Your work has attracted media attention. Now what? Here are some tips to help you understand what you're in for and how to ace your interviews!
Why am I here?
Don't ever, not even for a second, forget the cardinal rule of being interviewed: media is a business. That you've been asked for an interview means that you are seen as having something to offer that will help sell programming or other content. Put another way, it's really not about you. It's about selling the program. Thinking about the role you play in this transaction helps you sell your own point of view.
Have you written something controversial? Innovative? Does your subject matter dovetail with current events? Are you an expert on something, and is this reflected in your writing? Once you've identified what makes you stand out, are you the only guest or source in the segment or story? If so, then determine what the interviewer will want to know on behalf of his or her audience. Doing this isn't hard. You can begin by asking the show booker or producer what they're looking for, or asking the reporter or blogger to either give you a list of questions in advance, or at least a general idea of what they're interested in.
Tread carefully when asking for questions, especially from print reporters: some don't mind, some do, preferring to capture the energy of your spontaneous answers. But in general, media professionals would rather you sound informed instead of like a dope, and so will at least tell you what the point of the story or segment is. (Read on for more about providing your own Q&A.)
Once you've got a good idea of what subject matter you'll be expected to cover, will you also be expected to provide counterbalance to the views of another guest? If so, research that person and his or her work, too. And if you're on a panel, then by all means, find out who else will be on it with you, as well as who the moderator is, and research them so you know where you fit in!
What's the format?
Different media formats have, shall we say, different vibes. For example, being interviewed on the set of a live television show is entirely different from being on a radio talk show. And both are quite different from an email exchange between a journo and yourself.
Panels have a rhythm all their own, depending upon the purpose, venue, and number of panelists, but the primary thing to keep in mind is that you will be "on display" much longer than the time you are allotted to speak. So, even if you're bored to tears (let's hope not) be polite, and look interested, without drawing attention to yourself unless it's your turn to speak (Oh! How many times have I seen a distinguished author fall asleep, however momentarily, while waiting for another person's speech to finish...yikes!)
Television shows taped in front of a studio audience might look like guests are having a real conversation, but it's actually a performance. Imagine this: you're at a cocktail party, talking with another person. But instead of the other guests milling around, each one of the them is watching you, listening to every word you and your acquaintance say.
On radio and most other TV show formats, you know conceptually there is an audience, but it's easier to focus on the interviewer's questions and have a "normal" conversation because you can't see anyone else (except the occasional production crew member). And with print and on-line (accepting live chats), maybe it really is just you and the reporter or blogger talking over the phone or in person, which can feel quite natural.
BUT!! Don't let any of these fool you into thinking that you're just having a cozy tête à tête among friends. Remember the cardinal rule: this is a business. You're not being interviewed to be pals, but to offer information. To do that, you need to stay focused. Don't say anything you wouldn't want to your mother to read! (In PR parlance, it's called "staying on message".)
Practice staying "on message"
Now that you've thought about the reason for being interviewed, what role you play, the format, and are mindful that this is a business transaction, ask yourself, What will the audience most benefit from hearing or reading me say? With that information in mind, jot down a main theme and some supporting points--try to keep it to no more than three.
For example, maybe you've been contacted to discuss a series of romantic suspense novels you've written, featuring a single mother who became a detective to make ends meet. Maybe your heroine goes undercover in some unseemly places in order to solve crimes. Let's say your scenes are based on your own experiences and some hands on research you did. Three supporting points might be the risks of this kind of work; whether there are other heroines, both real and fictional similar to yours (this puts you and your work in context); and what your character has learned about herself as a result that other women can relate to. Bam. There's an entire interview's worth of discussion.
Now practice talking about these points, over and over, perhaps in a mirror in front of others. Even better, record yourself until you feel comfortable with the sound of your own voice, and with your grasp of the information. What you're going for is the ability to sound spontaneous without rambling.
Important tip: ask the interviewer if he or she would like the same list of questions. There are at least two reasons for this: either they're too busy or they just aren't interested, but it does happen at times that your interviewer will not have read your book. All they know is that you're interesting to their audience. They'll appreciate your help. On the other hand, the interviewer might well have read your work, and in addition to his or her own questions, will be happy to let you discuss what you want. Take advantage of that--but of course, what's the cardinal rule? Right. So make sure you keep the audience in mind and, don't be boring!
Listen carefully
Truly consider to what you're being asked, and be sure you understand the intention behind it. This will allow you to avoid the interview from going in a direction you didn't intend, and to give a thorough answer that will satisfy your audience. Plus, it keeps things even, not an imbalance between the interrogator and the interrogated.
If you're to be interviewed for print, consider asking if the interview can be entirely through email. This is common practice anymore, and allows both you and the interviewer the opportunity to reflect on what's being "said" before hitting the send key.
Don't be a pain
Don't keep saying, "As you'll read in my book," etc. While an interview is not a real conversation, neither is it an infomercial. The interviewer should be skilled enough to promote you and your book without you having to do it for them. On the rare occasion when the interviewer forgets, politely ask if he or she minds if you mention how the audience can contact you and find copies of your work.
Other tips that make you a dream guest include, if you're on TV, not looking sloppy or "busy". Don't wear rumpled clothes, keep your wardrobe toned down, avoid tiny patterns like checks, and skip the monochromatic color schemes, especially white because of the weird glowing effect it has on screen. Shades of basic blue read best on camera.
On radio and TV, avoid jingly jangly jewelry, as the microphones are sensitive and will pick up any of the gypsy sounds you might inadvertently make. Also for radio especially, where the mic is on a stand in front of you, speak clearly and try to avoid popping your p's and b's by speaking into the mic, but at a slight angle. If you have to cough, producers will usually mute your mic if they can get to it, but try to turn away from the mic anyway.
And finally...
Enjoy the fact that you've got something interesting to say and make the most of your good fortune to have attracted attention!
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