How to Make the Most of an Interview with the Media

By Heather C. Conover
Conover + Company Communications

The good news is that a reporter has called after reading your news release and he's interested in interviewing you about your new product. The bad news is you've never been interviewed by the media before and are nervous. While each interview, reporter, and medium (television, radio, and print) is different, there are a few basic guidelines that will help you prepare for any interview and, as a result, feel more comfortable during the interview process.

First, you want to find out as much as possible about the station, the show, publication, interviewer, and audience prior to the interview. Watch or listen to the show or read the reporter's byline. Go to the media outlet's web site to get more information about the interviewer, past guests, and topics. Find out if the reporter seems to have a particular area of interest or slant.

You should already have prepared your key messages that are used in all of your marketing communications outreach activities. These should be adapted to a list of talking points that you will cover in your interview. If an interviewer's questions don't lead you to your main points, answer the question asked with a brief remark and then get to your main points. Similarly, anticipating questions in advance and preparing your responses to these questions will help you feel in control of the interview. If you anticipate areas of conflict, deal with these proactively in your message points rather than waiting and being forced to react to an interviewer's question. Rehearse your talking points and your responses to anticipated questions. Don't memorize your answers, but get comfortable with your subject matter so that your responses flow smoothly.

Always answer honestly. If you don't know the answer to a question, say so. If you offer to get the answer or additional information to the reporter after the interview, make sure you do so in a timely manner that recognizes a reporter's deadlines.

Don't use jargon! No matter what your subject matter, don't assume that the interviewer or the audiences that will read, view, or listen to the interview knows as much as you do about the subject. Make sure you explain any terms with which your audience is likely to be unfamiliar. Keeping your answers short will also provide useful sound bites and help ensure that your remarks are not taken out of context or misunderstood. It's always a good idea to give the interviewer background information on you, your company, and your product or service - even if you've sent it before. This will help the reporter compile his story using accurate facts and figures.

Avoid "no comment" and "off the record." It's safest to assume that these don't exist. Finally, have fun! Unless, there's a crisis or other negatives surrounding the company or your product, there's every reason to believe that the reporter is interested in telling a positive story.

Summer 2003 -Volume 13, Number 3

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