"If you're like many people, you would enjoy seeing a good story about your business in a print publication or on television. If the media calls, will you know how to respond to their questions in a concise manner that tells your story well? Will you let your fear of speaking to a reporter keep you from getting coverage you deserve?
Jo Brosius, a former CNN producer, recently told me, "The media may not be your friend, but they aren't always your enemy."
This means if you are straightforward, accessible and articulate, you can be a valued resource to reporters. If reporters trust that you are giving them good information and you are easy to reach, they are likely to want to work with you again. Being articulate is one of the most important aspects of being a good interviewee, especially for a television or radio interview, because there is limited time to make your point.
So how do you get over the fear of speaking to the media to becoming a confident spokesperson? There's no magic formula, but there are some points to keep in mind.
Message development — What do you want people to know about you or your company? As simple as this seems, many businesses and nonprofits have never thought it through or developed their key messages. You should have three to five points that you want to make in any interview and be able to make them succinctly.
Concise statements — Now that you've decided what you want people to know, you need to determine the best way to say it. Most of us tend to ramble as we think through an answer and don't get to the point until the end of our thought sequence. This creates poor sound bites and could mean that a reporter uses what you thought was the weakest part of your response. Think about the best words or phrases and most concise sentences you can use to make a point. Each answer should be phrased in such a way that you would be pleased with any part a reporter decided to use.
Practice — Now that you've developed your statements, practice them. This doesn't mean memorizing a script. Just practice your key messages, using certain words or phrases to make your point.
One good way to do this is to role play with a co-worker. Have them ask you questions a reporter might ask and practice how you will answer. Anticipating questions and forming answers prior to an interview will help you feel more confident.
As painful as it sounds, consider practicing in front of a video camera if you're going to be interviewed on TV. This allows you to hear your answers, look at your demeanor on camera and make improvements. Your non-verbal communication is very important and plays a large role in your credibility. The more you practice, the better you will become and the more confidence you will gain.
Your rights during an interview
Now that you have the basics in hand, something else to keep in mind is that you have rights during an interview.
You can ask a reporter the topic of the story and what kind of information he or she is seeking from you. Do not ask them to send you a list of questions. They won't. Also, don't ask to read a story before it's published. You won't get to, and the request will make you look amateurish.
Most of the time, you can decide if you want to be seated or standing during a television interview. Choose what is most comfortable to you. If you stand, it's important not to shuffle or sway, and try to keep your eyes on the reporter. Looking away too often makes viewers think you're hiding something or not telling the whole truth.
If you're seated, sit tall and don't lean back in the chair. Keep your feet flat on the floor or cross your legs at the ankles. Keep your hands in your lap, unless you're seated at a table or desk. Then you should keep your hands on the table. Remember what your mother told you: "No elbows on the table."
Consider having another person present during the interview. This can be helpful in several ways. A trusted co-worker can fill in the blanks if you forget something, serve as a witness to what is said in the interview and tell you if you have lipstick on your teeth or spilled your lunch on your tie.
Even if the questioning becomes tough, you still have the right to be treated courteously by a reporter and crew. Remember that courtesy is a two-way street. Keep in mind that the media have a job to do, and you should treat them with respect as well.
There's really no secret to giving a great interview. Like everything else we do, it requires a little homework, some teamwork and commitment. Thinking ahead, practicing and being able to tell your story concisely serves you well and helps reporters do a better job.
Mary Hemlepp, APR, a public relations, marketing and research consultant and media interview coach, is co-owner of Wiser, Hemlepp & Associates.