*This post is part of Bailey Gardiner’s Public Relations Tactics series, which highlights tools and best practices to ensure a successful public relations campaign. The series will run weekly.

So your trusty PR pro just set you up with a great opportunity to share your message with the public in a TV interview. While you know your company better than anyone else, it is important to note that a TV interview is much different from your day-to-day conversations and has its own set of rules and etiquette.

At Bailey Gardiner we work closely with our client Tiffany & Co.’s New York based corporate PR team.  They recently passed us a document reminding us of best practices for interviews and I found many of their points to be worth sharing.  Below I have compiled many of theirs, along with a few of my own, to help you work with your PR pro to make sure you have all your bases covered in preparation for a TV interview.

Proper Preparation for a TV Interview:
• Identify why the reporter wants this interview, not why you want it. This will help you determine what type of questions will be asked.

• Prep for the time you’ve been given and build your points around that, don’t try to squeeze too many points into too short a time frame.

• Learn about the reporter.  Will he or she ask you hard questions, are they high energy and likely to throw you off guard or will they be having a polite conversation?

• Learn about the station or show.  Do they take a political stance that may affect your interview?  Who is their audience? Cater your messages to that audience to maximize the outcome of your interview.

• Take advantage of the pre-interview. This may come in the form of a call the day before or a quick chat 20 seconds before you go on air.  If you communicate your message either in that interview or first thing in your interview, you are likely to steer the conversation in that direction.

• Always put your preparation before the media’s needs. If you feel ill-prepared to make a statement, buy yourself as much time as possible until you can do it right.  Contact your PR pro and be sure that you aren’t leaving the media with a “no comment” unless you absolutely, positively must.

• Less is more.  Simplify your message and be clear and direct.  Know the core points you want to get across and stick strictly to those.

• Support your points with facts, numbers or personal experiences that show the reporter and viewer that you were needed for this interview.  Be cautious not to overwhelm with facts and keep in mind that often while people are watching morning news, they’re only half watching while they get ready for their day.  Too many facts and figures will go right over their heads.

• “Off the record” doesn’t exist.  Whenever in the presence of media, speak carefully. This starts from the moment you reach the studio to your pre-interview and after (cameras may still be rolling).  The media aren’t bad guys but their job is to get all the info they can.

• Use your company name whenever possible. Avoid using “we” and “they” when you can replace it with your company name.  Some interviews are taped and if they are edited, your company name may get cut if not stated enough.

• Anticipate hard questions.  Practice not only your responses but your bridges to the points you want to be making.