Giving a Better Interview

In order for an interview to be successful, both the interviewer and the person being interviewed must do their part. If you are going to be interviewed, here are some tips that will help you be well prepared and ensure your message is well communicated.

Be prepared
Before the media call, be prepared. Use the Interview Preparation Form available on this site. Write down your key messages. The PR office also has key messages prepared on a variety of topics for your use. Prepare a few quotable quotes each of your main messages condensed down to single strong and memorable phrases.

Consider the medium
TV is pictures, so consider visuals that enhance your story and wear appropriate clothes (ie., don't wear white or complicated patterns). For radio, think about appropriate use of tone of voice/emotion/silence that could support your story.

During the interview
While giving the interview, remember:
- Avoid jargon and keep it simple.
- Keep your answers brief.
- There is no such thing as "off the record."
- Avoid saying "no comment."
- Tell the truth. Never guess at an answer.
- Be friendly, don't lose your temper and don't be defensive.

Answering tough questions
Sometimes journalists ask tough questions. If you sidestep a tough question, you may appear to be evasive or untrustworthy. When asked a tough or negative question, remember the following and you'll be able to handle tough questions with ease.
- Stick to positive statements and don't be negative or critical in your responses.
- Keep to your own agenda by answering each question with a direct factual statement followed by a relevant key message.
- Don't be afraid to admit mistakes.
- A useful phrase: "What I can tell you is..."
- When you answer, do not repeat negative questions.

Answering complex questions
Patiently answer run-on questions one at a time or choose the question you want to answer You can always rephrase the question, ie., "If I understand your question correctly, you're asking..."

You can't have approval of the story
Building a relationship with a particular reporter, over time, can result in a trusting and mutually beneficial relationship. But, never ask a reporter to preview the story with you.

Presentation matters
Be aware of good eye contact, sitting posture, your clothing and avoiding nervous habits.

Understanding the reporter's role
Reporters need to consider:
- Their deadline.
- How to pitch your story to their editor or producer.
- Whether their audience will care about your story, ie., stories that affect the heart, head, health, and pocketbook.

Is your story "juicy?"
Reporters are often looking for the sexy, juicy angle. Media want to control a story and how it is delivered. The story you want to tell may not be the story they want to tell. The media may say "no" to a story you think they should tell.

After the interview
No interview is ever perfect. It's good to evaluate your performance after the interview so you continue to improve. Ask your friends and colleagues for feedback. Ask them what they thought your main point was and compare that to the key message(s) you intended to project. Did you sound conversational?