How to Prepare for a News Interview
Working with the Media is Key to Developing a Company’s Credibility
Nov 28, 2008
Consistent press coverage can increase an individual’s or company’s credibility among newsroom staff and the public eye. Once the initial interview has been granted, sources must prove themselves as experts in a particular field and create a memorable presence if they want to be called back for another interview.
Preparation, such as participating in a mock news interview and developing talking points, helps ease nerves, ensures factual information is relayed and establishes individuals and organizations as regular, trusted sources in the media.
The first steps to nailing any print or broadcast interview require a little homework:
Research the News Organization and Journalist
Different media outlets have different interview styles. Be sure to watch several news programs or read multiple publications from any news organization requesting an interview. Conduct online research and talk to other people in order to identify the audience. Would potential clients or customers follow the journalist? Does the media outlet cover hard or soft news? Why and how does the outlet select its interview subjects?
Research Timely Statistics and Current Events Related to the Media Interview
All interview subjects should stay informed about issues that affect their industries. Know what’s happening with competitors, new technologies and local markets. Recently released statistics are often the basis of news stories. They can also reinforce (or refute) claims made by an interviewee.
Create Talking Points
Prior to the interview, establish two to four talking points. This helps sources stay on point and organized. Keep the talking points succinct and don’t use jargon unfamiliar to the news organization's audience. If the journalist doesn’t cover chosen talking points during the interview, there will generally be time at the end to touch on issues that may have been missed. Sources can also kindly tell journalists that there are select points they would like to discuss before the interview is conducted.
Anticipate the Reporter’s Questions
Depending on the topic, some journalists will provide possible questions or points of interest prior to the interview. It is fair to ask questions related to the context of the interview if information isn’t provided. Reporters understand that sources often need time to prepare for an interview, although off-the-cuff interviews are requested when the journalist is working on a tight deadline. Brainstorm potential questions from multiple sides of the story as well as potential answers. However, don’t memorize an exact script. The interview will appear uncomfortable and contrived. Interview subjects close to specific issues should be able to speak freely about their expertise.
Working with the Media Requires Fact Checking
While it’s not appropriate to ask a reporter to review a story before it’s published, a source can aid the fact-checking process by e-mailing background information ahead of the interview. This can include the proper spelling and style of names, titles, companies, Web sites and supporting statistics.
Practice with a Mock News Interview
Ask a friend or co-worker with a critical eye and ear to participate in a mock news interview and provide honest feedback. Sources can also film themselves during a mock interview to pinpoint their strengths and weaknesses.
Great interviewees continually refine their media skills, are open to constructive criticism and stay abreast of current issues and trends in their respective industries. The best way to develop a memorable presence is through practice.
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