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.