How To Interview Like A Pro
Okay, so the time has come. You’ve done your homework and made all the right moves up to this point. Now instead of trying to get your name out there, you have finally reached the stage where people are starting to come to you. In fact, you have been asked to give your very first interview. So, now what?
Well, for one thing you have to remember all the hard work and dedication that has led up to this moment. Both you and your colleagues have worked long and hard to create a strong public image and build a cohesive list of media contacts. You don’t want to throw it all away by walking in unprepared at this point. This is a situation that you have to approach with the same methodical attention to detail that has carried you up to this point. It doesn’t matter what type of media has booked you, you have to view it as a prime opportunity to get your message in front of your core audience.
Taking care to plan out your interview means that you can remain in control of the situation. Also if you appear clam, confident, and poised it raises both your credibility and that of your organization. Go in unprepared and you just end up looking like a fool.
This is also your chance to start throwing out the wonderful little sound bites you have spent so much time developing. Think long and hard about potential questions and how you might answer them to suit your purpose. In fact, it is always a great idea to ask for a list of questions before you ever sit down. Again, this allows you to stay in control of the interview rather than being led around by the journalist.
There are those very rare people out there that just have a knack for throwing out perfect quotes each and every time. We have all seen them. DO NOT assume that you are one of them. Again, it will most likely just leave you looking foolish.
Preparing for an interview takes patience and discipline. But, if you take the time and do it right you will be amazed at the long-term benefits that you reap. More and more sectors of the media will start to seek you out. Make a good first impression and you can build on that for a very long time to come. Because when you make the journalist look good, they will return the favor, and they will keep coming back to you time and time again.
How to Maximize your Interview
Know who your talking to.
The very first thing that you need to find out is exactly who will be conducting your interview. You need to know the person’s name and what media outlet they are with. This way you can look into what they are known for or what type of stories they usually cover. If you know what you are up against then you can better plan potential answers to suit your own purpose. You can also add the interviewer to your list of contacts and find out how to get in touch with them after the date of the actual interview.
Another key point that can come out of this simple fact finding initiative is what type of history your organization has with this particular media outlet. If there has been any “bad blood,” in the past you definitely need to know about it going in. You do not want to unknowingly fall into the middle of a situation that you didn’t even know existed.
Know what their angle is.
You need to make sure that you and the journalist are on the same page before you sit down to talk. First find out what they plan to talk about, and then work out how you can make the topic work to benefit your organization or event.
After you find out what the topic is going to be, then find out what it is specifically that they want to know. If you take the time to discuss this with them before hand then generally you can both get what you want and need out of the spot.
As always, you have to be prepared with that quick sound bite. Many times the media will approach you just wanting a quick comment. This is a good thing and what you are after at the end of the day. But when they do, remember that you only have one chance to make that first impression. If you leave them hanging then they will not be back for more!
Know your own goals.
So you have the interview. You have asked the right questions and know both the topic and the scope that the journalist is after. You even have a list of questions. Now it’s up to you to figure out the best way to fit these pieces into your own agenda.
Even if you can’t get your hands on all of this information, you still need to work through two or three main points that you want to hit. If you walk in having taken the time to properly prepare then there is nothing to worry about. You have your sound bites ready and have already thought through several possible scenarios where you could work them in.
This is the best way to make this time work for you. You always want to be appreciative of the opportunity, but it is still up to you to make the most of it.
Prepare what you want to say.
Now it is time to practice exactly what you are going to say. In other words, think about their questions and then actually practice answering them. OUT LOUD
It may sound crazy but the only way to really know how a statement will sound is to hear it. It might sound one way in your head and a completely different when you hear it verbalized. Plus saying the words will make you more comfortable with them. You are less likely to stumble or stutter if you are used to the flow.
This is where your sound bites and key points come into play. You already know the basic information that you want to convey. Now you just need to get yourself comfortable with saying it. If you do well at this then it is very likely that you will be hearing your sound bite being played again and again on the nightly news.
Now your sound bite is only useful to you if it is relevant to the situation. Do not assume that just because it worked for one interview that you can use the same words each and every time. You will probably need to do some tweaking to make your sound bite relevant to each individual situation.
When you are working your way through possible questions and their best responses don’t forget that you always have the option to deflect. There may be some areas that you just don’t want to touch. If this is the case it is perfectly fine to change the subject or just skip over the question. Just practice techniques for doing this so that you don’t stumble. You still want it to be a smooth transition.
Prepare your data and have it ready.
If there are any statistics or current data points that would help your cause, have them ready and don’t be afraid to throw them out there. People like black and white facts and they respond well to them.
For example, saying something like, “Every $5 dollars we raise allows us to help one child…… this means that for every $100 we raise we can make a difference for 20 different children!” Is much more effective then saying, “The more money we raise them more kids we can help.”
Break it down and be specific.
Using these kinds of simple data points can really enhance your message. Just take care not to over do it or you risk losing your audience. Like everything else you just have to strike the right balance.
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