I have done hundreds, if not thousands, of media interviews during my 30-plus years as a public information officer. There are various types of interviews: in person, over the phone, recorded audio or video, and written. In the past, I had not done many written interviews, but lately I have started using them more often.
As you might expect, a written interview is when an interviewer puts all the questions in writing and then submits them to the interviewee, and the interviewee replies in writing.
Why written?
Why do a written interview? There is less likely a chance of the interviewer making a mistake with the information you supplied or misquoting you. It is all in black and white. Also, the material can be reviewed by other people to ensure that the information is correct before you share it.
Most interviews are done in person using video, whether it be a news crew asking questions or individuals using social media. While a very standard approach, these interviews can sometimes go off track and bring in other matters. In particularly unfortunate situations, the interviewer may confront the interviewee about something, prompting the interviewee to feel the need to defend themselves. This sometimes leads to the interviewee becoming upset and saying things they did not mean or plan to say.
Managing inquiries
When you get an inquiry from the media about doing an interview, ask what the interview will cover. Typical interviews related to an incident that just occurred, fire safety education, or other issues of routine business can be easily handled and done in a taped or sometimes live interview.
If the inquiry sounds more involved than would be handled in a standard interview, ask the reporter to send you the questions in advance. This will help you determine if it’s something you can handle—or if it even relates to you and the department. (If the questions are geared toward someone else or even another department, you can help the reporter identify who to contact for the interview.)
When the inquiry involves something sensitive, such as a personnel matter, disciplinary incident or an incident where something went wrong, these questions need to be answered with deliberation, which may involve contacting various personnel in the department or sometimes even extensive research—and this may take some time. That is the time to ask the interviewer if they can provide the questions in writing. This way you know exactly what it is they want to know, and you can supply them with accurate information. You’ll want to explain that it will take some time to get the information they are requesting, and ask for their deadline. It is good to set a goal and let the reporter know when you will have the questions answered and returned. It may be as short as a couple days or as long as a week or two.
The interviewer may share as many as 30 or more questions. Most of them you will be able to answer in just a few words or a sentence or two. Forward the questions to anyone whom you work with who may be knowledgeable of the occurrence and able to help answer the questions, and get their input back in writing. And don’t forget to save all emails, documents and similar material related to the interview for future reference.
Once you have compiled all your answers in a final draft, send the draft to your group and have them review it to ensure that what you have drafted is accurate.
Finally, after you complete the final and approved draft, you can send it back to the interviewer. Remember, these answers are in writing. You cannot retract it once you provide it. Check and double check for accuracy before you send.
Circling back
Sometimes the person may call me back for a clarification. For something that is minor, like clarifying the difference between a truck instead of a ladder, you can explain the difference. But if their inquiry leads to other questions or takes the interview in another direction, ask them to once again send the question(s) in writing.
