Deliver Your Message

Time to Interview

Find out:

• the reporter’s name
• what the media outlet is
• who the audience is
• what your role in the story will be
• when the info is needed

Is the interview …

• by phone?
• in person?
• TV crew coming to you?
• at a studio?
• call-in?
• local?
• regional?
• national?

What to Wear

Do

• Choose colors and clothes that fit comfortably, feel flattering, and make you feel confident.
• Choose mid-tone greens, blues, browns, yellows, and grays.
• Wear a shirt, blouse, or jacket that buttons up the front to make attaching the microphone easier.
• Wear appropriate undergarments. Undershirts are a good idea to avoid sweat stains.
• In a TV studio, be willing to wear a little makeup, whether you’re a man or woman.

Don’t

• Don’t wear solid red, black, white, or busy patterns; avoid extremes.
• Don’t wear knits, clingy fabrics, or anything extra sheer or see-through.
• Don’t wear glasses UNLESS you can’t do without them.

On Camera

Eyes—Look at the interviewer or directly into the camera. (Don’t look at anyone or anything behind the scenes.)

Hands—Keep your hands still.

Take a stand—Stand up, if possible. If not …

Sit still—If your chair swivels or rocks, keep it still, and otherwise, sit still!

Knees together—Keep your feet flat on the floor or cross your ankles, while keeping your knees together.

Disturbance—If there’s a distraction, stop talking. Begin speaking again when the disturbance is over.

Talking Time

Do

• Use simple, everyday language.
• Practice short answers.
• Imagine explaining it to your mom in 30 seconds.
• Lead with your main point(s).
• Follow up with proof points if time allows.
• Answer concisely; then stop.

Don’t

• Nothing is ever “off the record.”
• Never say, “No comment.”
• Don’t use technical lingo.
• Don’t memorize.

When You’re Asked an Off-Topic Question

• Answer briefly.
• Transition back to your point.
  • “Yes, and our records show …”
  • “True; however, …”
  • “No, and that’s because …”
• Redirect the conversation back to the topic.
  • “In addition, …”
  • “Let me put that in perspective.”
  • “It’s important to remember that …”
  • “The real issue is …”
  • “Before we get off topic, let me add …”
  • “And that reminds me …”
• Reframe tough questions.
  • “The larger question is …”
  • “Our first concern is always …”
  • “It might seem that way, but the real issue is …”
  • “It’s important to point out …”

How NOT to Repeat Misinformation

Reporter: “So, you’re saying that the sky is red.”

You: “That’s incorrect. The sky is blue.”

Never say, “I didn’t say the sky is red.” That way, you are NOT on tape saying something inaccurate.

Answering Difficult Questions

Say, “The investigation is ongoing.”

Say, “Personnel information is confidential.”

Say, “I don’t have that information right now, but I will find out.”

M2467