AVANT GARDENER

Earlier this month, I was once again invited by the non-government organization  International Service for the Acquisition of Agri-biotech Applications (ISAAA) to give a talk on how science and agriculture practitioners can prepare themselves for a media interview. 

I’ve been on both sides, both as a writer/producer/journalist/host for TV and different types of print media and as the interviewee. I’ve written about this already before, but it doesn’t hurt to reiterate this and there are a few things I’ve included since the last time as well. 

Here are some tips I offered, which can be used by everyone, not just those in science or agriculture:

Be prepared. You’re being tapped because you have expertise or a certain viewpoint related to an interesting topic. You can prepare for the interview by distilling your message to easily understandable points. Avoid the use of jargon but if that isn’t possible, always provide an easy-to-understand explanation just in case it’s the audience’s first time to come across the term. Remember, the point of a media interview is to amplify your message (and hopefully elicit action), not to showcase how smart you are; everyone knows that already, else you wouldn’t have been invited. 

Be presentable. Whether doing an interview for audio, video, or print, being presentable can go a long way to your message being better received. You don’t have to go to a salon, buy expensive clothes, or conform to a certain sartorial standard; just showing up lucid and well-groomed is enough. 

Keep to your message. You’re being interviewed because of your expertise in a subject. Keep your answers short and to the point, and avoid ranting, unless said ranting is a definite means to an end. Most media operate on a very tight schedule, and the easier it is to transcribe or edit your message, the higher the likelihood of your interview receiving airtime or being released in a timely manner. If you are able to make your message catchy without diminishing its significance, even better as both the media and the public are always on the lookout for soundbites.

If you do want to air your displeasure about something, make sure that your grievances have a point or a call to action, or else it will be edited out. If you can, use humor as this softens the blow and might even make for an interesting soundbite.

Add a call to action, if possible. Nowadays, it’s becoming more and more evident that mass communication isn’t just a matter of broadcasting something to a receiving audience. The internet and social media has shown us that the audience is actively involved in this process as well, and many will want to know what they can do after receiving information. If your topic is actionable by the regular Filipino (such as caring for the environment, for example), try to include a tip on how they can support your cause. After all, this is why you probably agreed to be interviewed in the first place. 

Be courteous. The basic rules of courtesy apply. Don’t be late. If you have to back out, let whoever contacted you know as soon as possible so they can line up someone else. Don’t be rude. Not only will this make things go smoother for everyone, this also increases your chances of being invited back as a resource person. 

Know your rights. Humans aren’t perfect, and sometimes, errors in reporting can occur. If you feel that your message has been misinterpreted, immediately contact your interviewer or the person who booked you to get it rectified.  

Spread the word. Social media has given audiences and interview subjects more agency than before, so use it to its fullest. Drum up interest by posting before (ask permission from the institution interviewing you first so that you don’t preempt their promotions schedule), during, and after your interview is broadcast or published. You’ve been given a platform, and it is to your advantage to further amplify it.