After generating media interest, what do you do when the reporter wants to run with your story? Very rarely will a news organization print an article or press release word for word. Instead, the reporter assigned to the story will do research, check facts, and conduct interviews to prepare the piece for the news. A print journalist may request a phone interview, while a television reporter usually prefers an on-camera interview to provide a visual for the story. Here are some things to consider in preparing for a media interview.
Select a spokesperson. Associating a friendly face with your organization is one of the best reasons to agree to an interview with a print or broadcast reporter. In order to do this, you should designate someone within your network to be a spokesperson for the interview. This could be a student, parent, teacher, principal, business partner or someone else involved with the project. He or she should be well-spoken and comfortable talking on camera. Before an interview, try to get an idea of the questions the reporter will be asking to be sure the spokesperson is prepared with adequate information.
Practice makes perfect. When a spokesperson has been selected, spend some time preparing him or her for the interview. Do this by asking sample questions and practicing responses. A more extensive training program may benefit a spokesperson, such as a principal or program director, who will do interviews on a regular basis. A video camera can be a helpful tool in refining responses and body language, as well as increasing comfort level with being on camera. Credibility shows in the tone of the person's voice and his or her posture and facial expressions. Other factors contributing to credibility include the accuracy of information and the individual's level of commitment, enthusiasm and sincerity.
Prepare for the unexpected. If the spokesperson is not fully prepared, a question that comes out of left field may catch you him or her guard. Although your team will not be able to prepare for every possible question, consider potential hot buttons that a reporter may address when given the opportunity. It is better for a person to prepare than to give an impulsive response in an interview.
Make a statement. In preparing for the interview, you and your spokesperson should work to identify key messages. Think about positive phrases to reinforce with the audience, as well as negative phrases to avoid in the responses. If the broadcast media is conducting the interview, keep answers to questions brief. Try to talk in short, substantive phrases. Keep in mind that reporters are always looking for good sound bites for their stories. If a member of the print media is conducting the interview, your person will have more time to explain ideas and thoughts—although print reporters will still want to-the-point quotes.
On and off the record