You can never do enough prep before a media interview – but there’s one thing you should never say to the reporter.

Here’s part two of how to get your head together before you go on air:

Get to know your interviewer. If you’re in a studio – you may be ignored right up until the moment of broadcast. It is normal for a reporter or presenter to keep their distance – particularly with controversial subjects.
If you’re doing the interview on the phone – you may spend ages waiting to be connected to the live presenter – or you may be put through straightaway so be prepared and listen for your cue.
If you can, small talk beforehand is vital – be chatty and friendly – this will set the tone for the conversation.
Ask lots of questions about the output – make sure you know what they’re looking for. Is it a 10 second sound bit, is it a longer feature, is it live or as-live, are they using the whole interview, where will it be broadcast, will it be used on social media? The more you know, the more focused you can be about your answers.
Manage the journalist’s expectations – what won’t you be able to tell them about? What aren’t you prepared to talk about? Make it clear beforehand with the reporter or the producer. Set your own boundaries.
Try and be as friendly as possible to the person interviewing you – it will help them feel positive about you and they’ll find it much harder to trap you if they think you are being a fair, reasonable and open person.
Take control of your situation and environment. Don’t be a passive interviewee who says yes and speaks when spoken to. If you know a good location for the interview to take place, suggest it. If you would prefer to stand up or be doing something, then say so.
And here it is – what NOT to ask a journalist:– what are you going to ask me? They will NEVER tell you and if you ask them, they may tell you something but then deliberately ask you something else. They don’t want you to sound too prepared. And they want to have the element of surprise. It also looks a bit desperate; as though you don’t know your stuff. Ask this question and they will know immediately you’re nervous about the interview and lacking in confidence.
The best question to ask is:– What are you looking for from me?

Next time: What you can do to calm your nerves before and during the interview.