Media Interview Skills

A newspaper reporter has just called you to schedule a mid-afternoon interview

for a story that will be in tomorrows newspaper. What do you do? This fact sheet
discusses strategies to help you succeed in presenting yourself in an interview
for television, radio or newsprint.
Many people assume that being interviewed is as simple as walking into an office
or studio and waiting for a reporter to ask questions. However, if you are not fully
prepared, both in terms of the content of your presentation and the process
what to expect during an interview being interviewed can be a frightening
experience. Conversely, if you know your material and feel confident about your
ability and appearance, an interview can be a rewarding and enjoyable
experience.

Section 1: General interview guidelines

The following recommendations are general hints that will give you the tools you
need to succeed in most interviews. Going through these steps in a mock news
interview setting will help you prepare for the "real thing." (A mock news interview
is when someone acts as a reporter and asks you questions that a "real" reporter
would ask. You may wish to videotape the mock interview so you can review and
critique your performance.) The interview skills described in this section pertain
to all forms of media unless otherwise noted at the end of the sentence.

Preparation

Prepare two to three ideas you want to convey. These are your
communication points, the three most important issues or points you hope
to address and get across to the reporter during the interview.
Make a list of the questions you anticipate being asked. Anticipate issues
and questions that may arise during the interview, and be prepared to use
those issues to launch your communication points.
Know your subject matter well.
Have your best answers ready.

Simplicity

Make short, simple, and specific statements.

Explain your most important point first.
Don't stray from the topic.
Summarize and then elaborate. Example: "We have the best organization
in the area because our volunteers really care. Let me explain what I
mean."

Answering questions

Pause after complete statements. The interviewer will appreciate these

breaks during the editing process. (Radio and TV)
When you think you've answered a question adequately, don't feel
compelled to keep talking simply because the interviewer has a
microphone up to your mouth. If you're satisfied with your answer, sit in
silence. Rambling leads you to say the wrong thing.
Do not say the reporter's name in the middle of a sentence; do not use the
phrase "as I explained earlier." Example: "We got all of our information in
March 1999, John, and as I explained earlier, this will back up our first
estimates." The reporter's name and the phrase "as I mentioned earlier"
will be difficult to edit. Also, viewers may not know what you and the
reporter have discussed previously, and may not understand what you are
referring to. (Radio and TV)
Think before you speak. Avoid fillers such as uh, ah, well, yeah, and you
know. (Radio and TV)
Respond to negative questions with positive responses.
Always tell the truth. Your credibility is crucial.
Avoid "off the record." If you say something to a reporter, expect that it
will end up in print. If you don't want it printed, don't say it.
Avoid "no comment" answers. It sounds as if you have something to hide.

Section 2: The games interviewers play

Some interviewers can become hostile; others are just uninformed. Dont get
caught in an emotional or intellectual game with the interviewer. Following are
some "interviewer types" and question traps and some responses you may want
to try.

Interviewer types
Machine Gunner. Asks so many questions that you dont know which one to
answer first.
Response: "Well, Bob, youve asked several interesting questions. First, Id like
to address..."
Interrupter. Jumps in before youve had a chance to complete your response.
Response: Let him complete the interruption, then say: "Before I answer that, Id
like to complete my thought."
Paraphraser. Tries to put words in your mouth; e.g., "Do you mean to sit there
and tell me theres no problem with..."
Response: "No, Sarah, that isnt what I said. What I said was..." and repeat your
point.
Unprepared Interviewer. May have vague questions or require you to provide a
lot of background before you can get to your key message.

Response: Take the opportunity to steer the interview in the direction you want to
go. Rephrase the question to make it more specific. "By your question, I think
youre referring to...let me put that in perspective."

Strategies for handling question traps

Either/Or. When the answer is not "black or white," say so.

Absent Party. Dont get trapped into being a spokesperson for another
individual, business, or organization or into criticizing an absent person or
organization.
False Statement. Correct incorrect information immediately. Dont repeat
the misinformation; this only reinforces it.
Hypothetical. You do not have to answer a question that is hypothetical or
conditional. It presents a scenario that never occurred.

Section 3: Let's talk

For any recorded interview (radio or television), the impact of your spoken
message depends on how you say it. The sound of your voice determines how
well you hold the audience's attention.
The ability to speak well can be cultivated through practice. Common voice
problems involve pitch, rate, and articulation. The habit of inflecting up at the
ends of sentences and phrases is a pitchproblem. Making everything you say
sound like a question undermines your authority. You will sound more assertive if
you lower your pitch and inflect downward.
Do you talk too fast or too slow? The speed that you talk is your speaking rate.
While sprinting through your message may leave listeners behind, talking too
slowly may bore them. To find out if you need to slow down or speed up, try this:
Record yourself talking with someone, preferably in a "mock news interview"
situation. Play it back and listen to how fast or slow you speak. Practice
establishing a rate that is easy for people to understand. Once you've established
a good pitch and rate, practice varying them, along with your volume, to add
emphasis and expression to your message. Without variety, your voice becomes
boring. You will make a better impression on your audience if you articulate,
distinctly speak words.

Section 4: Appearance is everything

Television viewers will judge your trustworthiness by your messages substance
and your style. However, your appearance also must match viewer expectations.
Following are a few dos and donts for dressing for success in a TV interview.

Clothing (in a studio setting)

Stick to a conservative, "professional appearance" style.

Wear a tailored sports coat. (men)

Skirt length should be appropriate -- no mini-skirts. (women)
Wear tan or black hose. (women)
Avoid tight stripes or plaids. On camera, they sometimes produce a
moving "zebra-stripe" effect.

