What if the local news station contacts you and wants to do an interview tomorrow morning at your location?  Would you be prepared?  If not, you may want to take note of some simple steps you can take to be as prepared as possible for your next interview.

Step 1:  Follow These Pre-Interview Tips

Prior to the interview, determine the key messages you want to convey during the interview.  For a broadcast interview, you’ll want to keep it simple with three to five messages.  For a print interview, you may want to have seven or eight messages on hand.  In addition, consider the following:

• Dress appropriately:  If on-camera, dress as you would for a business meeting.  Avoid solid black or white and busy patterns.
• Research your interviewer:  Understand the reporter’s goals (and questions, if possible), the format of the media outlet and other stories they’ve covered.
• Practice:  It never hurts to practice potential questions and your key messages to get more comfortable with the process.

Step 2:  Incorporate Several Interview Strategies

There are several strategies you can incorporate into the interview that will ensure the interview goes smoothly and accomplishes your goals. 

• Emphasize your message:  By stating your messages up front and often, you are more likely to have them included in the story.
• Be concise:  The best quotes and soundbites are short and to the point.
• Transition and bridge:  You won’t always like the question or know the answer, so use the bridging technique to get back to a message you do want to convey.  For example, say, “I’m not sure about that, but what I do know is…”  or “The most important thing to remember is…”
• Know when to be silent:  Once you’ve answered the question, don’t feel the need to fill the silence with continued chatter, as it may not be information you want quoted.  Let the reporter move on to another question. 
• Speak clearly:  Not only should you answer confidently and clearly, but you should speak in terms that the reader or viewer will understand.  Avoid industry jargon that may not be understood.

Step 3:  Avoid Interview Pitfalls

Even though there are many positive strategies you can apply to interviewing, there are just as many pitfalls you can encounter. 

• Don’t feel too comfortable:  While you should be engaging and personable, don’t let your guard down and become too friendly.  This is when you are most susceptible to getting “off message.” And, remember, nothing is shared “off the record.”
• Listen intently:  It’s always wise to listen to the question carefully and completely before responding.  If it’s a multi-part question, answer the part you prefer first and then you can ask the reporter to repeat the rest after. Or, you can bridge to another message.
• Keep eye contact:  If it’s an on-camera interview, talk to the reporter and not the camera.  It appears more natural and it will make you less nervous about the camera.  Even if it’s a print interview, direct eye contact sends a message of confidence. 
• Stay in your lane:  You will be most credible if you only address topics on which you are an expert.  If you are asked about something “outside your lane,” feel free to let the reporter know you’ll have to get back to them with an answer. 
• Avoid distractions:  Be sure to create a calm interview atmosphere for yourself so that there are no distractions.  Also, if you know you’ll be nervous standing and don’t know what to do with your hands, ask if you can be seated during the interview.  If it’s a phone interview, pick a quiet place and avoid mobile phone interviews when service may be questionable. 

These practical tips will help you navigate your next interview with ease and confidence.  The goal is to have the interview result in an article or story that presents you and your business in the best possible light.