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1. Make sure you have clearance/authority with your managers to speak on this subject.
2. What magazine/radio station are they from? What's the circulation figure? What profile is the target audience?
3. Get them to outline their questions briefly in advance of the interview.
4. Who else in the industry has been approached for their opinion?
5. Are you the right person to answer them? Should you pass it to a colleague or up the management chain?
6. Make an appointment with the journalist - if their call comes through unannounced, just ask for 5-10 minutes to collect your thoughts on the subject.
7. Know your journalist - see if you can get a brief on what this journalist is like - some can be wolves in disguise. It will help you to know how much you may need to be on your guard.
8. Is there a company "sound-bite" or promotional strap-line you should make sure you include?
9. Know your subject - if you are unsure about ANY facts, say so and agree to get back to the journalist with the answer within an agreed timescale - then follow through.
10. Treat journalists like clients - if they get what they want from you they come back again and again.
11. Its OK to be a little bit controversial - it gives the journalist an angle to offset against another opinion - but think through in advance the impact of any controversial statements. You don't want to cause damage to sales through offhand remarks - remember Gerald Ratner?
12. Build a relationship if there's time.
13. When closing the interview, remember to ask when the piece is likely to appear in the press.
14. Guard your lips - there is no such thing as "off the record" with journalists - as Glenn Hoddle found out to his cost when he thought he was talking personally to a journalist. They're always on duty for that exclusive!
Don'ts
15. Don't be late - keep to your allotted appointment - journalists are often on the phone extensively throughout the day and have 15 minute windows - if you're late, you may lose the option to be quoted altogether - and you may never be approached for your opinion again.
16. Never make jokes - they can be so easily misunderstood and you will cringe if you see the statement in black and white taken out of context!
17. Be too casual in your approach
Finally
Enjoy yourself - journalists are human beings too!
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