Press Interview Fundamentals
Substance
Preparation
• Be prepared – you MUST know your subject matter thoroughly to be able to communicate effectively .
• Limit yourself to three principal or key messages .
• Bridge – Acknowledge the question then deliver your own positive message ( reference transitional phrases ).
• If applicable , try to use a catchy , memorable phrase that is easily repeatable . Keep it short and simple .
• Don ’ t ramble with your message , you will lose your audience and your credibility on the subject .
• To ensure you deliver your message , try starting with your conclusion or the main point you want to make , then build on it with your three key points .
• Be truthful and straightforward .
• If you don ’ t know an answer it ’ s ok to respond saying that the question is not your area of expertise , or simply state “ I don ’ t know the answer to that , but what I do know is ” and transition back to your main points .
• If you disagree with the question or the question contains inaccurate information that you disagree with , challenge it firmly but politely . This is particularly important with print interviews .
• Don ’ t use a lot of jargon , slang , technical language or acronyms that your audience may not understand .
• Look at every question as an opportunity to make your three points .
• With telephone or radio interviews , make sure your voice sounds energized to help you communicate since you don ’ t have eye contact .
• Tell your story , enjoy the experience and remember , your goal is to deliver and control content being reported
Remember , the interviewer is NOT your friend , nor is he / she your enemy and remember NOTHING is off the record .
If you don ’ t want to see it in print , social media or hear on the air , DO NOT say it to the reporter .
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