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- Always look the interviewer in the eye
- Good posture is the LAW. Never slump, tilt back in a chair or shift your weight around.
- Speak in short, clear, declarative sentences.
- If you don't know the answer, admit it!
- Always check your grooming (an uncentered tie will become a fixation for the viewer).
- "always talk with the reporter, casually, prior to beginning an interview. Discuss the issues — build rapport.
- Know what you want to say . . . and make sure it gets said.
- Do not go OFF THE RECORD at any time.
- Never say, "No Comment."
- Avoid Jargon
- BE YOURSELF
- Never say anything that you are not sure of.
- Answer using complete statements. TV news interviews edit out the questions unless it's live or a talk show format.
- It's okay not to have all the answers. You may want to suggest someone else who may have an answer for them or find out and get back to them.
- Speak from personal experience as much as possible.
- Be brief and to the point (TV quotes are an average of 8 seconds).
- Stay focused on your message. It's more important that you get out the important message you want than to answer the specific questions from the media.
- Create a media bite and repeat it.
- Unless it's live, it's okay to be repetitive or ask to restate something that you may have said wrong — they will edit the tape later (and usually try to use the clearest quotes).
- Use relevant facts and data where appropriate.
- Speak to the reporter, ignore the camera.
- Don't stare at the microphone as it moves toward you.
- Let the reporter hold the microphone.
- Don't stare at the ceiling, floor or walls when answering a question.
- Check for distracting body movements.
- Open your face and eyes and avoid squinting.Smile when appropriate.
- Avoid large prints, patterns, red and white clothing.
- Avoid flashy jewelry and accessories.
- Remove sunglasses and hats with wide brims.
- Speak up but don't shout on the phone.
- Stand up and move about the room if over the phone.
- Find out what he/she needs.
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