You've followed the Media Relation Guidelines and now find yourself scheduled to be interviewed by a print or broadcast reporter. The following tips (based on guidelines from the University of Minnesota News Service) will help you prepare.
Before the Interview
- Regard the interview as an opportunity to tell your story.
- Decide what you want the public to understand about the subject.
- Pick one or two key points you want to get across.
- Put these key points in writing, making sure they are jargon-free and concise as possible.
- Remember your audience is the public, not the reporter. Don't try to convince the reporter of your point of view, hoping they'll translate it for the audience. Speak directly to the audience, and make your point.
- Prepare, and use, relevant examples and analogies.
- Make notes for easy reference.
- Prepare a list of probable questions and short, concise answers and practice them.
- Collect material or use visuals that will help the reporter understand the story.
- Rehearse with someone you trust.
During the Interview
- If a reporter asks you to comment off the record, decline. Assume everything you say in an interview will appear in the story.
- Don't wait for the reporter to ask the "right question"; think about how the questions relate to your points and answer them accordingly.
- Clarify the story for the reporter, rather than simply answering his or her questions.
- Be concise; you can't be quoted out of context if you are clear and concise.
- Listen carefully, and if necessary, clarify the question to ensure you understand.
- If a question contains erroneous information, don't let it slide. Correct it.
- Don't evade questions; if you don't know the answer, say so.
- Never lie.
- Beware of hypothetical questions; don't be pressured into speculating.
- Depending on the issue, you may want to record the interview yourself so you can review your responses afterwards and catch any errors prior to them being printed or broadcast. It is your prerogative to audio tape your interview.
- If the interview is being recorded, remember to sit up straight; don't sway in your chair, drum your fingers, tap a pencil, or make other noises; look at the reporter, not the camera.
After the Interview
- Don't ask or expect to approve the story before it is printed or broadcast.
- Do make yourself available for follow up; encourage the reporter to call back with other questions or for clarifications.
- If you've promised to get additional information to the reporter, follow-up within the reporter's timeline.
- If you recorded the interview yourself, review the tape; if you misspoke, contact the reporter with corrections or clarifications.