As part of preparing for my media training sessions for charities and non-profits in Wales, I’ve looked at a lot of interviews online. One thing that’s clear is that preparation is essential. In the best interviews, it’s very obvious that the interviewee has prepared well. So here are some of the basics to consider…
1. What does the journalist want?
It’s vital that you understand the point of the interview from the perspective of the reporter or producer setting it up. Don’t make any assumptions!
What is the nature of the programme and the story? How will the interview be used? If there are other contributors, who are they, and what are they saying about the issue?
What sort of questions will they ask? Have I got answers to likely questions (a Q&A document is useful for this)?
There isn’t space here to cover everything, but do make sure you have a clear picture of the context.
2. Why am I doing the interview?
It sounds obvious, but in researching interviews I’ve come across examples where it’s not clear why the interviewee is taking part.
Do you, for example, want to ask the public to do something like donate money or adopt a healthier lifestyle? Perhaps you aim to change Welsh Government policy?
If you’re clear about this, there’s a better chance you’ll do an effective interview that creates a good impression. If you’re not, perhaps you need to ask yourself why you’re doing it at all…
3. What are the risks?
There are risks in every interview, and sometimes risks in not doing an interview too. Again, there isn’t space here to list every one. What’s important is taking a bit of time to think about the risks, decide whether (and on what terms) to take part, and consider if/how they can be managed.
Some examples: are you ready for tough questions about related issues in the news? Have you got enough to say without drying up or struggling to talk about the issue? Have you got enough time to prepare properly and travel to that rainy hilltop/radio studio?
4. What do I want to say?
Don’t depend on turning up and answering the questions.
An effective interview is one where you get your key messages across. So what are they?
You’ll also need examples/evidence to back them up. And make sure you’ve got enough to talk about for the length of the interview.
5. How can I look and sound good?
How a person looks and sounds is really important. You don’t want your fine words spoilt by kids running into the room, your mobile ringing or the wind blowing your hair or tie all over the place.
On the other hand, dressing well for the occasion, preparing a suitable backdrop and making sure there are no interruptions will increase the chance that you’ll make a great impression.
Media training
Do you need more support for yourself or your team? I run media training sessions for charities and non-profit organisations in Cardiff and across Wales. Get in touch for a chat or for more details.