When a reporter calls me for a telephone interview, I seldom drop what I’m doing and start answering questions immediately.
I always try to buy time, even if it’s just 5 or 10 minutes, and I ask if I can return the call if they’re not on deadline. Not one reporter has ever refused. The extra time lets me shift mental gears, decide my key message and concentrate on what I’m going to say. Often, during that first call, I start interviewing the reporter, particularly if I’m the least bit confused about the story.
You should do the same. You’d be surprised at how much you can learn about your interviewer if only you’d ask. Here are questions to consider:
–“Are you on deadline?” (If the reporter is minutes away from deadline, you might have to answer questions immediately.)
–“What’s the latest I can return your call?”
–“Why are you calling me? Why do you think I’m pertinent to the story?”
–“Who else have you spoken to and what did they tell you?”
–“Have you spoken to any of my competitors?” (If so, you’ll definitely want to be included.)
–“How much do you know about this topic?” (A chance to find out whether you have to educate the reporter.)
–“How long will the interview take?” (A half-hour interview means you MUST be prepared. So ask the next question.)
–“Can you give me an idea of what you’re after, or what topics you’ll be covering during the interview? I want to be sure I’m prepared to answer your questions thoroughly.” (Many reporters will want to help you so they get a better interview. And if this is your lucky day, they will even give you the questions they are going to ask.)
If the reporter asks you to comment on a recent news event you know little about, ask the reporter to share any background they have on the topic. Sometimes they will even email or fax you the earlier story they wrote, or the URL of a story where they’ve gathered facts.
Author and former reporter Al Guyant says you’ll be ahead of the interview game if you understand the differences between reporters at newspapers, TV stations, radio stations, trade journals, the wire services, and Internet publications. “The Dangerous
Hidden Secrets of Print and Broadcast Reporters” shows you how to deal with those 6 types of reporters. He’ll explain what kinds of interviews to expect from each, handling strategies for reporters so you aren’t caught off-guard, how to best prepare so you don’t give them too much or too little, and what to do afterward if your story is incorrect. The one-hour recording of a teleseminar I conducted with Guyant is available in audio cassette or CD for $29.95.