. Okay, most press.Hard to prove a misquoteConsequencesStories can sometimes be fixed online for

posterityPersonal note to journalist


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End of Part OnePlease Flip the Tape


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Interviewing for Radio/TV Jennifer English


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1. Be H.I.P.HonestImmediatePassionate


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2. Be A uthentic


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3. Be Committed To:

your Story

your R ecipeyour P rocess

your D rink

your Self


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Part Two: Getting Press


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The Press-Ready Bar

Photos of the drinks on the menuPhotos of the bartenders who made the drinks

on the menuPhotos of the barBartender quick bios

A (working) contact email on the website forinquiries

Searchable menus online- website/blog,facebook group, etc


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Newsworthiness:When to Pitch for Press

Timeliness (bar explodes!)Impact (all bars in US closed for New Years)Proximity (local bartender wins national award)Novelty (salmon flavored vodka)Conflict (bars vs. A BC)Prominence (Lindsey Lohan drinks cocktail)Human Interest (Cocktail fundraiser for Humane

Society)


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Press for the Bar

Bar News (Timeliness):Bar openingSeasonal menu/new menu/themed menuDrink specialsSpecial events- guest bartender, pairing

dinner, early hours for World Cup


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Press for the Bartender

New jobNew menu/drinkEvent hostingWinning a contestBlogging/facebook/twitter- keeps people aware

of your experiments


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Reaching Out to Press

Contact the writer, not the publicationStalk on Facebook/LinkedIn, etc.Invite writers in for drinks during slow hoursPitch the web: Emails (DailyCandy, Thrillist,

Urbandaddy, etc); food gossip blogs of localpapers, Eater, Feast, blog of bloggers

Use social media in all of its forms. Put yourmenus online. Make everything searchable.


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TH A NK YOU

#TOTC Q uoteor

[email protected]

How to Be Interviewed Handout

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