Tips for a Successful Media Interview

By Susan Carol Associates PR

The keys to a successful interview are making your position clear to the reporter and acting professionally.

Getting Off to a Good Start

When the reporter first calls...

• Get the facts (reporter's name, number, deadline and reason for call)
• Get back to the reporter well before deadline

Preparing for the Interview

• Know the subject.
• Practice likely questions and your answers.
• If the subject is controversial, imagine yourself remaining calm.
• Consider visual aids or written materials for the reporter.

Interview Do's

• Get straight to the point, then expand on the subject.
• Get your main point across.
• Use simple language and avoid jargon.
• Defer on answers you do not know.
• Tell the truth.
• Clarify comments that were misstated or misunderstood.
• Try to promote a balanced perspective on controversial issues.
• Stay on the record, even if the reporter is your best friend!
• Offer to be available for follow-up questions.

Interview Don'ts

• Never say "This is not a story."
• Never say "No Comment."
• Never ask to review the story in advance.

Television Tips

• Don't wear busy prints or white (uniforms excluded).
• Relax. Treat this as a one-on-one conversation.
• Try not to be interviewed against a white wall.
• Try to answer in sound bites -- brief, quotable statements.