This fact sheet lays out your rights, how an interview should be conducted with tips on preparing and giving an interview. It is your intellectual property, image and reputation that you are dealing with.

If someone in the media approaches you for an interview, it's important to understand your rights and know how the process works. Journalists should follow a set of journalistic codes and are bound by the laws of privacy, trespassing and defamation.

Disclosure of Identity

Reporters should identify themselves as such, and state their purpose in speaking to you. While the law doesn't require reporters to disclose their occupation, it's generally considered ethical and professional to do so.
You never, ever, have to give an interview to a reporter. You always have the right to decline. If you have something to say but want to protect your identity, you can ask for your name to be left out, ask to be interviewed off-camera, or ask to have your voice or appearance altered.

Slander and Defamation

You have to be careful what you say in an interview. Freedom of speech is protected, but making statements that could cause harm to others is against the law. For instance, claiming that a fellow worker was involved in a violent fight could be a defamatory (untrue and slanderous) statement. The worker could sue you, the reporter, and the media outlet; or s/he could charge you with libel (printing something that damages another's reputation). It's extremely important not to speculate when answering questions about material you're not sure of.
Revealing something sensitive to a reporter "off the record" is not a good idea. It's generally considered unethical for reporters to publish such statements—but ethics are voluntary guidelines, and no law protects off-the-record comments. Unless you're sure the reporter is trustworthy, avoid making such statements.

YOU HAVE THE RIGHT TO:

Decline a requested interview.
Ask the gist of the interview and how it will be used.
Ask what kind of questions will be asked of you.
Request the interview location and time.
Know who will be interviewing you.
Have legal and PR counsel present during the interview.
Be treated with respect, dignity, honesty and fairness.
Answer or not answer any given question.
Ask for the question to be repeated or explained.
Clarify an incorrect assumption or statement.
Terminate the interview at any time.
Not speculate, even under pressure.
Say you don't know the answer and ask for time to research it.
Review a document or complaint about your organisation before answering questions about it.
Follow up regarding questions or disagreements on coverage.

YOU DON'T HAVE THE RIGHT TO:

Expect to see an exact list of questions in advance.
Comment on an organisation you are not affiliated with.
Be dishonest.
Review the article or segment before publication or air time.

Before the Interview

You have consented to be interviewed but you must make sure you are properly prepared. Most journalists or interviewers are looking for a story an angle to make what you say interesting and newsworthy for their audience. This means that any interview can be very different from what you intended unless you are armed with the facts and aware of what is going on.

Understand why you are being interviewed

Find out exactly what the topic and angle of the interview will be. How will the interview be used—for a news story, a current affairs feature or an entertainment piece?

Don't be afraid to do the interview

People often turn down the chance to be interviewed because they're nervous, or afraid they'll say the wrong thing. Instead, think of the interview as a golden opportunity for you to convey your message. If perceptions about you, your work, or beliefs in general have been wrong in the past, this is your chance to set the record straight.

Know your rights

Remember, you do have a choice about being interviewed. If you're uncomfortable with the idea, you can say no. You can also discuss options with the reporter: you can ask that only your first name be used, you can ask for anonymity, or you can ask to be interviewed off-camera. If the reporter has called to interview you over the phone and you don't feel prepared to talk right away, ask the reporter when you can call him/her back. But don't back out just because you're intimidated. The only way you'll get to be media-savvy is to practice.

Think about what you want your main message to be

What is your reason for wanting to speak to the reporter? Think about the main message you want to convey, and how to weave it into every answer you give. That way, even if your answers are cut and spliced during the editing process, your message will still come through.

Be prepared, but not over-rehearsed

If possible, get a list ahead of time of the questions you'll be asked. This is common practice for television and radio interviews. It gives you the chance to think of what you want to say before you're asked the questions on-air. Make sure you know your subject inside and out. Write down answers to any questions you think may be asked, but avoid memorising statements. A successful interview should never appear rehearsed—and reporters dislike prepared statements, because they sound stiff and unnatural. Besides, if you depend on prepared statements you could be thrown off if the reporter asks you an unexpected question.

Your main message

This is the most important information to communicate to your audience. It's the whole reason you developed a communications plan, gave an interview, or wrote a news release in the first place. Here are some tips on how to make your main message effective:

Keep it clear

It's vital that you're clear on exactly what your message is, and why it's urgent to get it across to the public. To identify your core argument, ask yourself: "What do I care most about?" Also ask: "Why should the audience care?"

Keep it simple

Your main message can have several points to it, though it's best to have no more than three. The more points you try to cram in, the harder it will be for your audience to identify them, and the weaker their effect will be. You want each part of your message to be easily identifiable in your news releases, Web sites, etc.

Keep repeating it

Weaving your message into everything you do takes practice. In the world of public relations, this is known as spin. The key is consistency. Decide on two or three main points, and use them—either word-for-word or paraphrased—in all the answers you give, all the news releases you write, all the emails you send. If you can, use facts and figures: these are indisputable, and give credibility to your spin.

Interview Protocol

Be positive

Try not to appear negative or confrontational. A hostile attitude will make it difficult for viewers to take your point seriously.

Stay calm

While emotional outbursts may make good TV, they will erode your credibility.

Treat the interviewer with respect

Remember that when you speak to a reporter, you're potentially speaking to an audience of hundreds or thousands of people.

If you don't know the answer to a question, be honest

Say that you don't know, but you'll try to get the information. Make sure you keep that promise, though—nothing sours a good relationship with a reporter faster than keeping him/her waiting for necessary information.

Speak clearly and firmly

Offer the reporter just the facts; don't speculate or estimate, even if you're asked to. Don't feel you have to fill "dead air"—that's the interviewer’s job. When you've answered a question, stop talking.

Be helpful

Suggest other sources the reporter could interview. Mention anything that you think might be helpful and offer approaches s/he may not have thought of.

Don't worry about repeating your main message

Your goal is to make sure your message gets across. If that's the only answer you offer the interviewer, then they will have no choice but to use it.

Don't be afraid to assert yourself

If you're uncomfortable answering a question, just say firmly that you don't think you are the appropriate person to comment. Remember that no reporter has the right to bully you into answering a question if you don't want to.

TV Appearances

TV interviews are different from those done for print or radio. In TV interviews your appearance can be just as important as your words. Here are some general tips:

Ask the reporter ahead of time what s/he plans to ask you. This will give you a chance to think of what you want to say before the cameras start rolling. The location of the interview could reflect on the story, so if you have a choice, suggest a location you're comfortable with.

Avoid wearing anything that could distract the audience from what you say, such as extremely bright clothing, busy patterns or large jewellery.

Whether you like it or not, people will judge you on how you look, so try to look professional and tidy.
Ask yourself which do you want to stand more: your appearance or your words?

Always maintain eye contact with the person you're speaking to. This could be one reporter, several reporters, or a studio audience. But avoid looking at the camera—just pretend it's not there.

Speak in short, concise sentences. If you answer reporters clearly, they're less likely to edit your statements—and maybe cut out important points. Remember, the average interview clip in a news story is only 7–15 seconds!

Sit still or stand still. Try not to fidget in front of the camera—small movements such as nail biting or foot tapping are magnified on screen. Sit with your hands folded in your lap and both feet planted on the ground. No swivel chairs or rocking chairs!