Learn the Secrets of Print Interviewing

1. Remember you're always on the record.

Even when the tape is off, even when the reporter has putaway his pad, even when you think that the reporter thinksyou walk on water, you are on the record.

One of my clients who knows better, gave an interview to acolumnist at a prominent national paper. She thought theyhad a jolly rapport and became a bit loose lipped about thefortune the business had amassed in a hard-won deal. Theinterviewer positioned her as a spoiled and arrogant twitwho had, to a certain degree, lucked out. She called mefuming, and at the same time knowing it was her fault.

The reporter is not your therapist so this is not the timeto discuss your innermost workings. I remember a friend ofmine saying that there was nothing so mesmerizing as havinga therapist listen to her in total attention. It's seductiveto know that a person finds you fascinating. While you'renot paying a reporter, their job similar to a therapist's,is to be a skilled listener. The reporter is there to do onething-get a good story. If you don't want to see it inprint, don't let those precious words leave your lips.Period.

2. Don't beg.

Your lips are made for talking. While it's imperative to beattentive don't bow, scrape or otherwise raise your lips tothe posterior of the reporter. You are there because youhave valuable information to impart. Much as some reporterspretend they don't need you, you're a critical part of theirjob. Focus on their questions and your message and you'llmake a good interview.

3. Ask to verify your quotes.

Author Bill Barich describes his first media encounter forhis first book *Laughing in the Hills.* So I flew off to NewYork in February with a borrowed suitcase, feeling for allthe world like John Boy Walton, the would-be-writer oftelevision fame. The magazine (The New Yorker) put me up atthe Algonquin Hotel, directly across from its headquarters,and soon I was seated in the regal lobby bar and conductingan interview with a journalist from (of all places) Women'sWear Daily, who'd been dispatched by The Viking Press forsome advance publicity.

Hardly a pro and suffering from years of isolation, Idelivered an impromptu lecture on the importance of literacyin a democratic society (a surefire topic for the poor guy'saudience) and forgot to mention my book. When the story ran,I had my first experience of being misquoted.

My entire lecture was boiled down to a single remark, *Ifyou can't read, you shouldn't be allowed to vote.* (SFExaminer Magazine, April 12, 1998).

To avoid a similar fate, prepare your soundbites well. Havethe reporter read your quotes back to you so you can correctany inaccuracies. Realize though, that if you're not pleasedwith what you've said, the reporter is under no obligationto let you try again. Though if you can think of somethingwell worth quoting that sounds better they will be inclinedto use the clearer, sassier quote. Verifying your quoteswill help reporters resist the temptation to condense whatyou say while trying to keep the spirit intact. The New YorkTimes is one of the few publications whose editorial andstyle and usage manual dictates that its reporters notdoctor a quote.

4. Request your contact information be included.

Be very clear on how you would like to be identified andcontacted. Give the reporter the correct spelling of yourname, title, business, phone number, URL and any otherrelevant information. Ask for what you want. Think aboutwhat will bring you the maximum clients, exposure, whateverit is you desire and ask to list those things first. If it'sbest for your 800# or website request they be included.

5. Invite the reporter to call you back with any additionalquestions.

Once a reporter gets back to his desk he may find that heforgot something he wished he had asked-but may not want toseem unprofessional or negligent and so might prefer toleave something out rather than keep it in error. Anotherreporter may be one sandwich short of a picnic, or brand newand not know the ropes. To cover all types of reporters askif you may call the reporter back in the event that youthink of something you'd like to add. This is a great way toinsure accuracy and save face. And to maintain control overand shape your own story. Happy interviewing!

Learn how to handle the 4 most difficult types ofinterviewers in *Sell Yourself Without Selling Your Soul*(HarperCollins). Need to prepare for a meeting, promotion,presentation, job or media interview? Go tohttp://www.prsecrets.com

Copyright (c) 2002-2005 Susan Harrow, All Rights Reserved.