Be Prepared
    Lewis Caroll said, "If you don't know where you are going, every road leads you there." Truer words couldn't have been spoken when it comes to media interviews. The media is a vehicle for getting out campaign and organizational messages. If you don't have a clear sense of what you want to convey, how the headline should read, and what you want people to know about your issue, then the chance that you will be satisfied with the result of the interview is slim.
    Be prepared - That's the best way to go into media interviews. This section tells you how to prepare. The bottom line is, successful interviews come from practice. 

The following sections present guidelines for interviews, how to convey your message during an interview, interview preparation tips, professional interview techniques, guidelines for television interviews, and suggestions for interview evaluation

5 Guidelines for a Successful Interview

1.  Prepare
Ask yourself, "What is my goal with this interview?" Know the one, two or three (max) key points you want to make; have simple facts and figures ready to support those points. Use every opportunity to answer questions and then reiterate one of your main points.

2.  Use the Three C's

• Concise. Typically, your comments will be edited to about 5 to 15 seconds or a short sentence. Focus on getting your points across efficiently. Avoid long words and lengthy sentences. Also, it is better to pause to gather your thoughts than to rely on fillers like "uh-uh-uh," "like," or "you know."
• Conversational. Avoid insider jargon and policy-laden language; use words and descriptions that the average reader/viewer will understand. When you must use jargon, explain it - briefly.
• Catchy. The reporter is looking for the catchy phrase or soundbite. To ensure your main points are included, say them in a clever fashion. If you just presented a key point in an unclear or rambling way, stop for a second and make your point again. The reporter needs the quote to make sense.

3.  Say What You Want to Say: Avoid 5 Common Traps 

• Don't Repeat the Reporter's Words. At times, a reporter will use language in a question that is confusing or even negative. Sometimes the goal is to bait you into a certain type of answer. The question won't appear in the final version, but your answer will, so don't repeat it.
• Don't Lose Your Cool. A reporter may play devil's advocate just to get a colorful response. Don't give an angry or defensive response -- simply redirect your answer to one of your main points. Reporters get the last word, so don't get into a verbal tussle.
• There is No Such Thing as "Off the Record." If you don't want something reported, don't tell the reporter.
• Don't Be Led Into Hypothetical Situations. If the reporter says, "Assume that..." or "What if...." and you don't like the direction being taken, respond with something like: "I can't speculate on the unknown, however..." and restate one of your main points.
• Don't Fill (Awkward) Silent Pauses. Often a reporter will pause after you have responded to a question, waiting for you to elaborate. Don't feel the need to fill in the silent pauses (sometimes reporters are using this awkward pause to get you to say something you otherwise wouldn't); simply wait for the next question and insert one of your key points.

4.  Be Friendly, Honest, and Yourself
Never lie. If you don't know the answer, say so, and then say you'll try to find out the information and get it to the reporter as soon as possible. Never respond to a question with "no comment." It sounds like you're hiding something. Rather, generously describe why you cannot specifically answer that question and direct the conversation back to one of your main points.

5.  You Have More Control Than You Think
Remember, reporters are conduits, they are not your ultimate audience. Their audience is your audience, so address your points to the public. Use every opportunity to answer a question and bridge back to one of your main points. You have more control than you think.

The Interview: Message, Message, Message

Successful interviews are message-driven.
    To have successful interviews, you need to answer questions in a way that supports your messages. If, after an interview, the quotes included in a story do not support your main messages, then you are what we call in the industry "off message." This is bad. You had an opportunity to get out your message and you blew it.
    To avoid mistakes, practice interviewing using the messages from your message box. All spokespeople for your organization should be familiar with and proficient in delivering these key messages. Remember: part of getting out messages successfully is picking the right spokespeople. Certain spokespeople will resonate better with your target audience than others. Don't let egos eliminate a chance to showcase your best spokespeople and get the most from a media interview.
    To conduct successful interviews you will need to know what your key messages are.  Follow these rules:

Rule 1: Don't have more than three main points. More than that is too confusing.

Rule 2: All messages should support the organization's main goals.

