“Keep a clear head – don’t be flustered by lastminute changes”

Before the interview

If you’ve been invited to a studio, beware of pre-interview hospitality. You must keep a clear head. Don’t be flustered by last-minute changes — including who the interviewer is. If it’s a live interview, be prepared to start with little or no warning. If it’s recorded, be prepared for cancellation or postponement — other events may take precedence.

Dos during the interview

Listen carefully and answer questions simply and in a positive manner. If you don’t understand a question, say so immediately and ask the interviewer to rephrase it.

Remember your main points and get them across.

Be aware of the time and keep your answers fairly short.

Once you’ve said what you want to say, stop talking. Wait for a follow-up question.

If the interviewer gets facts wrong, correct them politely but quickly. Be enthusiastic, especially if you’re promoting a campaign or an idea. Use concrete examples.

Watch and listen for signals that the interview is about to finish.

Answer the final question and remind the audience of your key point.

Don’ts during the interview

Avoid “yes” / “no” answers. Explain the rationale behind your answer. Don’t use jargon or clichés. Use your own words.

Avoid repetition. The audience will switch off.

Never dismiss a question as unimportant. This sounds arrogant.

Avoid long silences. This sounds evasive.

Don’t give an explanation before you answer. This sounds apologetic. Don’t talk over the interviewer. This sounds aggressive.

Don’t ask for too many clarifications. This sounds evasive or defensive. Avoid ambiguous answers. Remember you may be quoted out of context. Avoid being too reasonable about alternatives to your ideas or sounding lukewarm about your own.

Media interviews are a great way to have your voice heard. They needn’t be daunting if you’re well prepared.