How to Facilitate a Successful Media Interview

Rehearse how the interview will be carried out with the SME, focusing on questions and answers and formulating effective responses. Practice and critique interview techniques relevant to the type of interview (on-camera or print).

• Present the SME with a package of themes, messages, talking points and Q&As to assist in interview preparation.
• Provide the SME with all the products you are giving the reporter to build their situational awareness.
• Include read-ahead materials:
  • Biographies
  • News
  • Motivations
  • Reporter's affiliates 
• Review the ground rules you will put in place for the interview.  
  • Have X minutes (time limit) for the interview.
  • All questions will be on the topic.
  • Any questions not pertaining to the topic will be addressed with the public affairs office at a later time.
  • All information is on the record, and any quotes can be attributed to the SME.
• Use a mobile device to record during the practice so the SME can see themselves and self-critique.
• Ensure the interview location is free of distractions and classified/sensitive information. Seek opportunities for the setting to complement the message.
• Discuss your role during the interview and come to a consensus on your interaction during the interview process.

• Critically assess when, if at all, you need to inject yourself into the interview process, relying on criteria previously discussed with the SME.
• LISTEN and take notes. This will allow you to effectively follow up with the reporter and SME on issues.

• Thank the SME and reporter.
• Reinforce that missed questions should go to the public affairs office.
• Have the reporter escorted off the installation (if invited on for the interview).

Once the reporter has departed, you can move to the next step.

1. Measure of performance. The focus of this assessment is to build on the SME’s interview skills for upcoming interview opportunities.
   • How effectively did the SME perform during the interview? 
2. Measure of impact and coverage. A critical analysis of the reporter’s knowledge, sources, angle and intent will assist in this analysis.
   • What is the forecasted tone and content of the story? 
   • How will it impact the command and our various audiences? 
3. Evaluation of the actual coverage. A thorough and final assessment of the entire process should be given to the SME and leadership.
   • How did measures one and two relate to the published work? 
   • Did the reporter follow the predicted coverage? 
   • As a unit, what can be gained from the coverage? 
   • Were all the quotes used on X topic? 
   • Was the given messaging used or paraphrased?