Best Practices: Handle Media Interviews with Confidence

• Prepare ahead of time. Know what you can and can’t say about the interview topic. Try to figure out what questions will be asked, determine what you want to say, and practice. If the interview is unscheduled, take a few minutes to gather your thoughts and prepare yourself.

• Relax, use positive body language and a friendly greeting.

• Keep an open face and smile when appropriate.

• Avoid distracting mannerisms (jingling pocket change, tapping fingers, rocking in a chair)

• Speak clearly and concisely. Keep your answers short and avoid educational jargon.

• State the most important information or message first and repeat it if necessary.

• If the reporter repeats a question, repeat your answer. Listen carefully for rephrasings of the same question and continue to give the same answer.

• Eliminate negative buzz words and focus on positive statements.

• Rephrase long or loaded questions.

• Don’t answer “what if” or hypothetical questions.

• Re-emphasize your main point in your final statement.

• Don’t be intimated by the microphone. Answer the question and stop talking.

• Don’t be afraid of long pauses, reporters can’t use dead air. Use the time to anticipate the next question and plan your answer.

• When faced with a difficult question or one that does not address your key message points, try this:

1. Acknowledge the reporter’s statement (i.e., “That’s certainly an issue that’s important in our school district . . .”)

2. Bridge away from the original question to the one you really want to answer (i.e., “. . . and we are continuing to work on that issue . . .”)

3. Covert the question to the key message point or answer you want to give the reporter (i.e., “. . . but the real issue here today is . . .”)
   Remember: unless it’s live, reporters almost never run their questions, only your answers, so concentrate on giving the answers you want.
   
   “Best practices: Handle media interviews with confidence.” (April 2002) PRincipal  Communicator. National School Public Relations Association.
   DeLapp, Tom. “Communications resources for schools.” NSPRA.