Prepare to Hit a Home Run in Media Interviews

When it comes to press interviews, our media relations guru and resident Eagle Scout embraces the Boy Scout Motto: Be Prepared.  Like most things in life, when an opportunity arrives to be interviewed in the media, a little advance preparation can help you put your best foot forward and use the interview as an opportunity to communicate your messages to your target audience.  Here are Three Things to help you be prepared for your next interview:

1. Decide if you want to agree to the interview

This may seem obvious, but we run into lots of individuals and organizations who are so desperate for coverage and attention that they reflexively jump at the chance to be interviewed by any reporter for any outlet in any format, regardless of whether that would actually serve their organization’s purpose.

Do-gooder organizations (i.e.: our clients!) tend not to have infinite time and resources, so why waste a morning schlepping to a studio for an interview that doesn’t benefit you in any way?

Before you agree to an interview, ask some questions:

• What’s the subject of the interview?
• What’s your organization’s role in the piece being proposed?  (Are you the focus or a supporting player?)
• Who else are they interviewing?
• Does the outlet reach your target audience?
• What’s the interview format?  Is it one-on-one?  Are you part of a panel?  Is it a live broadcast interview?  Edited on tape?  Call-in?
• How long will the interview be?

This isn’t rocket science, but asking these kinds of basic questions before agreeing to an interview can help you decide whether this is attention for attention’s sake or if it’s a good opportunity that supports your objectives.  This also helps you know exactly what you’re getting into, which is key to being prepared.

2. Prepare to respond, not just answer

Don’t just show up to an interview with a vague idea of what you hope you get asked and what you want to say.  This is your chance to get out two or three key points to the audience that matter to your organization.  Start by writing down the headline you hope to achieve from the interview, then figure out how to help the reporter write or produce that headline.

Write down no more than three key messages that are clear, simple, and concise — no more than a sentence or two each — backed by facts and proof points that support and provide substance to the headline.

Practice communicating your messages by responding — not just answering — questions. (Question: “How many of your volunteers visited legislators last week?”  Answer: “200 of our people visited legislators last week.”  Response: “200 of our people visited legislators last week, which shows how badly our state needs funding for this important program that will actually save the state money in the long run.”  Response = Answer + Message.  See how that’s better?)

Practice, practice, practice! Have a friend or colleague grill you on the questions you might expect and practice your responses.  You’ll do much better in the moment if you’ve practiced saying the words out loud in advance.

3. Some tips for when the interview is on camera

Most people who aren’t on camera regularly get a bit nervous when they know their every word and gesture is about to be captured permanently on film.  Here are a few practical tips to help you succeed when it’s time for that big broadcast interview:

• Arrive early so you have time to get comfortable with the studio and the crew.  (Remember to introduce yourself to folks behind the camera too — not just the interviewer — since they play a big role in how you come across to the audience.)
• Allow the crew to set up your microphone and earpiece, but remember to confirm that the equipment is working before the interview starts.
• You are always on the air and on the record, even when you think you’re not.  (There’s no such thing as idle chit chat.)
• Ask where to look when the interview begins (at the host or the camera) and then keep looking.
• Don’t make faces or scratch your nose — it’s being filmed.
• The camera sucks out your energy, so step up the energy, but be careful of excessive hand motions.
• Sit up straight and sit on your coattails — you’ll look better on camera.
• Be yourself, speak naturally and confidently — and remember to respond using the messages you practiced.

These few bits of practical advice based on years of experience working with the media will help you do better, but they merely scratch the surface.  Whether your one key spokesperson needs in-depth training in a variety of media formats or your entire team — or even your members or third-party advocates — need to learn how to effectively engage the press, Englin Consulting can help.  Just give us a call!

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