Media Interviews - Do's and Don'ts

One afternoon you are at your desk working on a pleading when a secretary buzzes: “It’s NBC News, they want to interview you as a legal expert for a piece they’re doing on this afternoon’s newscast.”

Now a network correspondent for ABC News, in my prior life I was a trial attorney in Los Angeles for 13 years. This is the call I received out of the blue one day. On the one hand I was terribly flattered and excited. On the other I was terrified, as I had never done a media interview before.

In this article I will provide a checklist of do’s and don’ts for giving media interviews, whether for print, radio or television. In a subsequent article I will discuss the proactive steps you can take to get into a reporter’s rolodex so that you are the go-to expert commenting on important legal issues that affect our community daily.

Media Wired for Speed and Efficiency

It is vital to understand that news outlets turn stories over in a matter of hours, if not minutes. Reporters work under severe deadlines. Train your staff that media inquiries are to be returned immediately. Any delay in getting back to a reporter means he moves on to the next expert, and you have missed your opportunity.

You’re the Expert – Act Like It!

For television interviews, business attire is de rigueur. The public expects to see their legal commentators looking like lawyers. Avoid clothes patterns/colors that are garish or loud, as well as large, ostentatious jewelry, as this is distracting to the viewer. First impressions are critical when your interview hits the airwaves, so utilize the “executive pose” (legs crossed at the knee), maintain eye contact with the reporter, and avoid distracting vocal/physical mannerisms. (For example, do not fiddle with a pen, or start each answer with “Uh”.) Most important of all: exude confidence. Credibility is everything on the news, and that will come across the TV screen if you are genuine, caring and truthful.

The Elusive “Sound Bite”

Forget, as I first did many years ago, scanning newscasts to see what media person you want to emulate. There was only one Peter Jennings, and your goal should be to build on your strengths to develop your own genuine style. So here is the secret to giving compelling, lucid media interviews: Be relaxed enough to be yourself. You already know the subject matter, so act like you are the foremost expert in the world without being patronizing. Train yourself to speak in 10-20 second “sound bites” or segments. Keep your answers simple and avoid the narrative or run-on response. Speak conversationally using plain English without the dreaded legalese. And this is critical: project energy and enthusiasm in the interview. Viewers will tune out an expert who speaks in a monotone or seems unexcited about the topic.

Practice, Practice, Practice

Gifted communicators are not born, so practice these tips. Have a friend fire questions at you and respond with succinct “sound bites” that elucidate complex issues for the non-legal viewer. Tape your practice sessions. Ask friends for constructive feedback. As for reducing performance anxiety – practicing will free you up to focus on the substance of your legal answers during the interview so you are not worried about nervous mannerisms. Also, rare is the “live” TV interview, as most interviews are taped then later used in a news piece. So if you trip over a word or phrase, ask the reporter if you can take another pass at the question. Most reporters will oblige, as they, like you, want a solid interview in the can.

Coming up next: developing relationships with media outlets so you are called upon as a legal expert.