Clothing (in an "on-location" setting)

Dress in "natural" clothes. You are not expected to wear a suit if youre
being interviewed in a peanut field or a citrus grove.
Avoid hats. If you must wear one, push back the brim so people can see
your eyes.

Jewelry

Wear only a few pieces.

Avoid "clunky" or dangling jewelry. Big gold or high-gloss pieces can
reflect studio lights.
Short necklaces are best. Long necklaces rub against clip-on
microphones.

Make-up

Aim for the "natural" look. A womans "every day" make-up should be fine.
Use a matte finish to reduce shine (this includes lipstick).
Be sure your nails are manicured.
Men: Most likely, you will not have to wear make-up, but be open to the
suggestion. The lighting at some television stations may cause you to look
washed out; therefore, you may need make-up to highlight your facial
features.

Enthusiasm

Be animated. Use gestures, facial expressions, and body language to add

vitality to your words. However, be careful not to overdo it.
Smile. A good first impression can help establish your credibility.
Be conversational.
Say it in 30 seconds or less.
Deliver your message with confidence. After all, you know more about the
story topic than the interviewer.

Body language

Look at the interviewer, not the camera. Glances up or to the side make
you appear shifty-eyed and untrustworthy.
Sit still in your chair. Rocking or swiveling can take you out of a
cameraperson's shot.
Don't look at notes during an interview, although you can refer to them if
you get "stuck."

Stay seated when the interview is over. You might still be on camera and
trip over a wire or do something else awkward.

Other warnings

Don't chew gum or play with your pocket change or keys while on
television.
Never wear black or white for television interviews. Aim for midtone colors.
Dark- or bright-colored clothes can make your face look extremely washed
out or dark under television studio lighting.
Your blouse/shirt should have a place to clip a microphone.
Don't wear light-sensitive glasses. Studio lighting will make your glasses
darker; viewers won't be able to see your eyes.

Section 5: Nerves of steel

You are now ready for radio and television interviews. You are prepared, you look
great, and you are ready to go. You arrive at the station on time, and then "IT"
happens. You realize YOU will be the one in front of the microphone or camera.
Your palms sweat. Your stomach churns. What are you going to do?
Stage fright is not a fatal disease. Just remember that we never look as nervous
as we feel. With a few tips, you can overcome your fears and give a successful
interview.

Be organized and concise. Read over your material in advance to keep

from sounding strained and awkward.
Concentrate on the question you're being asked. Pause before
answering a question just long enough to formulate an outline of the
answer.
Before the interview starts, take a deep breath, get a drink of water,
laugh or yawn. Why yawn? Because you can't yawn and be tense at the
same time. Even a nervous laugh to yourself will help relieve tension.
Remind yourself that you were asked to be interviewed because
you're knowledgeable on that subject; you're the expert.
Prior to the interview, review taped performances of yourself to
identify presentation strengths and weaknesses.
Be sure the TV station has your proper name and title. Seeing either
item appear incorrectly on the TV screen can throw you off guard.
Try to convince yourself you're having a normal everyday
conversation with someone.
Prepare your voice before the interview. Many people are selfconscious about the way they sound. One way to lessen this fear is by
relaxing your throat with a glass of lemon and hot water before leaving
your house. Also, certain foods and beverages coat your throat, causing
difficulty in swallowing and speaking. Before the interview, stay away from

such things as cola drinks, chocolates and milk and milk products. It takes
several hours to "uncoat" your throat from these products.
In addition to the suggestions above, you may wish to use this checklist to make
sure you have everything covered before the interview:
Are you familiar with the show or publication?
How will this interview be used? Are you the only source, or one of many?
Will this interview be live or taped? Will there be call-in questions?
If this is a television interview, are you ready to make your appearance?
What will you wear? What about use of makeup, visual aids?
Have you developed a conversational style that will work under fire?
Have you rehearsed all possible questions and answers with someone
else?
Can you explain your communication points in a concise manner?
Have you prepared notes for your own reference?
Do you have a few transitional statements?
Are you prepared to answer questions without resorting to "no
comment"?
How many ways can you restate your key messages?
Are you aware of your body language and facial expressions?
Are you ready to present your message in an honest, effective way
without industry jargon?
After you have been interviewed, you should evaluate how well you did before
you do another interview. Here are some questions you may wish to ask yourself
to evaluate your interview skills. Did you:
Communicate your objective?
Create soundbites (short quotations)?
Keep control of the interview?
Remain calm?
Listen carefully to questions?
Bridge from hostile or irrelevant questions?
Use short, succinct sentences?
Maintain credibility?
Keep good eye contact with the interviewer?
Control body gestures -- use hand motions appropriately, stop that
shaking leg?
Project a strong, positive image of a person people would trust?

Final helps
By following these final "Be Attitudes," you should be successful in any
interview setting:
Be prepared. Prepare in advance two or three key ideas you wish to get
across. Anticipate key issues that will come up during the interview and be

prepared to use those issues to launch your objectives. Think of questions

you would ask.
Be positive. Turn negative questions or statements into positive
responses. End every answer on a positive, upbeat note.
Be honest. Always tell the truth. If you dont and try to bluff, it will show.
Your credibility is crucial.
Be brief. Crystallize your ideas into a few short phrases that summarize
what you're trying to communicate.
Be yourself. Keep your voice at an even pace. Act naturally.
Be energetic. Be animated. Use gestures, facial expressions and body
language to add vitality to your words. (Just don't overdo it.)
Be focused. Direct your full attention on the interviewer. Look squarely at
the person asking the questions. Dont be concerned with distractions.
Be comfortable, confident and take charge. Relax. You know more
about the story topic than the interviewer. If not, you wouldnt be
interviewed.