Tips to prepare an interview with the press.

Think before hand about these:

• who, what, when, where, why, how, how much.
• what would someone like to know that they think you ought to know
• work on your explanations before hand
• prepare facts, but not too many
• go to an interview thinking "what do I want to say", have an ambition
• prepare sound bites ("my message today to people who ___ is")
• finally, - prepare a 20 second summary -
• stories are mostly negative, good to find a positive outcome (keep the happiness and despair budget in balance)
• do a mental warm up

• keep your sense of humour
• relax and be positive
• you are speaking directly to the public (the journalist is transparent)
• asking aggressive questions invites dynamic answers (this is why journalists do this)
• be conscious of what you are doing and how people might perceive you

• use short answers, it is more difficult to be mis-quoted
• simplify the answers
• use simple words (precipitation -> rain; atmosphere -> air)
• "for example" is good
• say "people" and "you"
• avoid "there are X options (you may get lost)"
• use "the so called ___ (e.g. feedbacks)" when using jargon
• acknowledge the question and make a little bridge "but look" ... and give your message
• do not speak on behalf of a third party. Use instead: "you need to ask the experts for that, but I can tell you from my experience with ____ that ___."
• use "if you are listening to me now and you want to ____ do ____. "
• on the phone, stand up
• on tv, keep your head still, look at the interviewer, be a bit boring with clothes