Five tips for a successful news media interview

© Copyright 2000, Wilson Group Communications, Inc

Worried that your next media interview won't go as well as it could? Here are some tips to help you do your best:

First, never do interviews to simply answer reporters' questions. It’s not enough. Do interviews to get your message across. And if you want to get your message across, you first have to know what it is.

In a crisis, your message might center around your organization's concern for the safety of people, and/or bringing a potentially dangerous situation under control. Would your organization do whatever is necessary to protect the public? If so, say it! Once you determine your message, stick with it. Work the message into your responses to the reporter’s questions. Ultimately, your responses and message should be interwoven, inseparable and natural.

Second, never assume the reporter knows what you’re talking about. Reporters often cover stories because of their availability and proximity to the event rather than their expertise. Assuming they know as much about the subject as you do can be dangerous. In the end, they have to compile, translate and report what’s going on to their readers, listeners and viewers whether they understand it or not. Take the time to make sure they understand what you’re saying. What might be extremely clear to you, may be a foreign language to an outsider. Misakes in the media more often occur as a result of misunderstandings, rather than sloppy reporting.

Don’t ramble. Stay away from too many details. Be concise. Reporters have to deal in sound bites and quotable quotes. They can’t use long-winded and complex responses. Use simple and descriptive words that leave no doubt as to what you mean.

Be yourself. Believe what you say! It’s difficult to appear credible if you’re working from someone else’s script. It’s okay to seek advice and counsel before an interview, but once it begins, you’re on your own. An interview is not the time to begin an acting career. Use your own words. Speak in your own style. Be comfortable with what you’re saying and how you say it. If you don’t believe it, don’t say it! As you develop your message points before each interview, ask yourself: Am I comfortable with this? Do I believe it? Is it true? Remember: if you don’t believe what you’re saying, no one else will either.

Be accurate! Make sure whatever information you provide in an interview is absolutely accurate. Your credibility can be destroyed if the information you provide a reporter turns out to be false. Don’t speculate!