You just got The Call: A member of the press wants to interview you! Whether you're a solo practitioner, a small businessperson, or an employee of a major corporation, if you are smart, you will accept immediately. You can worry about the consequences later. The only exception to that rule is if you are an employee of a small or large corporation, it's always a good idea (and sometimes even mandatory) to check with management before talking to the media. You want to be sure that what you say reflects the corporate "party line."
Next step: Don't panic. Even if you're a media virgin, with a little preparation, you will end up sounding like the expert that you are. We should all be prepared for the phone that rings or, increasingly, the e-mail that comes in, asking us to be a media-interview candidate. Even when the request comes in, however, you have to be prepared to do a little "selling." You may not be the only one who has been contacted; the reporter or "talent booker" may be calling on a large pool of potential candidates.
To ensure that you make the cut, it's important to follow up—the same day, if possible. A quick e-mail about the discussion will serve as a reminder of your interest and solidify your professionalism. You want to demonstrate your interest and knowledge without sounding desperate to be interviewed. Asking a few well-thought-out questions at this juncture will help.
Listen carefully to the person making the initial request, to get at the heart of what kind of information the interviewer really wants from you, and then follow up by tailoring a pitch to fit that need. If the interview is about controversial topic, before you accept, be sure that you will be comfortable talking it. You can say no to an interview that you believe will be detrimental to you.
You've Said Yes—Now What?
Do your homework: Familiarize yourself with the publication, television or radio show. Go online and look for other articles or interviews done by the reporter to familiarize yourself with his or her style and method of asking questions. Ask yourself: Who is the audience? Then prepare and suggest your own questions in advance.
Another option is to ask the interviewer to e-mail you a few questions before the actual interview so that you can prepare properly. Be forewarned: even if they take your questions or supply you with a list of their own in advance, many interviewers will throw in a ringer occasionally to see how you respond. I recently had an interview (taped) that gravitated far afield from what was initially discussed. In such a case, it's your responsibility to bring the interview back on track. Just because you are the interviewee doesn't mean you can't control the direction of the conversation.
One way to demonstrate that you are in control is to repeat the question, and then add your commentary. For example: "You asked me if I can speak to that issue, because . . ." or "My experience shows that. . ." or "In my most recent book/interview/seminar/presentation, I noted that. . ." Use this type of transitional phrase gives you some time to think, and you'll avoid seeming like a deer caught in the headlights.
Keep the momentum flowing. Answer the questions in a concise manner. Throw in contemporary references from the news whenever applicable. Use action words that convey a mental picture. You want the audience to want to hear more about what you have to say. Let the interviewer finish asking the question before you jump in. This isn't Jeopardy. You want to ensure you hear the entire question before framing your answer. Think before you speak.
If the interview moves in a negative direction, stay calm and state your opinion. Don't get defensive, but don't hesitate to clarify a point or an opinion if the interviewer has misstated your comments. There is no "on" and "off" the record here, so be careful what you say.
Prepare a "cheat sheet" with bulleted points to ensure that you get across the points that are important to you. It's OK to have a brochure in your lap. You can keep your notes tucked inside. Just be sure that they don't slip out if you hold it up for the camera. If you have a book or other product, make sure you bring one with you and mention it during the interview. Similarly, if your company has a web site, don't forget to mention the URL at some point in the interview.
A Word About Fashion.
You can get away with jeans in a radio sound booth, and you can even wear your pink fuzzy bedroom slippers when conducting a phone interview from home. But for television, you've got to look the part of an expert. Don't wear something you've never worn before. You won't feel comfortable, and you'll end up fussing with your new outfit. Don't wear red, white or black. Find a color that is good for your complexion. Leave the fancy jewelry at home. You're not a movie star.
Find out if makeup will be provided. If you have to do it yourself, remember to go light with any eye shadow and blush. The camera tends to accentuate strong colors. I learned this the hard way when I wore my regular makeup and came out looking like a raccoon.
When you speak, look at the interviewer, not the camera. Remember this is a conversation between you and the interviewer. Don't feel that you have to shout. The technicians will adjust your mike accordingly.
Above all, stay relaxed and calm and don't fidget. Focus on delivering your message. Tell yourself this is supposed to be fun. Interviews generally only last from three to 30 minutes, depending on the format. Before you know it, it will be over, and you'll be eager for your next shot at media glory.
Not sure how to get started branding yourself? I can help. I make it simple with easy to use workbooks and tutorials. Check out the Packaging Coach @ http://www.packagingcoach.com or email me at pkgcoach@aol.com to get started "packaging yourself" for stardom.
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