1 - First and foremost, if there is even the slightest of doubt in your ability to properly respond to the questions asked, call a professional. In today’s age, information passes too fast and the word “retraction” is being heard less. Consider the idea that once you say it, you can never take it back.
2 - Never say “No comment” – rather use the opportunity to make a positive point, even if you have to change the subject.
3 - When scheduling multiple interviews on the same topic, schedule the least important publication first in order to get your bearings.
4 - Nothing is “off the record”. Understand that the reporters have a job to do, and are always under deadline. Any bit of information that can move them closer to clearing a deadline helps, so prepare your statements beforehand and use your words wisely.
5 - An interview is NOT a conversation – the only one “sharing” is you, so always control the message. Don’t allow yourself to be misdirected to comment on issues you had no intent on addressing.
6 - Speak in sound bites – short, complete thoughts to make yourself quote-worthy.
7 - STOP TALKING! Make your point and then wait for the reporter to lead you into the next question. Remember… Silence is golden!
8 - Honesty is the policy! If you can’t tell the truth for matters of confidentiality, then say so. Be as honest and open with reporters as possible. A reporter can sniff a lie out easy and will undergo countless hours of research to prove you lied, so do yourself a favor and tell the truth!
9 - Never rephrase a negative question. When you do it only underscores the issue. Start the answer with a positive statement an move on to the issue (or to another issue).
10 - HAVE FUN! Being interviewed should be a fun process. Remember YOU ARE THE EXPERT, so feel that way. Your tone and posture should exude confidence, give that million-dollar smile and turn a potentially stale situation into pure enjoyment.
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