NEWS INTERVIEWS

• You are an expert in your field

• The journalist is probably not

• Your expertise makes you an equal partner

• The goal is to stay in control

YOUR DISTINCTIVE VOICE

Your unique perspectiveYour unique perspective++

Relevant/new informationRelevant/new information

Ask yourself…

• Am I too busy?

• Can I get up to speed?

• Can I get my view across?

• Am I you distinctive?

• Would I be in good hands?

BEFORE SAYING YES

• Prepare to be challenged

STAYING IN CONTROL

• Practice your answers, but don’t rehearse

• The “no comment” rule

• What if you don’t have the answer?

• Don’t get defensive

• Don’t feel rushed

• May require more research & preparation

• Are you in this market?

• May confer prestige & enhance your media portfolio

• Err on the side of formality & respect

• Careful with slang, humor, analogies & popular or cultural references

• Use titles, descriptors; be location-specific

INTERNATIONAL INTERVIEWS

• Target specific newspaper or magazine; search its website for relevant articles, then reach out to journalist or editor

• Request editorial calendars from targeted news media

• Consider email interviews

• Deadlines permitting, you may say “let me get back to you”

INFLUENCING PRINT MEDIA

“For the first time… more people said they got

news from the web than [from] newspapers.” *

* The State of the News Media 2011, Pew Research Center

• Smile, relax & speak naturally

• Don’t force your voice

• Be expressive

• Be descriptive

• Provide relevant audio clips

(music, natural sound, “actualities”)

• Feel free to use notes & other aids

• But watch for in-studio cameras!

RADIO

• In-studio/in-person is best

• Typically 3 to 5 minutes

• Make key points early

• “Bridge” to YOUR message

• Keep answers short, simple & self-contained

• Watch out for The Pause

• End it your way

LIVE TV INTERVIEW SEGMENT

Well in advance of a TV interview, offer the producer

relevant video, photos or other visual aids, if available.

If the producer agrees to use your material, it can:• aid in conveying & illustrating your message• help shape how you’re covered

Such “courtesy” material might include:• video shot as part of company research, fact-finding,

evidence-gathering or product-testing• corporate video (if not overly promotional)• still photos or snapshots• the cover of your book!

NOT JUST A TALKING HEAD

• HD setup may take longer - relax

• HD sees all; shows imperfections

• Ask for a camera test & “monitor check”

• For make-up, think satin

• Inquire as to appropriate attire

• Clothing: NOT “black-and-white & red all over”

• Even legacy news organizations today have various platforms

• Don’t overlook trade & niche publications

• Freelance journalists aren’t what they used to be

• Don’t discount radio: it’s still AM & FM but is also satellite & internet

• Coverage can be shaped by bloggers & other non-traditional influencers

TODAY’S JOURNALISTS: GOING VIRAL