How to Give a Dy-No-Mite Interview

How to Give a “Dy-No-Mite!” Interview

Remember that you have an excellent reason for agreeing to the interview. That reason will always be an opportunity to deliver at least two or three key points about your company or product to the audiences likely to read, see, or hear your interview.

Keep Shooting for the Basket

Always get your key messages out first. Then get them out second, third, and fourth. It’s like repeat basketball: Step up to the basket, and just keep trying for that shot. And never miss those messaging opportunities, even if you have to write them on your hand. You may sound repetitive, but actually, the restatements often clarify the angle for the reporter, who may even appreciate your highlighting the most important ideas. What’s more, if you wait for the reporter to ask you the right question, you may never get the chance.

However, driving home those messages doesn’t mean hitting the repeat button for ten minutes. Think of key messages as themes rather than scripts for memorization. Verbatim regurgitation will make you sound stilted and erode your credibility, especially if your main points are in every answer. Don’t be afraid of variety as long as you are expressing your key themes consistently.

Also, always be alert for the opportunities presented by the general questions at the start of an interview, as well as the “anything else?” variety at the end. For example, in the spring of 2002, coauthor Richard Laermer appeared on the Today show with Katie Couric to talk about his then-newest book. He showed off newfangled robots, mobile phones that doubled as movie theatres, and even a printed swatch that you could taste!

But the book wasn’t just about the latest in circuitry; it was also about the larger trends shaping our world in the future. Katie’s “anything else” question provided an opening for Richard to make that point, letting the viewers get a more complete idea of what the book is about. That day, its sales rank on Amazon.com jumped considerably, proving he maximized his media opportunity.

You should clearly articulate your key messages in your mind. Write them down, e-mail them to yourself, or sing them in the shower. Do whatever it takes for you to remember them best. Before you begin an interview, think about how to present them in terms that your intended audiences will understand. Audiences will vary, depending on the interview and the media outlet, and although the media itself often can be considered an audience (you want other journalists who are watching or reading to pick up the story, too!), the reporter you’re talking to is not really your target. The deep-pocketed viewing public is. Think of the reporter as an information conduit, and know how you want to use that conduit before the interview begins.

Exercise Your Rights

In fact, protest for the information you need to prepare properly. Even if you have to hold up a sign! In other words, don’t be shy about asking a reporter for information on the subject of the story, who else has been interviewed, and so on. You may not get a complete answer, but you do have every right to ask. In any case, taking the lead by asking questions helps set the pace and establish control at the outset. Remaining cordial and professional with the reporter is the key.

Along the same lines, don’t hesitate to set ground rules as part of your initial queries. For example, you may want to stake out the areas you can and can’t address by establishing your credentials and expertise at the outset of an interview. Peter Guber, Hollywood producer and chief of Mandalay Entertainment, cowrote a book, Shoot Out: Surviving Fame and Misfortune in Hollywood, a guide to how and why movies are made for all those trying to crack the tinsel-town code.

Peter was also the former honcho at Sony Entertainment, where he cut a billion-dollar deal to leave the studio’s helm. Of course, everyone in the media wanted details of the deal. But Peter wasn’t there to tell his Sony story; he was there to sell his book. He let inquiring journalists know right off the bat that the Sony conversation was off limits and that if they wanted to talk, it would be about the book and nothing else. His honest, up-front approach made for smooth interviews and great reviews.

Keep It All Business

Always remain professionally cordial during the interview, no matter how warm and friendly a reporter may be. That is, stay upbeat and cooperative, but don’t let your guard down during an interview that appears to be going smoothly and easily. Such a mental lapse sets you up to be caught off guard by a tough question and can lull you away from your goal of communicating directly to your audience. Eat lightly and have a cup of coffee if you need a lift. Perhaps you could even try to schedule the interview at a place where you have “special” meetings. In general, the less the interview is like every other meeting you have, the better.

