The actual interview is only part of the encounter. It really started when you or your PR person received the phone call from the media outlet asking for information and/or an interview (Or when you or your PR person made the phone call in a pro-active way rather than reactive manner). You must never launch straight into dialogue with the journalist before you prepare so you can tell him or her a white lie (you've caught me in a meeting, what is your direct phone number and I'll call you back in 10 minutes) and also use the excuse of checking the latest details to bide time for that preparation. This might be more of a help to you than the journalist but if you say you don't want to give them information that is stale and perhaps mislead them, they will think you're helping them which is the point of the exercise.
If you're putting out a media release about, say, a media conference at an accident site, let the media know the directions to get there, if a helicopter landing site is nearby or if there are any restrictions on the media presence and why. As a former chief of staff at four TV stations, I can tell you that this information will be appreciated by the COS who will be organising the journalist/crew to get to you.
Younger journalists particularly will appreciate any information you give them. Their lack of experience could mean they will be having trouble filtering a heap of information so you can help them out by doing some of that filtering. I always advise preparing a single piece of paper with the heading Main Points and a list of four or five dot points on the main points as you see them. Don't think of this as a media release as journalists often discount them as whitewash. This is a more simple sheet of paper with dot points that can be hand written for an even more genuine effect. Any journalist, young or not, who has not had the chance to prepare for the interview (they could have been diverted from another story by their chief of staff) will appreciate that gesture.
Are there are any other ways to help the journalist? If the subject matter is complex, ask them if they would like a simple explanation prior to the interview. This also gives you the opportunity to put your spin on the material (perhaps more even than the journalist's) before the microphones are switched on.
Do you have any charts, diagrams, models, video or stills that might help the journalist tell the story better. If so, use them. Let the journalist know as soon as possible because it may alter the way he/she will construct the story.
Finally, think about using a Video News Release for TV exposure. Today's news crews and daily current affairs journalists do not have the luxury of time to capture the better shots. You and your tame crew can do just that to help the media out and at the same time, place control of the shoot firmly in your quarters so you know what images will and will not go to air.
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As a former journalist, Graham Kelly knows just what helping a journalist can do. He now trains business people in this area. He has also written a book on media training (3rd edition).
