Media Formats

Make the most of your interview

Keep the opportunities and perils of each unique media format in mind when interviewed. Here are a few tips:

TV Interviews:

What's in the background? Are you being interviewed in your office or on the court house steps? If something distracting is happening behind you, ask the reporter to tell you.
If you are moving while the interview is being conducted, walk with a colleague or the reporter in the camera’s view.
Avoid flashy ties and jewellery - they distract from your message.
Standing affords you more vocal power and leeway of movement than sitting.
Keep your answers concise – 15 to 20 seconds maximum.

Radio Interviews:

A radio story often involves another piece of audio tape – possibly from an interview with opposing counsel or a representative from a stakeholder group. Be prepared to address this.
The advantage of the radio interview is that you can have your key messages nearby, enabling you to stay composed and focused.
As in television interviews, keep your answers to between 15 and 20 seconds in length.

Print Interviews:

Your answers are likely to be written down. This creates a few moments of silence - don’t fill up the time with idle and potentially damaging chatter.
Unlike the one-way communication involved in broadcast interviews, print interviews are a dialogue, with tangential questions asked in a more casual style. Remember that unlike broadcast media your answers are subject to interpretation by the writer.
Speak slowly and clearly. Have the facts in front of you or look them up during the interview to establish credibility.
Print journalists are often without the advantage of visual accoutrements. Be as descriptive as possible to provide readers with a vivid picture of your story.