by Jennifer Heinly (www.jandjconsulting.net)
- Brief yourself on all the news or latest events in your field before your interview.
- State the most important facts at the beginning of the interview.
- Remember to get your three key messages across at least once in the interview.
- Address the interviewer by his or her first name.
- Avoid using jargon (even if it is commonplace in your industry).
- Talk from the viewpoint of the public’s interest, not your own interest.
- If the reporter asks a direct question, give an equally direct answer.
- Tell the truth, even if it hurts.
- If you don’t know the answer to a question, simply say, “I don’t know, but I’ll find out for you.” Then do it!
- Take the opportunity if the reporter asks if there is anything else you would like to say at the end of the interview.
- Say thank you after the interview is complete.
- Don’t wait until you are asked specifically about your key points before you bring them up in the interview.
- Don’t answer hypothetical questions.
- If you do not want some statement quoted, do not make it.
- If a question contains offensive language or words you do not like, do not repeat them even to deny them.
- Do not exaggerate the facts.
- Don’t ask for a copy of the reporter’s story before or even after it is published.
- Don’t expect to be interviewed by reporters who understand your business or industry.
Book publicist Jennifer Heinly can be reached at firstname.lastname@example.org