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Preparing
for an Interview
Before the interview
- Once
you and your group have developed your message, practice over and over
- Know
your sound bytes and be well practiced.
- Consider
getting the opinion of someone outside the immediate group about
the clarity of your message.Ý Does it make sense to them, what
other details are important, etc?
- Think
about what the others interviewed (the “opposition”)
will be saying
- Ask
the reporter a series of questions before they ask you any!
- Shake
their hand (It’s disarming).
- Find
out what kind of a story the outlet is doing (how long, what angle, who
else they are talking to, etc)
- Are
you live?
- When
will it air or appear?
- It
is valuable to send background materials to the reporter in advance,
so that you don’t have to spend time on facts the reporter
can retrieve from your information.Ý This can include fact sheets
and materials as well as past articles you particularly liked.
During
the interview
- Remember
you have something important to say.
- Image
is very important.Ý Be conscious of the impact of your appearance on your
message.
- Be
aware of your tone, expressions and body language.
- Have
key messages in your mind before the interview.
- Don't
be thrown off by the question; "discipline" the message.
- Donít
respond to the question, speak your sound-bytes.
- Practice
the art of Bridging—Build a bridge from the question you are asked to the
talking points you have ready to deliver.
- When
preparing to answer:Ý Stop, Breathe, Think, Speak!
- Remember
that you set the pace and tone of the interview.
- You
can often determine the time, place and length of an interview.Ý
- Itís
okay to not be an expert.Ý Keep a phone number in your back pocket of someone
to refer the reporter to for further information.
- If
you are not doing a live broadcast, it is ok to start over if you make a
mistake (let them know you would like to begin again).
- Don't
try to explain everything; stay on your key messages.
- Remember
the passion that motivates you and let it come through in your interview.
After
the interview
- Debrief
with others; how do you feel about the interview?Ý What did they think?
- Watch/read
coverage
- Call
the reporter after the interview to offer feedback, suggestions, additional
information, gratitude, and a sense of when the story will evolve to another
level and warrant a follow up article.
- Consider
using news coverage to further your goals (get news articles to legislators,
etc.)
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