Louisiana Tech University - Media::Interviewing Tips

Preparing for the Interview

Find out who will be conducting the interview and why you were selected.
Establish guidelines (i.e. length of interview, topics, photo opportunity, etc.)
Know the interview format and medium (i.e. news story, feature, TV, print...)
Do not ask for questions in advance. But, you can ask who else will be interviewed.
Be sensitive to the reporter’s deadline. Can your information be public at that time?
Do your homework. Prepare - even in your area of expertise.
Know your audience and prepare answers from their point of view.
Know your message. Decide on two or three key points you want to highlight and use them whenever possible.
Anticipate likely questions. Think through your answers in advance. Practice!
Review worst-case scenarios and appropriate responses to them.
Work with a communication / public relations person or contact the Marketing and Public Relations team.
There is no safe way to go "off the record." Do not say anything to the reporter that you do not want to see in print.

Being Honest

Be completely honest. Never lie or try to fool a reporter.
If you're unsure of an answer to a question, that's okay. Offer to get the information.

Controlling the Interview

Keep coming back to your core message.
Answer questions to your advantage by rephrasing when possible. (I think what you're asking is...)
Answer the question and stop talking.
Avoid technical jargon. Use simple language to explain technical matter.
Don't allow your message to get lost in too much detail. State your conclusions and back them up with facts.
Don't say "no comment." Explain why you cannot answer.
Don't repeat an offensive comment or phrase. Answer with a positive statement.
Avoid personal or judgmental opinions.
Keep your cool. Don't argue.
Avoid answering hypothetical questions. Don't speculate. Rather, validate concerns and feelings.
Try to be as open as possible.

When the Interview Is Over

Offer to gather additional information for the reporter so you can determine his/her interests.
Remember, it is all on the record, even though the camera and/or microphone is off.
Don't ask to see a copy of the story in advance so you can correct it.
Call reporters if stories appear that are inaccurate and politely provide corrections.

Tips on Phone / Radio Interviews

Many radio interviews are taped over the phone. The interviewer's voice may seem distant due to technical reasons. Resist the impulse to speak loudly in response.
Make sure you can hear questions clearly. If you're uncomfortable with the volume, say so.
Always make sure you have noted the reporter's name correctly.
Get your point across quickly.
Use note cards so that you have facts at your fingertips.
Begin your answer only when you are sure the question has been fully asked.
Don't provide new information when asked at the end of an interview: "Do you have any additional thoughts?" If necessary, repeat your message.

Tips on Face-to-Face Interviews

You have more control over this type of interview with its direction and flow.
If appropriate, have printed materials ready for the reporter to verify facts and figures.
Do not feel compelled to continue speaking if there is a pause.

Tips for On-Camera Interviews

Men: Sit on the tail of your coat to keep it from wrinkling at the collar. Wear an off-white or colored dress shirt
Women: Consider wearing a conservative dress or suit. Avoid wearing a top that is all red, black or white. Avoid wearing busy necklaces or bracelets, especially earrings or large pins. Use light studio makeup or ask for makeup. Remove name tags, lapel pins and all extraneous items from your jacket pockets.

Information compiled from a number of different tip sheets on conducting interviews with the media.

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