ON

The interview

RECORD

If a journalist wants to interview someone about your arts event, think carefully about the

Make sure the person being

right person in your company or organisation to give the interview. Some people may be

interviewed understands

more dynamic and upbeat on radio and television than others. And different people will

that everything is on the

attract different listeners or readers. Don't force anyone to give an interview if they aren't

record. It is a reporter's job

comfortable giving one.

to relax you so that you

speak freely and there's

Once an interview has been set up with a member of your company, brief him/her on the

nothing wrong with that, but

journalist, the publication or programme, and what you want him/her to focus on in the

never say anything you don't

interview. Make sure the journalist has all relevant information in advance of the interview,

wish to see in print.You can

such as a biography on the company member being interviewed, and tell your company

politely decline to answer a

member in advance if a photographer will be there. Set up an interview environment that

question if you think it is

suits both the journalist and your company member. A cafe may be an informal setting but

inappropriate or invading

it's not a good environment for a focused discussion. Be there yourself, at least at the

your privacy.

beginning, to make sure both parties turn up and connect, and to offer support.

Interview techniques

You've got an interview with the media(i.e. radio, television and print). Here are some

interview techniques and points you should remember.

  Prepare: know who you are speaking with, what their programme or publication is about

and who reads, watches or listens to it. Think about the points you want to make before

the interview.

  Relax, be friendly, let your personality show   it's what interests people.

  Listen to the question being asked and answer it directly without straying from the topic.

  For the more media savvy: try to lead the interview to cover topics you want.

  Don't talk only about yourself. You're there to sell the show. Sometimes you may have

been asked to give an interview for a reason not related to your event. Don't worry if the

interviewer strays from the topic (i.e. the event) because it can broaden your reach to the

people listening or reading about you. However, be sure to find the natural links that

steer the interview back to promoting your event.

  If you're being interviewed for radio or television, make sure you or the interviewer get

across the vital information about the show: its title, where and when it's on, and how to

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get a ticket. Keep your comments succinct and relevant to avoid the interviewer cutting

you off in mid sentence.   

  Before your radio or television interview, make sure you and the interviewer know the

correct pronunciation of any names or unfamiliar words.

  For television, don't wear white or bold patterns. If you are sitting in a studio, be aware

of whether your skirt will ride up or your jacket will bulge. Be prepared to do your own

make up. Don't stare down the camera: look at the interviewer. Smile and look

confident. Your body language counts as much as what you are saying.

  Remember to relax and be yourself. It does get easier the more times you do it.

Television shoots

As well as using the above techniques, there are key points to consider when dealing with

television shoots (adapted from Dr Sharron Dicken's Arts Marketing: the Pocket Guide  

see Appendix, page 73).

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Smart arts

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