Prepare for media interview success
Media interviews are an opportunity to share your research and explain its importance to local, national, and even international audiences. Whether you’ve talked to dozens of reporters or none, here are a few interview tips to keep in mind—whether the interview takes place in person, over the phone, or on a video call.
Prepare
Take a moment to prepare ahead of time. If you get an unexpected call directly from a reporter, you can always tell them you are in the middle of something and plan a time to call them back.
Preparing for your interview will help you nail it once you’re in front of the camera or speaking to a reporter. Take even five minutes before your interview to run through your key messages out loud, so you’ll sound natural during the interview.
Use plain language
Aim to create talking points that use plain language—avoid jargon or acronyms. Think about explaining your expertise or the points you want your audience to know with someone who has never heard about the topic at hand.
Stay on topic
Stick to 2-3 key messages. The more times you’re able to repeat your key points, the more likely it will appear in the story. If a story gets off track, you can bring it back to those messages with phrases such as “The thing we are focusing on most is…” Find a way that feels natural to you to keep the conversation moving.
Respond clearly and concisely
Give your answer to the question and pause. The reporter will manage asking questions, but avoid filling the silence—even if it feels awkward. Remember that reporters will often pause to check or take notes. When the reporter is ready to continue the conversation, they will.
Don’t say “no comment”
Use bridging phrases instead of saying “no comment” whenever possible. You don’t want to sound like you’re hiding something, unprepared, or uninformed.
If you’re ever in a situation where you’d like to say “no comment,” try choosing another phrase such as “I don’t know I can speak to that.” If you don’t know the answer to a question or it’s not in your purview, you can say “I don’t have that information, but if you’d like I can have someone from the PR team follow up with you…”
Never assume you’re off the record.
Avoid getting caught up in parsing what is considered on the record, off the record, or on background—especially if you are discussing sensitive topics or potentially confidential information. It’s safest to act as if everything before, during, and after the interview is on the record (because it is).
Avoid speculation
If you aren't able to answer a question, you can guide the conversation back to your area of expertise. It is perfectly acceptable to say “I don’t know I can speak to that” or to ask for clarification or more information.
Be sure to follow up with the reporter afterwards to thank them for their time and send an update to your local communications leader so they can look for the final story. If you are concerned about how a story turned out, contact your communicator, who can consult with the University Relations PR team, before moving forward.
The PR team also has tips for specific interview formats such as print, TV, and radio, so ask us for those tips by emailing unews@umn.edu before your next interview. Happy interviewing!