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Interviews

When the Media Contact You

Hopefully when you get a call from the media it won't have come out of the blue, but will be a result of something like a press release from you. However do be aware of what is making the news, as you may be asked to comment on a national story, or to provide a local perspective on a story.

Respond promptly to press enquiries: the way and speed with which you deal with them will affect the media's perception of you and your organisation - and therefore the kind of coverage you get.

Don't be rushed - You are under no obligation to give an interview there and then. Don't start an interview over the phone until you have found out:

• Who is calling

• What paper / station

• What they want and what sort of questions they'll ask

• Why they are calling you and are they talking to anyone else on the subject

• How long will the interview be

• What else will it be used for

Don't do it ‘Off the Cuff’
Get their telephone number and say you'll ring back in 5 to 10 minutes:
"I've got someone with me at the moment….."
"I'm in a meeting….."
"I want to gather my thoughts…."

Plan the Interview
Think it over, or better still, talk it over with someone else. Spend a minute or two being suspicious. Is there a damaging angle concealed in the call?

Unless you have definite reasons NOT to talk to the press, prepare what you are going to say by writing down a few ‘bullet points’ (you don't want to sound like you are reading).

Identify 1 or 2 main points that are important to you and find ways to say them simply and positively. Can you give any examples? People love stories so identify any examples / anecdotes you could use during the interview.

Think what questions you may be asked - Don't spend ages worrying what the "surprise" question might be, remember you are the expert on the subject not the journalist.

If you can't respond in full by the journalist's deadline, give them a holding statement, as this will be better than making no comment at all.

Return the Call / Do the Interview

Use a conversational style (use anecdotes where appropriate), have confidence in your knowledge and avoid jargon and acronyms.

Avoid yes / no answers - use words like "What I would say is that…"

A good journalist will want to check the points you have made. But if they keep coming to the same point 3 or 4 times they may well be fishing for an unguarded remark.

Don't Answer Leading Questions
Don't answer hypothetical questions. Don't be led off into areas you don't want to talk about. Be polite, but firm, and stand by what you have said.

Don't Make "Off the Record" Comments
Unless you know and trust the individual journalist, secure an agreement to go "off the record" before you say anything you would rather not see in print attributed to you.

Cut It Short If You Are Unhappy
"I'm sorry to cut this short but I've given you everything I can on this, and I've got someone waiting to see me/ I've got to get back to my meeting/ I've got another call waiting. Thank you, goodbye".

Summary

• be clear

• be upbeat

• give examples to illustrate

• avoid jargon

• concentrate on your key message

Radio Interviews

Radio interviews can be live or pre-recorded. The key to a good interview is to treat it as if you are just talking to one person (the presenter or reporter) not all the listeners. If you have time to do the interview live in the studio you may find it easier as you will have eye contact with the presenter and they will chat to you before you go on air to relax you a bit.

The microphone will be fairly close to you but don't look at it, focus on the interviewer's face instead. Make sure you know what you are going to be asked about.

If you make a mistake and the interview has been pre-recorded you can always ask the reporter if you can "do that bit again" and they'll have to edit out your mistake.

Don't be afraid to ask as everyone gets his or her words mixed up from time to time! Presenters on a live show may use the time you take to answer their questions to line up the next piece of music. They are listening to what you are saying so don't stop talking if you lose eye contact!

Make sure you ask before you go on air if anyone else is taking part in the interview. Radio stations sometimes like to get both sides of a story on at the same time. Your interview may also be part of a "phone-in" where you'll be expected to answer questions from listeners who call in. If it is a phone-in, make a note of the caller's name so you can respond using their name.

Types of live radio interview

Phone - Radio stations usually like to call you. If you are worried your phone line might be engaged, then give the programme a mobile telephone number as a back up. You may be told that the interview is at 10.45am but don't panic if the call isn't made promptly.

Programme running orders have to be flexible, and it may be the previous item is over-running. If you have another appointment and can only do the interview at that exact time tell the radio station when they book the interview.

Radio Car - Radio cars are specially adapted vehicles with a mast and are often used on outside broadcasts, for example from an air show.

Studio and Outside Studio - If you come into the station to do an interview you won't be rushed straight into the studio.

Someone will take you through to the presenter and you should have time for a quick chat (off air) before the interview begins.

If you want a recording of yourself, please ask before you start the broadcast as it's easy to put a cassette on to record and you can pick it up as you leave.

BBC local radio stations often have small “studios” scattered around the county. These are usually not staffed and you have to collect a key and let yourself in. The equipment is very simple and all you should have to do is put some headphones on and sit near the microphone.

TV Interviews

Most TV interviews are pre-recorded as timing on programmes is very tight and your interview will be edited. If it goes wrong ask the reporter if you can do it again.

On the rare occasions where you are asked to talk live on TV, remember time will be limited so make sure you get what you want to say across early.

If you are doing an interview on TV make sure you are comfortable. Sit with your bottom in the back of the chair. Use your hands to communicate (see more TV tips below)

Tips for appearing on TV

• Remember you are talking to people in their home - you have to grab their attention.

• Know why you are there. What is the message or messages you are trying to get across?

• Ask yourself 'Am I the best person to give this interview?’ It might be that a colleague is better placed.

• We see people before we hear them; remember your appearance is crucial.

• Always check the context of your interview. How long will it be? What other items will form part of the package and so on.

• Once you are in the studio, or for that matter in front of the camera, you are performing. Never let the camera catch you unawares.

• Language is crucial. Avoid jargon (make a note of your own professional language and then find an 'English' equivalent).

• Wherever possible use examples and pictures; try to avoid statistics.

• Always prepare for any interview, no matter how thoroughly you think you know the subject. It is imperative not to enter into an interview without having given it careful thought and consideration.

• Do arrive at the studio or location in more than good time; nothing is more likely to prejudice your own performance than being late.

• Do watch the programme that you are likely to be appearing on beforehand to get some idea of the style and pace.

• Do record, watch and discuss your appearances afterwards - we all learn from practice.

• Do ask for a glass of water, as both a means of refreshing yourself and as a prop in emergencies.

• Do accept offers of make-up; not only will it help your appearance but the five minutes in the make-up room are a useful time for you to recap and revise what you are going to say.

• Do feel free to ask your interviewer to cover specific points, although he or she is under no obligation to do so.

• Don't be overfriendly with your interviewer. He or she is the viewers' friend, not yours.

• Conversely, don't get into an argument with the interviewer. He or she will always appear to have won. But don't passively accept rudeness or aggression - you have as much right to respect as they do.

• Don't take notes into the TV studio with you; they will distract you and the rustle of paper will distract the viewer.

• Don't drink alcohol before giving an interview.

• Don't assume the viewer or for that matter the interviewer knows a great deal about your subject; always explain and give background information that will be helpful.

• Don't give monosyllabic answers; on the other hand do not ramble on at great length.

Newspaper Interviews

Newspaper and magazine interviews are either done over the phone or face to face. Adopt the same approach as you would for radio or TV, but remember you are relying on the journalists shorthand to take down your quotes.

If you are in any doubt about whether they are going to quote you accurately get them to read their notes back, and clarify if you need to.

Also beware questions like "would you agree that …." or "do you think …." as a yes or no answer can be turned into a quote. These sorts of questions are part of everyday speech so don't be alarmed if you hear them. On the whole the media are not there to catch you out, they want to get the story across to their readers / listeners / viewers.

Newspapers often write the story from the press release only. They may call just to get a little more information and if they send a photographer he/she may check people’s names for the photo caption.

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