Media interview tips
Interviews can be daunting, so here's our guide to help you work it like a Hollywood star and promote your opinion, cause, or organisation, to the world's media.
Before the interview
- Find out when the interview is taking place. If it's for a newspaper, the journalist may want to meet you in a public place, so choose where is best for you and exchange mobile numbers in case one of you runs late. Most print journalists record interviews, but they should check you're happy with this before you begin.
- If your interview is for television or radio, ask if it's a live event or pre-recorded. If other guests will be present, do your research so you know who you'll be faced with.
- Before you arrive, familiarise yourself with the programme, publication, or radio show to get an idea of the tone of the interview. If it seems the interviewer might disagree with your cause, come ready with the attitude and information to state your case.
What to wear
A journalist will always check out your appearance, so you may regret wearing that jumper you got for Christmas. Think about presentation, and in a photo, include a badge or T-shirt with a logo on it to advertise your cause, or whatever outfit best represents you.
What to say
- Try and find out the questions you're going to be asked prior to the interview, especially if it's live. If you can't, think about what the journalist might ask, including any negative questions, and prepare your answers. This will save you from any nasty surprises.
- If your interview is for tv or radio, try to 'name drop' facts about your topic as much as possible as well as the cause's web address.
- Write a list of contact details and give them to your interviewer on the day.
- Think of anecdotes to illustrate your points - examples of real people or experiences will hold the audience's interest.
- Write down three key messages you'd like to get across and keep returning to them as much as possible.
- Take a few minutes to rehearse out loud before you arrive - things can sound different in your head!
During the interview
- Be confident - remember, you're being interviewed because you're the expert.
- Enjoy yourself. The more positive you are, the stronger the piece will be.
- Don't feel rushed - take time to think about your replies, rather than saying something you'll end up regretting.
- Don't tell the journalist anything you don't want the world to know - there's no such thing as 'off the record.'
- Beware of the 'reverse question'. If you're speaking about a contentious issue, a trick journalists often use is to paraphrase what you're saying, then ask you to agree with their statement, so stay alert and listen carefully.
- Avoid speaking in jargon - you want to put your message across as plainly as possible, or people are likely to switch off.
- It's OK to make a mistake; you're only human. If the interview isn't live, you can ask to start again. If it is, try and laugh it off or move on quickly.
- If you feel nervous, just smile (even on radio!).
- If at any time you feel really uncomfortable, or you don't want to take part any more, say so! It's your decision.
After the interview
- Ask the journalist when the piece is likely to be produced - and if you can have a copy or a CD/DVD of the recording. Take their contact details and remind them nearer the time.
- Find out if the broadcast show or publication has a website and ask if the story will go online with a link to your organisation. The more coverage you can squeeze out, the better.
- Tell the journalist you'd be happy to help again in the future (if you are); you never know when they might need you for another story.
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