Before the interview

You're being interviewed - great. What do you do before you get to the studio?

Let's assume you've done the tricky part and attracted the attention of the media. Whether local or national, you now need to prepare for the interview. Don't assume you'll get to see all the questions in advance (depending on what you might say, the interviewer doesn't actually know all of them yet). It's a free country and we're going to feel free to ask whatever occurs to us on behalf of the viewer or listener.

So here's a quick checklist of things to have ready before your interview.

  • Three clear messages. Ideally these should be tied to your desired outcome. If you're looking for customers, tailor the messages around why buying from you is a good idea (but don't be too salesy). If you're looking for investors, prepare messages about financial solidity and soforth.
  • Prepare techniques for getting back to your messages every so often. Don't ignore our questions, you'll look untrustworthy - but come back to your points, as you would in any business discussion. I look at techniques for doing this in my media training sessions.
  • Interviewed by phone? Great - have a list of your company's figures and facts, and everything you really ought to know by heart. You probably do know it all by heart but you might be nervous.
  • Even if you're going to be in vision and can't have a visible list in front of you, prepare a mental list of likely questions and make sure you can answer them.
  • Then prepare a list of questions you hope they won't ask and prepare answers to those, too. If the journalist doesn't ask, fine. If they do, you'll be glad you prepared.