The Interview: When you sit down with the news media!

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When the media calls, there are the questions you want to know before you grant a sit-down interview. In addition, there are ground rules you want to have in place. If you are utilizing a subject matter expert within your organization to speak. Limit the time frame of the interview.

      Verify the following questions:
  • What is your name?
  • Whom do you represent?
  • What is the interview about?
  • What is the story focused on?
  • Are you talking to other people? Will they be interviewed at the same time?
  • What is your deadline? When will the story be run?
  • (Depending on the deadline) May I call back tomorrow? In an hour? 30 minutes? Ten minutes?
  • What is your phone/fax number or e-mail?

      Be bold, this is the time to negotiate when a reporter calls for an unscheduled interview:
  • Be polite, helpful and friendly.
  • Stress that you need information first.
  • Don’t say anything you don’t want to see printed or broadcast.
  • Stay calm.
  • Don’t say “no comment” or “off-the-record...”
  • Don’t automatically agree to the interview or refuse it.

     The negotiations can lead to:
  • A defined agenda of the interview.
  • The boundaries of the interview.
  • The chance to guide the interview to areas on which you want to highlight.
  • The possible inclusion of people or sources you may suggest.

     Point of Caution
  • The reporter may try to interrupt with a “content” question, trying to lead you in the substance of the interview. Answer with “before we get to that”, then negotiate time to prepare.
  • If you cannot do the interview, say why and offer to put the interviewer in touch with the appropriate person.
  • Follow up quickly. Reporters have extremely tight deadlines.
  • If you are using a subject matter expert in your organization, prep them on what to expect. If they are not comfortable in talking in front of a camera, this will help prepare them.
Set the ground rules
  • Reporters are not the enemy nor are they a friend. The reporter has a job to do, just as you do as the public information officer. They will attempt to challenge your statements.
  • Be prepared to live by your words. If you cannot say it, don’t!
  • “Off-the-record” doesn’t exist, since the report may have other sources.
  • “Not-for-attribution” means the reporter can use the information but not name the source.
  • The mic is always on. This is an old trick that many forget. They always want to get some other shots where the audio may be dubbed over as part of the interview. Remember you wearing a live microphone. It’s a live microphone, the reporter may start asking questions, those questions may start out innocuous, but may turn back towards they story they are working on. Be cautious, in what information you talk about.

Setting the Interview location and the appearance
Select your location carefully depending on the type of interview it is. Most common are the one-on-one interviews.  The interview location can impact how your image is portrayed on camera.  These are the things you want to consider:
  • Should you be sitting down? Many Chief Executives want to sit behind their desk, it looks leader like. However, many people will sit back in their chair. The camera can make it appear as it the person is being smug or non-caring. If seated, be aware of how you sit, any nervous twitching you may be prone to and adjust accordingly. (For example, if you don’t know what to do with your fidgety hands, lean on one arm and fold your hands together comfortably.) Keep hands visible. Eye contact with the reporter is essential.
  • What’s in the background? Consider something simple the use of a “Logo Wall” or a “Step and Repeat”.
  • How to you Appear? Pay more attention to your appearance and body language with television. Wear plain clothes. Dark clothes look best on TV. Avoid checkers, stripes, plaids, or other designs, as they can cause problems with color TV pictures. Avoid large, jangling, or reflective jewelry.
  • Pay attention to gestures. For example, a nodding head indicates agreement, so avoid doing so unless appropriate. Use natural gestures. Don't tap the table or chair and be aware of other nonverbal behaviors/body language.
  • Stay “on.” If a TV reporter asks to chat while the camera operator shoots "B" roll (non-interview footage or cutaway shots used to round out a visual story), be sure body language and comments are appropriate. Always assume that anything said might end up in the interview, regardless of what the reporter or camera operator says.


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