If a journalist calls you, even if they appear to be asking the simplest of things, decide first of all whether or not you are the right person to speak to them. If not or if you are not sure, then contact your press officer or senior manager. If you are one of the people who can and are able to talk to the journalist(s) then, before a formal interview starts, don't be afraid to ask them the following:
- Who they are?
- Which organisation are they from?
- What is their role (reporter, producer, presenter)?
- What is their deadline?
- What type of article or broadcast do they want to do? (how long is the interview/article?)
- What do they want to question you on?
- Who else are they talking to about the subject they are interviewing you about?
- Why do they want to talk to you or is it someone else in the organisation they need?
- When will it be published or broadcast?
And, additionally, for the broadcast media:
- Is the interview going to be "live" or recorded?
- Is the interview going to be done with other people at the same time or before or after? Who are they? Why them?
- Is it going to be edited and by whom? How long will it be? When will it appear?
This can give you time to collect your thoughts and decide what approach to take or even whether you're the right person for the interview. It is always a good idea to check with either your company press office or the senior executives. If you are going to do it then think about the good and bad questions a journalist could ask on the subject in question. And be prepared for some "googlies" on other related subjects - just in case! If that scenario, try to think of a choice and trouble-free answer and construct a polite, generic retort which doesn't make you say something you don't want to without appearing stuck for words or stumbling into a statement that could have unfortunate repercussions.
Another very good reason for asking these questions is that it will give you a pretty shrewd idea of the make-up of your intended audience - don't be afraid to ask the journalist that, as well - which is a crucial consideration for any interviewee. The approach you take as well, of course, as the tack the journalist takes, will vary depending on whether your and their audience is made up of Tracey Towerblock types or St.John Stately Home sorts.
