Media Interview Guidelines

If a reporter calls, find out the reason for the call, what is to be discussed and whether the reporter is on a tight deadline. Assure the reporter you will call back before the deadline.

Quickly prepare:
Jot down a few likely questions and your answers.

Know what you want to communicate, outline bullet points if needed.

Make sure you have all of the background information you need.

Call the reporter back within the time promised.

The interview:

• Never lie to or mislead a reporter.
  
• Offer your conclusion first, briefly and directly. Back it up with facts.
  
• Avoid industry jargon and acronyms.
  
• Be realistic and positive.
  
• Short answers are better than long ones; use complete sentences.
  
• Be honest, responsive, factual. Don't talk too much.
  
• Don't accept a reporter's facts and figures as true; don't respond to a hypothetical situation; respond to a negative leading question with positive statements.
  
• Keep cool. Don't allow yourself to be provoked.
  
• There is no formal beginning or end to an interview. Everything within earshot to a reporter is fair game.
  
• Remember, when talking to a reporter, there's no such thing as "off the record."
  
• If there are any skeletons in the store's closet, be prepared for them to come up in the interview.
  
• Similarly, be prepared to state all your positive points completely in response to the first question asked.
  
• State matter-of-factly when you can release information and why.
  
• If you don't know the answers, say so, and offer to find out.
  
• Don't overlap the interviewer's question; begin your answer when the reporter is finished.
  
• The interview will be brief. A reporter has only a few minutes to get your full story. Don't ask to approve the story before it is published or broadcast.

Suggestions for a television interview:

Dark clothes, a blue shirt, or blouse looks best on television.

A "voice level" helps an interviewer set the recorder sound.

Be sure the background is an appropriate setting for the interview.

Take 45 seconds to straighten your hair and clothing. If possible, have another person from your organization review your appearance.

If you wear photo-gray glasses, take them off for the interview.

Stand up straight; look directly at the reporter, not at the camera or the microphone.

Smile only at appropriate times.

Resist the urge to shout into the microphone. If a reporter asks for an interview on one subject, then begins asking questions about another subject, wait until the question is asked. Say, "I thought this interview was about......." You may say you are not in a position to discuss the other subject because you want to take the time to make sure the information you have is accurate and up to date. Following an interview, the cameraman may want to shoot additional videotape and ask you to chat with the reporter. Make sure your movements and comments are in accordance with your posture during the interview.