Never Forget Your “Interviewee Bill of Rights”

There are several ways to build relationships with reporters and have an interesting dialog that is both informational for the audience and respectful to the process of an interview. But there are a few things you never do in a media interview. The Trifecta Public Strategies team has developed a five-part series that covers 5 Things You Never Do in a Media Interview. Never is a dangerous word to use, but when it comes to the media, here is the second of a few exceptions to this rule:

There are plenty of strategies and tactics that a skilled media trainer can teach you when it comes to handling an interview. The first thing you need to know is this -- you have rights. The interview process is naturally an odd situation. More often than not, you are volunteering to put yourself in a position where you believe the reporter has all the control. 

This is not true!

You have more control than you realize. In fact, the best interviews are usually the ones where the interviewee is demonstrating control of the conversation. That concept cannot – and should not-- be applied across all communication environments, but for media interviews it is your No. 1 goal. Otherwise known as ‘managing your message’, exerting this type of control is about controlling what you say so that you have the ability to influence the outcome of the interview.

Here are a few topline examples of interviewee rights that are often forgotten:

1.    You have the right to know what questions you will be asked in the interview

When a reporter reaches out to you for comments on an activity or event you have the right to find out what questions will be asked in the interview, who will be conducting the interview, and if this is part of a roundup article (where multiple companies will be interviewed) or a feature story on you or your company. A good PR person will handle this prep work for you and will get more than enough information to help determine if you will provide an interview or a statement. Other situations might require directing the reporter to the association that represents your industry for comment, a law enforcement agency or another corporation. In any case, you should never be expected to go into an interview without any prior knowledge of the reporter’s intent.  

2.    You have the right to pick the setting for the interview

This relates back to our article about ambush interviews, but even on the tradeshow floor if a reporter seeks to ask you a few questions, you do not have to answer questions right then and there. If you want to and you think you have a good grasp of the questions you will be asked, great. But if you are distracted with customers, employees and other conference attendees, don’t hesitate to find a more appropriate time or place. 

There are two things that happen when you employ this tactic. First, you shift your mindset from working the sales pitch you are used to using to engage with customers and internal audiences. Second, you have a minute to think about what you might say, ask the reporter a few questions to determine the focus of the discussion, and mentally reference your key messages.

Whether the reporter calls or shows up, be prepared to suggest a time and place that makes sense while being respectful of the reporter’s deadline. Never use this tactic to avoid an interview by suggesting an awkward time or distant location.  

3.     You have the right to record the interview

We live in a digital age where anything can be manipulated, edited, and turned into an internet a meme. In most states, communication law requires that a reporter disclose and get your permission to record an interview, so all you have to do is simply respond and say, “No problem. I am going to record our session as well.” There are a few reasons to use this approach. 

The first is to make sure the facts are represented accurately. I don’t know of one industry that isn’t overly burdened with heavy doses of liability and accusations of wrong doing or ill-intentions. Everything from labeling bathrooms, eating ice cream, backing the blue, making pep-rally posters, celebrating the American flag or putting the baby Jesus on the courthouse lawn is up for scrutiny. 

You have every right to record your conversation with a reporter. Never let anyone put words in your mouth. Recordings provide a measure of cover and proof and help to keep honest people honest about what was actually said in an interview.

Second, use the recording to critique yourself and your message delivery. One of the most dangerous positions to be in when doing a media interview is to get too comfortable. When you are recording yourself it adds a new dimension and keeps you on message. 

4.     You have the right to review documentation first, and then comment.

If a reporter asks you to comment on details like data, written materials, video, or social media content you have the right to review the documentation before providing a comment. Now, if this is an image or content that has created a crisis event – your communications process should already be in full-effect and your communications and your legal team will have provided you the facts so that you are ready to answer questions (as long as it isn’t an ambush interview).

Here’s the real deal – you need to thoroughly review any documentation that has been handed to you. There are lots of smart tools you can use to address this situation. Falling prey to this reporter tactic is unnecessary.

Never view the material and then say you have ‘never seen this material before’ because the very next question or video clip that a will reporter produce will be a photo of you clearly familiar with the person or incident in question.

Saying, “I don’t know, but I’ll be happy to review this and get back to you,” is a real answer and honest. The fact is, you don’t know what is being put in front of you and you have the right to review the material before you answer any questions about it. 

Candidly, you could hand me one of my own emails and I would need to take time to read it first before I would: 1. Confirm that it was, in fact, my own material; and 2. Determine what the email said; and 3. How long ago the communication was written. And you can bet I wouldn’t let you film me while I was doing that due diligence.