Tips for Media Interviews

So, a reporter wants to talk to you on the record. You’re probably thinking about what to say, but there is actually more background work that goes into properly preparing for an on-the-record interview. Follow these recommendations to ensure you are properly prepared before speaking with members of the media. 

Interviews with national press must be coordinated with the LWVUS Communications Team

At any given time, the national communications staff are speaking with multiple news outlets about a variety of League work, and coordination is essential to ensure we are speaking with one voice. Doing so also gives LWVUS the opportunity to let state or local League spokespersons know about other issues that could come up in your interview. If your League is contacted directly by national press, reach out to LWVUS Communicatons before accepting the interview. We know reporters are on short deadlines and no one wants to miss an opportunity, but preparation and coordination ensure spokespersons are best prepared and have the most up-to-date messaging and talking points from LWVUS. The Communications department prioritizes media needs and will drop other activities to help you prepare for a national interview. When LWVUS knows in advance about the national visibility, we can also prepare to promote these opportunities on social media. Reach the communications team at [email protected]. 

LOGISTICAL QUESTIONS TO ASK BEFORE AGREEING TO AN INTERVIEW

It’s okay to ask reporters some questions before agreeing to speak on the record – in fact, we recommend it!  

• What is your deadline? That means, “What is the date and time you have to submit your story to your editor?” This is a really good question to ask early in the process as you are vetting an interview. Sometimes a reporter is on a tight deadline and just wants a quick quote from the League. Other times, you just might not be available to meet their deadline.  
• What is the focus of your story? Usually a reporter will provide a topic, but if they aren’t specific, it is okay to ask them if they have a focus or an angle for the story. Never ask the reporter to provide their questions in advance, but if they give you the topics, it ensures you are better prepared to answer and provide them more detail.   
• What is the format and length of the interview? If it’s a print or digital reporter, they are likely requesting an interview over the phone, and you’ll want to know how much time you’ll need to schedule. If it is a TV or radio reporter, you’ll want to know if the interview will be “pre-recorded” or “LIVE.” If pre-recorded, the reporter is likely going to use a few soundbites for their final report. If LIVE, you’ll want to know the length of the segment.

VETTING A MEDIA INTERVIEW REQUEST

Not every interview opportunity is a good one – or the right one for your League. Reporters often reach out to Leagues as a resource, and sometimes they just need to be pointed in the right direction or need some background information. It is customary to “vet” media requests, especially if it comes from a new reporter or news outlet that you haven’t worked with before.

• Is the reporter someone you’re familiar with? Is the news outlet one you trust?  
• Google them. Find them on Twitter and read the last few stories they’ve written. Know who you’ll be talking to.
• Is this news source going to reach a target audience of voters?  
• Is it an opportunity to expand the League’s visibility about our priority issue work?  

ADDITIONAL QUESTIONS FOR TV INTERVIEWS

Television interviews have HUGE reach, especially with the ability to share video clips on social media. But they do require additional preparation. Consider a few factors when agreeing to a TV interview:  

• Confirm logistics. For interviews at a TV studio, always confirm the address, arrival time, and any additional procedures. Some studios require ID at entrance. Some will validate parking.  
• If you can, arrive early. It’s always okay to arrive early to a TV interview. There is usually a ‘green room’ for guests to wait, freshen up, and get comfortable. Of course, life happens, and if you are running late, communicate to your contact at the studio when possible.   
• Will they provide makeup (if desired)? On hot days, powder or blotting sheets are recommended, but some TV stations do have an in-house makeup or hair person to touch you up and have you looking your best.
• What is the setup of the interview? Will you be seated on a couch, standing at a desk? (These questions can influence what you wear). It’s okay to ask which side you’ll be facing, which can impact how you might comb or style your hair, if you are wearing a League pin and want to ensure it is visible.
• Will you be part of a panel? If you are doing a segment with additional guests, you’ll want to know who they are in advance and how you might overlap on content or even disagree on the subject matter.

KNOW THE RULES FOR SPEAKING ‘ON THE RECORD’

Unless you have specified rules in advance, assume that everything you say to a reporter is ‘on the record.’ That means what you say can be attributed to you by name and title associated with the League.  

For more information about reporter lingo and the terms of an interview, check out this resource from our partners at ReThink Media.

