- Who talks? Whoever says it best and can make a point in a 10- or 20-second sound-bite or quote. Front-line workers have a great deal of credibility with the public.
- Be prepared. Think what questions you might be asked and how you might answer them. No comment wastes an opportunity to get your message out.
- If you dont know, dont make it up. Tell the reporter you will get back to them.
- Listen carefully. If you dont understand the question, ask the reporter to repeat it.
- Need a little time? Ask the reporter to repeat the question while you are thinking of how you will phrase your comment.
- Avoid yes/no answers. The reporter wants you to tell your story.
- Expect repetitive questions. Its a technique to get short, jargon-free answers from you.
- Appearances. Dont wear gaudy clothing. Dont chew gum. Skip sunglasses and hats that shadow eyes. Wear your union button where the camera can pick it up.
- Remain calm. Turn negative questions into positive answers.
- Stress your main point. “Ill have to speak with my members before commenting on that point but what I can say is (and stress your main message again in another way).”
Interview tips
- Know what you want to communicate
- Gear your message to your target audience
- Listen carefully
- Speak as naturally as possible, using clear language
- Quick, direct answers are more effective
- Use concrete examples. Experience is more persuasive than rhetoric
- Avoid scripted answers. One good quip is better than an excellent speech.
- When you have answered the question, stop
- Talk about “we” and “our members” rather than “they”
- Emphasize broader communitys interest
- Be comfortable
- Watch your ums and ahs
- Beware the “What youre saying is” from a reporter
- Look at the interviewer, not the camera
- Speak the truth. Never lie.
- Dont get bogged down in details
- Dont hesitate to repeat your main message