The phone rings and on the other end is a reporter who wants to ask you "a few questions." Are your reactions those of a deer caught in the headlights? Do you stumble and fumble your way through? Or are you a pro who knows your material and comes across to the reporter as capable, credible and confident.
Here are six steps you can take when you're the interviewee. These will help you to become a master of the media, someone who represents yourself and your organization well in any circumstance.
Welcome the reporter and let her or him know you're willing to talk.This tells the reporter you have nothing to hide and will be willing to help with the reporter's story.
If you don't already know, ask the following questions:
Determine in your own thinking when and where you want to talk. If you can talk at the time of the call, great! If not, when can you talk with the reporter? Also, decide where you would like to talk. By phone? At your office? At the newspaper office or radio or television station in person?
If the reporter insists that you have to talk now, but you can't, can you refer them to another person who would be a good source for them? If the reporter becomes insistent and/or obnoxious, you can say, "Sorry I can't talk now, I'm in the middle of something that has to take precedence. Perhaps we can talk later or I can help you on another story sometime. Thanks for your call." Then, hang up.
If you want to talk later and can respect the reporter's deadline, set another time and ask if there's any information you should have on hand when you talk.
If you've chosen to talk later, do these things:
If you've set a time and place, call back, appear or welcome the reporter to your office. The fact that you have done what you said you would do gives you an initial credibility. If you've done your homework, the interview should be an opportunity for you to both respond to questions and make the points you've prepared. Remember, you still have final control over the amount of time you will give the reporter.
If facts in the story were inaccurate or you were misquoted, go first to the reporter and discuss the inaccuracies. If you are dissatisfied with the reporter's response, go up the chain of command until you get satisfaction or run out of people. Remember, you can demand accuracy, but you can only request fairness. After all, fairness is in the eye of the beholder.
If the interview went well and you are happy with the result, say so. Most people are quick to jump on a reporter when they don't like a story, but slow to praise the reporter when they do like the story. A note to the reporter's boss and/or to the reporter will be appreciated more than you can imagine. All of us like praise when we do a good job and, contrary to what some people believe, reporters are as human as the rest of us.
Following these six steps won't guarantee that you'll be asked only easy questions. But by going through this process, you'll be prepared to respond to any question and to do the best interview possible.
Even if you think you've done the worst interview of all time, remember that many people won't see/read it. Be kind to yourself and recognize you are your own worst critic.
Finally, there will be other opportunities for other interviews where you can use what you've learned from this interview. Remember, no matter how good or bad the interview, the sun will still come up tomorrow and the world will go on spinning.
Permission to reprint all or parts of this article is granted providing credit is given as follows: "Reprinted with permission of Richard A. Egli, APR, , www.egliassociates.com"
Dick Egli, MA, APR, is a long-time Michigan administrator and public relations director. He currently writes, speaks and consults with schools in Michigan and across the country. To reach him, choose from any of our contact options.
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