SOCIAL COHESION INITIATIVE

Successful Interviewing
General guidelines:

Prepare!
Ask yourself, 'What is my goal with this

interview?
Know the one, two or three (max) key points
you want to make
Collect background information about the
journalist, his style of work, the audience of the
media he represents.
Set time limits of the interview

SOCIAL COHESION INITIATIVE

Successful Interviewing
General guidelines:

Use the Three C's:

Concise - Focus on getting your points across

efficiently. Avoid long words and lengthy

sentences
Conversational - Use words and descriptions
that the average reader/viewer will understand
Catchy - The reporter is looking for the catchy
phrase or sound bite

SOCIAL COHESION INITIATIVE

Successful Interviewing
General guidelines:
Say What You Want to Say!
Avoid Reporter Traps:

Don't Repeat the Reporter's Words

Don't Lose Your Cool
There is No Such Thing as "Off the Record
Don't Be Led Into Hypothetical Situations
Don't Fill (Awkward) Silent Pauses
Never repeat negative phrases and expressions

SOCIAL COHESION INITIATIVE

Successful Interviewing
General guidelines:

Be Friendly, Honest and Yourself - Never lie. If

you don't know the answer, say that.

You Have More Control Than You Think -

Reporters are not your ultimate audience, their

audience is your audience, so address your points to
the public

You know more about your story than any

reporter you speak to
Make the negative positive

TELL PEOPLE WHAT YOU ARE,

NOT WHAT YOU ARE NOT!

SOCIAL COHESION INITIATIVE

BEFORE THE INTERVIEW

Several questions you want answered
before you agree to an interview:
What is the format of the media?
What is the interview about?
What is your organisations role in the piece
being proposed?
Ask if they are a weekly or daily?
What is the format of the interview?
Are you part of a panel?
How long will the interview last?

SOCIAL COHESION INITIATIVE

General Media Interview Tips

Know whom you are talking to when you

are being interviewed?
Never shoot from the hip
Make sure staff answering the phone know
the rules
Make sure to correct misconceptions

Only the answers matter, questions dont

Don't answer personal questions
Never use jargon or acronyms, use humor
Know your opponents viewpoints and
have counterpoints ready.

SOCIAL COHESION INITIATIVE

General Media Interview Tips

Remember, journalists are not your friends

Don't lose your temper with a reporter
Dont try to say many things at once
"No comment" rarely works any more
Be prepared for the negative bias of the media
Pay attention to the language you use
Control your message
Support each message
Repeat the message - Tell them what are You
going to tell, tell them and then tell them what
You have said!