- 90% of your success in an interview will depend on your
preparation.
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- Offer the writer a bio with the correct spelling of your
name, your title and a clear description of your responsibilities.
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- Ask the reporter what they intend to talk about. They
may not give you every question they are going to ask, but
at least you can get a good feel for where they are coming
from.
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- Establish the ground rules up front. Assume everything
you say will be in print. If you can't be quoted, say "no
comment" or asked to be quoted as an "industry insider."
Also ask for time at the end of an interview to go over
the reporter's notes to clarify and correct any inaccuracies.
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- Do your research. When armed with explosive facts, even
mediocre speakers can make passionate and accurate presentations.
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- Write down two or three points you want to communicate
during the interview. By making your points, you have more
control over the "marketing effectiveness" of the result.
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- During the interview, take your time and think about the
question. Formulate your answers and speak slowly.
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- Don't talk over the reporter/readers head. Use examples
that create word pictures to make points easy to understand.
Give the reporter a context for your comments.
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- Prep for a live press conference by bringing in cameras,
lights, and distracters to practice. This way when you experience
the same chaos at the event you will probably be more relaxed.
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- Be aware of your body language. Before you even say a
word it can portray you to the press as credible and convincing-
or evasive and guilty. To present a positive vibe and get
the reporter's attention, lean forward when you're talking
and have your arms and hands open. Funny as it may sound,
avoid sending signals like touching your ears (experts say
it's a sign of deception), face (you want to hide) and the
back of your neck (shows fear and that you want to get out
of there). These experts may be full of it, but hey, what's
to lose.
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- Respect the reporter's time and the importance of their
deadline. Follow up with appropriate information in a timely
manner that conveys this understanding.
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- After the interview, urge the reporter to call you back
if they need clarification. Have a designated assistant
on call and in the interview so if you can't get back to
the writer immediately to clarify a question, they will
be available. Also, if you realize you forgot to make an
important point or provided incorrect information, immediately
telephone the reporter. The article may be going to press
that very day.
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Neilly’s