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Go into every interview knowing the three or four main points (key messages) you want to communicate, and reinforce them at every opportunity. |
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Anticipate questions the reporter might ask, and prepare ahead of time how to answer them. An interview is not a casual conversation. You need to be ready for it. |
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Do NOT speculate. If you don’t know, say you don’t know and offer to find out. |
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Learn to speak in sound bites – meaning to get your key points across in 20 seconds or less. |
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Avoid “no comment.” It makes it sound like you’re hiding something. If you can’t provide a comment, give a reason why. |
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Stay away from “off-the-record” statements. You’ll be okay if you go by the rule of thumb that you wouldn’t be upset to see anything you say in tomorrow’s paper. |
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Listen to the whole question. This gives you a chance to start composing an answer in your mind and figuring out the best way to factor in your key points. |
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Don’t leave confidential or other sensitive documents on your desk if you’re talking to a reporter in your office. If it’s in view, it’s fair game. |
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Don’t be intimidated by silence. Sometimes reporters will stop talking so you’ll fill an awkward silent gap and maybe say something you otherwise wouldn’t say. Wait it out. |
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Finally, of course, don’t lie. The truth will come out in the end, and your credibility is on the line! |
