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So you’ve landed an important interview with a reporter, you’ve prepared
yourself as much as possible, and the big day arrives. Here are some tips to
ponder as you participate in the interview itself:
Make it interesting. Try to make your answers or
explanations short and to the point, but memorable. Think of ways to express
yourself that might make great quotes. Don’t be too wordy or stray from the
topic, and try to include appropriate anecdotes to illustrate your points.
Sound like an authority, not a sale rep. You’ll be a big
turn-off if you start sounding like a cheesy salesperson. Most likely the
reporter will immediately sense that you’re seeking publicity and hesitate to
use your information. Being a confident and informative source of information
will be sufficient for your publicity needs.
Keep your cool. Even if the conversation gets heated or
confrontational, never lose your temper. Remain calm, polite and diplomatic. If
you are asked a difficult or challenging question, you can buy time and diffuse
the tension by saying, “John, that is a really good question, and …” This also
compliments the reporter, which may help calm both of you down.
Stay away from off-the-record. Even though saying, “Is this
off the record?” sounds great in the movies, most reporters will take the
approach that everything shared during the interview is on record. Even if a
reporter assures you that something is confidential, there is no signed document
that can hold them to their word. Rest assured, most reporters are trust-worthy
and will uphold confidentiality, but never take it for granted, and don’t say or
share anything that you wouldn’t want to be made public.
If you practice your responses in advance, and prepare as much as you can for
your interview, chances are the experience will be a positive one for both you
and the image of your company. | 
