"How To Give A Great Interview."

Posted by Emmy Award journalist - and director of Public Relations for cPR - Matthew Schwartz.

My previous blog discussed some of the things that make a bad interview. If you’re a company spokesperson, how you handle an interview can directly affect your firm’s bottom line. You might be on the news once a year, or even less frequently. Your eight second sound bite could actually affect your company for years to come. Don’t blow it! Here are some tips I’ve come up with after 30-plus years as a television news reporter.

When the station calls requesting an interview, find out the reporter’s name. Do a little homework on that person. Better yet, try to watch one of the reporter’s pieces on the station’s Web site or elsewhere on the Internet. Then, when you meet you can tell them you saw the piece and compliment them. Who doesn’t like a compliment? And the reporter just might be a little nicer to you when it comes to writing the story.

During the interview, say the reporter’s name a few times during the course of your answers, such as “Yes, Matthew, that was a big day for us.” Many reporters like using sound bites with their names in them, as though the interviewee is on a first-name basis with them.

If appropriate and you have any video that helps explain the story, make sure it’s available and ready when the reporter arrives. If it’s pertinent and exciting “b roll,” as it’s still often called, reporters will be grateful to you.

You will turn-off the reporter if you try to make your interview sound like an obvious plug for your company...don’t make it sound like a commercial.

When answering questions, look at the reporter, not the camera. Staring into the lens looks hokey and like a commercial. Also, it’s ok to periodically glance at any notes you might have written. But if you look down too long, you will appear not to be well-versed on your subject.

Be open and honest. We live in a forgiving society. Reporters might cut you some slack if you say, “We made a mistake here.”

If the topic involves any late-breaking news, the reporter will love getting that from you…say something like, “We have just found out…”

Make sure you TIVO the interview when it airs. That accomplishes a few things. You can critique yourself, and also make sure the reporter didn’t take what you said out of context. If you are being interviewed as an expert, make sure the station has your contact info on hand so you can always be called for future stories. In fact, you should make sure all the news organizations have your contact information.