Handling a Media Interview
Tips for Dealing with the Press
The reporter is interested in the story we sent, and now she has called for an interview. Many people think they will "just wing it" when the reporter calls, but this is generally a mistake. The reason: you aren't talking to just the reporter, you are talking to the thousands of readers and viewers the reporter represents, and to clients and referral sources.
Always prepare by writing down the three or four points you want to stress during the interview. Here are some ways to help ensure you are included as prominently as possible in the story:
Use quotable phrases. Reporters are looking for phrases that can make the mundane idea more interesting. The imagery you include in a quote makes it much more likely to be used. So as you develop your three or four points, try to support them with memorable anecdotes or analogies.
Be an interpreter or translator. Know that your audience doesn't know as much as you do about the topic. Avoid jargon or technical terms. Explain as if you were talking to a jury. Keep it simple. Use the Goldilocks approach to sentence length. Avoid one word answers, which are too short, and complicated explanations that are too long. Explain yourself fully using short, punchy sentences.
Be yourself. Speak in your usual way.
Say only what you want to say. Do not feel obligated to fill what might seem like awkward pauses in the conversation. If you feel you must speak, talk about one of the points you wanted to make.
Know that you are always "on." Just because a reporter puts down her notebook or turns off his recorder or camera doesn't mean the interview is over. Anything you say to the reporter is fair game.
(Note: Many of the most savvy public relations pros avoid trying to go "off-the-record" or onto "background" with reporters - and there is just too much risk for those who do not talk to the media regularly to try to work with reporters in this way. Don't let your ego take over. If you think you have to use these mechanisms when dealing with the press, it is essential you obtain media skills training or engage/retain a public relations professional with a reputation for crisis communications.)
Correct any wrong information. If you feel the premise of a question is wrong or the reporter summarized your point incorrectly, say so. Repeat your phrasing if that is the best way to phrase it. Don't let the reporter put words into your mouth.
Be helpful. Encourage the reporter to call back if he or she needs any clarification or wants to ensure accuracy of a quote.
Be prompt. Ask about the reporter's deadline and meet it, or decline the interview if you can't. A radio or television reporter may have literally a couple of minutes to find someone to speak. If you can't help in the given time frame, say so.
Don't ask to review a story before it runs. But ask when the story will run.
Click any of the following for additional information:
What To Do When a Reporter Calls
Special Tips for Television Interview
Realities of Dealing With the Press
Ground Rules for Dealing With the Press
Assume You're On Record When Talking to the Press
7 Words or Phrases That Should Never Appear In a News Release
9 Rules of Crisis Communication
« Return to Dealing with the Press main page
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