Recently someone in the public eye who I have occasionally advised agreed to a live, national radio interview without knowing why they were doing it or how the interview could help them.
This hastened me to write this quick summary of questions to ask (a journalist and yourself) that I hope will help you avoid making the same mistake.
What is the interview about?
You should only be interviewed about your area of expertise. Don’t put your reputation or that of your organisation at risk by doing otherwise.
What programme will I be on?
Helps you begin to prepare your talking points, so they are relevant to your audience including getting tone, stories and examples right (clue: there is a big difference between Lorraine or Newsnight).
Who will be interviewing me?
If a top tier journalist, then it’s a big deal, but you will also be able to find examples of their previous work online to help prepare. If the cameraman will be asking you the questions it doesn’t mean you shouldn’t say yes but it probably means it isn’t so much of a big deal.
Is this a live or a pre-record?
If a pre-record then how will your words be used and in what context?
Is it a discussion or a one-on-one?
If you are entering into a discussion the limiting factors to a good performance increase as does your need to prepare likely questions and counter points. A one-to-one is an interview.
If a discussion, who am I going to be on with?
The media prefer a little bit of conflict so being aware that your discussion partner holds directly opposing views to you will allow you to prepare accordingly.
Do they just want a clip or ‘soundbite’?
If yes, then what you say will be used as part of a news package or longer programme. Begin to practice ways you can deliver a great soundbite that gets your message across in a way that is relevant to your audience whatever questions are thrown at you.
Is it in the studio or ‘down the line’?
A studio is a controlled environment where you are in conversation with a journalist or in a discussion face-to-face. Down the line means listening to questions in your ear in a remote location which can make the interview more difficult.
If ‘down the line’ then what will the backdrop be?
For TV interviews this paints the picture for your words. Research tells us that what people see can be more important than what we say, so make sure the images behind you are at least neutral but, ideally, helping to tell your story.
Who else is on the programme?
This can be a clue to the questions you might get as well as topics to be covered that are beyond your area of expertise.
Does the journalist or media organisation have a point of view or agenda about the subject I would be talking about?
This will inform the line of questioning that will come your way as well as the tone of the interview or package produced that your soundbite may become a part of.
What else is in the news today that I might be asked about?
Particularly in a live interview a journalist is frequently asked to ‘fill’ a gap in the programme while the next guest or segment of the programme is lined up. Being aware that it is ‘International Doughnut Day’ will mean you are ready for a question about doughnuts.
And, when you have asked all these ask yourself one final question:
Will doing this interview help me?
Whether you are currently focussed on growing a business, promoting a product, campaigning on an issue, leading an organisation or working towards other goals this is the fundamental question.
Be honest with yourself then, if the answer is ‘yes’, get ready to seize the opportunity.