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INTERVIEWS:
A CLOSER LOOK
• Assessing
the Interview Request
• Establishing
Ground Rules
• Once
the Interview Is Agreed
To
• During
the Interview
• Staying
Focused
• Being
Effective on Television
• After
the Interview
As much as possible,
interviews of government
officials should be
part of any media strategy.
Before agreeing to
do an interview, a
government official
should thoroughly plan
what he or she would
like to achieve and
identify who the audience
will be. Writing a
headline that you would
like to see on the
story of your hypothetical
interview will help
you focus on the message
to get across.
"An interview
request should be viewed
from the prism of 'will
this forward my principal's
agenda?' " says
Juleanna Glover, press
secretary to Vice President
Dick Cheney. "Each
request should be researched
to establish an author's
style or biases, and
the parameters for
discussion should be
set."
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BEST TIPS: |
Assessing
the Interview
Request
• What
is the medium
and who is the
interviewer?
• How
much time is
requested; what
is the deadline?
• When
will the interview
be printed or
aired, and what
kind of story
is it?
• What
is the media
type? For TV,
will it be live,
taped for uncut
airing, or taped
for excerpting?
And for print,
what section
of the newspaper
or magazine will
it be in, and
will there be
photographs?
• May
the interviewee
provide visuals?
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Assessing
the Interview Request
When an interview
request comes in, getting
answers to certain
questions will help
you assess the request.
These include:
- What is the topic
or news angle of
the interview?
- What was the impetus
for the story?
- Which publication — or
TV or radio system — wants
to do the interview?
- Who will the interviewer
be?
- When and where
do they want the
interview?
- How much time is
the reporter requesting
for the interview?
- What is the story
deadline?
- When will the interview
be published or broadcast
on air?
- What kind of a
story is it? A news
story? A profile
story? A feature
? A question-and-answer
format?
- Is anyone else
being interviewed
for the story?
- What are the characteristics
of the media outlet
and the reporter?
It is useful to find
out:
- If the media outlet
has an apparent point
of view on the subject.
- How much the reporter
knows about the topic.
- If the reporter
or media outlet has
done anything on
the topic in the
past. Check press
clippings.
- How friendly or
antagonistic the
reporter is.
- What the audience
of the news outlet
is.
Other questions to ask
regarding a radio or
TV interview include:
- Will it be a live
broadcast?
- Will the interview
be conducted in a
studio, by phone,
in the government
official's office,
or in some other
location?
- Will it be by remote,
with the interviewer
not physically present
but asking questions
from another site
while connected by
satellite transmission?
- Is the interview
being taped for uncut
airing, or is it
being taped for excerpting?
- Will the broadcast
include call-ins
or e-mails from viewers,
listeners, or an
on-line audience?
- How long will the
broadcast last?
- What is the show's
format? A panel?
One interviewer and
one guest? Two interviewers
and one guest? Two
guests debating?
- If there are other
guests, in what order
will they speak?
- Will it be before
an audience? How
will the audience
be selected?
- Can visual props
be used?
- Will film clips
or videotape inserts
be used? If so, will
the press office
have an opportunity
to review them and
prepare comments
or responses?
Other questions for
a print interview include:
- In which section
of the publication
will the article
appear?
- Will a photographer
accompany the reporter
and take pictures?
- Will photos be
taken before, during,
or after the interview?
Establishing
Ground Rules
For any interview,
you want to establish
ground rules — regarding,
for example, whether
you are speaking on
or off the record,
whether the interview
is live or taped, and
the length of the interview — before
the interview occurs.
Don't attempt to do
so during or afterwards;
then, it's too late.
For instance, if the
reporter requests a
half an hour for an
interview, you can
limit it to a shorter
period of time. If
the request is for
a "remote" hook
up, you could request
that it be in person.
If you have a choice,
it is often better
to have the interview
in person. An in-person
interview is more intimate
and conversational.
You can see the other
person's body language.
You don't require a
sound piece in your
ear that could fall
off or have sound that
is interrupted.
In the United States,
interview subjects
generally don't have
the opportunity to
review their interviews
or quotes before they
are published or the
segment is shown on
radio or TV, although
this is sometimes done
in some countries.
If you want to review
the interview in advance,
establish that ahead
of time.
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BEST TIPS: |
Once
the Interview
Is Agreed To
• Have
three points
to make in the
interview and
have examples,
anecdotes, and
sound bites to
support them.
• Have
practice questions
and answers.
• Practice!
• Get
an update on
the news before
giving the interview.
• Set
ground rules
before the interview.
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Once
the Interview Is Agreed
To
It is important that
the person being interviewed
have three points to
make in the interview.
This will keep the
interview focused.
More than three major
points is too much
for the audience to
absorb.
It is the role of
the press office to
develop this information.
Before the interview
determine:
- What three points
the interview subject
would like to make.
- For each point,
write down supporting
information — examples,
stories, anecdotes.
These help the reader,
listener, or viewer
better understand
the points. For example,
if one point is advocacy
of a new economic
policy, write down
reasons why the current
policy is being changed,
what the changes
mean, and how the
public will be affected.
- Write down the
questions you think
will be asked during
the interview and
the responses that
you think should
be given. Address
more topics than
the three key issues,
however. Reporters
often move from the
intended interview
topic to other issues.
- Review important
topics in the news
to help you think
of potential questions.
In developing questions
and responses, answer
these questions:
- What is the most
controversial issue
that could be raised
and the most delicate
topic that could
be addressed?
- What would be the
hardest question
to answer and why?
- To help you shape
a story, think of
a good quote, or "sound
bite," to give
during the interview.
