GUIDE: Tips for Media Interviews

The process of effectively dealing with media and people in the media is a complex one; too complex to be handled by a few simple rules. However, the following tips and tactics may serve as a basic guidance as you work to maximize your opportunities in the use of the media as a powerful communications device.

For All Media

• Respect deadlines. Reporters live by deadlines and if you don't they'll often go without your input.
• Evaluate and authenticate each inquiry. It may be illegitimate, or you may be wiser not to respond or to refer the inquiry.
• Learn and adapt to meet the needs of the reporter and his/her audience. Don't waste a reporter's time and hurt your future chances for a story.
• No one knows all the facts all the time. Don't guess and chance embarrassing yourself and the reporter.
• You cannot usually be all things to all people, therefore pick the right spokesperson for each job.
• All reporters share a basic goal; to develop a story. The good ones will be prepared, therefore do not forget your purpose in the interview and do provide them with good information. The poor reporters will come unprepared and you can lead them through a good interview to discuss the topics you want aired. Either way, you are in the interview together and the better the interview, the better you both look.

For the Television Interview

• Television provides you with maximum exposure, therefore, be flexible and adapt to its needs.
• Set your communication objectives on one or two key ideas to be left with the audience before going on.
• Do not read notes on camera unless it is absolute essential.
• Exercise control over the interview through anticipating questions, preparing answers in advance, and rehearsing.
• Preview the program to gain familiarity with the operation of the show and the interviewer's style.
• Turn negatives to positives and be personable. Use the interviewer's first name on occasion and recall that successful interviews have a certain entertainment quality which is enhanced by anecdotes and humor. Use simple language and end sentences on a positive note.

Tactics for Handling the Hostile Interviewer

• First, never turn hostile or lose your cool. Do not use his/her style.
• The machine gunner asks a string of questions at a time - Ask him which he or she would like answered first.
• The interrupter won't let you finish - Let him/her finish, then you finish what he interrupted and ask if he has another question.
• The paraphraser puts words in your mouth - Tell him/her that's not what you said, directly, and then clarify what you did say.
• The dart thrower will pin negative labels on you - Correct them up front and with facts.

Television Studio Tips

• Arrive ahead of the time you are expected and check out the situation to increase your familiarity and comfort level.
• Be prepared to wait and relax or review your notes.
• On the set maintain eye contact with your host and ignore the set activity around you.
• You know your business or organization or project best, so smile and be confident, enthusiastic, positive.
• Do not play to the cameras, play to your best.

Source: Adapted from a handout received at a Toastmasters Club many years ago.