Be Enthusiastic

If you are not “up” for the interview, or do not seem to be excited about your topic, the audience will not be interested either. Even in print, enthusiasm shows. Faking it in this case is more than acceptable—it’s a must. Think of it as the first time you’re meeting your future spouse’s parents. Work really hard to be upbeat and sell all the great things you’ve done, so everyone can buy into your story. But don’t seem too fake, and don’t be a bore. Wear a sincere, unforced smile, show interest, and act engaged in the conversation.

Relax

That’s the best thing you can do. Remember, you’re the one with the experience and the answers, so you own the interview—no one else. As with a skilled golf swing, you have to concentrate on a dozen different things—head up, arm straight, and so on. At the same time, you need to stay relaxed to generate booming power. But rest assured that speaking naturally, the same way you do with family and friends, is the best way to handle a media interview. Reporters need you as much as you need them. You and your product are credible enough to warrant the interview in the first place. Don’t forget that you are the expert. Seriously—relax! That’s it.

Recognize Your Responsibilities

Tell the truth. Don’t exaggerate. Don’t speculate. Don’t speculate. Don’t speculate. (Repeated for a reason.) Making things up even for a split second will create royal headaches for you. Therefore, if you don’t know something, say so. If you can, promise to find out. If you promise to find out, do it—and as fast as possible. It builds credibility as well as creating another opportunity to talk about your company or product.

Here’s why you shouldn’t make things up. In the wake of September 11, some companies thought (wrongly) that there might be some marketing opportunities up for grabs. One such company was Steve Madden, Ltd. The maker of chunky, trendy shoes created a sneaker with the Stars and Stripes beaded into the side and told everyone in earshot that it was giving the proceeds to New York’s recovery fund. A few probing journalists quickly found out that the donations were not being made and publicized that fact. Needless to say, no one bought the sneakers, and they were pulled from the shelves.

Don’t Dribble Out Bad News

If you have bad news to report, get it out of the way all at once. It’s okay. Things get better. This doesn’t mean that you have to talk about it at every opportunity, but if the reporter’s questioning is following that path, don’t try to hide it, because the reporter knows anyway. The trick is to put the bad news into perspective. Don’t let journalists give the impression that the news is really bigger than it is.

And don’t be afraid of silence. Pithy, confident answers are best. The more you talk, the more your great message is lost in the mix. If you have something powerful to say, put it out there and let it bask in golden silence.

Neutralize Difficult Questions by Bridging

Along with flagging (below), bridging is the most important skill to have when you are being interviewed. These are transitional phrases that will get you out of trouble and onto safer ground. Bridging phrases might include:

• “That’s an interesting question, but what you really need to focus on is …”

• “Well, the answer is no, but what is really important here is …”

• “Did you know that …”

• “What we mustn’t lose sight of is …”

• “Let me answer by putting things into context.”

• “You have no idea what you’re talking about ….” (Forget this last one, even if it’s what you’re really thinking.)

Flagging Ideas for the Audience to Take Away

Indicating what should be remembered is one of the most important things you can do during the interview. Flagging basically means hanging a verbal exclamation mark on the message you just delivered. Sometimes a writer doesn’t understand what you’re trying to explain, or doesn’t see the importance in your message. She’s stopped taking notes, and you’ve lost her. We call that film and glaze—when a film coats the face and a glaze appears in her eyes.

By flagging and not nagging appropriately, you can get their pens going again and reignite interest. Like with bridging, any phrase can be a flag: “What’s most important is … ,” “I can’t stress enough the importance of… ,” “We’ve sold a zillion widgets because … ,” and our favorite, “You should write this down.” On their own, flagging statements sound unimportant and silly, but in the context of an interview, they’re crucial, albeit sometimes difficult to do just right.

Another great way to use this technique is to have a special closing version of your key messages clearly mapped out, in a way that signals their importance. It should be something that is ready to use at any time. Here are some good flagging phrases to use in your closing words or at any point in the interview:

• “I’d just like to reiterate …”

• “Finally, the most important thing people need to know is …”

• “There are three things to highlight at this point ...”or, obvious but effective …

• “This is important!”

• “Excuse me!” (or, “Hey! Wait a minute here!”) “I was talking” (only applicable to the rudest interviewers).