Everyone has seen it happen at least once.

A major player in the corporate arena saying the absolutely wrong thing on camera during a crisis.

A sweet woman on a local talk show trying to tell the audience about an upcoming event, instead, all they notice are her trembling hands and stuttering. There is something about being on camera that makes many weak in the knees, but regardless of the nervous jitters or baiting reporter, you too can be an interview pro.

What the Media Wants from You

Media interviews aren't just random acts of kindness, or hatred for that matter. There are several things a news reporter looks for before deciding on story ideas. The news for any medium usually follows a few themes:

• Danger: This theme deals with community or national crises—the war on terror, oil spills, explosions, etc.

• Mistakes: This theme deals with unveiling wrong doings—Bill Clinton debacle, the Enron fiasco, Jim Bakker's fall from grace, etc.

• Secret: If a reporter sees an opportunity to unleash something hidden from the public and deems fit for the public to know about it, they will tell them. Bill Clinton and Monica Lewinsky and the other previously mentioned examples easily fall into the secret theme.

• Weaknesses: Displaying a weakness, either seen in a person or a situation, is a definite hot spot for the media. Many weakness stories tend to focus on local and national politicians, as well as Corporate America.

Media Bias

Reporters are generally objective when tackling a story, but they too have their own opinions that can affect a story. This theme usually deals with big ticket items—nuclear power, fossil fuel and chemical plants—but can also focus on public figures—Bill Clinton, George Bush and local politicians.

Effects

This theme deals with how a situation's outcome can affect the public. Opening a new refinery in a low income neighborhood—such a situation can be good for job growth, but what about the potential risks that go along with it? Or, that tax hike may hurt now, but look at the wonderful community center built and staffed because of a few cents more on your cup of java or grocery bill.

There are a few more things a reporter considers before making calls and structuring his story. The issue is news to him or her if it has one or more of the following:

• Proximity: Is it local or regional or national? In many cases, the closer to home, the better.
• Prominence: How big of a role does this person or situation play in the area?
• Timeliness: Did it just happen, or is it a thing of the past?
• Oddity: Does the story have a strange twist?
• Consequence: What effect did the issue have for the person or situation?
• Conflict: Are there disagreements that stemmed from this issue?
• Human Interest: Is this an interesting topic for the audience?

Nailing a Reporter's Thought Process

Now that you have a better understanding of what the reporter is looking for, you need to know how a reporter thinks.

Most people are linear thinkers. We tend to group our thought processes, much like an outline. A reporter, on the other hand, is creative and intuitive. Their thought process is all over the board.

During a media interview, which should go no longer than 30 minutes, a reporter begins asking questions to get you warmed up. Some questions may not seem related, but in the reporter's mind, it could lead to the major focus of the story. Remember, they are trained to turn small bits of information into a story in just a few minutes. The result—at about 28 minutes into the interview the reporter is actually turning the information said in just two minutes into a story. This is why it is so important to re-emphasize your key points right before the interview is finished.

How to Prepare for a Media Interview

So, you know what a reporter considers newsworthy and how they think. What about your role in having a successful media interview?

Here are a few things a person must do before conducting an interview—no matter how big or small the message may be:

• Brainstorm questions.
• Review case studies of similar incidents—specifically for a potential crisis or touchy subject.
• Develop your answers.
• Practice until you've "got it."
• Play the Brainstorm Game

During this process, you should think of any and every question you think a reporter would want answered for the story. Who, what, where, why and how aren't just the only things that should be on your mind, other questions to consider, especially in a crisis, are:

• Who is involved?
• What happened or what will happen?
• What was the cause?
• Where is the impacted area?
• When did it or when will it occur?
• If needed, when will more information be available?
• Why did this or why will this happen?
• What did you do to mitigate?

Brainstorming before the interview will only help you know your content inside and out. It can also get you out of a sticky situation if a curve ball question is thrown, but lucky you—you have that answer to whip out just in case.

Do Your Homework

It is highly unlikely that your company or you are the only ones who have faced a crisis like the one you are facing. There are always similar companies that have experienced similar issues, and other people who have been faced with the same situation, so do your homework.

Doing your homework prepares you for what is on the minds of the public during such a situation. And, if you can answer the following questions, you are a step ahead:

• Couldn't you have prevented this?
• Is my family safe?
• How do you know the situation is under control?
• Why didn't you tell us about the possibility of such a problem?
• Do you even care about what has happened?
• How can we ever trust you again?
• How will we be compensated?

Yes, the questions are hard, but most likely, will be asked at some point. Having an idea of how to answer these questions before cameras are covering you is the only way to be successful.

Develop Answers Before it's Too Late

You know what you are up against, what the public perception is because you've done your homework, so now it's time to formulate your answers.

The first step is to think of the three major points that you need to get across. These are your key messages that you want everyone out there to understand. Commit them to memory—remember; this is the bulk of what you are trying to convey.

Second, assume all questions will be asked. The easy ones, the hard ones, and all the others in between. Make responses for each one you can come up with.

Last, write it down. Don't write it word for word, but have something to jog your memory in case they do come up. You want the interview to go smoothly and having your answers handy will help tremendously.

Practice Until You've Got it

Think you can wing it just because it is a 10 minute interview? Heck no! You spent so much time preparing, why waste all of your hard work?

At this phase of interview preparation, you need to:

• Commit your three major points to memory.
• Practice until each point sounds natural.
• Develop a method to recall other questions that come up. (note cards, memory games, etc.)
• Putting It All Together

Before you sit down with the reporter, there a just a few more things you should know.

They have tricks up there sleeve. No, they aren't evil, but they are trying to get the truth, and it can cost you.

You can avoid any traps they may lay before you. Here are some traps to avoid:

Negative Words: They may ask a question with some negative words embedded inVnegative words can only hurt you. If they say "So, your company is not socially responsible because of what happened," turn it around. "My company is socially responsible because of x, this situation has come about because of y."

False Information: If you hear a reporter using false information in the interview, don't ignore it. Speak up and tell them the correct information. If you don't act, it may be assumed you agree, and will end up in print or on the news. Putting words in your mouth. Don't let them do it. Period. If they try and put words in your mouth – respond with the correct information. This is a good time to bridge – or use a few phrases- in order to get back to your three key points. An example is, "I understand you just said that x is a bad company because of y, but let me remind you of why we are a great corporation… (insert key messages here)." Using bridging language helps you gain control of the interview and re-emphasize your key messages.

Never Lose Your Cool: Sometimes reporters can be downright mean. But now is not the time to lose your temper. Again, use bridging language to get your points across. Avoid negative words and words that suggest wrong doing—such as despicable, overwhelming, disaster, etc.

Open Mike: If conducting a television interview, you will likely be suited with a wireless microphone. Sometimes, it will be turned on even before the interview begins, or even kept on after a reporter is finished. Avoid saying anything regarding the interview topic while the interview isn't in progress and your microphone is on. Many people have said things that either incriminate them or make them look unfavorable in the public eye while the microphone was on. They later realized their mistake when it was that evening's sound byte.

Ready to Give Good Face

Giving a media interview isn't rocket science, but it can affect your situation greatly. Being prepared is the only way to ensure objectivity in a time of crisis. You now have what it takes to do just that.

One last tip of the trade–it may seem like a lot of information to remember for such a short time on air, but it is very important. Be sure to practice all the tips before that crisis comes up. Have any other corporate spokespeople or persons involved practice it too. Together, you can put your heads together and prepare before cameras and photographers are breathing down your neck. And if you are uncomfortable with your progress, call in a crisis communications coach. They can help turn any uncertain, uneasy speaker into a confident, well-informed interview professional.