PREPARING FOR THE INTERVIEW

As a spokesperson for the League, you are a message deliverer. Keep that in mind as you are answering questions – and make sure you fold the League into your responses.  

• Know your talking points. Write down three to five messages that you want to convey. It’s okay to bring them with you. As long as you aren’t on TV, you can refer to notes (but try not to sound like you are reading).
• Say the names of your initiatives in your responses. If you are talking about redistricting, bring up People Powered Fair Maps. If you are promoting voter guides, give a plug for VOTE411. Be ready to promote your League’s website or tell the audience how to get involved.  
• Practice with a partner. Have a friend or fellow League member ask you some practice questions. You can record this on a phone and listen back to your answers to help sharpen your talking points.
• Don’t forget your ‘elevator pitch’. Be comfortable talking about what the League is in 30 seconds. Check out these tips for crafting your own elevator pitch that is custom to you and your League.
• Have your ‘pivots’ ready. Reporters may stray from the focus of their story or ask you about things you can’t answer (too partisan) or don’t know (not your area). It’s good to have a few ‘pivot points’ to bring the conversation back to your focus area:  
  • What I’m really here to talk about is…
  • I can’t speak to that, but what I can say is…
  • What voters really need to know is…

DELIVERING THE INTERVIEW

You’ve done your homework. Now it’s time to ace the test! Depending on the format, there are a couple of things to keep in mind based on what type of interview you are conducting.

• Speak in soundbites. Whether the interview is live, taped, or over the phone, reporters want full sentences that they can incorporate in their stories. Even if a question is yes or no, make sure you are elaborating and using the opportunity to expand on the answer.  
• Listen for clues. When a reporter is listening for an answer they want to include in their story, they will often use language in their question that you can repeat back to them. Here’s an example:  
  • Reporter Question: "Now I know the League has been working on fair maps for quite some time. What's new with this new initiative?"  
  • League Answer: "The League has worked for fair maps for a long time, but what's new about People Powered Fair Maps is that we're committing together as one League to achieve fair maps in all 50 states..."
• Things to keep in mind for pre-recorded interviews (NOT LIVE on TV or Radio)
  • It’s okay to pause. Don’t be afraid to take a deep breath and think before answering.  
  • You can get a do-over. If you find yourself giving a lengthy answer that feels babbling, in a pre-taped interview, it’s also okay to say, “Do you mind if I start over, I think I can make that point better.” Reporters will appreciate the stronger soundbite, and this happens all the time.
  • You can record the interview too. Reporters will usually tell you when they are starting and let you know that they are recording, especially if you are conducting the interview over the phone. But it’s a good practice to record the interview on your end as well. Listening back to your delivery can help you refine your messaging in future interviews. It can also be useful if quotes are used out of context or incomplete, that way you have a record as well.  
• Things to keep in mind for LIVE interviews conducted over the phone:
  • Be mindful of your pacing. We all tend to speed up when we are nervous or under pressure. A lot is riding on your voice. If you think about enunciating, it will prevent you from speaking too fast.
• Things to keep in mind for TV interviews  
  • Ask where to look. Before the cameras start rolling, ask where you should direct your focus. If you are talking with a reporter or host in studio, you’ll likely want to make eye contact with them. If you are in a remote studio, and speaking with a reporter who is not in the same room, you might be directed to look into the camera. Either way, ask in advance before the interview starts.   
  • What to wear. It’s exciting to be on TV. You should want to look nice but not too flashy or distracting. Solid colors rather than busy patterns tend to translate better on TV. A sweater or jacket can pull a look together.

FOLLOWING UP AFTER THE INTERVIEW

Once the interview has ended (cameras have stopped recording and your microphone is off) make sure you find out when the story will be published or air. Other tips for post-interview:  

• Exchange business cards or contact information with the reporter. Be accessible if they need additional information for their story.
• Ask when the story will be published and where you can find it. If it’s a TV or radio interview, try to confirm if it will be posted online. Don’t hesitate to follow up with the reporter if their publish date has passed and you haven’t found your interview.
• Follow the reporter on Twitter from your League’s account and share the story when it is published or airs. Don’t forget to tag the reporter in your post.
• Add that reporter to your press list and keep them in mind for sharing future press releases and updates to build upon that relationship.  

 

These tips were prepared by the League of Women Voters Communications Department. For questions about these tips or additional questions about reporter interviews, email [email protected].