Questions in advance? Unlikely.
Everyone wants to be prepared. Especially when you accept an interview request from a journalist who expresses interest in your expertise, your organization or the industry you represent. You want to do your very best. So why not ask the comms team to get all of the reporter’s the questions in advance?
Now, depending on the news outlet or the personal relationship you may have with the journalist, you may get a list of questions. It’s more likely if you are dealing with a specialized news outlet that focuses on your industry and is dependent on your organization for information. Journalists are also more likely to provide questions in advance if the interviewee is “a good get”. That usually means an exclusive interview with someone who promises excellent news value. In short, the reporter can’t afford to lose the opportunity to talk to you.
For most everyone else, journalists will refuse to share their questions. They’ll explain the focus of their report and what they want to know, but that’s about it.
There is a very simple explanation for this approach. You see, when someone get a journalist’s questions in advance, they can’t help but dive in and write long, comprehensive answers that look good on paper but don’t sound great when spoken aloud. They memorize fact sheets and statistics. Communications officers may be asked to prepare a binder of background information! Over-preparation can extinguish the ability to sound natural. I used to tell my guests that I wanted them to sound like themselves, not a robot.
By all means, prepare for your interview! Just try not to approach it like a final exam. Instead, try thinking up a few anecdotes that will resonate with your audience. People remember stories. Focus on delivering two or three priority messages - that’s it. Yes, you may be asked questions you don’t want to answer. I’ll help you with that!
Several years ago, I interviewed a commissioner of a federal agency who was petrified of being on-camera. They were so uncomfortable, that after I asked my first question, they raised their notes directly in front of their face and started reading their answer aloud. I looked at the director of communication and raised an eyebrow. She looked mortified. We stopped recording once the commissioner finished the paragraph and lowered the papers. I explained that we could not continue an on-camera interview unless we could see their face. The director gave the commissioner a spirited pep talk and in the end, I managed to find two usable clips.
