Public Relations Primer
Tips for a Successful Interview
Determine the purpose of the interview.
- Know what the interview is all about before it begins.
- Is this a talk show or a segment for the news show
- Will it be edited or live?
- Ask about the concept of the story so you can prepare and review the proper background information to be able to answer questions the reporter may pose.
- Find out if other people will be interviewed. In some instances, you may discover that you are not the best spokesperson or expert for the story that the reporter wants to cover.
Know the interviewer and know his or her audience.
- Read some of the reporters articles or watch some of his or her broadcasts to learn the reporter's style.
- If being interviewed for a talk show, try to view the program ahead of time to see the tone of the show, the length of the interviews, etc.
Have a positive message and get that message out.
- Be prepared with one or two key points you want to convey during the interview.
- Especially for radio and TV interviews, make sure your answers are short and concise
- Sometimes the reporter may not have had time to do their homework and this will give you the opportunity to discuss topics you want to promote.
- Anticipate questions and how you will answer them: pre-edit your thoughts into self-contained, brief statements.
- Anticipate negatives and how you can turn them into positives.
Think about what you are saying.
- If you don't know the answer to a question, say so. It's better to get back to the reporter with the right answer than to guess and relay incorrect information. Erroneous information can damage your relationship with the press.
- Be conversational. Don't make it sound as if you memorized.
- Get your message across without appearing to bully the interviewer.
- Be believable. Have a story or anecdote ready to help crystallize a point you are trying to make.
- Be concise. You are more likely to be interrupted if you drone on.
Don't say "no comment" and don't go off the record.
- A "no comment" makes it look like you are hiding something. If you don't know the answer to a question, say so.
- Remember an interview is never off the record.
Especially for TV:
- Maintain
eye contact with the reporter -- not the camera.
- Unless you are instructed otherwise, look at the reporter. Try not to be distracted by technical activities going on around you.
- Dress
appropriately for the camera.
- Don't wear predominantly white clothing or herringtooth design. Jewelry should be minimal.
- Especially be aware that a large gold necklace or a silver fountain pen in a man's pocket can reflect like a mirror under studio lights.
- Don't wear tinted glasses.
- Note how local anchors and reports dress and follow their examples.