Dealing With Reporters

Because only a small portion of your interview will be aired, be prepared to repeat your main points. You want to be sure that no matter what section of the piece they use, your main points will come across.

If you're asked a question you've already answered and you're happy with the answer you gave, refuse politely. Just say, "I've already answered that question." If you're asked a question you don't want to answer, simply give information you want covered.

If you're stumped by a question, paraphrase it to give yourself time to think. Say "I'm not quite sure I understand what you asked, could you please repeat it?"

Throughout the interview, think of the reporter as your guest, someone you want to make comfortable. Always offer food. Eating with people breaks down barriers quickly.

Interviewing Styles

Some reporters like to disarm you by getting really chummy. Strike the phrase "off the record" from your vocabulary and your thinking. Everything you say to a reporter can be used, even if you say it's "off the record." If you don't want it in print, don't say it!

Some reporters are confrontational. "Have you stopped beating your wife yet?"

"Mr. Smith, the de-regulation of the telephone company has unleashed a swarm of fly-by-night phone hucksters. Are you one of them?"

Rather than answer that question, you'd do well to make light of it by saying "Whoa! That's some kind of question! How does one answer something like that? Maybe you can give me some advice."

If you are really pressed, just say "I don't think a public forum is the best place for me to discuss that."

Focus on your primary angle, the points that got you the interview.

The best response to a tough question is a punt. Make a joke if that's at all possible, lighten up, change the focus by defusing the situation.

To be sure your remarks can't be taken out of context, choose your words carefully; don't make off the cuff comments. For example:

"We've had some deficiencies in our production run. We've recalled all the products we can find. We also have taken steps to see that it never happens again. We will accept liability for anything that results from this problem."

Nothing can be taken out of context from that statement. But it can, if you say this:

"Yes some of our products were defective and some of our customers were injured."

All reporters want something negative for their story, even if they're interviewing a circus clown. Indulge them. Tell them something you wish you'd done differently, or a costly mistake that taught you a lesson. If you volunteer something like that, the reporter won't have to dig for dirt.

Keep it light every chance you get. Point out what an excellent interviewer the reporter is. Tell him/her what good questions he/she asks, note his interesting line of thought. Tell her how creative she is.

Developing Transitions

Controlling an interview is a matter of emphasis. Conversational transitions can help:

"You mentioned blah blah before..."

"That reminds me..."

"One thing you should know about..."

Don't wait for an invitation to introduce a new topic. Change the subject whenever you're ready.

Taping The Interview

Consider taping any interviews you do. You'll never learn more about your presentation or what needs to be changed than when you listen to those tapes.