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Here are some pointers:

• NEVER SAY “NO COMMENT” – a journalist instantly knows there is a story you are hiding if you say this.   Did you do it?  No Comment = YES.

• Never repeat a negative – e.g. Are you an incompetent manager? No I am not an incompetent manager

• Have three facts and keep to those points

• Before an interview you are allowed to ask what the first question will be so you can start thinking about an answer before the interview starts.

 9 tips for Radio interviews

1. A researcher or producer will chat to you "off air" about the issues first. This is normally an initial phone call query.

2. Find out if the interview is “live” or pre-recorded.

3. Will it be just you for the interview or will there be other people as well? Depending on the type of radio programme it is quite common to get two people being interviewed.  One who is for the issue and another against. If it is a controversial subject like smoking or asbestos it is also likely they will sneak in a person who suffers from an illness that the topic is about. (Watch the film: Thank You For Smoking)

4. Interviews can take place in different locations:

• In the field, like live radio interviewing at a sporting event or other important event.

• Over the phone – The person being interviewed sits at their desk at the office or at home while being interviewed over the telephone.

• In the studio, physically going to the radio station and sitting with the presenter face to face and having the interview.

• It is becoming increasingly popular to do interviews in a remote studio, via ISDN with the presenter/reporter. It is almost similar to the telephone interview except the ISDN line is a lot more clearer for the radio station.

5. Find out how long the interview is. Is it a statement that they want?  They may just want to know what your organisations point of view is on a particular subject.  It could also be a news item which is a bit longer or a phone in where you would answer questions from members of the public.

6. Memorise your 3 key points and have examples at hand for each.

7. If you want to make a point, use the bridging technique. Don't expect to be asked.

8. Keep hydrated and avoid caffeine and milk before an interview. You don’t want to get a dry mouth during an interview.

9. Relax! Be confident! Keep calm!

Sometimes a journalist will move away from the subject you want to talk about.  The technique of getting back to what you want to say is called bridging.  Politicians are legendary in this technique both in the UK and in the US.  I doubt one interview goes bye without this interview technique being used.

As former U.S. Secretary of State Henry Kissinger once said at a press conference: "Does anyone have any questions for my answers?"

The bridging technique enables you to steer a reporter back to relevant topics and key messages if he or she loses focus on an unimportant issue.

It also enables you to move away from controversial, uncomfortable or unflattering topics and back on to key messages

You are also able to end every answer to every question with a prepared, strategic message.

When used effectively, "bridges" can be used for controlling and defending your interview like a dual.  As an example of the bridging technique lets look at responding to the question “Did you threaten to overule him?”

A response would start as follows:

• What's most important is………

• The real issue here is…………………

• That's not my area of expertise, but I think your audience would be interested in knowing that………………..

• Let me just add that……………..

• That reminds me……………

• Let me answer you by saying that…………..

• That's an important point because……………

• What that means is………….

• Another thing to remember is……….

• If you look at it closely, you'll find…………

Some we could use and others definitely not.