PREPARATION FOR THE INTERVIEW
Understand why you are being interviewed. Find out exactly what the topic and angle of the interview will be. How will the interview be used - for a news story, a current affairs feature or an entertainment piece?
Don't be afraid to do the interview. People often turn down the chance to be interviewed because they're nervous, or afraid they'll say the wrong thing, or because they’ve had a bad experience with the media in the past. Don’t turn down the opportunity but BE PREPARED! Remember that the only way you'll get to be media-savvy is to practice!
Think about what you want your main message to be. What is your reason for wanting to speak to the reporter? Think about the main message you want to convey, and how to weave it into every answer you give. That way, even if your answers are cut and spliced during the editing process, your message will still come through. Make sure you know your subject inside and out. Write down answers to any questions you think may be asked, but avoid memorizing statements. A successful interview should never appear rehearsed - and reporters dislike prepared statements, because they sound stiff and unnatural.
Take
along supporting material. Even
the best journalist will not ask every possible question during one
interview. Take with you supporting materials that describe your project and
your institution – no more than 2pp on either – that you can leave behind with
the journalist after your interview. This will enable them to get the basic
facts right.
THE
INTERVIEW ITSELF
Keep
your messages clear and simple. Make sure you are clear about your main message, and what are the
supporting arguments. Your main message can have several points to it, though it's
best to have no more than three. Try to balance the urge to ‘tell them
everything’ about your years of research, with the need to get the main message
across. It is possible to communicate complex issues, but you need to build up
the story using simple concepts which will have relevance and meaning for the
audience.
Treat the interviewer
with respect. Remember that when
you speak to a reporter, you're potentially speaking to an audience of
hundreds or thousands of people. If you don't know the answer to a question, be
honest about it! Say that you don't know, but you'll try to get the
information. Make sure you keep that promise, though - nothing sours a good
relationship with a reporter faster than keeping him/her waiting for necessary
information. Your attention to detail and reliability will be noticed and help
to build your reputation with the media.
Speak clearly and
firmly. Offer the reporter just the
facts; don't speculate or estimate, even if you're asked to. Don't feel
you have to fill "dead air" - that's the interviewer's job. When
you've answered a question, stop talking. If you're uncomfortable answering a
question, just say firmly that you don't think you are the appropriate person
to comment. Remember that no reporter has the right to bully you into answering
a question if you don't want to.
Be helpful. Suggest other sources the reporter could interview.
Mention anything that you think might be helpful and offer approaches
s/he may not have thought of.