How to give a successful interview to a newspaper
Giving a successful interview to a newspaper depends on a range of factors,
some of which are not under your control. But with good planning and
anticipation you can learn to use local and national newspapers successfully.

Speaking with authority
Make sure that the most appropriate person gives the interview and that they are speaking with the authority of the branch. After all, you are not being asked for a personal opinion, but Company Anywhere Branch's view. If you are asked to comment on a Company policy issue, do check first with your Heads.

Preparation
Preparation is the key to a good interview, being on the ball, but knowing how to stall if necessary. There should be no surprise if you have just sent out a press
release, for instance. You should be expecting a follow up.

Out of the blue
Circumstances can vary widely. The most likely situation is when you are telephoned by a journalist. But you could also be interviewed face to face or you may be stopped on the way out of a meeting. Don't be thrown: A reporter will ring up out of the blue, want to talk to you right now and say it is urgent with a deadline in 10 minutes. Regardless, insist that you have someone with you and you'll ring back. This gives you a few minutes to think through exactly what you want to say or to take advice. If there is media interest in negotiations remember to have a sound bite prepared before you leave the building.

Setting the agenda
If you want to publicise something make sure you can describe it vividly as a news item. The reporter will want a strong quote that the introduction to the story and the headline can be taken from. Remember, most reporters are eager to fill their pages–if you can give them a story and some quotes, they'll often use it.
You can always repeat the form of words that you have chosen.
For example: 'I would say that the trust chief executive has behaved unfairly. No, I would not say he is lying, he has behaved unfairly. He has treated staff in an unfair way.' It can be vital to get your own shade of meaning over and not have the newspaper choose how you are saying things. Don't worry about repeating yourself–it's one way to make sure your message gets across.

Handling bad publicity
If a newspaper is chasing a story which you would rather discourage, beware the hidden question. There may be a lengthy interview about fairly commonplace matters with a key question thrown in near the end. Be on your guard. And remember you can always refuse to comment.

Off the record
Learn the rules of 'off the record'. It doesn't mean the information you give won't be used. It means that the journalist will use the information you have supplied but it will not be attributed to you. An opinion that you express will be given but the author of the opinion not named ('One union official said'). Never, never, never conduct an interview and at the end say 'This isn't for publication is it?' There is no other earthly reason why a journalist should be talking to you.

Getting your quotes right
Newspapers will resist letting you see the story in advance and for a news story
near to deadline this is impractical. But for a feature, for instance, being prepared a week in advance, ask the reporter to fax back the quotes which he or she has recorded you saying. Above all keep a tight hold of the agenda of the interview and be prepared to disappoint a journalist who is encouraging you to confirm some sensational opinion which you are not quite happy with.