iNHouse PR Guides
Broadcast Media Interviews
This guide is to help you during an interview that will be broadcast, whether on radio, television or via the internet. It is designed to help you prepare for what may seem like a nerve-wracking experience. We provide a full media training service to build your confidence but if you need some hints now, this guide should help.
Before the interview
Find out:
- Why are you being interviewed?
- What do they already know?
- Who is interviewing you?
- Is it a one-to-one interview?
- Who else are they interviewing?
- Where are you being interviewed - do you have a choice?
- Live or pre-record?
- Does the outlet have a history on this subject?
Prepare notes but keep them brief - what are your three key messages?
Remember many people will not understand the subject - keep it simple
During the interview
Give examples
A good example can paint a picture and is more likely to be memorable.
Use analogies
Relate abstract terms and dimensions to everyday things such as converting hectares into football pitches or percentages into fractions - instead of 48%, say nearly half.
Anticipate questions
Do not worry too much about surprise questions. There are a finite number of questions that can be asked and you are in a better position to know them than the journalist.
Body language
Sit right back in the chair, lean forward, use your hands to communicate.
Don't waffle
If you finish your answer and the interviewer does nothing, do not fill the time for them. Some interviewers will use it as a chance to get you to say more than you should.
Don't get defensive
Try to avoid getting too animated or on the 'back foot', try to stay calm and in control.
Don't debate
This lowers yourself and your organisation. The exception to this is a panel debate.
Pre-recorded vs Live
Pre-recorded generally means you need to provide a soundbite that can be used in a package. You will often be asked a similar question in different ways several times. This is the journalist trying to get you to say what they need for the package. If you struggle, do not be afraid to clarify what exactly they need and only provide it if it fits with what you want to say. On rare occasions you will be asked to undertake a pre-recorded 'as live' interview. In this situation therefore treat it as a live interview and do not expect a chance to try again.
Live is an opportunity to be unedited and therefore gives you more control. However it does mean you have to think on your feet and you have no chance to go back and try again if you get tongue-tied. But remember not to waste it, make your point in the first question as you may not get another chance. Your line could go down or their time could be cut short. Just because you were told it would be a three minute interview means nothing in a live situation.
It's your opportunity
Every interview presents an opportunity to communicate your position to a large number of people. In thoroughly preparing your brief you are preparing the messages you are going to get across to the audience. Do not waste the opportunity by letting an interviewer sidetrack you. Instead, sit back, relax and try and enjoy it!
Contact: jo@inhouse-pr.co.uk
