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INTERVIEW Techniques
17.12.2008
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INTERVIEW Techniques
Media interview techniques
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Interviews are usually either a result of a reporter or program producer calling you or your organization for an interview on a specific topic or through your efforts to present your organization's story.
Media interviews can be solicited as a follow-up to a media event or can be solicited on their own.
As with other media messages, you need to have something unique, interesting or newsworthy to say. You can target print, radio and television.
Whether as a response to a call or through your own solicitation, you must have an articulate, well-informed representative of your organization to do the interview.
The following guidelines apply more specifically when responding to a call from a reporter for an interview, but the same issues could be applied when you have arranged for the interview:
Gather Intelligence
Ask the reporter probing questions when you receive the call.
Learning more about the story will help you better prepare for the interview:
What's the story angle? Ask what key points the reporter will cover. This will help you learn more about whether the reporter is friendly, skeptical or hostile.
Why me? As an organization spokesperson, you should be responding as an official for your organization and hopefully a structural engineering expert.
When will the interview take place? Some reporters call at the last minute; others are willing to wait several days. You should know how much time you have to prepare. Unless the deadline is imminent, suggest a time when you are comfortable and free to interview. Negotiate cooperatively.
Where? Often the reporter wants to interview over the phone. Sometimes, the reporter will talk face to face or will agree to an email interview. Negotiate cooperatively for a time and place so you will be relaxed, alert and confident.
What questions will arise? Cooperative reporters will tell you most questions they plan to ask (the odds of this happening are increased if the reporter is someone you have developed a relationship with). This will help you better
research and rehearse your answers.
How long will you need? Does the reporter just need some quick notes, or a longer, more in-depth interview? The more time a reporter wants, the more you must prepare.
What's the reporter's newsbeat? A generalist who barely knows the topic may require more basic background and detailed explanations than a reporter who covers the subject on a regular basis.
When will the story appear? Knowing when the story appears will help you better monitor it and respond if necessary.
Preparing for Your Interview
You've gathered good intelligence, so now you must prepare for the interview. What are your next steps?
Know your agenda. The reporter has an agenda, but so do you. Decide what three points your audience must learn. With the limited attention span of most people, choosing more than three agenda items risks an overload of too many secondary points.
Write down your three agenda items. Keep rewriting them until they're concise, crystal clear and well-focused statements.
Keep you points brief and simple. State each agenda item in two short sentences.
1 8 Gather handouts. If available, give the reporter helpful handouts that reinforce your talking points: studies or technical reports; professional or general articles on the topic; fact sheets; brochures; photos; etc.
Expect other questions. Most interviews veer to unexpected pathways as new information or ideas come to light. Look ahead, and consider what other questions a reporter may ask.
Know your local organizations policy on the interview topic. Whatever you may think personally, stay consistent with your board's policy.
Rehearse. Rehearse your talking points thoroughly, so you can answer questions easily and confidently.
The Interview
Your interview will be a success if people can understand and support your viewpoints.
Your answers must respond to the concerns, needs, hopes, and emotions of the target audience.
You want your natural warmth, sincerity, professionalism and strength of conviction to shine through.
Here are some techniques to make your interview a success:
Speak in plain, simple language.
Use simple, natural language which a general audience can both understand and which respects their intelligence. Avoid engineering jargon and techno-speak. Your goal is to communicate a clear, convincing message.
Be brief.
People digest information in small bites. Get to the point, and avoid lengthy quotes.
Stress benefits.
Be very specific, stressing factual and emotional benefits.
Acknowledge problems.
If the issue poses a legitimate problem, you can disarm critics by answering the negative questions head-on: 1) acknowledge the problem; 2) share your personal concern and empathy, and 3) show exactly how you intend to solve it.
Empathize.
People respond more positively if you acknowledge their emotions and personal needs.
Bridge to your agenda.
Answer the reporter's questions honestly, then bridge to your agenda.
Keep your distance.
Reporters sometimes joke around so you'll relax your guard, open up and reveal more information. Stay on your guard, remember your agenda, and say only things you want told.
Use numbers creatively.
Avoid loading your quotes with numbing data that people will immediately forget.
Avoid acronyms.
State the full name or meaning.
Rebutting charges: stay positive.
Positive people and comments are far more believable than negatives. Never repeat the accusation.
Eliminate "No Comment".
Saying "No Comment" looks like you're hiding damaging information. Find a positive, cooperative approach that says why you can't respond, so reporters realize your motives are good.
Avoid hypotheticals.
Reporters often ask hypothetical questions. Respectfully tell the reporter you'd prefer to answer questions based on facts. Hypotheticals usually are too simplistic, and reporters can use your answers to make almost any point they want, even if it isn't the point you intended.
Silence deserves silence.
Make your statement, and then be quiet. Reporters sometimes will say nothing after you finish your statement, waiting to see if you'll volunteer more information. This could be used to your advantage when bridging to your agenda.
The endgame.
The interview is still on the record until the reporter and the recording equipment is out of sight.
You have rights as a valued party to the news interview. Asserting your rights will increase your own control and bring you closer to a successful story.
Clarify:
Sometimes a reporter asks ambiguous or ill-focused questions. Clarify the question before you answer.
Bring in the cavalry:
You can have experts present to help answer technical questions that are beyond your knowledge level. Just tell the reporter you have an informed expert who will help you give a more complete and thorough interview.
"I don't know":
It's better to be honest than to fake an answer that gets you into trouble. Assure the reporter you'll promptly get the right information. Then follow through. The reporter will understand and appreciate your extra effort.
Read back quotes:
Ask reporters to read back quotes and facts before they leave, to assure they quoted you accurately. But, never demand to edit a story before it appears.
Do your homework:
You hold yourself out as an expert by participating in an interview. Spend the reporter's and your valuable time wisely by doing enough research to give the best interview possible.
Keep cool and courteous:
You're professional. Give calm, courteous answers if a reporter asks a hostile or unfair question. Reporters always win if you get angry or argue, because they can make you look as good or bad as they want in their story.
Cooperate:
Cooperate with the reporter. Provide as much background material as possible. Suggest other story angles.
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