Media Training: Before The Interview

The interview process usually begins with a phone call from a reporter. And that is often where we make our first mistake–we answer the reporter's questions. Instead of answering, ask questions. For example, ask the reporter:

• What is the story about and what type of story is it? (fun or puff news, column)
• Who have you talked to?
• How do I fit in the story?
• What is the interview format?
• When will the story run and what is your deadline?

Agree upon a time for the interview and HANG UP THE PHONE. Don't even think about answering questions unless you feel you are fully prepared. Even if the reporter simply wants a couple of questions answered, offer to call back. Buy a few minutes to think about your answers.

Then, stop and think:

• Decide what you can say and how you can say it.
• How can you get your own message in? What follow-up questions are your responses likely to trigger and how can you answer them?
• Be certain your marketing staff is aware of the call, then gather the information the reporter wants.

Only when you've resolved these should you move ahead.

You should NEVER go into an interview just to answer a reporter's questions.

Have your own agenda–good things you're comfortable talking about. Rehearse (aloud, if possible) before you go into the interview and then repeat your point over and over again during the interview.

Reporters might ask tough questions. You're not required to answer. You need not respond to questions that touch on confidentiality, or issues you don't want publicized. If you can't answer, you must explain why. "No comment" simply is not acceptable.

NEXT TIP: Do's and Don'ts for Media Interviews