Interview Survival Tips
Who's calling, please? Learn the reporter's name and news
outlet and the nature of the story he or she is doing. Afterward,
report the interview to Public Relations (ext. 18219).
Are you the right spokesperson? If you're not, refer the
reporter to someone who is, or to Public Relations.
Meet the press. It's best to meet the reporter in person,
but often, distance and deadlines make this impossible. If a phone
interview proves necessary and complex explanations are involved,
offer to provide background materials by overnight mail or fax,
depending on the reporter's deadline.
Scared or unprepared? Tell the reporter you will call back
in a few minutes. Collect your thoughts and then follow through
on your promise to provide an interview. Phone Public Relations
for guidance or moral support if you wish.
Have a message. Prepare a single communication objective
and two or three secondary points you want to make, regardless of
the questions you're asked.
Avoid conflict. Conflict is news; therefore, journalists
often cast questions to flesh out controversy. Don't repeat or confirm
any negatives; instead, state your position in positive terms.
Toughen up. Make an effort to anticipate the tough questions
you may be asked and rehearse your answers (Public Relations can
help). Answer difficult questions as briefly as possible, then bridge
to your message.
Speak plainly. Use simple language for the lay public,
not jargon or technical terms in your field. Be brief. Print journalists
can take more time in their interviews and present more information
than can broadcast reporters. The average TV "soundbite" lasts only
nine seconds.
Be friendly, but smart. Don't be flippant or sarcastic
when dealing with a reporter. Never speak off the record unless
the journalist is someone you know and trust. Assume everything
you say to a reporter (even in a social situation) may be used in
a story.
Respect deadlines. Return phone calls promptly. Most of
the time, reporters need a response in minutes, not hours or days.
Don't ask to see the story. No self-respecting reporter
will allow a source to review a story in advance; to do so compromises
journalistic ethics and objectivity. If you fear a point has been
misunderstood, ask the reporter to repeat it. Encourage the reporter
to call you for additional clarification, fact checking or information.
Misquoted? Don't overreact. If it's a serious matter, make
every effort to contact the reporter rather than the editor. Unless
the error is serious enough to warrant a published correction, there
is no remedy available.
"No comment" is a no-no. If you refuse to answer a question,
the reporter will infer that you have something to hide. If you
are unable to respond, explain why.
The truth shall set you free. The truth may sometimes hurt,
but lying to the media is always deadly. The facts will come out
eventually, so always be honest when talking to reporters. If you
don't know the answer, just say so.
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