Rule 3: Messages themselves are not necessarily soundbites, they are ideas you are trying to get across.

Rule 4: Messages are reinforced by soundbites, phrases, statistics and anecdotes.

Rule 5: Messages take time to create. Don't rush the process.

Rule 6: Messages don't change frequently. For messages to have impact they have to be repeated over and over again.

Rule 7: Messages can be tailored for specific audiences, while still remaining constant. (See rule 6)

Rule 8: Consistent messages should permeate all of your communications efforts, not just your media interviews and communications.

Rule 9: Messages must be simple. They are ideas that can be explained in a sentence or two -- if it requires a paragraph or two, keep working.

Prepare for the Interview - Logistics and Details

There are several questions you want answered before you agree to an interview. Some people are hesitant to ask these questions, but the more knowledge you have, the more prepared you will be. You won't lose an interview if you make sure to answer these questions:

• What's the format of the outlet? Print? Broadcast?
• What's the interview about?
• What's your organization's role in the piece being proposed? Are you the focus or just a supporting player? Who else are they interviewing?
• Which outlet is it for? Ask about the reader- or viewership to determine if it reaches your target audience. You shouldn't necessarily turn down an interview if it doesn't, though you probably won't make it a priority.
• Ask if they are a weekly or a daily? A conservative show or paper? How many viewers, readers or listeners does it have?
• What's the format of the interview? Is it a one-on-one, a debate, or another format?
• Are you part of a panel? If it is a broadcast interview, will it be live, edited on tape, is it a call-in?
• How long will the interview last?
• For print pieces, do they need a photo? Usually they will take their own pictures, so be prepared if they plan to have a photographer snapping away at you while you speak.
• For broadcast interviews, do they need b-roll or will they need to pre-interview the spokesperson?

     If you are comfortable with the answers to all of these questions, and you feel this interview gives you a good opportunity to get out your organization's messages, go for it. If you don't feel you are the right messenger for the show, consider suggesting someone else from your list of spokespeople who might be more appropriate or who could make a stronger statement.
If the story just isn't on the right topic or won't give you the forum to discuss what you want to discuss, consider turning it down. Spend your time on something that will let you get your message out.

Professional Interview Techniques

REMAIN CALM.  Calm always wins the day. Defensive and angry are signs of a person in a weak position. If you are easily excited or angered, take a breath and pause before speaking so that you sound calmer.

KNOW YOUR FACTS.  Support your messages with anecdotes, statistics and soundbites.

STAY ON MESSAGE.  Use "off-message" questions to bridge back to your message. Use phrases such as "That's a good question. Before I address it, I'd like to go back my earlier point..." Politicians do this all the time.

COMPLETE ANSWERS.  Don't hop around in an interview just because the interviewer is jumpy. If they interrupt you or barrage you with rapid-fire questions, remain calm; finish your sentences; wait until the interviewer takes a breath and then pick one question to answer.

STAY IN CONTROL.  Don't fall for the "when did you stop beating your wife" or the "isn't it true that" (put you on the defensive) line of questioning. Don't start with "no" or act flustered. Merely correct the record and bridge to one of your main messages.

GET IT RIGHT.  If an interviewer mis-states something or has a fact wrong, don't be polite and keep quiet - speak up.

TO THE POINT.  For TV, realize your interview will be substantially edited to fit into a short time frame. And print reporters will be looking for concise quotes that explain the story. Keep your answers to between 10 and 20 seconds. Reminder: network tv soundbites are 8 seconds; learn to be concise.

REPEAT YOUR POINTS.  Don't think that because print reporters have more space they may use longer quotes. Remember, they are taking notes as you speak. Speak slowly, use short sentences, and repeat yourself. It will help ensure the reporter gets your point and gets it written down correctly.

IN WRITING.  Give it to them in writing. Make a one-page summary sheet of your main points and leave it with print reporters, along with a phone number where they can reach you with follow-up questions. The more the reporter has/sees your message, the less likely she/he is to misquote you.

