314 / COMMUNICATING EXTERNALLY
Capitalizing on opportunity
Learn to see media interviews as an
opportunity to reach a large audience.
They represent a chance to tell your
story and to inform the public of your
business or expertise. They also offer an
opportunity to address public concerns
and set the record straight, if you’re the
subject of misinformation in the press.
Being the subject of a news media interview is never easy, and can be
stressful and risky. You might say the wrong thing or forget to say what’s
most important about the subject of the interview, or your comments
might be taken out context when they’re aired. However, by following a
few basic rules, you can limit risk and use the interview to your advantage.
Preparing for
an interview
They can be a forum in which to apologize
if you’ve done something wrong, and a
chance to reinforce the credibility of your
organization and its leadership. Don’t
feel bullied into giving an interview if
you’re not ready: you can say “no” or
delegate to another staff member
who is more accustomed to dealing
with the media.
The best way to ensure
a good interview is
thorough preparation.
Gather all the
information you will
need. Make sure you
know the latest facts
and figures.
Research the
reporter; deal only
with established,
professional journalists.
Never feel bullied into giving
an interview if you’re not
ready: you can say “no”
or delegate the task
Preparing for media
interviews
US_314-315_Preparing_for_media_interviews.indd 314 23/06/16 2:19 pm
PREPARING FOR MEDIA INTERVIEWS / 315
Being the subject of a news media interview is never easy, and can be
stressful and risky. You might say the wrong thing or forget to say what’s
most important about the subject of the interview, or your comments
might be taken out context when they’re aired. However, by following a
few basic rules, you can limit risk and use the interview to your advantage.
Ask your Public
Affairs or Corporate
Communication office
for help and guidance.
Find out the subject and
background of the story
and ask who else is
participating.
Double-check the
time, date, and location
of the interview.
CHECKLIST...
YES NO
Succeeding in media interviews
1 Are you clear about what you hope to achieve
from the interview? ..........................................................................
2 Do you know which items of information you can share,
and which are confidential? .............................................................
3 Have you decided on a method for avoiding arguments
if the reporter goads you? ...............................................................
4 Do you know how to respond to false allegations, without
repeating the phrases the reporter uses? .....................................
5 Are you focused on remaining professional and likable,
no matter what happens in the interview? .....................................
GET YOUR POINT
IN EARLY
A reporter may not ask the
one question you’re most
hoping to talk about. Raise
the issue yourself, get your
points in, and repeat them
frequently. Use the free
air time or print space to
your benefit.
Tip
Gather all the information
you will need: make sure
that you have the latest
facts and figures
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