THE FOUNDATION OF MEDIA RAPPORT

Cornerstone #2: Skills > Interviewing

Now that you know how to write and speak for the media, you need to learn how to prepare and conduct interviews. Becoming a great interviewee requires preparation and practice.

Preparation means you are fully understanding the topic for the interview, but it also means you are understanding the angle to the story. If a reporter is covering a general topic like 401(k) plans, what specifically about 401(k) plans is he/she going to write about? Also, how does ther reporter cover specific issues? A great tip is to search for the reporter’s recent articles on Google. Read what they have written and understand how they write and what they look for in stories.

Practice does make perfect. Instead of singing in your car or shower, try rehearsing for your interview. If you understand the topic and angle to the story, do your research then practice answering questions. Interviews are just like casual conversations – you will say something that triggers a new question and how you answer that question triggers yet another question. Ask yourself those questions and answer them out loud.