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Preparing for an interview
Prepare
If a reporter contacts you for an interview, offer to call him or her back so you have some time to prepare. Make sure you obtain the following information:
- What is the deadline?
- Who is the reporter requesting the interview and what publication or program do they represent?
- What is the contact’s phone number?
- What kind of questions will you be asked? You will want to have a sense of the focus or theme of the interview.
- What is the interview format? By phone, in person, a panel discussion?
- Will it be videotaped or live?
- Will others be involved or be interviewed for their comments?
- When, where, and how long will the interview be?
- When will the information be made public or released?
Points to remember for a successful interview
During the interview itself, follow these guidelines:
- Practice. (In front of a mirror or ask a friend to listen to you).
- Be yourself.
- Set out three key points before the interview, and repeat them a number of times.
- Use clear, simple language.
- Keep your comments short and precise ‑‑ no more than 20 seconds. There is a greater chance of being quoted accurately if a reporter can use your entire answer.
- Listen to the question. Never answer a question you don’t understand. Always ask for clarification if you aren’t sure of the meaning.
- Answer a multi-part question one step at a time. After you have answered one part, wait or ask to have the other parts repeated.
- Stick to the facts and correct the reporter if the facts presented are wrong.
- Avoid jargon.
- Answer only those questions about which you have direct knowledge ‑‑ never guess.
- Don’t be afraid to pause briefly before you answer a question.
- Stay on topic.
Things you should never do in an interview
- Never repeat an offensive phrase or inappropriate term that is embedded in a question. That will only reinforce it.
- Never give argumentative responses like “You don’t know what you’re talking about.”
- Never give your personal opinion when you are speaking for your organization.
- Never exaggerate, mislead, use inflammatory words or lie.
- Never speak off the record.
- Never answer hypothetical questions.
- Never speculate.
If you are seriously misquoted or there is an error in the news item that appears or is aired after the interview, ask the reporter for a correction and follow up with a letter to the station or newspaper, restating the correct information. Always monitor the coverage you receive.