There’s an easy way to pre-empt some of the questions that a journalist will put to you, either in an on-the-phone or face-to-face interview. Just remember the 5 Ws:

• What
• Where
• When
• Why
• Who

Most questions for most interviews will fall into one of the above categories. Knowing this should give a spokesperson a head-start in an interview

The first three on the list – What, Where and When – should be easy for you. Don’t even think about giving an interview to a journalist unless you’ve got the basic facts and figures of the story well-marshalled in your head.

Why and Who can be trickier. Handling questions in these areas requires having your antenna finely-tuned as to where the journalist might go as they pursue their story.

The Why factor can take an interviewee down all sorts of roads where they would prefer not to tread. Prepare for questions about ‘blame’ and ‘guarantees’ the same thing won’t happen again if, for example, your company has been responsible for death or injury or has suffered some other dire setback.

The Who factor requires a spokesperson to be aware of all those who could be affected by the news story that is the subject of the interview. Let’s say your company has been responsible for a major environmental disaster. The ‘Who’ list of those affected could be pretty long – the local population, the rescue services, your shareholders, your staff, local MPs, the local council, watchdog bodies, safety organisations etc. Make sure you think through all of these before doing the interview.

Finally, journalists are very skilled at pacing an interview, particularly newspaper reporters. They can spend 25 minutes softening you up with a range of non-controversial, easy-to-handle, seemingly innocuous questions. So much so that you begin to wonder whether the journalist is part of your organisation’s PR team. Notwithstanding the fact that you’ve just announced a major product recall having killed 50 people, the journalist seems so pleasant and helpful. Watch out. He or she has gained your confidence, won you round. They’ll keep the killer question or two until the very end, when the interviewee is off their guard and has mentally started winding down. Like the final run of the day on the ski slope, that’s when you’re most vulnerable.

There are some pretty hoary clichés about how we present ourselves.  “You only have one chance to make a first impression.”  Or “Communication is x% the words you use, x% the tone of voice and x% body language.”  Adjust the percentage figures according to taste.

But the reason they are clichés is that they are largely true, as research continues to show. In a recent study, university students were asked to look at 10 seconds of video footage of candidates in American state elections – with the sound turned down.  They were then asked who they thought had been the successful candidates. They were remarkably accurate in their assessments. Interestingly, they were less accurate when they heard what the candidates were actually saying in the footage.

So, appearance and the impression you make are really important for effective communication.  And all interviewees can help themselves come across well by observing the basics.  Dress appropriately, scrub up nicely, keep your head straight and maintain the eyeline with the interviewer or camera, depending on the style of interview.

The key lesson for TV and radio is that anything which distracts the viewer or listener means that you are not making the most of the opportunity to get your messages across.  How can you maximise your chances of doing well? Rehearse – preferably in front someone else, or a mirror if that’s not possible.

And remember, there’s no such thing as a natural. We can all improve.

It’s much easier to get a good press and come across well in the media if you have got the policy right or made the correct decision in a crisis. The public can generally tell when an interviewee is concealing something or doesn’t really believe in what they are saying.

One of Bill Clinton’s former Presidential aides coined the phrase “Tell it all, tell it early and tell it yourself.” And he must have had more experience than most people in getting a high profile figure out of trouble!

The truth will almost always come out in the end – a lesson learned the hard way by one of Mr Clinton’s predecessors as US President, Richard Nixon. He tried to cover up the Watergate burglary but dogged journalism and a well- placed source in American law enforcement made sure he didn’t get away with it. He was forced out of the White House.

No matter how hard, it is always better to come clean straightaway, apologise, put things right and move on. People and organisations in the eye of a PR storm often try to tell part of the story and hope the news media will stop asking awkward questions. It never works that way. Far better to take control from the start and don’t let the media lead you by the nose.

Chances are that you will have salvaged, possibly even improved, your reputation and public image. You will undoubtedly have earned yourself a better night’s sleep.

