Controlling a radio interview

I attended a PR for radio course recently and came away with a great deal of useful information about radio interviews for clients.

The thought of being interviewed for radio or television may fill a client with dread. What will they ask? They wonder weeks before. What if they get the answers ‘wrong’? What if the interviewer edits the interview so that the client’s words appear out of context? What if, what if, what if…

But such worry is completely unnecessary, because the interviewer is not in charge of the interview. In fact, quite the opposite – the client is.

If and when a client is asked to interview, he should allow himself just fifteen minutes to prepare and think of three (at the most) points you wish to make. If preparation takes more than fifteen minutes, they may not be the right person for interview and should find someone else.

However, radio and television editors usually aren’t looking for experts in a subject, but rather enthusiasts. Yes, an expert may know a great deal about a subject, but if he or she is unable to speak about the topic in a way that engages an audience, then they may as well say nothing at all.

When on air, a client must strive to sound interesting and friendly, and remember to keep points as simple as possible. An interviewee is free to say anything in an interview, so long as it is interesting and relevant, and that they accept the interviewer may challenge you.

One of the points I thought was interesting was to avoid using percentages to illustrate a point and instead use figures such as ‘one in five’ because it’s far easier for the audience to visualise.

Also, radio editors want good soundbites (20 second points of view) and will be on the lookout for these throughout your interview.

Good words to use in soundbites are: new, exciting, crucial, important. It’s good to give information in groups of three, for example: ‘I think eating out is important for people because it’s sociable, an excuse to get dressed up and no one has to argue about doing the washing-up.’ A soundbite should be rehearsed until it can be said with complete conviction, but should sound as if being said for the first time.

Where possible, a client should acknowledge any questions, then refer them back to the topic they wish to discuss. They shouldn’t allow the journalist to lead the interview. Good ways of doing this are by saying, ‘I can see what you mean, but…’ or ‘You could say that, but…’
Anecdotes are a really good way of providing information in an entertaining manner, and can also help break the ice between interview and interviewee.