Tips for a Successful Interview

• You're the expert. Know what groups comprise your membership, your asset size, the number of members you have, the products and services you offer, how well the credit union is doing, and the good work it's doing for its members and its community.
• You are in control. Never feel intimidated by a reporter. Journalists are regular people just doing their job. If the reporter becomes aggressive, offensive or begins asking questions different from what was agreed upon, you have the right to politely end the interview.
• Know your facts. Have some key facts, such as the number of credit unions, the total number of credit union members, and total assets of credit unions in your area, your state, and the United States. You can find this information in the GCUA Media Kit or offer to e-mail them to the reporter.
• Listen carefully. Answer questions directly, elaborating if you feel it is necessary or will help clarify your position, but if you do, be concise. If you don’t understand a question, ask the reporter to clarify it.
• Always tell the truth. If you don't know the answer to something, don't panic. Let the reporter know that you will check on that information and get back to him/her with an accurate answer. If you don't have the information you need, call the Affiliates' Public Relations staff.
• Nothing is off the record! If you don't want something to appear in print or on the air, don't say it.
• Use personal anecdotes. Member examples and anecdotes are great ways to illustrate a point.
• Use simple language. Avoid jargon. If you need to use credit union industry terms or acronyms (such as "field of membership," "common bond" or "NCUA") be sure to explain what they mean.
• Correct false information. Usually, this will consist of statements a reporter has obtained from less credible sources. For example, "Credit unions offer lower rates because they don't pay taxes." You want to counter immediately with the fact that credit unions offer lower rates because they are not-for-profit cooperatives.
• Rephrase negative questions. For example, a reporter might say, "Local bankers say credit unions are driving them out of business." Don't respond with "Credit unions aren't driving banks out of business." A better response would be, "Credit unions are meeting a need in our community that is not being met by other financial service providers."
• Stop talking. Once you have answered a reporter’s question, stop talking. You don’t have to fill dead space.
• Don't take it personally. Don’t allow the occasional aggressive or boorish reporter to get you angry or defensive. Remain courteous, and remember that you're speaking not so much to the reporter as to his/her audience.
• Don't reveal confidential or proprietary information. Explain why you can't divulge the information. Try saying, “I can’t reveal that information because it is proprietary, but what I can tell you is…”
• Nurture the relationship. Write a note or send an e-mail to thank the producer or reporter after the story has been printed or the program has aired. Compliment the fairness and accuracy of the coverage. Use this follow-up to suggest additional interview topics or story ideas. Add the journalist to your media mailing list.