Mind the gap...
So, there you are, in a classic face-to-face media interview. The journalist asks you a question. You answer. They ask you another question. You answer again. Then…nothing. You look at them, they look at you. They make a small gesture as if to suggest ‘Is that it? Surely there’s more to come?’ Prompted thus, you start talking again. But have you really any more to say? Haven’t you already answered their question sufficiently? It’s one of the oldest journalistic gambits in the book―create an awkward silence and hope you’ll fill it.
Naturally, you want to give a journalist enough material to take away with them. Hopefully, that will include all those messages you wanted to get over. But filling in the gaps left by a journalist is a perfect elephant trap. Stick to what you want to say and stop. Let the journalist fill any vacuum with their next question, rather than continue talking simply because you were embarrassed by the silence.
Here’s another good tip. When you’re being interviewed face-to-face by a journalist watch what they’re doing while you’re talking. For example, if they ask you a question, do they then write down your answers in their notebook? They may not…for all sorts of reasons. It could be because they could have a fantastic memory and don’t need to write anything down. Possible, but unlikely.
They may be recording the interview and want to concentrate on what’s being said, rather than trying to make a note of everything that comes out of your mouth at the same time. Again, possible―but most journalists recording an interview usually write down the most salient points as you make them, then refer-back to them when replaying the tape. Maybe it’s because they already know what you were going to say (because you’ve said it many times before) and don’t need to record the answer. It can happen.
Now here’s a thing. Say you’ve been speaking for a while and the journalist has only been making occasional notes, then suddenly they start writing down everything you say―then you need to ask yourself: ‘What have I just said that’s so interesting?’ Was it one of the key messages you planned to deliver? If so great. Or was it an off-the-cuff remark you probably needn’t (or shouldn’t) have mentioned, but nevertheless did, simply because you kept on talking?
Just remember, if you’re planning to talk to the media the interview doesn’t end when the journalist puts away their notebook or turns off their recorder. Indeed, it’s all-too easy to think ‘That’s that done.’ It isn’t. A good journalist will still be listening to anything you might have to say informally afterwards, when the conversation can really get ‘interesting’. At that point it’s very easy to drop your guard and say something you’ll regret. Don’t. And later claiming ‘I didn’t think that wasn’t part of the interview’ won’t cut any ice with the journalist. Whether it’s face-to-face, over the phone, or via on a video link, the interview is only over when the journalist says goodbye. And means it.