Journalists come in different shapes and sizes:

The young hopeful. May be pushy, aggressive, but also inexperienced, and their questions may be ill informed, perhaps ill considered. They’re anxious, though, to make their mark – and will often press you further than you want to go.

The innocent. Very dangerous…liable to come to you looking for help, pleading ignorance and at the same the time getting under your guard and lulling you into indiscretion

The famous face/voice. Don’t be intimidated. They don’t have anything to prove and providing you deliver the goods, they’ll treat you fairly. But they can spot a weakness at a hundred paces.

The seen-it-all hack. Appears laid-back, even lazy. Easily bored – but has a razor-sharp news sense and comes awake the moment you deliver anything controversial, outspoken or just plain headline-worthy.

All of them have one thing in common. They want a headline or a soundbite.

Treat them all with respect, but caution.

We recently conducted a media training session for two journalists from PRWeek. You can read their review of the training here.

A text version of the article is below:

Media training: Shine in the media spotlight

Giving an interview to the media can be daunting, so PRWeek took part in a training session to pick up some tips. Kate Magee outlines the key points to bear in mind.

Most people claim to be afraid of public speaking. So it is not surprising some clients and PR professionals feel reluctant to be thrust into the spotlight of a broadcast interview to be grilled by a baying media. But as PRWeek discovered in a recent training session, print interviews can be far more damaging.

With several high profile media appearances dominating the news at the end of last year, including the Murdochs and various celebrities giving evidence in front of the Leveson Inquiry’s select committee, PRWeek decided to get advice on the best way to handle different types of interviews.

We invited media training company Harvey Leach to conduct a half-day training session for deputy editor Cathy Bussey and associate editor Kate Magee. The company has trained staff from major companies including First Direct, Nissan, Everything Everywhere and Santander.

Our tutors were company co-founder Andrew Harvey, one of the few presenters to have fronted all of the BBC’s daily news programmes as well as working on ITV, and senior tutor Ann Bird. Bird has worked as a journalist for 20 years, launching the health section and as executive features editor on the Daily and Sunday Express.

Our task was to face interviews on our ‘minimum wage for interns’ campaign. We were thrown into three interviews – in print, radio and TV. Our performances were analysed and advice given. While it is tempting to think all interviews are the same, each medium requires a different approach. Here is some key advice.

MEDIUM: RADIO

Radio listeners are usually doing other things at the same time. So they need to hear simple, vivid sound bites and a pleasant voice. When discussing an issue, try to paint a picture and help the audience connect. An example would be: ‘Just imagine there’s someone who has struggled to go to university …’

With any broadcast interview, time is limited, so preparing your key messages in advance is crucial. ‘Far too many people do not prepare, but this is essential for a successful interview. Your thinking should be done before the interview,’ says Harvey. Make sure you can get your point across in simple language that is free of jargon, and try to get the main points across in your answer to the first question.

Most people think of the combative style of journalists like Jeremy Paxman or John Humphrys when they think about broadcast interviews.

But Harvey says 95 per cent of interviews are not like this. In most, the interview is being led by a journalist who may not know much about the subject because they have been given inadequate time to prepare. He advises interviewees to use the ‘bridging’ technique to take control of an interview. This is where you use phrases that link one question to another, such as ‘but the key point’, or we did a survey that showed …’

Keep up your levels of enthusiasm. Even though you may be doing several interviews on the same topic, remember the different audiences have not heard it before.

MEDIUM: TV

It sounds obvious, but the major difference with TV is that it broadcasts images, which can distract viewers from what you are saying. The old adage – that 75 per cent of communication is non-verbal – holds true.

‘As a viewer, you are appearing in my living room and I’ve got to get used to you, so don’t wear, be or do anything that is potentially distracting,’ says Harvey.

Check how you are sitting. Make sure you are comfortable but sat upright, and lean forward. Rest your hands on any desk you are sitting near. Be relaxed but alert. Look as though you are interested. Avoid clasping your hands together because if you are particularly nervous, the audience will be able to see your knuckles go white as the interview goes on.

