The vast majority of people will never have to deal with the media, and for others dealing with the media will be a once-in-a-lifetime experience, such as when there’s a newsworthy event in their neighbourhood. But when dealing with the media, whether as part of your job or on a one-off basis, there are important considerations to keep in mind, the most important of which is to be yourself. Never try to be somebody you’re not; just be yourself, warts and all.
Listen carefully to the questions you’re asked. Don’t start formulating an answer until you’ve heard the entire question, otherwise you might not fully understand the context. Also, the interviewer may throw in an unexpected twist at the end.
Unless you have a compelling reason, such as advice from your lawyer, don’t use the phrase “no comment.” And you should explain why you can’t comment.
If you’re being interviewed for a radio or television show, remember that recorded interviews are often edited, so short answers are less apt to be omitted or misrepresented.
Although in most media situations you’ll know more about the subject than the interviewer, never adopt a superior attitude. Good interviewers will have done extensive homework and adopting a superior attitude may set yourself up for a hard fall.
Another thing to remember is that it’s not a good idea to get into an argument with a person holding a microphone or who, as Mark Twain said, “buys ink by the barrel.” But if you’re asked a question based on an incorrect premise, set the record straight. Suppose you’re the chief financial officer of a corporation and the interviewer asks, “Why should we trust your financial statements when you can put anything you want in them?” You need to say something like, “I’m afraid you’ve been misinformed. Not only are there laws mandating what we report, but our financial statements are audited by independent accountants.’’
When faced with an inflammatory comment, don’t legitimize it by repeating it; rephrase it appropriately. If an interviewer says your organization is “irresponsible and a blight on society,” don’t say, “We are not irresponsible and a blight on society.” Instead, say something like, “Well, what’s really happening is we’re taking the following actions to ……” and go on to explain your position in a positive light. You could also point out that the question is loaded by saying, “Well, you obviously disagree with us on this, but here are the real facts,” then give your positive reply.
Responses to confrontational comments should be as short as possible. A long, rambling answer can sound like protesting too much, and you might say something inappropriate. However, simple “yes” and “no” answers tend to be viewed as evasive and impolite. Say what needs to be said and then shut up. Silence is never your problem; it’s the interviewer’s job to keep the interview moving, not yours.
Be likeable, brief, honest and positive. The reasons are obvious. If you come across as an arrogant ass the whole purpose of the interview will be destroyed. Talking too much endears you to nobody and increases the possibility of saying something inappropriate. If you’re dishonest you will be caught out, if not right away then certainly later. Being positive pays off; nobody likes whiners.
Don’t be rushed into poorly considered or incomplete answers because the interviewer has a deadline; like silence, that too is the interviewer’s problem, not yours. Although short answers are preferable to long ones, remember that you can’t adequately deal with a complicated issue in a seven-second sound bite.
It’s easy to get into trouble by making off-the-cuff comments. Whenever you’re around media people always assume microphones are live, cameras are recording, and notes are being taken, even if it looks like they aren’t. Although there is an “off the record” concept, you shouldn’t rely on it unless the ground rules were clearly agreed to beforehand and you completely trust the journalist.
It’s good to remember that the interviewer’s mission is, in part, to get information to which they may not be entitled. They have nothing to lose by interviewing you, but you and those you represent could lose a lot by what you say and how you say it.