Media Interviews 101: Tips for Before, During, and After Your Interview

• Publication year: 2023
• Author: Amy Hawkinson

MEDIA INTERVIEWS 101: TIPS FOR BEFORE, DURING, AND AFTER YOUR INTERVIEW

Amy Hawkinson^*

Having a newsworthy case or client means you might be contacted by the media. The opportunities can vary. Sharing your perspective can be one way to persuade others to believe in your client and positively impact the case. On the other hand, it can also work against you if the story is positioned in a way that helps the opposition. News travels fast either way. Or you may be asked to be a legal analyst to help provide insights that cannot be shared by those close to the case. There's also a halo effect of media interviews that can work to your advantage. It gives you the opportunity to let potential new clients know about your skills and expertise.

The most successful media interview is the one you are prepared for. When the need arises for you to speak to the media whether as an attorney in a case you are involved with, as an analyst, thought leader, or community activist, there are steps to enable you to be successful. In these situations, you have valuable information, which means you also have the upper hand. The outcome of how you work with the media and provide information is in your control—if you are prepared.

BEFORE THE INTERVIEW

• Know the intent of the interview: What does the reporter want to know about your client, your work, the outcome, or the impact of the case? If you are unsure, then ask. Make sure you get a deadline too. Committing to or responding to an inquiry and then missing the deadline will diminish your credibility, not to mention that you are less likely to be asked to participate again.
• Everything you say to a reporter is on the record: I repeat: everything you say to a reporter is on the record. Even if the interviewer says it's "off the record," it is not. It's almost like the phrase you know: Everything you say can and will be used against you in a court of law.
• Organize your thoughts: Have an agenda for what you want to get across in the interview.
• Draft your message points: Having three is a good rule of thumb. To get you started, consider: Who you are; Why it matters to your audience; What they should do about it.
• Practice. Practice. Practice: It makes perfect. Rehearse your key

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• messages in sound bites—generally 15 words or less. Speaking in sound bites makes it easier for the reporter to include you in the story. Offer the conclusion first and back it up with facts or details. Be prepared for both the easy and the hard questions. Don't...