Do's and Don'ts for Media Interviews
DO: Talk informally with television reporters as the camera is being set up. Ask again about their questions, and remind the reporter about your views on the issue.
DO: Take the initiative. Make your points in every answer. In a news interview only one answer gets on the air, and if it doesn't contain your message, that opportunity is lost forever.
DO: Keep answers short and simple. The media don't handle complex issues, theories, abstracts, statistics and complex data well, nor do readers/viewers have an appetite for them.
DO: Use colorful words, analogies, absolutes and cliches to simplify and make your points stand out.
DO: Talk in sound bites ("ink bites" for print.) Reporters want quotable quotes, not long explanations. (A typical sound bite is 10-15 seconds–2 or 3 short sentences.)
DO: Say "I don't know." when you don't.
DON'T be negative: Never, ever be negative. Always be positive!
DO: Stop talking when you've answered a question. Don't feel obliged to fill a void just to keep the interview going.
DO: Be yourself. Be likable and engaging.
DO: Remain cool no matter how antagonistic the questions.
DO: Always speak and behave as though the camera is on.
DON'T use jargon, acronyms or technical terms. If a sixth grader wouldn't understand it, don't say it.
DON'T speak off the record. Anything you say to a reporter may be published.
DON'T become angry or provoked.
DON'T speculate, guess or conjecture.
DON'T ever LIE to a reporter. If you've made a mistake, admit it and shift the focus to what you're doing to correct the problem or assure it never happens again.
Three Key Points:
- Ask questions before answering them.
- Interview the interviewer. Anticipate questions your answers are likely to trigger.
- Have your own agenda and jump on opportunities to talk about it.
NEXT TIP: Pushing Your Message