8 questions to ask before any media interview

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Media training usually focuses on the questions a reporter will ask you
during an interview. But before the interview occurs—during your initial
telephone call or email exchange—you also have an opportunity to
interview the interviewer.

Many journalists are willing to share the basics about the stories
they’re working on, and any insight they offer will help you better
prepare.

Below are eight questions you might consider asking reporters. I
typically don’t ask all of these for every interview; journalists don’t
appreciate being grilled. They’ll probably offer some of this
information on their own anyway, so just fill in any gaps by asking the
most relevant of these questions:

1. Who are you? No, you shouldn’t ask that question verbatim, but
collect the basics—their name, the name of the news organization for
which they work, and whether they cover a particular topic.

2. Can you tell me about the story you’re working on? Keep this
question open-ended and remain quiet while the reporter speaks (the more
they say, the more you’ll learn). Feel free to ask follow-up questions
and to clarify any points you don’t fully understand.

3. Are you approaching this story from any particular perspective?
Some reporters will bristle if you ask, “What’s your angle?” This
question aims to elicit the same information in a more subtle manner.

4. Who else are you interviewing?
Reporters often play it close to
the vest on this one, but it’s worth asking. You’ll be able to get a
sense of the story’s tone by learning whether the other sources in the
story are friendly or antagonistic toward your cause.

5. What’s the format? For print interviews, this question will
help you determine whether reporters just need a quick quote from you or
whether they’re writing an in-depth piece that will focus extensively
on your work. For broadcast interviews, you’ll be able to learn whether
the interview will be live, live-to-tape, or edited. For television, you
might also ask if the format will be a remote, on-set, or sound-bites
interview.

6. What do you need from me? Ask the reporter how much time the
interview will last and where the reporter wants to conduct the
interview. Also, ask if you can provide any press releases, graphics,
photos, videos, or other supplementary documents. You can often expand
your presence in a news story—and influence the narrative—if the
reporter chooses to use your supporting materials.

7. Who will be doing the interview?
For many radio and television
interviews, you will be contacted initially by an off-air producer
rather than by an on-air personality. Ask for the name of the person
conducting the interview.

8. When are you publishing or airing the story? Review the story
as soon as it comes out. If it’s a positive story, share it with your
online and offline networks. If it’s a negative story, consider issuing a
response or contacting the reporter or editor to discuss the coverage.

One final note: Before an interview, tell reporters how you
prefer to be identified. Include your title and company name, and spell
your full name. You don’t want to see your name or your company’s name
mangled in front of millions of viewers.

Brad Phillips is the author of “The Media Training Bible: 101 Things You Absolutely, Positively Need to Know Before Your Next Interview.” He blogs at Mr. Media Training, where a version of this story first appeared.

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