Your eyes will betray how comfortable you feel. Maintain good, steady eye contact with the interviewer; it looks like you are committed to the message.

If you look to the side you can look anxious and unconvincing.

If you are doing a down-the-line interview, keep looking at the camera.

In practical terms, men should make sure their tie is straight and women should avoid heavy jewellery.

‘You don’t have to dress in a dull or boring way, but don’t wear loud patterns. Also red doesn’t work well because it tends to fill out the screen. I would wear a jacket because the studio will have a wire and a clip for you to wear,’ says Harvey.

MEDIUM: PRINT

Unlike broadcast journalists, print journalists have more time for an interview – at least five or ten minutes compared with three minutes on air. Crucially, they also have more time for research and phoning around for comment.

Harvey says this is both a blessing and a curse: ‘You have time to make your point to a rookie journalist repeatedly if need be. But print interviews can be more dangerous territory. For example, during a face-to-face interview, a print journalist will start interviewing the person from the minute they walk through the door. They don’t need audio or video, they just need information.’

He also advises not letting your guard down with trade or b2b media. ‘National journalists always read the trade press, and an ambitious b2b journalist can make a name for themselves by selling in stories elsewhere. Don’t say anything to any journalist that you wouldn’t want to see in the Daily Mail,’ he says.

Bird advises those being interviewed to keep their guard up. ‘Watch out for the random questioning technique. The journalist may go all over the place prodding the interviewee, trying to find a weak spot, but when the story is written up there is a logical flow to it.

‘Print journalists create balance so expect some negative points in a print article. We are not going to give you a free ride. Don’t be afraid to repeat the same answer and make sure you are 100 per cent on-message,’ she says.

HOW I FOUND IT

Cathy Bussey, Deputy editor, PRWeek

Having been a journalist for eight years, it was tempting to assume that I would learn nothing from the media training session, but I was pleasantly surprised at how engaging and illuminating it was.

The differences between print interviews and broadcast interviews – although blindingly obvious when you think about it – were interesting when explained. And I had never heard of ‘bridging’ or understood how broadcast interviews in particular can be manipulated by the interviewee. Once Andrew explained this I realised we hear this technique from politicians all the time. The opening gambit from the interviewer is usually quite loose and this allows the interviewee a golden opportunity to say: ‘Well, the really interesting part is …’ and then segway into getting key messages across.

It is human nature to sit back and wait for the interviewer to set the agenda and ask the questions, but by challenging this it is easy to see why broadcast slots in particular are pure gold for PR purposes.

Kate Magee, Associate editor, features, PRWeek

Two journalists attending a media training session sounds like a strange idea. But the opportunity to review our performances in different media channels with experienced trainers was really valuable.

The TV camera may have felt like the most intimidating device in the room, but the most dangerous was the unassuming dictaphone. Ann had time to dig around, so the print article was much more negative that the radio or TV interviews.

My advice to PR professionals is not to be afraid of broadcast interviews. They can provide a great opportunity to convey messages to an audience in your own words. Anticipating tricky questions and being secure in your knowledge and position on an issue is crucial. Finally, have the confidence to take charge of an interview, rather than passively responding. The underprepared journalist might just thank you.

Never let it be said – though many would – that journalists don’t have any original thoughts. However the best journalists are those who enlist experts to help them create their story.

That is where you come in. Your specialist knowledge – whether you are an economist, a meteorologist, or simply an eyewitness to an event – is vital to the journalist. Journalists know a little about a lot, but rarely enough on any one subject to write or broadcast an authoritative piece without specialist input.

Whatever your particular area of expertise, they are relying on you to give them the information they need. It is therefore very important that you deliver this information in a coherent, clear fashion. If you fail to do so, the journalist may come away from the interview with the wrong facts – and if you are being directly quoted, that could be personally damaging.

There may be occasions when you do not feel you can help the journalist, either because your knowledge is incomplete or because the information you have is confidential. But if you are in a position to provide useful information, it may well be in your interests to do so. Establishing a position of authority on a subject will almost invariably enhance your wider status.

