- 90% of your success in an interview will depend on your preparation.
- Offer the writer a bio with the correct spelling of your name, your title and a clear description of your responsibilities.
- Ask the reporter what they intend to talk about. They may not give you every question they are going to ask, but at least you can get a good feel for where they are coming from.
- Establish the ground rules up front. Assume everything you say will be in print. If you can’t be quoted, say “no comment.” Also ask for time at the end of an interview to go over the reporter’s notes to clarify and correct any inaccuracies.
- Do your research. When armed with explosive facts, even mediocre speakers can make passionate and accurate presentations.
- Write down two or three points you want to communicate during the interview. By making your points, you have more control over the “marketing effectiveness” of the result.
- During the interview, take your time and think about the question. Formulate your answers and speak slowly. Don’t talk over the reporter/readers head. Use examples that create word pictures to make points easy to understand. Give the reporter a context for your comments.
- Prepare for a live press conference by bringing in cameras, lights, and distracters to practice. This way when you experience the same chaos at the event you will probably be more relaxed.
- Be aware of your body language. Before you even say a word it can portray you to the press as credible and convincing- or evasive and guilty. To present a positive vibe and get the reporter’s attention, lean forward when you’re talking and have your arms and hands open. Funny as it may sound, avoid sending signals like touching your ears (experts say it’s a sign of deception), face (you want to hide) and the back of your neck (shows fear and that you want to get out of there).
- Respect the reporter’s time and the importance of their deadline. Follow up with appropriate information in a timely manner that conveys this understanding.
- After the interview, urge the reporter to call you back if they need clarification. Have a designated assistant on call and in the interview so if you can’t get back to the writer immediately to clarify a question, they will be available. Also, if you realize you forgot to make an important point or provided incorrect information, immediately telephone the reporter. The article may be going to press that very day.
The above tips were compiled by Gallen Neilly Associates, Inc., Walnut Creek, California, USA. They are from Gallen Neilly’s – The Other Little Red Book