Experienced media pros know there are many different types of media interviews – it’s much more than just television, radio and press.
The range of interviews your organisation could be asked to take part in is actually pretty vast and the more you know about them, the better you can prepare and ensure you get your messages across.
Below is our quick guide to eight different types of interviews your spokesperson could face. Of course, you also need to consider whether the journalist is from a trade, local or national publication; your organisation's standing in the media; and whether the interview will be live or pre-recorded.
Print face-to-face interviews: It may sound obvious but print reporters are looking for quotes. Depending upon where they are in the story they may already have a good idea of the angle their news item or feature is going to take. Start by outlining the messages YOU want to get across in the interview and summarise them at the end. Proactive face to face print interviews can feel relaxed so make sure you stick to your messages and don’t become too chatty. A journalist should tell you if they are recording the interview, but many reporters will still rely on shorthand notes. Some print interviews now also include some video recording to create more online content.
Print telephone interviews: This format for press interviews has become increasingly common in recent years as increased pressures on journalists, and reduced newspaper budgets, means they have fewer opportunities to leave the office. It involves particular risks and pitfalls and journalists often find it easier to be tougher and more aggressive with interviewees on the phone than they do face to face. Furthermore, the spokespeople are sometimes even more relaxed as they are in their own environment and used to speaking on the phone. Carrying out the interview in a meeting room will help you avoid desk distractions, while standing up will give your interview more energy. Telephone interviews are generally shorter than face-to-face ones and will normally take around 10 minutes.
Studio interviews: Whether it is radio or television, the studio environment can be quite alien and daunting for spokespeople no matter how much media training they have had. The industry has its own phrases, terminology and acronyms which mean little in the outside world. Make sure you know in advance if it is live or pre-recorded and whether anyone else will be interviewed as part of the story. Ask in advance how long the interview will take and check whether it is recorded or live.
Down-the-line: A favourite format of the 24 hour news channels, this can feel particularly testing and awkward for the interviewee as you are tucked away in a remote studio, need to wear an earpiece and cannot see the person you are talking to. The key to success is to try to engage with the reporter and maintain eye contact. Also, be prepared for the news item to feature another interviewee –likely to have an opposing view to yours – live in the studio, which can make it harder to get your opinion across. Make sure you know what is included in the news package before you accept the interview request.
The doorstep interview: Most people’s worst nightmare because of the surprise element. But you cannot afford to run off or utter ‘no comment’. They key is to keep it short to buy yourself some time before you can deliver a fuller statement. This ambush approach is used by television, radio and press journalists.
The sofa interview: A tricky TV interview as the comfortable surroundings can easily lead spokespeople into a false sense of security. Remember, it is a great opportunity to deliver your messages with energy and dynamism. Good body language and posture is essential. Good eye contact is also important.
The sound bite: Your spokesperson could be asked to deliver a sound bite as part of a pre-recorded interview for radio or TV and it is a good opportunity to get your message across clearly and concisely. A sound bite is rarely longer than 15 seconds and could be as short as six seconds. Simple language is vital and remember as it’s not live you can always record it again. You may also be asked to deliver a sound bite to tease a longer interview later in the news programme.
The FaceTime / Skype interview: More and more broadcast interviews are being carried out by either Skype or FaceTime. In terms of sound quality it is only beaten by being in the studio and ISDN. Around 80 per cent of BBC interviews are carried out on these channels. Invest in a decent microphone or headset and always check the background.
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