Tips for Media Interviews and Publc Speaking

When the reporter calls and asks for an interview there are several steps to follow. These are things you need to know to avoid looking like an idiot on the 6:00 news, to prevent you from getting an angry call from your boss, or possibly walking blindly into a possible ambush interview or other hostile situation.

1. Find out what the story is about. What angle are they taking. Is it a generic story and they merely want you to comment on it from your position in that particular industry or field, or does it deal specifically with you and your organization? Does the reporter have a pre-conceived notion or is he or she merely doing the background investigative work? Too many reporters are sent out by their assignment editor or producer to get a story with a definite bent to it.

2. Who is the reporter, what is his specialty? Is this a general assignment reporter who reports on car wrecks, shopping center grand openings or the recent strange weather, or one who works a specific beat, such as science and technology? If he is a specialized reporter, say one who covers banking and economics, and you are the president of a bank, chances are he will be much more knowledgeable about the issues (and as such may be more demanding in the interview).

3. Why are they talking to you? Did your company or organization do something wrong? Or, are you considered the local expert and they want your expert opinion or a new development? (More on how the become the "go-to guy" in future columns.)

4. What angle are they taking? Again, do they have a particular story slant in mind. Often when I worked as a reporter I was sent out to do one story, but upon arrival and talking with several persons I found my story had done a 180. An objective reporter will inform his producer and report the story according to the facts.

5. What is their deadline? The later in the day the closer to the news and "crunch time." This is where it is critically important to return calls on a timely basis. If a reporter calls you at 10:00 in the morning, and you don't return the call until 4:30 in the afternoon, chances are you have already missed your window of opportunity, the reporter has found other sources, and someone else will tell your story instead of you. Be considerate of the reporter's time frame and allow sufficient time for writing the story and editing it to properly tell you side.

6. Is the interview going to be live or taped? They may want to do a live feed. If that's the case, you have to be perfect on the first take (and as such will need to practice even more beforehand). If it's taped, and you don't like the way you phrased a certain response, you can always do it over. Remember, the reporter wants a good sound bite, a good story. If you flub during a taped interview he will probably ask you the question again, or you can merely say, "Let me try that again." OR "Let me put that another way."

7. Ask how you can help them. Find out what other visuals or B-roll they will need. Do you need to check with security for them to come into the building or the plant or the military base? Are there special clearances required? If so, get them and have them ready (if possible) when the news crew arrives.

8. Set the time and place, and then don't be late. News is a very fast-paced business. A reporter and photographer or print journalist are usually racing from one story to another and cannot afford to sit around and wait for you to return from a late lunch. If you are going to be late, make sure you call them and apprise them of the situation, or reschedule. They may be able to cover another story and get to you later.

9. Get the proper clearances and authorizations. Unless you have absolute autonomy, let your boss know what you are doing. No one likes surprises.

10. Finally, prepare your communications agenda.

More on that next time.