Interview Basics

1. Know why you were asked for the interview. Know your audience.
2. Establish ground rules (length of interview, subjects, etc.).
3. Know the format and theme of the program (news, feature, or television) and reporter, well in advance.
4. There is no "off-the-record." Don't say it if you don't want to see or hear it the next day.
5. Do your homework. Be prepared, even in your specialty.
6. Question your position beforehand. Play devil's advocate.
7. Have the Public Affairs Office staff brief you on the "news" of the day before the interview. This avoids being surprised by any breaking major news story.
8. Establish a professional rapport with the reporter, be cooperative.
9. Be confident, relaxed. You are the expert; most reporters are generalists.
10. If you don't know, say so. Don't snow the reporter. Offer to find the answer. If you should know and don't, be prepared for the consequences.
11. Don't use "no comment." Say why you can't answer.
12. Don't accept a reporter's facts or misinformation. Correct the record.
13. Put your conclusion first, then expand. Be positive.
14. Do not use jargon or acronyms. Talk the public's language.
15. Use short quotes.
16. Keep personal opinions to a minimum.
17. Avoid hypothetical questions.
18. Keep your "cool" under fire, don't argue. Don't repeat negative words.
19. Listen carefully.