Preparing for an interview

1. Develop your message (Problem, Solution, Action)
2. Control the Frame (Your analysis of the issue, the frame defines what's in your story)
3. Consider getting the opinion of someone outside the immediate group about the clarity of your message. Does it make sense to them? What other details are important?
4. Know you talking points and be well practiced-practice in front of the mirror, in front of your friends, and if possible even in front of a camera.
5. These days a news cycle is 24 hours. So it is helpful to be up-to-date on what has happened on your issue in the last couple of days. You should also consider how this interview will fit into the strategy to help you achieve your longer term campaign goals.
6. Know your audience and know the medium (watch the show, research the reporter, understand who watches).
7. Know the interview format and prepare yourself for the specific type of interview.
8. Think about what the others interviewed (the “opposition”) will be saying.
9. Ask the reporter a series of questions LONG before they ask you any!
• Find out what kind of a story the outlet is doing (how long, what angle, etc).
• What topics will be discussed in the interview?
• Who else is being interviewed?
• Are you live?
• When will it air?
• Where will it appear (and can you leverage that for more)?
10. Prepare for distractions and interruptions.
11. the music of your voice (tone, intonation, emphasis)
12. Image is very important. Be conscious of how you look and the impact of your appearance on your message. ALL of you is the message, not just what you say!
13. Choose the right clothes: avoid busy patterns, think polished and a bit more conservative than you usually dress, avoid accessories that are too bright or dangly, be ready for hot lights.

1. Remember you have something important to say. Build up your self-confidence. This is your story.
2. There is no such thing as 'off the record' and no such thing as 'off camera' remarks!
3. Avoid 'No Comment'.
4. It is ok not to know the answer, but refer them to someone who does, and tell them what you want them to know (your talking points!)
5. Don't be thrown off by the question; be disciplined about staying on message.
6. Speak slowly and clearly and avoid pause words ('um' 'like' 'uh')
7. When preparing to answer: Stop, Breathe, Relax, Think, Speak!.
8. When answering: Listen, Respond, Expand (ONLY if necessary), STOP!
9. Don't try to explain everything; stay on your key messages.
10. Don't repeat the reporter's questions or phrases.
11. Remember that you set the pace and tone of the interview.
12. You can often determine the time, place and length of an interview.
13. If you are not doing a live broadcast, it is ok to start over if you make a mistake. (Let them know you would like to begin again.)
14. Know where to look: look at the interviewer, NOT at the camera-unless you are on a satellite 'talkback' style interview, in which case you do look into the camera. When in doubt, ASK where to look. And look at the same place throughout the interview!
15. Know how to hold yourself: if you are standing, straight but not too stiff, no rocking, one foot slightly in front of the other, hands clasped in front or behind you, or on the podium. If you are sitting, sit up straight a few inches away from the back of the chair and watch out for how your clothes may bunch up. Always avoid fidgeting and excessive hand motions, don't tap your foot or your pen, don't touch the mike or your hand piece.

1. Debrief with others; how do you feel about the interview? What did they think?
2. Watch yourself (request a copy or have someone record it!) and evaluate how it went: notice which bytes made it, did they ask the questions you were expecting, did you control the frame, did you stay on message?
3. Leverage the interview! What can you do with the video to further your goals?
4. Practice some more based on what you learned!!!