Don’t be afraid of the interview. This is an opportunity to share your story and talk about business with passion.
Reporters are your friends. Most are not out to get you. They believe you have something interesting to stay and their only goal is to create a story that their viewers and editors will like.
Never ever, ever lie to a reporter. It will ruin your credibility and might prevent you from future media opportunities. Provide as accurate information as possible.
Don’t “wing it.” Come prepared with notes regarding the topic.
If you don’t know the answer to a question, again, don’t lie and don’t guess. Tell the reporter you are not sure and let them know that you will get back to them with accurate information as soon as you can.
You are not sworn before an interview. It’s ok to say that you are unable to answer a question if the information is proprietary, or for legal reasons you are unable to share that information.
There is no such thing as ‘off the record’. When you meet with a reporter remember that EVERYTHING you say might be used in the story. The interview starts with hello.
If a reporter makes a statement that you do not agree with, say so. Remaining quiet may give the impression that you agree.
Repeat the question back or ideally incorporate the reporter's question into your response for clarity. And if you don’t understand a question, never be afraid to ask for further clarification.
Facts matter. Back your answers up with stats, studies, research white paper and figures. Reporters like to hear more than just your opinion.