Proper preparation can help you make the most of a broadcast or print interviews.
Message Points: In preparing for a media interview, the first step is to develop communications objectives- two or three key points you wish to convey to your audience. You might want to discuss the benefits of your company , or other points directly related to your marketing objectives.
Rehearse. We can’t stress how important it is to rehearse responses to all possible questions. Simulate interview sessions with the help of a friend or a professional media trainer. Rehearse out loud. Vocalizing your responses will help to file the messages in your “mind’s ear.”
Preview your interviewer. If she is a TV news reporter, watch some of her broadcast interviews. If he is a newspaper reporter, read some of his articles so that you are comfortable with his interviews style.
Short Words – Simple Sentences. This creates an air of informality and the illusion of casual conversation between you and the reporter. A natural, informative quality also makes you more believable.
Learn how to “bridge.” When an interviewer asks a question that sidesteps your key points, regain control by bridging from the topic broached back to your key line of reasoning or point.
Avoid “Off the record.” The phrase “off the record” is an overused and misused tool not recommended for the average interviewees. Your interviewer will probably bristle if you offer information and then plead, “But this is ‘off the record.’ Say what you have to say in an authoritative manner and you will automatically convey a sense of expertise and knowledge about the topics.
Non-verbal cues. The spoken word is only a small part of the communications process. We all know that direct eye-to-eye contact connotes a sense of candor and honesty. That’s just one way in which non-verbal cues can work in your favor. In addition to the unspoken cues, you should also be aware of your voice and your body language. Be natural and as relaxed as you can be under the circumstances.