General Techniques for Media Interviews

Before the interview:

• Know your purpose. Prepare two or three essential points that you want to get across during the

interview.

• Support your points with facts or anecdotes from your experience.

• There is no substitute for preparation. Study your subject and ask your friends, family, and colleagues

to conduct mock interviews as practice.

• Consider your interview an "enlarged conversation" and speak as naturally as you would to another

person.

During the Interview:

• Before you begin to speak, smile at the interviewer to establish a rapport.

• Use vocal variety. Let your voice and your delivery reflect the full spectrum of emotions and points of

emphasis.

• Use gestures that complement the expression of your ideas. Avoid distracting, meaningless

movements.

• Maintain eye contact throughout the interview and keep and "open," friendly face.

• Communicate total enthusiasm and involvement in your subject.

Getting Your Point Across:

• Be assertive - in a pleasant way - so that the conversation centers on subjects you want to talk about.

One way to do this is to respond to a narrow question with a very broad answer that encompasses the

facts or opinions you need to get across.

• Listen carefully to the question. If you consider it difficult, pause before you answer to give yourself time

to formulate a response. If you don't understand a question, ask that it be repeated.

• Be careful not to repeat an interviewer's words, unless they reinforce what you wish to say. If an

interviewer poses false premises in asking a question, correct him/her firmly but politely.

• Don't feel obligated to accept unfamiliar facts or figures.

• Use your time to set the record straight or present facts. You might say, "This is a common

misperception. Here's why..."

• Deflect questions you do not wish to answer by introducing something else of interest. In this way, you

may redirect the interview to the subject you wish to convey.

• Don't try to answer hypothetical questions; they tend to obscure your true position. Turn the tables by

clearly stating your general position and then offering your own example.

• Use short words and simple, declarative sentences. Avoid scientific terminology. Be descriptive, using

images that the listener can picture

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