From Interviewer to Interviewee

"I've looked at clouds from both sides now," Judy Collins once warbled. So have I. I have been both the journalist and spokeswoman. Guess which brings the biggest challenges?

In my 20-plus years of professional life I have been the person asking the questions, and the person having to answer those questions.

Really, there was never any mystery about doing the asking. Usually, it was three pertinent questions to get a 15 to 20 second soundbite, an exchange of pleasantries with my source, and we were done. Sometimes I would have to do a little finessing to get the subject to go on tape and promise that I would edit his/her"screw ups", but I was generally successful.

There were no "gotcha" questions. That wasn't the way I worked as a reporter. That's not to say there aren't those reporters who feel it's their duty NOT to accept what you say at face value. Once you've established a rapport with the reporters in your area, you'll be able to gauge who will be an easy interview, and for whom you'll have to be on your toes.

As the former spokeswoman for a political party and, most recently, the media consultant for a local labor organization, I've had to wear the other hat. Asking, I have found, is a lot easier than answering.

Here's why: We're conditioned to believe that in an interview anything we say can and will be held against us. On top of that, there's a level of insecurity that we are going to sound stupid and that will be used against us,too. When all of those concerns are swirling in our brains, it's a wonder we can even hear the questions being posed, much less answer them.

I have been invited to host a seminar for faculty and staff at a local technical college, and what I plan to teach them may be of use to you, too.

You’re the expert:
1. You are being interviewed because YOU possess the knowledge on the topic the reporter is interested in. This is your time to shine.
You have control:
1. You have the right to know what questions will be asked.
2. You can correct reporters if they make a mistake.
But, what if…
1. …I don’t know the answer to the question?
a. That’s a good question. Let me research that and get back to you.
b. I’m sorry, that’s not my area of expertise. Do you want me to have someone get back to you with that information?
c. Interesting. I never thought about it that way before.

2. …I misspeak?
a. You can correct yourself. Remember, reporters are interested in accuracy.
b. If you recall the mistake after the interview, feel free to re-contact the interviewer
Wrapping things up:
1. Good reporters will often, if not always, ask: “Is there anything else you care to add?”
a. If not, “I think that covers it. Thank you for your interest.”
b. If yes, “You know, I would like to add one thing….clarify this point…emphasize that..”
Take that opportunity to reinforce your message.
2. It’s ok to ask when it will air or when it will appear in print
3. Now relax. You’ve just shown the world why you are the expert in what you do and have shared knowledge no one else can share. Be proud of yourself. Each successive interview will be that much easier.

Jennifer Miller Media offers coaching and media seminars to help you survive your interview. Contact me at jennifer@jennifer-miller-media.com