Media 101 — Mastering the Interview

MICHELLE LURCH-SHAW
College Relations Staff Writer

Most people greet the prospect of a media interview with both excitement and fear. Actually, it’s usually excitement then fear. Fear of being misquoted; fear of not sounding like the expert you know you are, fear the television cameras will add 50 pounds instead of just 10.

If fear is not a factor, you need not read any further.

If, however, you’d rather be blindfolded while bobbing for apples in a snake-infested tank than speak to the media, below are some tips that can help increase your confidence, ease the interview process and enhance the resulting story. Remember too, that the college relations staff is available to help. Contact us if you have questions.

What you should know before the media comes calling?

1. You have rights — such as the right to know who is interviewing you and what newspaper, magazine, television or radio station he/she represents.


2. You are not obliged to agree to an interview.


3. When you do choose to speak with the media, remember you are representing the College, and that carries certain responsibilities.


4. If you are asked questions relating to Sweet Briar policy or decisions, institutional topics or higher education issues, please feel free to refer the reporter to college relations (Ext. 6330).


5. If you are not sure what information is or can be made public, be sure to check. For example, federal laws protect many types of student records.


6. If you want advice on how to work with the media, contact college relations. We will be glad to assist you.

If a reporter contacts you

1. Please inform college relations at Ext. 6330.


2. Always return media phone calls and Internet inquiries promptly. This doesn’t mean you have to do the interview immediately.


3. You have a right to ask the subject of the interview and for some sample questions.


4. If you need time to collect your thoughts, offer to call back later at a specific time. Most reporters will agree to give you at least 10 to 20 minutes. If you need more time, say so.


5. Respect reporters’ deadlines. Always ask the reporter what his or her deadline is.


6. If a reporter shows up in your office at a time when you are unprepared or on campus unexpectedly, feel free to reschedule the interview.


7. Write down the reporter’s name, phone number, e-mail address and affiliation.


8. If you do not believe you are qualified to answer the reporter’s questions, say so. Please suggest an alternative source, if you know of one. Or, suggest that the reporter contact college relations to help find someone who can comment.


9. If you believe that the presence of a member of the college relations staff would be helpful during an interview, contact us at Ext. 6330.


10. Reporters’ schedules are determined by the “breaking” news of the day. Do not be offended if an interview gets canceled or rescheduled because a more urgent story arises.

Preparing for the interview

1. Think of two or three key points you want to convey about the subject. Gather facts, figures and anecdotes to support your points. Prepare those in short sentences and rehearse them.


2. Have printed materials to support your information whenever possible in order to help the reporter minimize errors.


3. Anticipate questions the reporter might ask, especially tough ones, and have responses ready. Rehearse your answers.


4. Remember that the reporter likely has very little training in your area of expertise. Simple explanations will be necessary.


5. State your position in positive terms; don’t repeat any negative words used in the reporter’s questions.


6. Assume everything you say to a reporter, even after the official interview has ended, may appear in print or may be broadcast.

During the interview

1. Answer each question asked and be sure to incorporate at least one of your key points into each answer.


2. When a reporter bases a question on information you believe is incorrect, make sure to set the record straight. Offer background information where necessary.


3. If you do not understand a question, ask for clarification. If you do not have the answer, say so. Tell the reporter where to find the information, if possible.


4. Never say, “No comment.” Instead, if you cannot or do not choose to answer, try to explain briefly. For example, “It is our policy not to discuss pending litigation.”
   
5. Avoid saying things “off the record.” If you don’t want it on the record, don’t say it.


6. Be honest.


7. Don’t try to hide negative information. Focus on what you are doing to solve the problem. 
   
8. Avoid academic or technical jargon; explain special terms if you must use them. Offer relevant examples and analogies to help the reporter and the audience understand.


9. Don’t let your answers get too long. The shorter your comments, the less likely they are to be edited.


10. Avoid responding to “What if” questions or commenting on hypothetical situations.

After the interview

1. Check to be sure that the reporter has correctly noted your name, title and affiliation with Sweet Briar College.


2. Ask the reporter if he/she knows when the story will appear in print or be broadcast. Contact college relations with this information so we can try to track the story for you.


3. Don’t hesitate to call the reporter back if you think of or find new information that may be helpful, but do so quickly.


4. Don’t expect a reporter to show you a story before publication. If you fear a point has not been understood, ask the reporter to repeat it. Encourage the reporter to follow-up with a phone call if further clarification or additional information is needed.


5. After the story appears and if warranted, let the reporter know he/she did a great job.

Just for TV interviews

1. Wear solid-color clothing. Stripes, plaids or other designs can be distracting. Avoid large, jangling or reflective jewelry.


2. Choose a location where you can screen out extraneous noises such as air conditioning units. Turn off your cell phone.


3. Find out in advance whether the interview will be taped or live. In a taped interview, it is OK to stop and start over again if you don’t like the way you answered the question. Live interviews are more challenging. 
   
4. In taped interviews, repeat part of the question in your response. This helps with the editing process.


5. Look at the reporter and not the camera, unless directed otherwise. If you’re uncertain where to look, ask.


6. Avoid sitting in a chair that rocks or spins. This can affect the sound quality and is distracting to viewers.


7. Be aware of and avoid nervous habits that can detract from the interview such as pen tapping, licking your lips, nail biting, etc.


8. Review the tape of your interview and critique your own performance. College relations can also help you find ways to improve.

Mistakes can happen

1. If you feel that you misspoke or gave incorrect information, call the reporter as soon as possible and let him/her know.


2. If there is a significant factual error in the final story, it is best to call the reporter about a correction or clarification because uncorrected errors can be repeated in subsequent stories. Contact the reporter first rather than his/her editor.


3. If you think you’ve been misquoted, take the time to determine whether the error is minor or major. It may not be worthwhile going back to the reporter over a minor error. If you take issue with a comment that has been attributed to you, but it is not a direct quote, consider whether the message is in fact incorrect or whether you question the choice of words used. In all of these circumstances, don’t overreact. Contact college relations and we can advise if and how you might approach the reporter.

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