THE INTERVIEW AS AN OPPORTUNITY

In 2015, I had the privilege to address attendees of the NFL-NCAA Coaching Academy in Louisville. I presented on the interview process and the reasons why it should be viewed as an opportunity. My goal that day was to change the mindsets of those who felt interviews were a chore and provide advice on how to take advantage of the moment. I've since given this training numerous times.

I shared with the group three tips that I hope resonated with them and they use today:

1. You are in control. Most of the time media simply need your assistance in telling a story. Don't read beyond that. They aren't always "out to get you." Quit watching media in the movies. You have information they need. Think about the context of the request and prepare.

2. Get your key points across. When preparing for an interview, ask yourself what three to five points are essential I share with the reporter and, more importantly, the audience. At the end of the interview, if you’ve touched on three of the five, let the reporter know you have additional comments that may be helpful to the story. You can leave the interview knowing you have delivered the full message you prepared.

3. You have a captive audience. Once the cameras and recorders are off, take a moment to converse with the reporter. Building a rapport leads to an important tenet of working with the media – relationships. Share a story idea. The moments after an interview can be as beneficial to your organization as those during.
   

If an organization has a communications team, they should be taken advantage of as a readily available resource when preparing. There are many helpful resources online or agencies that can assist organizations that may not have team members dedicated to communications.