Media interview tips

Handle any media interview like a true professional by reviewing the tips below.

Before the interview

Know the outlet. Find out the media outlet's focus and its audience, and look for stories written or produced by the reporter.

Prepare. Develop one or two main points that you want to communicate. Rehearse what you want to say. Anticipate questions and prepare positive responses.

Provide the reporter with background materials. Include a short biography of the interviewee beforehand.

During the interview

Answer questions. Answer or address the interviewer's questions first, and then transition to the points you prepared to make. If a reporter asks a negative question, answer honestly without repeating the negative statement. Then steer the conversation to your main point.

Avoid the question-answer syndrome. Don't let the reporter lead you through the interview. Keep control over your message. Use most questions as opportunities to tell your story.

Emphasize your main points. Reinforce your message through a technique called "flagging," using simple phrases such as "the key point is" or "most important." Repetition is another way to emphasize your key messages.

Prepare for difficult questions. These techniques can help you reply to difficult questions:

• Deflecting: "It's too early to address that."
• Bridging: Answer or acknowledge the question, then "bridge" to the message you want to communicate. "That was several years ago. Today we focus on ..."
• Broadening: "This is a societal issue."

Be articulate and concise. Present the facts in a simple, direct manner. If a reporter's question is unclear, ask for clarification.

Stay focused. Keep the interview focused on your message.

Be engaging. Vary your voice, pacing, body language, and facial expressions.

Prepare quotes or sound bites. Use colorful statements, compelling phrasing, and active verbs.

Speak in personal terms whenever possible. Use personal anecdotes to illustrate your point.

Avoid jargon. Avoid Rotary terms like "district" or "district governor." These terms may be meaningless or confusing to people who aren't involved in Rotary. If you have to use Rotary phrases, explain them. Use "Rotary members" instead of "Rotarians" or "Rotaractors."

Use metaphors and analogies. Provide comparisons and examples that make facts and figures vivid.

Remember that you are never truly "off the record." Everything you say may be included in the story.

Remember your audience. Make sure your comments are relevant to your readers or viewers.

On-camera or television interviews

• Speak and gesture naturally.
• Use short sentences.
• Talk to the interviewer, not to the camera. Treat the interview as a conversation.
• Keep a positive expression. Smile when appropriate.
• Avoid wearing clothing with busy patterns, which can distract the viewer.