Managing External Relations - Disaster Management Center ...

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Managing External Relations
How to Handle an Interview
The media usually has nothing to lose by interviewing you, but you or those you represent may lose
if you do not handle the interview well. Some guidelines for avoiding problems and optimising
results include:
1. Know the media you are working with, including their ground rules
and their intentions or hidden agendas.
2. Never go to a media interview unprepared—even in emergencies.
If possible, discuss the interview first with a Public Information or Press Officer.
Practice with an associate. Utilise the appropriate facilitation and presentation tips
mentioned above so that you will be in control during the interview. Try to
prepare for all possible angles of the story.
3. Adapt your replies to the type of media. Newspaper interviews allow you
time to explain, while radio and TV interviews require ‘headline’ or ‘quotable’
answers—short and to the point. (Remember, a ten-minute interview may end up
being seconds on the air or a few lines in a newspaper.)
4. Be honest, clear and direct. Honesty is the best policy in regard to problems
encountered in emergency operations.
5. When in doubt, err on the side of discretion, particularly if the questioner
is not known to you. While most journalists understand the difficult conditions
that UNHCR works in, some may pressure you for more information to get a
story. Do not feel forced to say more than you want or are authorised to say.
Say what you have to say and then stop. Generally, the tougher the question,
the shorter your answer should be.
6. The safest way to deal with the press is not to make ‘off the record’
statements. Similarly, asking for a story to be suppressed is likely to backfire by
creating more interest in it. If asked to reveal confidential information, rather than
saying ‘no comment,’ a rational explanation of the nature of the information may
be given. If facts are not known, offer to get back to the reporter with the
information. Avoid answering speculative ‘what if’ questions by saying that you
would rather not speculate. If a reporter uses negative, hypothetical or incorrect
words in a question, do not validate them by repeating them in your answer.
7. Be composed at all times, relax and be friendly if possible. The more
aggressive the interviewer or journalist, the more composed you should be.
8. Be positive and direct the interview into positive areas of the organisation’s
operations. Do not criticise colleagues or other organisations or their performance
in the emergency response.
9. Publicise UNHCR by wearing a UNHCR tee shirt or cap and/or placing a UNHCR
logo in the background, either on a vehicle or a flag.
10. Avoid the use of jargon or phrases unfamiliar to the general public, wisecracks,
jewellery or sunglasses, sitting in moveable chairs, smoking, and nervous
gestures.