PUBLIC RELATIONS When an Interviewer Knocks An interview with the media is a chance to promote your public image. With adequate preparation and a good communications strategy, the interview should go smoothly. Here are some tips: Ask, "What is the story is about?" "When is the deadline?" "What's a good time to call you back?" Prepare: Understand your organization in the context of your industry. Get background information and consider questions the reporter could ask. Examine other stories the reporter has published so you can anticipate possible angles. Develop clear and concise messages about your organization's role in the context of the subject of the interview. Know your key messages. Recite your key messages. Prepare charts or graphs to add interest. Use examples, such as a first person story. Prepare for possible tough or negative questions. Role playing is helpful. Stay focused on the subject at hand. Remain friendly with the interviewer at all times. Avoid the phrase "no comment." It sounds defensive. Avoid "off the record" conversation. Record the interview for your own reference.