Speeches, panels, and debates usually have a definite structure. By contrast, ubter-views may go far off the expected track. To get the best results from an interview, a speaker should remember these tips:
1. Most reporters may merely want information, but some will be looking for headlines. To appreciate this, just watch a presidential press conference. Note the kinds of questions asked and visualize the headlines that might result from an injudicious reply.
2. Conversely, it may be desirable to make headlines. If you do want to see special attention paid to something, say it in a way that can be quoted or even headlined.
3. Watch for loaded questions. Take time to think. Don't repeat a derogatory remark, shift to another subject.
4. Prepare for the worst. Think of every question that might possibly be asked, reasonable or unreasonable. Then prepare an answer for each.
5. Be sure to state your key points early in the interview. Use examples and anecdotes. Don't tell half truths. Don't exaggerate. Don' brag about your organizatiob or its products or services'.
6. Watch your attitude. Don't be arrogant, evasive, or uncooperative. Don't argue. Admit mistakes - and tell how you have corrected them. Don't use jargon. Don't lose your temper.
7. Don't memorize your statements, but do use notes for reference. Speak from the public viewpoint, it's the public's interest that is important. Look at the interviewer when he or she is asking a question, but face the audience or the television camera when you are answering.
8. Be cooperative, but don't surrender. Watch for presumptive questions: "Why are you resisting the efforts to control pollution?" "Why do you charge such outrageous prices?" Deny the statement and shift to another topic.
• If a question is unfair or too personal say so and refuse to answer. You aren't
required to answer any question. Decline with a smile, but don't say "no comment".
1. Never speak "off the record". Anything you say is on some sort of record - videotape or the reporter's notes.
2. Don't challenge figures unless you know they are wrong. Remember that there are many ways to cite statistics.
3. Be as relaxed and informal as possible. A humorous remark may be used if it is appropriate, but don't be facetious, you might be misunderstood.
□ Vocabulary: tip - совет merely - просто headline - заголовок visualize - представить себе injudicious - неблагоразумный, неразумный conversely - наоборот
loaded question - провокационнный вопрос derogatory - пренебрежительный shift to another subject - перейти к другой теме exaggerate - преувеличивать brag - хвалиться
arrogant - высокомерный, надменный evasive - уклончивый surrender - сдаваться, уступать presumptive - предполагаемый resist - сопротивляться charge a price - установить цену outrageous - возмутительный deny - отрицать decline - отклонить challenge - оспаривать facetious - неуместно шутливый
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