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1. Prepare for an interview - one on phone or conducted in person - as you would for an important client presentation. Know the facts. Be able to clearly articulate your position. Write down what points you want to get across, and never lose sight of them. This is your agenda. No matter if the host strays, if you have written copy you can always go back to any point you feel is necessary.
   
   If you're doing a telephone interview, make note of any materials which support or illustrate the story being discussed. Get them to the reporter immediately after the phone call. This courtesy is particularly appreciated when a reporter is on a tight deadline. If it's a live, what we call an in-person interview, have material ready to illustrate or support your points. Give them to the interviewer before the session so they can take time to acquaint themselves with them, and be able to insert them into the interview at the proper moment, sometimes with your help.
   
   Write out all the questions you want them to ask you during the interview and make sure you give it, mail it or fax it to them. Many will be grateful, others will think you're trying to lead them. But as Ghandi said, "If you don't ask you don't get."
   
   In section 5 there are question examples that I suggest you send along as part of your comprehensive media or presentation kit.
   
   
2. Always be honest and direct. If you're free to give an answer, do so. If you're not free to comment - if you're asked for information that is privileged - say that you are not free to comment. If the interviewer asks a question and you're not certain about the proper answer, tell them you'll check on the information. Always make the follow-up call. It strengthens your integrity and solidifies your relationship with the media.
   
   
3. Never reveal anything you're not prepared to see in print or hear on the air. Comments made "off the record' often appear attributed to another spokesperson," but can be made to look very much like they came from you.
   
   What happens when a comment is made "off the record" is this. The interviewer puts it into his cerebral computer and really intends never to reveal your confidence. Time passes and he/she remembers the information but doesn't remember who said it, and the "off the record" memory has also gone by the wayside. So they repeat the information as if it were an OK thing to do.
   
   Most times "off the record" memory is innocent, but can be detrimental to ones health none the less.
   
   So be very careful of "off the record" comments. Remember it this way: The interview really begins when the microphone is turned off and the notebook is put away.
   
   
4. Keep your ego under control. Don't volunteer unconsidered opinions or information. In other words, don't give answers to questions unless you are asked. Keep in mind the objectives of the interview. Do not amplify or illustrate. Never digress into areas that are not relevant to the objectives of the interview.
   
   
5. Never lecture an interviewer on the misdeeds of the journalistic profession or the past sins of his/her media. Nothing can get an interviewer angrier than being told how unfair he/she or their media has been to you or a colleague. Whatever the validity or the sincerity of your statement, it will only serve to create a hostile atmosphere which will probably influence the tone of the outcome.
   
   Unless of course this is exactly the tact you wish to take to make your point. But then again, even an activist's have been known to exhibit class. Remember, you catch flies with honey. And the media won't ask you back if they hate you as an interview. They will if you're controversial yet cooperative to their needs as well.
   
   
6. Good media persons have highly developed interviewing skills and know how to uncover a newsworthy story. Many thrive on gossip and will try to set you up to comment on rumors or to give credence to hearsay. They will sometimes make an outrageous statement to stimulate an unconsidered reaction from you. Always be alert and aware of why you are talking to the reporter. There is a tendency to ingratiate yourself with a reporter during an interview because of the pressure that results from the interview situation. Don't go overboard to be friendly and helpful, particularly if you don't know them well. You are there to be helpful to the cause....not to please them.
   
   
7. If you're doing a live, personal appearance, in-studio interview, take along a cassette tape (you've already asked how long the segment is going to be and noted it on the tracking sheet). Give it to the producer to tape the interview as it is being conducted. If you're being interviewed over the phone, or what is known as a phoner, make sure you tell the producer ahead of time, during your initial screening interview and remind them again when he calls you 5 minutes before the show that you want a tape copy of the interview.
   
   (If it's a print interview you should always bring a tape recorder to your interview. That way, having a record of what you say can be a great protection to you, and peace of mind. When doing an in-person radio show ask them to record it simultaneously. But always be prepared by bringing your own cassette, just in case. But if you're being interviewed by a journalist over the phone it's usually fruitless to ask for a copy. So go to your local appliance store and explain that you want to tape a phone interview.)
   
   Be aware that tape recorders can be a friend or a foe. Think carefully before you answer. You can't tell a tape recorder to forget that, nor can you claim to be misquoted, nor can you claim you never said that. And remember not to say anything off the record, even if they shut it off.
   
   
8. Knowing the personality and modus operandi of the interviewer is crucial. No two work the same the way in an interview. You must be prepared to adapt to each. Read their writings, listen to the radio show and watch the TV segments. Remember what Coach Wooden said.
   
   
9. Never argue with the person interviewing you. Never lose your composure. You may be interrupted in mid sentence, not because he/she is being rude - but because there is a deliberate technique to let you know they're dissatisfied with the answers you're giving, just to provoke you into giving an unconsidered response. The solution: respond more directly and clearly. Keep on track. Never challenge them out of anger and frustration. Never answer a question with a question.
   
   
10. Don't allow the interviewer to put words in your mouth. This is a trap. Answer questions using your own words so that anything that is quoted is your statement, not what they were trying to elicit.
    
    
11. Never exaggerate the facts. Most interviewers are sensitive to what they perceive as puff. Understatement is always the best policy. Actually, the truth is the best policy.
    
    
12. Before or after an interview, be wary of engaging in friendly conversations. These are usually designed to provide them with more information than you are prepared to provide at the time. It is also another way to get you to give them exclusive quotes. Good interviewers know that you are more likely to respond spontaneously when you are in a distracted state of mind, and they will exploit the moment. Keep in mind that the media lives to Carpus Diem...Seize the Moment, and you should live to Caveat Emptor...Let the Buyer Beware!