How to handle media interviews

It's been a while since I did live TV, but I still remember how surprised I was that they don't give you advance warning of the questions you'll be asked. If you have to deal with papers, radio or TV, it'll be the same: "30 seconds Mr. Sidwell....then 5-4-3-2-1 and you're live !"

So here are the rules of engagement.

1 Understand that journalists are focussed on the story: they don't care about you. It's taken you a lifetime to build up your reputation, and an unguarded public statement can destroy it in seconds.

2 Don't, whatever you do, answer the journalist's questions ! No, no, no. You're being interviewed, right ? So you decide what's said, don't you ? So before you start, think carefully of the 3 main points you want to make. Ideally they will be based on strong facts, benefits, good news, etc. The really good news. Write down the key words for the 3 points, and either sellotape them under the camera lens or write them on your cuff. Now, this is really important: whatever question you're asked, pick the point that most nearly answers it, and spin it as the answer. Then when question two comes, you have two answers to choose from. And yes, question three gets the final remaining message. If there are further questions, don't go off piste: choose the most appropriate of your three points, and repeat it, just changing the words slightly. Only give the answers you want to give.

3 Never, never, ever, say yes in an interview. If you say yes, you'll find the journalists take their ambiguous, multi-dimensional question, rephrased and reinterpreted as if you'd said it. In interviews, whatever the journalist says, even if you 100% agree with it, always say No. Even if you then say exactly the same thing in your own words.

4 Be very careful with your choice of words, particularly if you're handling a difficult situation. Issue, situation, position are all excellent words - even if they're quoted out of context they're not interesting enough to be news. You can acknowledge the seriousness of the situation, and fully understand people's concerns blah blah blah. But do not use words like problem, worry, concern, or broken: they make wonderfully attention grabbing headlines and invite only more questions.

5 It's best not to go off record.Yes, sometimes, it helps no end if you can explain something tricky off the record, before going on the record once the journo understands. But in reality, it's best not to do this: if it's juicy enough, they'll find some other way of corroborating your private explanation, and you're sunk just as surely as if you'd blurted it out in a bar.

6 At all times stay icy calm, and don't get into an argument. You can say: "No, that's not the way I see it and then explain your point of view (see point 2 above). But don't argue. Keep in mind the old advice warning of the dangers of arguing with a pig: you'll both get dirty, but the pig likes it.

7 If your back is really against the wall, be silent. Don't say No comment, or respond in any way. Shut the door, walk away, look down, show no emotion, be completely passive: don't give them anything to hang a story on.

Be careful out there.....