- Make sure you are comfortable with the topic under discussion.
- Gather background figures or notes, if you think they may be needed, or tell the journalist you will call back with the answers later. And keep your promise.
- Write down two or three points you intend to make, no matter what questions are asked, so you won’t forget. These are your key messages.
- Think of personal stories and anecdotes that illustrate your points. People tend to remember anecdotal information better than a flood of statistics.
- Talk in crisp, short sentences or “sound bites” of about 10 seconds that make your points. Practice saying them out loud.
- Try to anticipate the worst possible questions that could be asked about the most sensitive areas of your work–and make sure you are prepared to answer.
- Never say “no comment.” It will give the impression that you have something to hide. Try “It’s more interesting to note that…” or “The other view is…”
- Making your point can be difficult if the “right” question does not get asked. Use a question as a bridge to what you want to say. For example: “That’s an interesting issue, but I think it is just as important to note…”
- Make sure you fully understand the question. Ask that it be repeated if necessary. Do not start to speak until you are ready. Speak clearly, deliberately and–most importantly (especially for television)–briefly.
- If you don’t know the answer, say so, and offer to get back to the reporter with more information. Do not speculate!
- Look at the interviewer, even when you are not speaking; you may still be on camera.
- If the reporter appears aggressive, remain calm. State your answers in a positive way. Do not get defensive.
- Do not repeat negative language. Choose and use your own words.
- In a TV interview, your appearance is very important. The point is not to appear glamorous, but relaxed and informed. Your dress should not distract attention from what you have to say. Special attention should be paid to grooming. Wear minimal jewelry, keep hair out of eyes, and wear a simple top or shirt in a solid color without complex patterns.
- Be human and personable. Gesture. Smile when it is appropriate, but not constantly. You can interrupt occasionally, but not too often. Do not be afraid to show your passion; if you seem bored, you will bore the audience.
- Never lie, misrepresent or twist the truth. The truth inevitably surfaces.
