1. Have an objective in mind for every interview.
For example, your objective might be to explain how the issue in question will affect your community, your school, your organization, or your family.
2. Be focused and be brief.
Keep responses to a sentence or two. For broadcast media keep them to 8-10 seconds (20–25 words).
3. If it’s a complicated subject, put your best expert forward.
If you’re not the best person to comment, say so, and refer the reporter to someone who is more knowledgeable.
4. Never say anything to a reporter that you wouldn’t mind seeing on the front page of the newspaper the next day.
5. A good spokesperson will have 2 or 3 key messages he or she wants to emphasize and will stick to these messages.
Your real audience is the people who will read, watch or listen to what’s reported, not the reporter.
Avoid jargon or technical language that lay-people won’t understand.
Don’t be drawn off on a tangent and away from your interview objective.
6. Respect reporters’ time, their deadlines and their need to get accurate information or a comment from you.
It’s a two-way relationship. At some point you’ll need them, so it pays to be helpful when they need you.
7. Always tell the truth. It’s easier to remember.