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• Interviews are not conversations. The reporter is representing the public and will can ask hard or sometimes deliberately leading questions to elicit an emotional response from you. You are speaking to the public not the reporter. The reporter is a vehicle for your thoughts. If you don't want certain phrases in the interview don't use them. This is easier said than done especially with reporters that you have worked with in the past. It is easy to slip into a conversational mode. Be very clear on your choice of words.
• It is okay to ask a reporter to cover certain areas or suggest certain topics to be covered prior to an interview. Doesn't mean they will do so, so be prepared. It is not appropriate to ask for specific questions.
• Make sure you have your agenda set on what you want to get across in an interview. Select a few key points.
• It is okay to steer the interview in any fashion you choose. If you are good at it you can use their question to springboard to the area you want covered. This is legitimate. Politicians do it all the time. In the PR trade it is sometime called "spin."
• Reporters are not experts. They are generalists. Don't assume they will know anything about your issue. Provide them with good (concise) background material prior to an interview if possible or something concise that they can take with them.
• Reporters come in all personality types. Don't put them all in the category "out to get you."
• For some reporters there is no such thing as "off the record". If you don't want something to appear in print don't say it.
• Control your emotions.
• If your asked a question over the phone that you don't know how to answer tell the reporter you will get back to them as soon as possible. Think of a response and call back within the hour. If you can't find the information they requested call back and tell them.
• Tell the truth. If you lie your credibility is ruined forever. If you cannot absolutely divulge information, say so, and state why as completely as possible.

Print

I find these interviews the easiest to deal with as you can convey more detailed information. If interview is set up in advance get background material to the reporter. Make their job easier. They will appreciate it.

Radio & TV

I find these interviews harder as you need to be much more focused, as the time frame is much shorter. Quotable sound is also important. At the same time don't be afraid of silence or pauses. Once you have made your point stop. They will edit out silence. A pause gives you time to think and comes across as being thoughtful. Give brief answers to questions. The more tape they have the less likely they are to pick exactly what you want. Easier said than done.

For TV interviews dress is a consideration. Also make eye contact with the reporter during the interview not the camera.

Sound Bites

A sound bite is like a headline. If done correctly they are memorable and brief.

Heidi Berenson, an award wining network news producer and President of Berenson Communications, (www.berensonproductions.com), offers the following suggestions:

• First, define a goal and keep it limited to three key points. Decide ahead of time which are the most important to leave with your audience.
• People usually respond more to emotional vs. factual references simply because they are more interesting. Tie your information into an anecdote or past event rather then just listing who, what, when, where and why.
• Keep it short and simple (KISS), remembering that the more you talk, the less people listen
• Alliteration/Rhyming: These are great tools that reporters tend to remember well after the fact.
• Anecdotes/examples: Make your sound bite more interesting by tying it to a story or anecdote.
• Comparisons/Analogies/Metaphors: These tools paint images that say far more than you can verbally in a few seconds.
• Imagery/Action Words: Action words and words that provide distinctive images cut through the white noise and get the attention of a reporter and an audience.
• In order for any message to work the 5 c's of effective communication: conviction, captivation, clarity and conclusion must all be in place before a connection can occur.

These ideas were presented at a workshop Ms. Berenson gave for Lawrence Ragan Communications Inc.

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