A journalist calls you for an interview about your conference. Here are nine tips how to get your message across in the best possible way.
- You're the expert
The main thing is to realise that you don't have to sit back when you are being interviewed. You might get through it in one piece if you have the journalist take the lead, but then you may have left at least a few chances unused. It's okay for someone being interviewed to bring up a subject you would like to talk about. Think about this before the interview takes place. You should realise that in most cases you know more about the subject than the journalist does. After all, it's about your work or line of business. And if you help the journalist to understand everything without sounding too clever, it will be easier to convince them of your ideas.
- Don't be overwhelmed
Always ask beforehand what the aim of the interview is, what subjects will be discussed and who is going to read or listen to the interview. Never ever be overwhelmed for instance when a radio show calls and wakes you at seven in the morning, drops you a question and tells that you are on live radio. You don't need to have them set your agenda. Just say, even if you are in a broadcast you don't want to be in, that they can call back at that time you tell them, because it is not convenient right now. It's basically not your problem if the presenter does not have a show at that time. Once you've made that clear, you can always try to reach a compromise and select a moment that suits you both. However, you should always have the time to prepare for an interview.
- The written answer
If a journalist takes the initiative, they might have just one urgent question. Or maybe two. You can always let them know that you prefer to answer the question in writing. This gives you time to think about your answer. And if the journalist works for the printed press, all they need to do is to cut and paste your answer. That's convenient for all.
- There is no such thing as 'off the record'
If you don't want something to be printed, don't talk about it. What is the use of telling something 'off the record' if you don't want the journalist to use it? If the journalist doesn't know about it, they can't print it and you don't need to worry about it. An interview is not just conversation of which you can remove certain items afterwards. It is rarely the case that a journalist 'cites incorrectly'. However, people might be started by seeing something printed what they said, or they might not be so happy with the way it is written down. Or that a certain phrase is turned into a streamer or a headline, splashed across the page. You should be aware that the most striking phrases will get the most emphasis. However, not telling anything interesting or exciting makes it a boring interview that nobody will read and that's not what you want either. All the more reason to think about what you are going to say or not to have the right balance..
- Making your own headlines
The journalist decides on the headline, but you can give him or her a hand to your own advantage. Summarise what you want to tell in an original sentence and say this once or twice. Fair chance that this will be the headline. Giving 'advice' on the headline is usually not appreciated. To each his own. But by consciously using your 'summarised sentences' you have some influence and a journalist will only be happy with it. They prefer that to an unclear story they have to try to make heads or tails of.
- Never lie
This may be an unnecessary reminder for most, but you should never tell tales to a journalist. The truth will always come out. A journalist always checks the facts, and if not, there's bound to be some reader who calls the newspaper and subtly remarks that certain things are not true. The result for you as the interviewed person is that your credibility is being flushed down the drain for once and for all. You are and always will be the person who lied about ... No need to be ashamed to say that you don't know something. Especially in the case of the printed press you can look it up and come back to it later on. Never say something about anything someone else is an expert on. It's okay to say: 'I can't speculate on that. It's up to ... to say something about it.'
- Don't let them drive you crazy
Some journalists like to provoke. Some radio and TV programmes can be aimed at causing a stir and creating excitement. It's always important to stay calm and answer determinedly, even if you think the question is completely foolish. Don't lose control.
- Don't let them fool you
On radio and TV they frequently turn up: pitfalls. Example... journalist: 'Do you always operate your conference centre sustainably?' You: 'Yes, the interests of the environment always come first in everything we do.' Journalist: 'Right, so why do you still have light bulbs above your bar?'
A better answer would be: 'In every decision we make we look at the environmental aspects. However, sometimes we let other things prevail, such as the warm and cosy atmosphere of light bulbs above the bar. We compensate for that by using energy saving LED lights only in the rest of the conference centre and in the hotel. That's why we were awarded the Green Key. (If that's the case. See also Never lie)'
- It ain't over till it's over
The interview has come to an end, the recorder has been switched off or the notebook has been closed. But it ain't over yet. Many interviews are ruined because the interviewed person spills the beans after the official conversation. You should certainly never go for a drink, as alcohol makes you lose your inhibitions to tell a secret or encourages you to give an over-simplified opinion you would normally only tell your family and friends.
Three bonus tips
If you promise to send pictures or other documents after the interview, do so immediately. Time and deadlines are essential for journalists.
If you know that a colleague - whom you know well - might be called by the same journalist, it can be useful to call that colleague yourself first. In that way you can prevent the journalist from playing you off against each other on the content.
In the case of printed interviews, it's often asked if the interviewed person can read the text before publication. It is customary to only check the facts. Interpretations, atmospheric descriptions and style are always for the account of the journalist. In such a request, which journalists usually only grudgingly allow, speed is essential too.
