Here are some very practical tips for people who are doing interviews for print, radio, and TV. From Reputations, a PR firm here in town I hear good things about.
Interview Tips:
* Find out what the reporter wants.
* Determine your message in advance.
* Keep it simple.
* Answer in short, declarative sentences.
* Start with the “conclusionâ€.
* Keep it brief.
* Avoid going “off the recordâ€.
* Try to avoid saying: “No commentâ€.
* Correct misinformation in a question before answering the question.
* Start the whole point over if you stumble.
* Don’t get hostile.
* If asked an unfair question, say so.
* Don’t let a rough interview get you angry.
* Don’t say anything before, during, or after an interview that you wouldn’t want to see in the media.
* Don’t criticize the media to reporters.
* Do not ask to see an item prior to publication or broadcast.
* Repeat your message.
* Remember to clean your desk of private information, if face-to-face interview.
* Don’t fill “dead airâ€. Avoid a compulsion to randomly elaborate on your answers.
Print Media Tips:
* Ask the reporter what the focus of the story is and how long the interview will take. Tell the reporter you are tied up and will call back in ten minutes.
* Consider whether or not you should do this interview.
* Review the news release and backgrounder, if applicable.
* Consider the other issues and points affecting the story.
* Review Interview Tips.
* Try to anticipate the questions the reporter will ask.
* Have only pertinent materials on your desk.
* Do a relaxation exercise.
* Tell your secretary to hold calls and bar interruptions.
* If the interview is on a negative topic, consider tape recording.
* Call or meet the reporter.
* Be on time.
* If in doubt, call Reputations or your P.R. counsel.
Radio Interview Tips:
* Ask the reporter what the focus of the story is and how long the interview will take. Tell the reporter you are tied up and will call back in ten minutes.
* Consider whether or not you should do this interview.
* Determine if the item is for the hourly news or a feature story. (If it is for the hourly news, be prepared for a short, highly focused interview.)
* Ask the reporter when the deadline is.
* Determine if the interview is best done over the phone or at the radio station.
* Read the news release and backgrounder, if applicable.
* Consider the other issues and points affecting the story.
* Review Media Tips.
* Try to anticipate the questions the reporter will ask.
* Do a relaxation exercise.
* If interview is by phone, tell your secretary to hold calls and bar interruptions.
* Call the reporter or go to the radio station. Be on time.
Television Interview Tips:
* Ask the reporter what the focus of the story is, and how long the interview will be. Tell the reporter you are tied up and will call back in ten minutes.
* Consider whether or not you should do this interview.
* Call Reputations or your P.R. counsel to discuss your message, visual opportunities and whether you should do this interview.
* Discuss visual opportunities or problems with your staff. Decide the best location for the interview. For example: in front of your sign.
* Call the reporter back. Schedule a time and place. Try to influence the selection of visuals.
* Notify Staff. Tell them to be helpful, and defer questions to you.
* Wear clothing that looks good on television. Avoid tight stripes, red or white. Blue or grey work well.
* Don’t wear glasses that darken in sunlight. The same will happen under television lights.
* Don’t take off a hat — beware the “hat head†look.
* Clear the area of sensitive documents.
* Read the news release and backgrounder, if applicable.
* Consider the other issues and points of view affecting the story.
* Review Media Tips.
* Try to anticipate the questions the reporter will ask.
* Check your appearance.
* Do a relaxation exercise.
* Be on time.
* Look at the reporter, not the camera.
* If sitting, don’t slouch.
* Cross legs at knee, not ankle.
* If standing, don’t place your hands on your hips.