12 Simple Rules For Giving Memorable Media Interviews
Years ago, I had to ask a representative of General Motors how the company had managed to ship its most expensive model without the protective, metal tray on top of the ashtray. (Dashboard fires, anyone?)
He knew why I was coming with my camera. Clearly, he had prepared.
“What happened?” I asked. “What do you think happened?” The spokesman said with a twinkle in his eye. “Somebody goofed!’
“Somebody goofed!”…it’s still my favorite quote. It’s short, punchy, to the point. It’s what everyone in the audience was thinking anyway. It was delivered in a natural, human style. (Everybody makes mistakes.) And obviously, it was the truth!
There’s so much to learn about what works and what doesn’t when giving interviews to the media. Whether you are asked to explain something, react to something, or simply provide your considerable expertise, following a few simple rules will make your interviews better and better.
12 Simple Rules
1. Participate in the planning of a story: You have every right to ask the reporter, what’s the angle? How much time will I have (if it’s a live interview)? Who else are you talking to? Am I the only expert? What do you need from me?
2. Prepare—in fact, never, ever speak without preparation: Take the time even if you have to say, “I’m on a call, in a meeting. What’s your deadline? Can I call you back? Can the interview take place an hour from now?”
3. It’s not about you. It’s not about the reporter either. Consider the audience, the readers, viewers, listeners. What do they need to know? What is the clearest way I can convey that?
4. Define your message or messages: Get ready to give your bottom line first, then the facts to back it up. Think of an anecdote or example if possible. Be prepared to repeat your bottom line.
5. Put your messages into simple, conversational English. No jargon. Create word pictures if you can. Use examples or analogies to explain the complex. (Remember when that consumer group declared an order of Kung Pao chicken had close to the fat of four quarter pounders?)
6. Keep statements short and punchy. It doesn’t matter if it’s television or radio, newspapers or magazines. All reporters listen for the quotes that will best punctuate their stories.
7. Have three points and no more to make. This is how you “edit” yourself and gain some control over how your interview will be used.
8. Use “bridges” when a reporter digresses. Answer the question asked, briefly, but use phrases like: “Here’s what most people miss…” or “The most important thing you need to understand is…” and return to one of your major points.
9. Don’t lie. If you don’t know something, say so. If you can’t answer, say so, but provide a reason, confidentiality, company policy, trade secrets.
10. Don’t get angry.
11. Don’t denigrate anyone.
12. Be real. Show concern if that’s what’s called for. But first and foremosy, be committed to your message. Reporters can always tell.