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2003 NFPW Conference
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2003 NFPW Conference

Interviewing is an art

Allan Loudell of WILM NewsRadio, and Michael Sigman, communication skills coach in Wilmington, offered the following insights:

If you are the interviewer:

• Prepare for interviewing.
• Listen for quotes/sound bites.
• Your style and reactions to responses affect the interview results.
• Interview skills are learned; people aren’t born with them.
• Be ready for the unexpected.
• Know when to talk and when to listen.
• Prepare questions ahead of time.
• Learn about the interviewee beforehand.
• Final question: “Is there anything I haven’t asked that you would like to tell the reader/audience?”
• Determine goal and scope of interview.

If you are the interviewee:

• Articulate your key messages (over and over and over).
• Control the interview.
• In public relations, offer one to three key messages.
• Purpose (why do), prepare (decide what you want to say and gather materials to share), passion (talk about something you know well and care about), practice (schedule rehearsal time), performance (eye contact and listen).
• Know your audience.
• Determine goal and scope of interview.

– Cathy A. Langemo