A useful interview starts before the journalist asks the first question. The spokesperson needs to understand the subject, prepare the facts and know what they can explain confidently. They also need room to listen: preparation is helpful only when the answer addresses the question actually asked.
The aim is a clear, accurate conversation rather than a sequence of memorised sales messages.
Clarify the request
Ask about the subject, publication or programme, audience, format and deadline. Establish whether the interview is live, recorded or for background reporting, and confirm practical requirements.
A journalist may not supply every question in advance. A subject outline can still help you prepare relevant information. Choose someone with direct knowledge and explain promptly when a request falls outside their expertise.
Prepare the explanation and evidence
Write a short brief covering the main point, the reasoning, a relevant example and any limitations. Check figures against original sources and record the period and scope they cover.
A fictional operations manager discussing delivery planning could explain how approvals affect a schedule. They should be able to describe the process without implying that one project proves a pattern across the whole sector.
See our guide to business expertise and media commentary for a wider spokesperson framework.
Practise the difficult follow-up
Ask a colleague to test the explanation: What supports it? When would it not apply? What is the strongest alternative explanation? Rehearsal should uncover missing knowledge and unclear language.
Practise a direct answer followed by context. Remove internal terms that an outside audience would need translated. Be willing to say you do not know and offer to check, rather than guessing.
Agree attribution and listen carefully
Clarify how the conversation will be attributed before discussing anything you do not intend for publication. A friendly tone does not make a comment private, and terms should not be assumed retrospectively.
Reuters’ standards emphasise accuracy, clear sourcing and editorial independence. For an interviewee, that means providing verifiable information and avoiding assumptions about control over the finished article.
Distinguish fact from opinion and explain relevant commercial relationships. If a question rests on a mistaken premise, identify the specific issue and provide accurate context.
Make the arrangements reliable
- Confirm the time and joining details.
- Check the spokesperson’s name, role and background.
- Keep sources and approved materials accessible.
- Test sound and connection for a remote interview.
- Agree who handles follow-up within the deadline.
For a live conversation, keep the explanation concise enough to follow without a long introduction. For a recorded or written interview, pause when a fact needs checking.
Follow up accurately
Send the materials you agreed to provide, identifying their sources. If you gave incorrect information, contact the journalist promptly with the correction and supporting evidence.
Record which questions exposed a gap and improve the brief for next time. When coverage appears, review accuracy and relevance rather than expecting your contribution word for word. Contact Empty Lemon for help preparing a spokesperson or interview brief.