Here are some trade secrets I've learned over 25 years as a PR professional and journalist on how to prepare for - and win - any media interview:



Before the Interview

·Never do an interview cold. Prepare yourself.

·Learn what you can about the publication, audience, interviewer and story. Read the reporter's last couple of stories.

·Start with a goal. Visualize the "headline." What would you like the story to say?

·Review your 5-6 "must-say" message points that make your case.

·Practice answers to all potential questions. Have your staff grill you. They will enjoy it. You probably won't, but it will make your answers more potent.

During the Interview

·Clear your head and your desk. Remove any distractions before getting on the phone with a reporter. Get into the proper mindset.

·Keep message points in front of you. Repeat your messages 2-3 times during interview to make sure they get into the story.

·Talk directly to your customers by speaking through the reporter. It will help you focus on the most important information. Picture a potential customer and pretend you are talking with him or her directly. This is very effective.

·Learn to take yes for an answer. Skilled salespeople say that once you make the sale, don't keep selling! Same goes for interviews. Make your point and then stop. There is a temptation to embellish your answer for a few more minutes because you know so much about the topic at hand.

·Be engaging and friendly.

·Speak slowly. Remember, the reporter has to understand you well enough to explain it to others.

·Don't repeat a negative question; it will end up as part of your quotes in the story. Stay positive.

·Don't criticize your competitors by name - you're giving them free PR. If you hammer home what makes your product or service unique, your potential customers will figure out the differences for themselves.

·Never lie. Just say you can't discuss a particular topic.

·Don't guess. "I don't know. I'll get back to you on it," is a fine answer. Say you will call back and then DO it.

·Make your points easily understood, e.g.Clarifying statements will help you get the reporter's attention for your most important points: For example: 1)"The three most critical issues are..." 2)"There are three main points to remember here...." 3)"The most important aspect of this whole situation is...." 4)"The people who will be most affected by this are..." 5)"Let me summarize." ·

· Let the reporter use a tape recorder for accuracy. You can use one too for verification. Might come in handy if there is a dispute later on a quote.

· In a confrontational interview, keep to the high road. Don't be defensive. Avoid emotion.

·Always stay in control of an interview. Even if the reporter is rapid-firing questions at you, it is OK to think before you speak. If you don't say it, they can't quote you on it. In this day of one-minute TV stories that are considered in-depth, pausing to think before answering a difficult question can be perceived as being stymied. Still, go for substance over style.

·Never say flatly, "No comment." It makes it appear as though you are hiding something negative.Always give a reason, even if it is non-committal,e.g., "We can't discuss anything in litigation," "We don't discuss personnel matters," "We don't respond to rumors," or "Once our new product is ready to announce, we will do so."

Practice these techniques to stay in control of your interviews. Positive press is a very powerful engine for success!