How to Facilitate a Successful Media Interview

Rehearse the conduct of the interview with the SME, focusing on Q&As and formulating effective responses. Critique and rehearse interview techniques relevant to the type of interview (on camera or print).

• Present SME with a package of themes, messages, talking points and Q&As to assist in his interview preparation.
• Provide SME all products you are giving the reporter to build their situational awareness.
• Include read-ahead materials:
  • Bio
  • News
  • Motivations
  • Affiliate of the reporter
• Review the ground rules you will put in place for the interview.
  • We have X minutes (time limit) for the interview
  • All questions will be on X topic
  • Any questions not pertaining to X topic can be addressed with PA at a later time
  • All information is on the record and any quotes can be attributed to SME
• Use a mobile device to record and give feedback during the practice so the SME can see themselves and self-critique.
• Ensure interview location is free of distractions and classified/sensitive information. Seek opportunities for setting to complement message.
• Discuss your role during the interview and come to 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 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 if any missed questions come up to reach out to the PA office.
• Have the reporter escorted off of the installation (if invited on for the interview).

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

1. Measure of performance. How effectively did the SME perform during the interview? The focus of this assessment is to build on the SME’s interview skills for upcoming interview opportunities.
2. Measure of impact and coverage. What is the forecasted tone and content of the story and how will it impact the command and our various audiences? A critical analysis of the reporter’s knowledge, sources, angle and intent will assist in this analysis.
3. Evaluation of the actual coverage.  How did measures 1 and 2 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? A thorough and final assessment of the entire process should be given to SME and leadership.