Tips for Preparing for a Media Interview

Before the interview:

• Know the reporter, publication/program, interview format, audience.
• Know your goal for the interview.
• Know what you want to say: review your "key message points."
• Jot down likely questions, appropriate answers.
• Prepare a range of questions, hard and easy.

Interview tips:

• Speak in "headlines." Offer conclusions first, briefly and directly and back it with facts or "proof points."
• Don't over-answer. Short answers are better than long.
• Don't be fixated by the question. "Bridge" to a related point you want to make.
• Asked about a problem? Talk about a solution.
• Don't let false charges, facts or figures offered by a reporter stand uncorrected.
• Don't repeat a reporter's negative statements or slurs. Frame your reply as a positive statement.
• Don't fall victim to hypothetical situations and "A or B" dilemmas.
• Be engaging, likable.
• Don't know the answer? Don't fake it. If appropriate, assure the reporter you will find and provide the needed facts in a timely manner, or offer to assist the reporter in finding that other source.
• Don't overlap the interviewer's question; begin your answer when the reporter is finished.
• Keep cool. Don't be provoked.
• Never lie to a reporter.

For telephone interviews:

• Buy preparation time by asking to call the reporter back if deadline allows.
• Establish an "interview atmosphere" and mindset.
• Use notes.
• Ask questions in order to gain feedback.
• For radio, speak visually - use words to paint pictures.

For television interviews:

• For men, a dark suit and blue shirt works best. For women, avoid solid black or white, or busy patterns. Bright colors are fine.
• Don't wear large, shiny or noisy jewelry.
• Sit erect, but not ramrod-straight, slightly forward in the chair. Unbutton suit jacket when seated.
• Resist the urge to shout into the microphone. Speak and gesture naturally.
• Talk to the reporter/interviewer, not the camera.
• Keep a pleasant expression; smile when appropriate.
• Hold your "interview attitude" from the moment you are lit until the interview is completely over and the camera is off.

Preparation=success
A=Q + key point