from Green Media Toolshed and Resource Media
abstract prepared by Hugh Fisher

An in-depth guide to handling interviews with the media, including how to respond to questions, avoiding misleading or vague statements, and sticking to key points.

In order to make the most of media exposure, you should go into an interview with clear “talking points” in mind. Know what you want to say, what you want the readers or audience to know about your business, and keep your answers clear and concise. This article covers some common interviewer’s techniques, including leading questions and reporters who play “devil’s advocate.” It’s important to be prepared for these instances; the worst thing you can do during an interview is lose your cool.

The article suggests that you take time before any interviews to plan your message – the facts that you want readers or television viewers to know. The writers provide a guide to determining just what your main message ought to be, and give details on how to focus an interviewer’s attention on those main points. Most of all, keep your mind on your ultimate goal: “Remember, reporters are conduits, they are not your ultimate audience. Their audience is your audience, so address your points to the public. Use every opportunity to answer a question and bridge back to one of your main points. You have more control than you think.”

http://www.greenmediatoolshed.org/training/PitchingAndSpokespeople/TheInterview.adp