Preparing for a media interview
The media is a powerful tool for marketing your organisation, but if you want to make the most of a media interview, you need to be prepared. Next time you have the opportunity to be interviewed, keep the following tips in mind.
- Know exactly what you want to achieve from the interview. If you simply follow the path of the journalist, who knows where you’ll end up?! By deciding on 2 or 3 key messages, you can make the most of your interview no matter what questions are asked.
- Research the programme or publication you are being interviewed for so that you understand the likely angle they will take. If possible, ask for the list of questions you will be asked, so that you can be prepared. Be aware however, you will almost always be asked questions that are not on the list.
- Find out exactly how the interview will take place, and how long the interview is for. Is it being recorded live? Is it one-on-one or are you part of a panel? If you are to be one of several guests, find out who the other guests are ahead of time – this will give you an indication of where the interview might head.
- Practice bridging phrases, so you can bring the interview back to your key messages no matter what questions are asked. For example, “That really points to the bigger issue of……” or “That highlights why we are……”
- Double check figures and statistics that are likely to be discussed. There is nothing worse than an interviewer quoting statistics about your own organisation, and you not being able to confirm they are correct.
- Have prepared responses for the classic ‘time-filler’ questions that are often used at the end of an interview. These are usually questions like “What’s the one piece of advice you would give…..?” or “So, where to from here…?”
- Only answer questions you actually know the answer to – and if you’re not sure, say so! In a live interview you can couch responses with statements like “As far as I’m aware…” or “To the best of my knowledge, but be aware that this part can easily be removed in print or pre-recorded interviews.
- Appear confident, even if you don’t feel it. If you are being interviewed face to face, maintain eye contact with your interviewer and try not to read from your notes – especially on television. It’s one thing for the interviewer to know you’re unsure, it’s another for the whole country to see it.
- Never say anything you don’t want others to hear. While there are undoubtedly plenty of reporters and interviewers you can trust, there is no such thing as ‘Off the Record’.
The following link is a great article about Preparing for Media Interviews - especially for non-profit organisations. From there you can also view other useful information about Publicity and Public Relations.
http://www.fullcirc.com/rlc/mediainterviewprep.htm