You may be asked for straightforward facts. That is relatively easy; either you know the answers or you don’t. In the case of an event you have witnessed, your role will often be very similar to a reporter on the scene. What happened? What did you see? What did you do?

It becomes more difficult and potentially more risky when you are asked for your professional opinion. If you are confident about your viewpoint, no problem. But if, for example, it is a particularly controversial issue, don’t forget that your views will be stored on the internet or enshrined in a cuttings file somewhere and could come back to haunt you.

Remember, if you can help a journalist explain or clarify a complex subject, you are performing a very important role. The rest of us – as readers, listeners or viewers – depend on your knowledge.

2. Explain what you are doing to help
The plight of those immediately affected should always be top of the agenda, and you need to give a full account of the measures you are taking as soon as possible.

3. Get personal
A personal commitment to a problem resonates with the audience, and will make your answer less cold and corporate. On the flipside, denying personal responsibility when representing your organisation is the worst thing you can do.

4. Draw the line
Don’t be afraid to reply “it’s too early to say” when necessary and don’t speculate about a subject where you might not be fully informed. However, never say “no comment”. Always explain why you cannot give an answer.

5. Don’t sell
A crisis is definitely not the time to promote your organisation or turn the interview into a sales pitch. It will only serve to alienate your audience.

2. Don’t wait for the right questions
The interviewer is unlikely to ask exactly the questions you want. Never wait to be prompted to communicate your key messages and don’t just answer the question and stop. Move on to the areas you want to talk about.

3. Bridge to your key messages
Having given a direct answer, use bridging phrases to move to your messages: “…but the real issue is…”, “…don’t forget that…”, “…what’s really important is…”

4. Start with the headline
Begin with your key point and then explain why you’ve arrived at that conclusion, not the other way round. Don’t begin with background information – get to the heart of the issue first.

5. Use simple language
Your audience only has one chance to understand you. Don’t use jargon that they might not understand. Find the right balance between demonstrating your expertise and giving simple explanations.

2. Don’t recycle negative language used by the interviewer in a question

3. When an interviewer asks a light-hearted question, respond similarly – avoid the corporate line

4. Don’t get caught up in an interviewer’s flippant line of questioning or the drama they try to create

5. In a serious interview, don’t try to ingratiate yourself with the interviewer

6. Make sure you listen to a question in its entirety before responding

7. Don’t be afraid to dismiss questions as speculation or hypothetical

8. Try not to be fazed by silences. If you have made your point, then stop

9. Pick your arguments. It is often worth conceding a point if it means you can move on

10. Be careful not to throw a question back at the interviewer – you can’t be sure what their answer will be

11. The interviewer will try to take you into areas you don’t want to visit. Be prepared to take control

12. Don’t be afraid to ask for clarification when you haven’t understood the question

13. When interrupted, acknowledge the interruption but insist on finishing your reply

Here are 10 things you should prepare before every media interview:

1. Your key messages
Your first aim in any interview should be to communicate your key messages as clearly as possible. They will also come to your aid if you don’t know what to say. Three key messages is the right amount for you and your audience to remember

2. Important statistics or research
These lend authority to your answers. If you can, favour studies undertaken by independent bodies

3. Examples or anecdotes
Examples help to bring the subject matter alive, putting flesh and blood on technically-based replies

4. Simple explanations
If you are expecting complicated questions to arise, prepare tight, concise explanations

5. Bridging phrases
Work out how you will bridge to your key messages with phrases such as “…but the real issue is…”

6. Human stories
Real stories about real people are always more effective than anonymous overviews, and journalists love the human angle

7. Limits
Always decide on the point beyond which you do not wish to go in an interview. Be clear about how much you are prepared to reveal on every issue

8. Something new
This is what the journalist wants so that they have a story. Make sure you decide what it is, and not the journalist

9. Soundbites
A good soundbite can be extremely powerful. It is always worth preparing one or two in advance

10. Your overall viewpoint
Decide on your viewpoint and stick to it. Wandering from your position will weaken everything you say