FLAG WORDS.  Use flag words to get the audience's attention:
"If I could only say one thing about this it would be..."
"Finally . . ."
"The most important thing to remember . . ."

REPEAT.  Repeat, repeat, repeat.

Television Interviews - Specific Guidelines

1.  Remember Your Appearance
Viewers will decide within eight seconds if you appear credible. The TV screen can intensify messy hair or a crooked tie, so look in the mirror before going on camera.

Dress conservatively; distracting clothing gets in the way of your message.

Dark suits of solid color with a pale shirt are good. White reflects light and close stripes can look wavy on TV screens.

Socks for men should be knee high, hosiery for women should be almost colorless.

No flashy jewelry -- it shines "hot spots" on cameras; no sunglasses, lapel buttons or pins; and keep bulky items out of your pockets.

2.  Maintain Eye Contact
Always look at the interviewer and not at the camera. Looking around the room or at the camera makes you look shifty and hurts credibility. Sit only halfway back in the chair and lean forward -- this keeps your body upright and projects a look of engagement. Avoid nervous twitches like clearing your throat, tapping your foot, rolling your eyes, fiddling with your hands, etc.

3.  Always Assume the Tape is Rolling
Sound is recorded when the tape is rolling, so be aware of what you say even after the formal on-camera interview because it may end up on the air.

What to Wear on Air

Women: Bright colors are best. Avoid all white or cream ensembles. No heavy jewelry. Every day make-up.

Men: Solid suits in grey or navy with a cream or other light colored shirt. Be careful when choosing a tie. Check, hounds tooth and complicated patterns create optical illusions on TV and distract viewers. You want them to pay attention to what you say, not what you wear.

Logistics Specifically for TV and Radio

ARRIVE EARLY. Make friends with the crew and with the person interviewing you.

USE HOST'S FIRST NAME. unless they specify another preference.

WORKING EQUIPMENT? Make sure the equipment is working. Check microphones and earpieces if you are being interviewed by satellite.

ALWAYS ON THE AIR.  You are always on the air. Say what you have to say, then be quiet. Don't fill "dead air." This is an old journalist's trick to get you to say something you really don't want to say - for example, Reagan's off-the-cuff remark about bombing Russia - or to ramble off-message. Ask where to look at the beginning of the interview - at the host or at the camera - and then keep looking. Don't make faces or scratch your nose.

POSTURE AND POSITION.  If standing, place your feet one in front of the other. If you place them side-to-side, you will rock, and it will show on camera.

MINIMAL GESTICULATION. Hand movements should be small - it is best to keep them in your lap. If you must gesture, stay within an imaginary box that's below your chin, no wider than the inside of your arms, and no lower than your rib cage.

BE ASSERTIVE. If you are sharing the stage with others, particularly those who are hostile, you need to be more aggressive. If a question is addressed to the entire panel, jump in - don't wait to be asked directly.

GRAB ATTENTION. When on talk radio, lead off with the most compelling fact.

KNOW YOUR STUFF.  If on a panel, know the other panelists' viewpoints and likely arguments. Have soundbites ready to respond to their main points.

MICROPHONE ETIQUETTE. For in-studio radio interviews, sit 6-8" from the microphone.

After the Interview

Review the coverage
The best way to get better at interviewing is to review your performance and then make a list of what you'll do better or differently next time.

Ask yourself:

• Were you on message?
• Did you get your main points across in a concise and easy to understand way?
• Did your opponents make any compelling arguments for which you will need to construct a good counterpoint in the future?
• Was the piece in any way inaccurate or unfair?

If the story is inaccurate or unfair...
     If a story comes out with factual mistakes or misquotes, do not call up screaming at a reporter. Instead, calmly point out the mistake and ask for a correction. Consider contacting the editor or news director. Going over a reporter's head is a serious step and should only happen when a major mistake has been made and the reporter refuses to acknowledge his/her responsibility for the miscommunication. If you go over a reporter's head without first speaking with him/her, you will sour whatever relationship you have with that reporter, and it can come back to haunt you.

*prepared from materials produced by Resource Media*