Preparing for the Media

Preparing for an interview:
 Always give yourself time to prepare (ask reporter to call you back later).
 Determine the subject of the interview before interview begins.
 Make a list of suggested questions the interviewer could ask.
 Determine your key message.
 Make notes on information you want to convey.
 Practice answering potential questions.
 Decline interview if reporter is planning a negative story about some aspect of
your operation.

Being comfortable during the interview:
 Do not look at the camera.
 Have good posture.
 Wear clothing appropriate for the interview.
 Always check background.
 Remove any distractions when giving telephone interview.

Protecting your rights:
 Be pleasantly assertive (when interrupted, ask for opportunity to finish
answer).
 Remain in control and generally fewer questions will be asked.

Answering questions:
 Answer after thinking.
 Answer directly.
 Ask to have question repeated or repeat question yourself.
 Do not over answer.
 Do not answer certain questions, but always tell audience why you are not
going to answer.
o Personal
o Competitive
o Do not know the answer
o Litigation/negotiation
o Third person
o Security

Remembering certain things is important:
 Answers are edited, therefore should be 7-15 seconds in length.
 Prove answers with personal experience, examples, facts, statistics, and quotes
from credible third persons.
 Practice bridging from the tough question to your message.
 A perfect response is, “That’s not my area of expertise.”