What to Find Out Before the Interview

• What’s the general subject?
• What type of story? (i.e., exclusive, feature, breaking news, round-up)
• What “angle” is the reporter taking? Who else is being interviewed, before and after?
• What key messages do we want to communicate?
• Collect props, photos and visuals to demonstrate to the reporter
• What questions will most likely be asked?
• Practice bridging on difficult questions
• Coordinate the interview with Public Affairs
• Check the web to find the latest news stories and related issues

During the Interview

• Be friendly, energetic and courteous
• Provide your opening positioning statement
• Remember the Media Rule of 3x3
• Use specific examples, anecdotes, points that differentiate your product or issue
• Bridge to key messages
• Include overall division or corporate messages
• Refer to “third parties” who support your comments
• Avoid repeating negatives
• Communicate customer benefits
• Don’t be afraid to say “I don’t know,” or “I’m not the expert in that area.” Then find out the reporter’s deadline and find someone who can assist the reporter
• Don’t go “off the record”
• “Stay in the loop” – remind the reporter to call with follow-up questions
• Remember to summarize or bring up additional information on the last question

After the Interview

• Discuss the interview with Public Affairs in case they did not attend
• Follow through on commitments to provide additional information
• Follow up on areas where you were not the expert or did not know the answer
• Read, view, listen for related stories and newscasts