Bend the truth, even just a little, and that little white lie can suddenly become the story and have far more traction than the original story you were being interviewed for. Remember Watergate? And Monica Lewinsky’s blue dress?
Being caught in a lie is far more likely today than it was 20 years ago, thanks to the ability to research quickly on the Internet. PR guy Jerry Brown reminds us about the Eight Common Interview Mistakes:
1. Being unprepared
2. Overselling the story
3. Saying too much
4. Saying too little (I wrote about this Friday here.)
5. Speaking hypothetically
6. No line in the sand (flip-flopping)
7. Being combative
8. Being dishonest
If you’re prepared for the types of questions reporters might ask, you’ll be in a better position to answer their questions honestly. See “Special Report #2: Questions You Can Expect Reporters to Ask During an Interview.”
Publicists, what lengths do you go to to make sure your clients are honest with the media? Do you incorporate mock interviews with clients into your publicity projects?
Media trainers, what tips do you have to offer?
Let me share some interview tips from my “Keeping the Wolves at Bay: A Media Training Manual.” This section is called: TALKING WITHOUT SAYING ANYTHING
Given that non-verbal communication comprises most of your message, it’s important to know what you’re “saying” with your body and voice, and to practice that just as you practice delivering your key messages. Here’s how some of your non-verbal communication could be interpreted by a journalist, by TV viewers or by an audience at a public presentation.
1. Defensive – crossed arms, leaning away from the interviewer, or even (and I’ve actually seen men do this), suddenly moving your hands in front of your groin area when asked a tough question. I call that one the “soccer defense.” Also flinching when asked a question.
2. Guilty – eyes shifting around a lot (you may just be thinking, but they don’t know that), heavy sweating, voice changing from smooth to squeaky.
3. Angry – tense voice, clenched fists, throwing any object, using expletives (unless you’re Eddie Murphy, in which case you’re just being conversational).
4. Nervous (and therefore possibly guilty) – shifting position a lot, licking lips frequently, smiling or laughing at inappropriate moments.
5. Arrogant – looking down your nose, “talking down” to the interviewer.
6. Cool, Calm and In-Control – clearly comfortable in your seated or standing position, constant eye-contact with interviewer, expression appropriate to the situation, voice calm and clear, treating the interviewer as an equal and an important means of relaying your messages to target audiences.
While there are many perfectly sound reasons why one may demonstrate some of the negative-message behaviors listed above, you’ll seldom get a chance to explain that to your audience.