Media training

Ask for the name of the journalist, why he or she is calling and what the interview will be about.

As a general rule, ask if you can call back within 15 minutes. This gives you the chance to gather your thoughts and to decide on a clear message. Always ensure that you call back within the promised time.

Based on the context, think about who is the most appropriate person to reply. An expert may not express himself or herself in simple terms to mainstream media, while the chairman or CEO may not have the detailed knowledge required for the specialist media.

Remember that it is not the journalist who you want to get through to, but people such as decision-makers, customers, employees, members or shareholders. ‘The general public’ is not normally a specific enough target group.

Decide what your main message is. You can take these questions as a starting point: What is the social problem? What is the solution? What is the concrete proposal?

Ask a colleague to carry out a test interview, especially if the interview will be on radio or TV.

Being ‘out in the real world’ can give a better picture than meeting at the office, especially in an environment that illustrates the theme of the interview.

Consider having someone with you to observe the interview. Afterwards, this person can give you feedback on what you did well and what could be done even better next time.

Always begin with the main message. You should ideally return to your main message several times during the interview without repeating it word for word.

Tell the journalist during the small talk stage what you think needs to be said. See the questions as invitations to get your message across. It is your interview just as much as the journalist’s.

Talk slowly and simply so that the audience can keep up with your reasoning. This is particularly important during interviews on radio and TV, where your delivery is of great significance in terms of how the message comes across.

You will almost always know more about the subject than the journalist does. To be on the safe side, you should therefore explain any reasoning that could be misinterpreted and check that the journalist follows you.

Sometimes it may feel as if you do not have any answers, or you may not even have taken in the question due to nerves. You can buy time by asking the journalist to repeat the question, or by asking “How do you mean?”.

If you are not happy with an answer you have given in a recorded radio or TV interview, ask for a retake. Such a request will normally be respected, as long as you are not someone in a position of power who has given something away.

The phrase “No comment” creates a sense of distrust and the desire for further questions. Instead, explain why you cannot answer or ask if you can get back to the person asking the question.

A lie is often uncovered, as is incorrect speculation. Only talk about things you know about and are certain of. Do not be afraid to say “I don’t know”.

The interview is not over until you and the journalist have parted company, so do not speak off the record after recording has finished.

You can ask to read or hear the quotations that a press journalist is planning to use. Use this opportunity if it feels justified, but avoid changing the wording unless it is incorrect.

If the article contains factual errors or was slanted to your disadvantage, let a third party decide whether it is worth pointing this out to the journalist. The damage is usually less serious than you think.

Have reasonable expectations of yourself. Being interviewed by the media is an unusual situation for many people. Most people will need to practise repeatedly before they become a confident and clear spokesperson.