1. Plan your objectives. Decide what you want to achieve.
2. Keep it simple and stay in control.
3. Anticipate likely and difficult questions as part of your preparation and make sure you have the answers ready.
4. Be comfortable and relaxed and prepare yourself before the interview.
5. Understand the journalist and establish a rapport. Understand the journalist's motivation and remember that they have a job to do.
6. Project the right image and don’t be hostile. Be friendly, lively and enthusiastic.
7. Don’t tell secrets. Beware of informal conversations.
8. Cultivate your contacts. Establish ongoing relationships with the media.
Do's and Don'ts
Do:
Plan your objectives - decide what you want to achieve.
Find out as much as possible. Who is the audience? What is the media looking for, and what will be the areas of questioning?
Think about the setting and how you would feel most comfortable.
Be clear and use friendly, everyday language. Imagine you're talking to an interested stranger at a party.
Challenge biased questions or incorrect information.
Relax and be yourself.
Don't:
Patronise or use jargon, and don't smoke.
Be hostile, abrasive or flustered.
Be rushed into giving an interview or an answer.
Assume the interviewer and audience know about you or your subject.
Ignore the question.
Be a slave to the question: answer briefly, then say what you want to say.
Ignore problems. If you feel unhappy, ask to do it again if it's not live.
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