Interview Guidelines
| Communicating with Staff | | | Communicating with News Media | | | Communicating using Social Media |
| | Templates and Tools |
Here are things to remember and do in working with the media:
Talk from the viewpoint of your target audience’s interest.
- Know your audience
- Don’t use jargon
Don’t mistake the reporter for your audience
- The reporter is the distribution vehicle for your messages to your audience
Speak in personal terms whenever possible to enhance credibility
- Use “I” and not the corporate “we” whenever possible
- By taking personal responsibility, you become more believable
Keep it tight
- Whether making a speech or answering questions, make short, simple and specific statements
- Speak in headlines!
Start with the conclusion…then explain and support it
- Tell ‘em, tell ‘em what you told ‘em and then tell ‘em again
Accentuate the positive and do not be the one to bring up the negative
- If damaging issues surface, concede only what you must and in the briefest way possible, then describe positive steps that are underway to handle the problem.
Simplicity communicates the best
- This is the most desirable even to the most sophisticated audience, especially when familiar illustrations and comparisons are used. Don’t make your audience have to think more than necessary to get your point across because they might miss what you have to say next.
- You may or may not be speaking to knowledgeable people.
If you don’t want a statement quoted, don’t make it!
- There’s no such thing as an “off the record” comment
- “Off the cuff” statements made in an interview or casual environments run the risk of being the next day’s headlines
- Statements made for “backgrounding” or briefing purposes are always subject to being quoted
- If an accurate statement is made by the reporter or yourself, correct it immediately
Don’t argue with a reporter or lose your control
- The old adage that you “never argue with someone who buys ink by the barrel or has unlimited airtime” still stands true. However, now we can add, “and has broadband and a functioning keyboard.”
- Audiences and reporters will sense hostility
- Reporters are sometimes deliberately argumentative to elicit a response
If a question contains negative language or words you don’t like, do not repeat the reporter’s negative words
- You run the risk of having the reporter’s negativity attributed to you
- State the answer in a positive way
A reporter’s direct question deserves a direct answer
- Answer the question and then bridge to the message you want to communicate
If you don’t know the answer, say so
- Don’t speculate
- Refer the reporter to someone who can answer the question or tell the reporter you will get back to him or her later—and then do so!
- Always respect the reporter’s deadline
If you can’t answer the question, never say “no comment”
- Always give a valid reason for not being able to answer. For example, a legal case is pending or the information is proprietary in nature
Listen to the question!
- Be sensitive to the reporter’s intent
- If you miss the point of the question, you may appear evasive
- If you are unsure of the question, rephrase it before answering
Never start talking until you have a plan!
- Use your “hectic schedule” to buy time
- Respect the deadline of the reporter and don’t be afraid to ask what it is and then agree to the interview only if it gives you time to organize your thoughts
Always answer questions honestly
- Tell the truth, even if it hurts, but tell it well and put it in perspective and context
- Avoid any temptation to exaggerate the positive
