So you've gotten an interview-- congratulations! But the work is not over. It's vitally important to be prepared for a radio interview. You want to come across as knowledgeable, and be considered an expert in your field, don't you? Here are some tips that will help you prepare for success, get ready for the interview, and knock ‘em dead during the interview:
Prepare for success:
- Be prepared. Rehearse your message before the interview. You can use notes, but don’t read your answers because it will definitely sound like it.
- Streamline the story. Prepare the specific key points or objectives you wish to make. What are the points you MUST get across if nothing else? Draft concise, to-the-point statements, or sound bites that highlight these points.
- Practice. Have a friend ask you questions and tape your responses.
- Practice answering an off-topic/irrelevant question with one that re-focuses the conversation on one of your key points.
- Eliminate insider jargon and acronyms from your speech.
- Arrange to have someone tape the show (or order a copy) so you can listen to it later and get even better at it.
- Arrange to have supporters call in while you're on the show if it’s a live call-in show.
Getting ready for the interview:
- Be sure to be in a quiet location for the call (the radio station usually calls you 5-10 minutes prior to taping. Put a sign on your door saying “QUIET! Radio interview in progress.” Eliminate any potential disruptions (call waiting, walk-ins, etc.)
- Sit in a comfortable chair.
- Make sure your telephone is working. Don’t use a headset or a cell phone; they might stop working on you.
- Have a watch or a clock nearby so you can keep track of the time allotted to your interview.
- Warm up your voice. (Talk to yourself or sing to your dog for a few minutes.)
- Realize that it's okay to be nervous; adrenalin can actually add vitality and clarity to your thoughts--and, besides, everybody gets nervous.
- Don't worry about being a "media personality." Be yourself.
- Confirm the length of time the interview will go with the producer or screener before the interview starts.
- Assume that anything you say to the screener, producer or host could be brought into the interview, even if it's a casual remark made during a pre-taping chat.
Knock ‘em dead during the interview:
- Give brief answers to questions. Try to keep your answers to 30 seconds or less, or 3 sentences.
- Don't answer questions with a simple yes or no. Explain your position and have an exchange with the host.
- Speak clearly and articulate. Don’t speak tooooo sloooowly, or too quickly. If you tend to speak too quickly, slow down!
- Make your remarks while keeping the average, real, at-home audience in mind.
- Remember that reporters want stories, as well as data. Some people are left-brained and some are right-brained—appeal to both.
- Use humor, refer to personal stories/anecdotes, concrete examples and clear images that will catch people’s attention.
- Never accept an interview about one topic and then begin talking about another topic when you get to the interview—you won’t be invited back.
- Repeat your key points throughout the show. Remember, radio listeners tune in at different times, and will miss your message unless you repeat it. But don’t sound like a broken record.
- Tell a reporter what you think is the most important point you've made.
- Never assume journalists agree with you though they will often act as if they do.
- Be a good politician! Answer questions with the information you need to get out there. Answer the question quickly, but move on. Similarly, your host may not ask you the questions that will elicit the answers you want to give, or, s/he may ask irrelevant questions, so be sure to work your key point(s) into your answers. e.g. Question: So, are you married? Answer: Yes, I am. Jane is wonderfully supportive about (title of book; name of project; new CD; your position).
- Avoid "ah" and "um.”
- IF it’s a taped show and you flub an answer (too many “ums” or you just don’t like your answer), stop, ask to strike that sentence and redo the answer, regroup, and try again.
- Don't assume that any statistics provided by the host or other guests are accurate. If you’re uncertain, say, "That may or may not be true. I'd like to see a copy of that report."
- Don’t get defensive or get into an argument. Maintain your composure at all times. Sometimes a host will ask questions in a provocative way to make the interview sound edgy. Just answer in an upbeat manner.
- Vary your voice.
- Smile when you’re speaking of something exciting/ encouraging. Put a mirror in front of you while talking if you have to, to remind yourself. Listeners can hear the difference.
- Refer to your online company using the website address as part of your answer, e.g. “XYZCompany.com loves its customers…”
- Never say “in my book.” Always use the title of the book.
- Never answer “No comment.” It sounds like you have something to hide. Instead, provide the interviewer with an explanation: "That information is confidential and I'm not a liberty to discuss it at this time."
- Avoid saying anything you could regret later, such as divulging personal or confidential information. See above answer.
- Don’t agree with a statement just to be agreeable, or let false or misleading statements trap you. Make your disagreement or uncertainty known immediately in a polite manner.
- Suggest questions that reporters should ask of your opponents or critics.
- If you don't have an answer to a question, say so and try to track down an answer later.
- For non-profits/ ministries -- appeals for financial support are not appropriate unless it happens to be the topic of the interview, or the interviewer specifically asks you about it. e.g. Your answer might be, “We are a organization that does XYZ and we’re able to operate due to the financial support and welcome donations in order to continue, etc.”
- A couple of minutes before the interview is to end, start wrapping it up. Be sure to reiterate your key point(s), appropriate contact information (website, telephone, etc.)
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