Table 4.

The Interview: Rules of the Road

General tips

Never say “no comment.” It's like waving a red flag in front of a bull. Reporters will look elsewhere for information you can't or don't provide. Even a general statement is better than none at all. If you can't give an answer, explain why.

Don't answer hypothetical questions. Questions that begin with “what if” or “let's suppose” might land you in hot water. Instead, respond positively about the way you've handled actual situations, or use a phrase such as, “I can't speculate about that, but we do know for a fact that … .”

The interview isn't over until it's over. Even after the reporter has snapped shut the notebook, he's still listening to everything you're saying. Anything you say might be used in the story.

Telephone interviews

Your voice transmits how you're feeling. Demonstrate the same animation and excitement in a telephone interview that you would in person. Take the call standing up to avoid relaxing too much and letting your guard down.

Ask if the interview is being recorded. Print media reporters will tape interviews to get the facts straight and avoid misquoting you. If the interview is for radio, it means that any answer or partial answer can be edited for use on the air.

Incorporate the question into your answer if the interview is being taped for later editing and broadcast. The interviewer's questions that put your answers in context may not be aired or printed.

Make your point first when responding to a question. Then back it up with facts. Most importantly, don't start answering the question before you think through what you want to say.

Ask before the interview if it will air in its entirety or will be edited. If the interview won't be edited, proceed as if it were “live.” Everything you say will be on tape.

Television interviews

Look open, relaxed and responsive. Communications studies show that in television, the impression you create outweighs the message you state.

Look at the reporter, not the camera. Maintain good eye contact. Looking away can make you look uncertain and nervous. It also distracts the viewer from what you're saying.

Speak at your normal voice level in a conversational tone. Modern recording equipment will get your message across.

Avoid sitting in a chair that swivels. If you can't, plant your feet on the floor in a way that will prevent you from inadvertently turning the chair.

Sitting fairly erect, but leaning slightly forward will help you look attentive and eager to talk. Pressing the small of your back firmly against the chair centers your energy. Sitting on your suit coat or lab coat will prevent wrinkling at the shoulders. Men should make sure socks cover their calves when legs are crossed. Take a minute beforehand to straighten your hair and clothing.

Use audience language. Reporters probably will not air any response that contains jargon or technical words that need further explanation.

After the interview, feel free to speak out if you don't feel you did your best. The reporter may be willing to let you try again on the important questions.

Television cameramen will shoot additional footage following an interview. Be sure your smiles and gestures are compatible with your posture during the interview; you don't know how the story will be edited.

Plan the background carefully. Remember, a picture is worth a thousand words.