Preparing for a Media Interview

So You’re Going to be Interviewed…

Reporters rely on interviews — by phone or in person, planned in advance or immediate — to gather information. Interviews set up in advance are often for the purpose of getting background information. Spontaneous interviews usually indicate there is a breaking news story, i.e., something has happened and the reporter needs facts or comments now. In either case you want to be prepared.

When the call comes…

1. Confirm the identity and media outlet.
2. Ask for specifics about what the caller wants to know.
3. If necessary, buy time for yourself.
   1. Explain that you’re in the middle of something but you’ll call back in a specified
      time period — and do.
   2. Explain that you don’t have all the information, but you’ll do some fact-finding and
      call back. Find out the reporter’s deadlines and try to accommodate them.
   3. Suggest that someone else may be a better source of information. Then call that
      person immediately to give him/her a chance to anticipate the reporter’s call.

Be prepared

1. Anticipate media calls or visits. Depending upon your locale, you may also be asked to react to a state or national report on education. Keeping on top of news is helpful in anticipating such calls.
2. Know your media outlets and reporters. By watching, listening and reading TV and radio broadcasts and newspapers, you’ll get a sense for the type of reporting an individual does. Consider whether the reporter typically emphasizes human interest, hard facts or a mix.
3. Decide the message YOU want to convey, based on what the reporter wants to know.
4. Make a list of the points you want to make and questions you think the reporter may ask.
5. Review reports, correspondence, etc., that relate to the interview topic.
6. Prepare a one-page handout of facts regarding the interview topic, if time permits.

During the interview…

1. Concentrate on YOUR message. Remember, you are half of any interview.
2. Be concise. For broadcast, try to keep your responses under 30 seconds. For print, the more concise you are, the harder it is to be misquoted.
3. Listen. Respond only to those questions that are asked unless you have a specific point you want to make.
4. Be positive. Try not to respond to speculative questions. Instead, rephrase the reporter’s question or re-emphasize your own points.
5. Don’t go off the record. Reporters can use off-the-record information to confirm what they’ve been told with someone else and then use the information.
6. If you don’t know the answer, offer to get the information.
7. If you can’t answer a question, for legal or other reasons, explain why.
8. Be emphatic. Make your points up front, then offer substantiating information.
9. Do not let reporters put words in your mouth. Be cautious of questions that begin “Would you say that…?” Avoid responding “yes” or “no” to such questions: instead, rephrase them to emphasize your viewpoint.
10. Keep it simple. Avoid educational jargon. When you must use a term the general public may be unfamiliar with, explain it as simply as possible.

If you are on the air…

On television…

1. Dress appropriately – no loud patterns.
2. Look at the interviewer, not the camera.
3. Respond with short answers. Most news segments are 90 seconds or less so a 5 to 10 second sound bite may be all you have.
4. Make visuals (charts, pictures, etc.) available if possible.

On radio…

1. Avoid mike fright. Follow the professional’s advice on how to speak into the mike: not too close.
2. Keep answers short and to the point. Don’t be afraid to stop. Rambling often means saying the wrong thing.

After the interview…

1. Make notes, if you didn’t keep them during the interview.
2. Offer the reporter written information if available. Keep it brief.
3. Suggest another upcoming story the reporter may want to cover. Don’t miss the opportunity to emphasize something positive.
4. Alert other administrators, board members, parents and students as appropriate of pending coverage.
5. Monitor coverage.

Practical Public Relations tips prepared by Mary Pat Pfeil of the Wauwatosa School District for the Wisconsin School Public Relations Association.