There are many types of questions that reporters ask during an interview. Some are straightforward, some border on being devious. While every interview is unique, the basic skills required to do the interview are the same.
Every interview is an opportunity for you. Take advantage of it.
- Before the interview begins, get the name and correct spelling of the reporter. Also make sure you have the correct name of the news outlet. It helps to know about the media outlet and the reporter before you begin, so you might have an idea about what type of questions to expect. Make sure the reporter has your name, title and affiliation right.
- Are you the appropriate spokesperson? If not, refer the reporter to someone who is or to the Office of Public Affairs at (909) 537-5007.
- Have answers prepared for the most likely question, as well as the toughest questions. Be prepared for anything. If you need time, tell the reporter you will call back in 15 minutes or so. Collect your thoughts, get your answers and follow through. Prepare to move from these questions to the message points you want to communicate.
- Never say “No comment.” By itself, no comment is a clear comment that you don’t want to talk about something. No comment says, “I’m guilty” or “I’m hiding something.” Reporters instinctively will want to pursue this item even more. If you are unsure of the answer or cannot discuss it, say so. There is nothing wrong with being honest and saying “I don’t know,” if you indeed don’t know and can’t find an answer.
- If you are not sure of a fact, admit it. Do not try to guess — your answer will probably be wrong. Just tell the reporter that someone will get back to him or her with an answer right away and be sure to follow through.
- Never speculate. Do not pretend to know something you don’t know. If a reporter asks, “What if this happens?” do not put yourself into a hypothetical situation. This is a method that reporters often use, and you can’t win.
- Be concise. But avoid one-word answers. Be simple and concrete. Use short sentences, active verbs and simple language.
- Use anecdotes or examples to communicate your point. Be as “visual” with your language as possible. Use words that paint a picture for the audience and reporter.
- Offer background help. Fax or e-mail to the reporter additional information to promote a better understanding of complex issues.
- Back up generalizations with specifics, examples, statistics (but not too many) or facts. Supporting your points reinforce your messages.
- As basic as this sounds, remember the correct name of the university. Internal nicknames such as “Cal State” or acronyms are not appropriate, especially when dealing with media that cover a wider area than San Bernardino. Go ahead and state the name “Cal State San Bernardino.”
- Avoid in-house language or jargon. The general public does not know most of the internal terms you may use within the university. It may be a “shortcut” for you, but it is a foreign language to your audience.
- If the interviewer rephrases your answers, make sure they are correct. If not, correct the interviewer. This is important when quoting statistics, dollar amounts, dates, etc.
- Don’t be brought into conflict. Reporters often frame their questions to bring out the conflict in a story. State your position/messages in positive terms, and don’t repeat negative terms from a reporter’s questions.
- Do not feel you have to fill an embarrassing silence; that is the interviewer's job. Once you have answered the question, stop and wait for the next question.
- Do not answer for other organizations or individuals. You only represent your university, college or department, as well as its offerings and policies.
- Do not volunteer information unless it supports a positive point you want to make.
- Avoid comments such as, “That's a good question,” or “I am really glad you asked that.” Never ask, “Does that answer your question?” It’s an open invitation for the reporter to say no.
- Everything you say is “on the record” and can be used by the reporter. From the moment the reporter walks in the room, you are “on.” Be friendly, but always be aware of what you say. Don’t be caught off-guard. Anything you say to a reporter can be quoted, even if the cameras or recorders are not running. While you may want to offer information or a reporter may offer you the opportunity to respond “off the record,” it is best to remember that there is no such thing as “off the record.”
- Don’t expect a reporter to show you a story before publication. This would be in conflict with journalistic ethics and professionalism. You can ask a reporter to repeat a point you have made, just to ensure it was understood. If you are misquoted, contact the reporter rather than the editor. Don’t overreact, especially if the error is minor.
- Be honest, and don't be evasive. A reporter can tell that you are “hiding” the truth. This will make them want to dig for more questions and answers.
- Stay on your toes — literally! More than 95% of all media interviews are over the telephone. Stand up while doing the interview by phone. This makes you more conscious that you are talking to a reporter — not a business colleague or friend.
