Managing an interview

What they need – they want to get the story done quickly and accurately. They are also looking for an angle others won’t have, as well as strong illustrative quotes.

 When they need it – what’s their deadline and when will they need to hear from you?  A wire service might be looking for a response in the next 30 minutes, but a weekend paper may have until the end of the day.

What the context is – who else is the journalist speaking to? Is he or she asking you to respond to a new report, piece of legislation, or industry comment? How much time will they need – is it a quick grab for radio news or an in-depth interview for a print feature?

How the interview will impact your organisation – will it enhance or protect your reputation? Is it related to your core business? If not, it’s fine to let the journalist know it’s not in your bailiwick. BUT- be courteous enough to let them know in plenty of time so he or she has the opportunity to seek comment elsewhere.

 How you will tell your story – before you start the interview, be clear about what it is you want to say. Make it informative, insightful, colourful, human and/or controversial, and relevant to the audience the journalist is writing for.