BY GINI DIETRICH @GINIDIETRICH

Doing a media interview for the first time can be extremely intimidating. But there are a few tricks of the trade that will help keep you at ease.

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Congratulations! You have been asked if you’d like to participate in an interview with a trade publication or on your local news. If this is the first time you’ve done a media interview, it can be extremely intimidating. But there are a few tricks of the trade that will help keep you at ease.

The first thing to remember is that the questions belong to the interviewer, but the responses belong to you. Use them productively to get your point across.

Because you know your business best, you can anticipate key questions. Prep ahead of time by writing down the questions you think you’ll be asked. Then go back and answer those questions. Determine the points you want to make, and prepare in advance how you will use the opportunity to state your own objectives.

There are certain techniques to keep in mind, particularly when confronted with a difficult or irrelevant question:

• Restate the question in your own words, in a manner you can answer. For example, you might say, “I believe what you’re asking is …” and fill in your own version of the question.

• Keep answers brief and simply phrased.

• Substantiate your position with easily understood examples, facts, and figures.

• If you are uncertain about your facts, say so in answer to a legitimate question. If you must own up to unfavorable information, be prepared to acknowledge it in a gracious, fair manner.

• When using technical terms or definitions, assume your audience has limited knowledge, and simplify the explanations when possible.

• Avoid jargon and strive for clarity.

• Use questions as springboards to emphasize your objectives.

• Avoid using the editorial “we” and time-wasting phrases such as “that’s a good question” or “I’m glad you asked that.”

• Think of your response in terms of a news item. First give the headline. Then, give more information if time permits.

• Never say, “no comment” without providing a valid reason for doing so.

• Try to state things in terms of the public’s interests. Don’t make it appear as if you think of your audience in terms of statistics. Talk of how the public benefits from your activities.

• Tell the truth, but don’t exaggerate. It is better to admit that perhaps in the past errors have occurred (“… and these are the steps we are taking to correct …”), rather than hedging the truth.

• If there is a live audience, direct answers to them, rather than just the interviewer.

• Be aware of the media’s audience. When writing their stories, most reporters answer the basic question their average reader brings to a story: “What does this mean to me?”

• Be certain the interviewer knows where he/she can reach you while producing the story, so you can answer any new questions that come up. If you are unreachable, make sure the interviewer has a source for additional information.

• Never ask that a comment remain “off the record;” there’s no such thing.

It may feel like a lot to handle, but you’ll get the hang of it, and journalists will continue to invite you back because you handle their questions like a pro.

What do you think? Is this something you can benefit from or do you have a few tricks up your sleeve that are just as powerful? Make your voice heard by leaving a comment below. Don’t forget to hit the share button if you know others who will find this post useful.

I.C. Collins ~ Author, Educator, Trainer and President: Has One Simple Goal: Improve a Million Automotive Sales Consultants Lives with our ebook "How to Succeed in the Automotive Sales Industry"

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