|
There are different media and different types of interviews (newspaper, radio or television), but no matter who the interviewer is, the key principle is that you must always remain in control of the situation. Interviews give you an opportunity to clarify any misperceptions, clearly present your programs or positions, and make direct, positive contact with a broad audience.
Even if you are invited to speak about one issue, have in mind that journalists like surprises and they will always use the opportunity to ask you something else. That’s why it is important to plan your media strategy in advance to decide what you want to achieve with the interview. Remember to “repeat, repeat, repeat” your message!
Most people get nervous when preparing for an interview. Don’t expect the nervousness to disappear. Even very experienced people and reporters feel nervous and feel uncomfortable in front of the camera or in front of the media in general. The only way that can be ameliorated is to be as prepared as possible.
How to give an interview:
|
|
When asked for an interview, make sure to ask: |
|
|
| |
|
|
What is the date and time of the interview? |
|
|
Where will the interview be held? |
|
|
What is the full name of the interviewer (get familiar with their previous work)? |
|
|
Why are you chosen for the interview, what are the expectations? |
|
|
Will the interview be live or taped, by phone or in person? |
|
|
When will it be published or broadcast? |
|
|
How long is the interview expected to be? |
|
|
What section of the paper will the story run in or what program will the interview be used for? |
|
|
Will photos be taken? |
|
|
Are others being interviewed for the same publication? (if so, who)? |
|
|
Will you be able to get a copy of the article or program afterwards? |
|
Preparation
The golden rule is always to be well prepared. Think about what questions might be asked and prepare answers for them. Come up with the three most important points you want to make. These will be your “islands of safety”, that you will return to constantly during the interview.
Gather all the background materials you might need on your organization, company or project and assemble them in a way that makes them easy for you to reference. Have all background information, facts, statistics, but avoid using them too much. Numbers and figures are not very good for interviews. Outline some of the most important facts and figures on a single piece of paper that you can glance at during a break.
|
|
What do I wear? |
|
|
| |
|
|
Dress conservatively and comfortably. |
|
|
Wear solid colours, light but not white. |
|
|
Do not wear flashy, or shiny fabrics. |
|
|
Do not wear too much jewelry. |
|
|
Apply normal makeup. |
|
|
Don’t be embarrassed to ask producers if you should wear something specific. |
|
If you have any say as to where the interview takes place try to arrange for it to be done in the field at a site that is representative of your work or at an event that is taking place. For television it will help if you think about the camera angles ahead of time and what kind of action can be taking place in the background of the interview that illustrates your work. Always coordinate this with the journalist or producer prior to their arrival so that things can be set up accordingly.
During the interview
Try to be colorful when you talk, meaning use interesting analogies or try to vary the tone of your voice, especially if you are interviewing on radio or television. While it is important that you have prepared well, don’t memorize answers to questions or recite memorized material.
|
|
TIPS: |
|
|
| |
|
|
Do not be shy or hesitant. |
|
|
Stay calm, don’t be easily ruffled by unexpected questions or rapid interviewing. |
|
|
Always tell the truth. |
|
|
Have all background information, facts, statistics, but don’t use them too much. |
|
|
Be friendly and persuasive in your tone and body language, rather than stiff or monotone. |
|
|
Make certain that your audience feels that you are a person they like and trust. |
|
|
Don’t be passive or overly polite. |
|
|
Be simple and direct. |
|
|
Turn off phones, especially mobiles. |
|
|
Don’t use professional jargon. If you have to, explain the meaning. |
|
|
If you didn’t hear a question, ask that it be repeated. |
|
|
Do not look at the camera if you are in the studio with the journalist, but when you give a statement or the journalist is not seen, then look into the camera directly. |
|
|
Be careful when you are talking into the microphone, try not to be too loud. |
|
|
If the reporter asks a question you don’t want to answer: Try not to avoid answering questions, but if you get stuck, go back to the three main points you want to make. These are your “islands or safety” described earlier. |
|
|
If you are asked negative questions, do not repeat the negative. Do not get upset or defensive. Make clear any misinformation quickly and then go to your positive points. |
|
|
Remember to REPEAT, REPEAT, REPEAT your key message! |
|
|
|
Radio Talk Shows |
|
|
| |
|
Radio talk shows can be one of the most flexible media resources for NGOs and other organizations. They are relatively easy to access and offer a lot of time to present your views and communicate with a large audience.
To offer your story or spokesperson to a radio talk show:
|
|
|
Prepare written materials (like a press kit) that offer an “angle” on a story or issue. Make sure the printed material is short. |
|
|
Suggest stories that are timely as well as important and appropriate: if it is a local radio station, make sure the story you want to talk about has a local angle. |
|
|
When you call the radio producer be prepared to make a very brief explanation of what you want to talk about. |
|
|
Handle rejection of your story idea gracefully. You want to be able to contact the producer again with other story ideas. Remember, “no” once does not mean “no” always. |
|
Offer guests who are knowledgeable, have a conversational style, are able to turn their materials into brief bits of information and are fairly comfortable with the interview process.
|
|
|
