In general, following this three-step procedure will ensure a great interview:
1. Listen to the question
2. Answer concisely
3. Deliver your message
Here are few more tips to help you with the interview process:
Prepare thoroughly, marshal all the relevant facts before the interview. Your top priority is being well-informed.
Think ahead. Do you know the reporter or is (s)he a stranger? If it's your first encounter, remember you’re starting to build a long-term relationship.
Have a message
Jot down 3 to 5 points, and repeat them several times when answering questions. Repetition is essential to getting key points across.
Think of the 10 most difficult questions and prepare your message points. If during the interview you lack an answer, say so and tell the reporter you'll get back to her promptly with the pertinent information.
Define, don't defend
Make your points positively.
Don't guess, don't ad lib. Remember, the reporter may have the answers. Always be ready to say, "I don’t know."
Don’t take five minutes to give a 20-second answer. Think headlines and soundbites.
Academia is nearly as (in)famous as the government with jargon. Drop the alphabet soup and speak plainly.
Think interview, not conversation
You're informing the public, making a case, not engaging in dialogue.
Let the reporter keep the interview moving. Filling time and space will cause you to digress from the facts and take you off message.
Deal in facts, not conjecture.
You are well-informed. State your points with authority.
Avoid "no comment"
If you cannot address a subject, explain why. Be brief and to the point.
Rely on the communications staff in Marketing & Communications
They are professionals and glad to help you prepare.