Is it a good idea to immediately start answering questions from a reporter as soon as they call you? That actually might depend on the situtation. If you have a good public relations department, they should be able to screen the call by mining as much information as they can about the topic, and maybe even getting a few of the questions for the subject matter expert.
But, if you don't have a PR department and the call goes directly to you, my advice would be to not answer their questions immediately. No matter how well you may know the information, no matter how comfortable you feel, no matter how great your day is, take time to gather your thoughts, your notes, your ideas, a drink, a snack or whatever it takes to make sure you are fully prepared for the interview. If you have to, and you have the time, practice with someone to make sure you know the information.
• Get as much information as you can about the story. Determine the direction of the story. Try to even get a few interview questions. Then, ask the reporter what their deadline is. If it’s several days away, then tell them you will get back to them in a day or two to talk to them. If the deadline is in a few hours, tell them you will call them back in an hour so you have time to prepare. They understand that you are a busy person too.
• If a reporter calls about a story that you absolutely can’t help them with, try to offer an alternative source. Tell them if you know of someone that might help with the story. Also, let them know that if they are working on any other stories on subjects you are an expert on, you would be more than happy to help. You’ll score points with the reporter, and they will remember how you helped.
• When a reporter leaves a message on your voicemail, always call them back ASAP…even if you can’t help them out. A reporter getting a call back from someone that can’t help them out goes a longer way than never returning their call because some day you may need to call on that reporter for a favor. And if you are able to help them out, they are more likely to use sources who respond to them right away.
You have had the initial contact with a reporter, collected your thoughts, but now it’s time to actually do the interview. Here are a few tips that will help you get through the interview process:
Preparing for the interview
• Be honest.
• Be brief.
• Be emotional.
• Be positive.
• Cooperate as much as possible to create a win-win scenario. The media will win by getting a story, and you will win by getting your message out to the public.
• Do not be defensive.
• Stay calm in the face of tough questions.
• Show your pride.
• Keep your answers concise.
• Maintain good eye contact with reporters in a face-to-face interview.
• Be wary of off-the-record comments (There is no such thing as off-the-record with a reporter. In other words, NEVER “go off the record” with a reporter.)
• Many reporters want to help you: treat them accordingly to keep them on your side. Never argue with those who by their ink by the barrel or tape by the case.
• Supply advance information on your topic to the media.
• Use analogies and stories whenever possible.
• Never say, “No comment.”
• News is whatever the editor says it is. Just because you do not think an event is a news story does not mean others will not see it as significant, or vice versa.
• Use gestures to help visually and orally.
• When speaking, remember your voice: vary pitch, modulation, pacing and feelings, but do not talk too slowly, too fast, too loudly or too softly.
• When speaking to reporters, you are really speaking to their audience.
• Remember the audience is thinking WIIFM (What’s In It For Me), and your answers should reflect their interests, not just yours.
• Do not repeat negative allegations, as it sounds defensive and leaves the wrong impression.
• Offer art. If you or someone in your company is being interviewed for print, don’t be shy about offering a photo to the reporter.
Difficult questions
What about handling difficult questions? These will sometimes come up, and you never want to avoid answering them.
• Reframe the question to meet your agenda
• Address the topic quickly and with confidence, then use bridging techniques/comments to move on to your key point
• View problem questions as an opportunity to offer solutions and weave in positive messages
• Explain what you know, not what you don’t so you can answer questions with confidence and move on
• Do not be evasive – answer the questions with honesty, and let the reporter know that you may not have the answers to everything
Understanding the differences between media
Media coverage of corporate news and mid-size companies typically takes the form of print, with telephone interviews more prevalent than in-person interviews. Television interviews will be rare for smaller companies, but key spokespersons should still have a general understanding of and be prepared to participate in such interviews.
Print Interviews
• In-depth perspective of a subject, company or issue
• Details and facts are paramount
• May be lengthy interview sessions, with more than one reporter present at times
• Creates a permanent report and a more lasting impression
Telephone Interviews
• You are “on the record” from the moment you say hello
• Keep energy level high, speak with confidence and authority (sitting on edge of seat helps)
• Speak in 20-25 second sound bites
• Make your key points early in the interview and often—reiterate
• Call the reporter vs. reporter calling you once the interview is scheduled to keep control
Television Interviews
• How you say it is as important as what you say
• Emphasis is on demeanor (look and sound) and delivery
• Interviews become sound-bites, so responses should be short, simple
• Make your story as visual as possible
Radio Interviews
• Voice is critical—convey confidence
• Pacing and emphasis are important, but be conversational
• Convey energy in voice
• Use complete sentences to make points, but keep it concise
Understanding reporters and how they operate
All reporters have good and bad tendencies, good and bad characteristics. The key is to identify those as soon as you can in the interview so you are able to direct your answers back to the message you want to deliver. Some reporters will ask questions from every different direction, and it will feel like the interview never flows. Sometimes these turn out to be the best stories. Others will draw additional questions from your answers. Try to pay attention to what the reporter is asking you.
What Reporters Want
• Reasonable access to legitimate news sources
• Consideration for deadlines and logistical needs
• Timely responses to calls and requests for interviews
• Respect when presenting story ideas or interview opportunities—be concise and make sure the reporter is relevant to the story topic you are pitching
• Concise, clear and accurate answers and explanations
• Ability to follow-up for clarification of responses
• Helpful, relevant printed or visual press materials
• Corrections of erroneous information
Interview Styles
• Many interviewers simply want facts, clarification or explanation of information they have received from sources, or the company directly
• Many will engage in a conversation style to create a comfortable environment for the person they are interviewing to see either where the interview will go if they have limited information, or in some cases, to expose the interviewee
• Some reporters try to appear tough and aggressive to test the interviewee
• Unprepared reporters are very common sometimes because of deadlines. The fast pace and competitive nature of their business creates this
Reporting Techniques
• Flattering the interviewee to make them feel comfortable or to gain trust
• Initiating casual conversation to loosen up the interviewee and gain unexpected information
• Remaining silent after a question is answered so that the nervous interviewee continues to speak and potentially offer more information
• Playing the bluffing game to see if the interviewee will divulge information
• Asking several questions in one, or loaded questions so the interviewee becomes confused
• Playing both sides against the middle
• Rapid-fire questions to make the interviewee nervous in hopes of gaining information
• Constantly interrupting answers to steer the interviewee in a desired direction
• Paraphrasing your answers to gain a desired response
• Asking questions that assume certain facts that are not necessarily accurate
• Accusatory questions
Hopefully, all of this information will prepare you for your next interview opportunity.
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