A sound bite is a
short, pithy statement
regarding a larger
issue that appears
to be spontaneous
but in most cases
is prepared. Often,
it is repeated in
the story, particularly
by the radio and
TV media.
- Decide whether
you will tape the
interview in addition
to the reporter's
taping it. Taping
often is a good idea
both to verify the
statements that have
been made and to
inform key staff
members who did not
hear the interview.
- Practice answering
possible questions.
- Arrange a quick
update on hot issues
just before the interview.
The briefer, typically
the press secretary,
should update the
government official
with last-minute
news. Don't let the
official be caught
off guard.
- Provide the reporter
with information
in advance of the
interview that might
be helpful to your
issues. These could
be items such as
biographies, fact
sheets, articles,
photographs, and
reports.
- Don't be afraid
to suggest questions
and topics for the
interviewer to ask.
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BEST TIPS: |
During
the Interview
• Stay
on message with
your three points.
• Be
concise and clear.
• Give
anecdotes, facts,
examples.
• Never
say "no
comment."
• Tell
the truth; don't
be afraid to
say you don't
know an answer
if you don't.
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During
the Interview
Make the interview
yours. Much more than
you may think, you
can control the interview.
Just because you are
asked questions does
not mean you can't
control what you say.
As one U.S. president
once said: "There
are no such things
as bad questions, only
bad answers."
Do the following:
- Establish the ground
rules of attribution
before beginning
the interview. Typically,
the interviewee speaks
on the record. If
that is not already
clear, make it clear
before beginning.
- Be concise; don't
bury important points
in long answers with
too many details.
Speak in short, clear,
declarative sentences.
- Speak in sound
bites.
- Stay on message
and return to the
three key points
frequently during
the interview. Relate
all questions back
to them.
- State your conclusions
and most quotable
lines first to get
your main points
across; then back
them up with facts.
- Use positive, descriptive
word images that
people can understand.
- Give proof. Use
facts, statistics,
examples, anecdotes,
quotes, and stories.
People remember what
affects them, what
motivates them, and
what others' experiences
are. Word pictures,
such as "as
big as a pick-up
truck" rather
than just "big," are
what people recall.
- Don't assume that
the facts speak for
themselves. Explain
your answers clearly
and succinctly. Not
every reporter or
reader or listener
will know as much
about a subject as
you do.
- Stay positive.
If you are asked
a negative question,
get back to your
main points.
- Correct any misinformation
quickly.
- Never say anything
that you don't want
to see in print or
hear broadcast.
- Avoid making statements
that can be taken
out of context or
be misconstrued if
the reporter or editor
chooses to use only
that part of your
statement and not
what came before
or after.
- Never say "no
comment." You
can, and sometimes
should, avoid comment
by saying something
like, "I'm not
prepared to discuss
that today" or "It
would be inappropriate
for me to discuss
that at this point."
- Don't use jargon.
- Be clear. Don't
leave it up to the
media to interpret
what you mean. They
might get it wrong.
- Always tell the
truth. If you don't
know the answer to
a question, say so.
Get back to the interviewer
with the answer later.
Staying
Focused
Use bridging phrases
or words to get back
to your three points,
such as:
- "The real
issue is...."
- "Let me add..."
- "It is important
to emphasize..."
- "It is important
not to overlook..."
- "What's more
important is..."
- "The most
important point to
remember is..."
- "Along those
lines, another question
I'm often asked is...."
- "That deals
with one aspect of
a larger issue..."
- "Yes, and
in addition to that..."
- "No, let me
clarify..."
- "It's a bit
too early to talk
about that until
all the facts are
in, but I can tell
you..."
- "I'm not sure
about that, but what
I do know is ...."
- "Let me put
this into perspective...."
- "That reminds
me of..."
- "Let me emphasize
that..."
- "I'm glad
you asked me that.
People may have that
misconception, but
the truth is..."
Always try to make
the interview yours.
As former U.S. Secretary
of State Henry Kissinger
once quipped at a press
conference: "Does
anyone have any questions
for my answers?"
Being
Effective on Television
- Look directly at
the interviewer if
the interview is
in person. Look at
the camera if the
interview is by remote
and the interviewer
is elsewhere. The
camera becomes the
person to whom you
are talking.
- Be enthusiastic
and energetic; television
can flatten and make
a person appear bland.
- Wear solid colors,
light but not white
or total black. Mid-range
colors are the best.
Do not wear browns,
plaids, stripes,
or loud prints. Do
not wear flashy,
shiny fabrics.
- For women, do not
overaccessorize your
clothes, such as
wearing obtrusive
earrings that could
detract from your
message.
- For men, do not
wear a shirt darker
than your tie.
- Sit forward. Lean
into the camera.
- Use natural hand
gestures so you don't
appear stiff or uncomfortable.
- Don't give monosyllabic
answers.
- Don't use trade
or technical jargon
or acronyms that
are not familiar
to the average citizen.
- Jump into the conversation
if you want to clarify
a point or add to
the conversation.
Don't wait for the
host to recognize
you, but don't behave
rudely.
- Avoid using too
many numbers. They
bypass the audience.
When you must use
numbers, round them
off so they are more
easily absorbed.
For example, instead
of saying "four-hundred-and-forty-four
thousand," say "almost
half a million."
After
the Interview
- If you promised
additional information
to the reporter,
follow up immediately.
- Debrief the media
staff so they know
what to expect.
- Evaluate the interview.
Note for your file:
What went well in
the interview? What
could have gone better?
Keep the notes for
the next interview
or press conference.
- Get the name of
the reporter, producer,
and sound technician
conducting the interview
and update your media
list.
- File the news clipping
or tape from the
interview in a permanent
archive.
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