Helpful Hints for Media Interviews

Before the Interview

  • Discuss all interview requests and other media opportunities with the communications or public information office in your organization.
  • Get the details about the interview. How much time has been allotted? Will it be live or taped? If it’s a radio interview, will listeners be able to call in with questions? Will it be a panel discussion or a one-on-one interview? If it is a print media interview, will a photographer be coming as well?
  • Develop three to five key messages. These are the main ideas you want to include in some way in every answer you give. The communications or public information staff at your organization can help you develop these.
  • Anticipate questions and prepare answers ahead of time. It’ll be important to stay on message during the interview.
  • If possible, rehearse and/or record a simulated interview.
  • Choose your clothing carefully. It’s usually better to dress conservatively and on the formal side. Solid pastel or neutral colors work best; cameras have difficulty responding to high contrast or vivid colors such as black and white or bright red, or to small repeated patterns such as checks, pinstripes or herringbone. For a TV interview, you’ll probably wear a wireless microphone and transmitter, so it’s best to wear something with a pocket or belt to hold the transmitter.
  • Get to your location at least 15 minutes early and spend time practicing your key messages.
  • Although it’s easier said than done, try to relax and focus. Breathing exercises and/or pushing your hands together at the fingertips can help calm nerves. Remember, you’re the expert on the subject under discussion. Here’s your chance to shine!

During the Interview

  • Answer every question with your relevant key messages, and repeat them at every opportunity. Begin each response with the most important points. Keep your answers as brief as possible.
  • Assume that everything is “on the record,” even if the camera is not rolling or the reporter has put away his notebook. If you don’t want to see a comment made public, don’t make it.
  • Don’t use jargon, uncommon acronyms or technical language. Avoid “insider’s” terms or concepts that the general public does not know. Try to simplify your explanations and use analogies to help explain difficult concepts.
  • Don’t rush to respond. Pause a second or two after each question to organize your thoughts.
  • Be aware of filler words such as “um,” “well” and “you know” and avoid them as much as possible.
  • Keep your answers short. The average broadcast sound bite is 10 seconds. When you have covered your message point, stop talking! Don’t feel nervous if no one is talking. Wait for the reporter to ask you the next question.
  • Speak in the first person, active voice: “I did this,” rather than “This was done.” Be polite, honest and friendly, but keep your tone professional.
  • Remember your key points and move back to them in every single answer. If a reporter asks a question you cannot or will not answer, say something like, “I can’t address that issue, but I can tell you …” or “That is interesting, but the issue here is …” If you don’t understand the question or if the question is vague, ask for clarification.
  • Never say “No comment.” It makes you look guilty and untrustworthy. If you can’t comment on a point, emphasize what you can say and return to your message points. Do not repeat negative words or inaccurate facts that the reporter uses in a question. Simply correct the inaccuracies and repeat your appropriate message point.
  • If you are being interviewed in your official professional capacity, remember that you are representing your institution and the A&M System. Never say anything that contradicts A&M System policy or puts the A&M System in a negative light.
  • Maintain eye contact. This will hold a reporter’s attention and make you look confident. Never look at the camera or lower your head to speak into the microphone.
  • Be careful about nodding your head. It implies that you agree with what a reporter is saying. Also, try not to make dramatic gestures or wave your arms while you speak. The camera angle is probably not wide enough to capture exaggerated movements.
  • Be enthusiastic and keep in mind that you know more about the subject than the reporter does. Take advantage of this opportunity to tell your story!

After the Interview

  • Follow up promptly with any additional information you promised to provide.
  • Ask the reporter when the story will appear.
  • Thank the reporter for featuring your program/topic.