ABSTRACT
Each of the media-print (online), broadcast, and public relations-has slightly different objectives for the interviews its practitioners conduct. Print journalists want longer, more detailed quotations that are useful in substantial stories. Broadcasters prefer brief and emotionally rich sound bites suitable for newscasts, or sometimes want to do the interview simply to let listeners or viewers know they are on the scene, keeping up with the story as it happens. What is said in the interview itself may be less important than the interview’s offering evidence that the station has been a witness to a given news event. Public relations practitioners want positive, encouraging explanations appropriate for company newsletters, annual reports or news releases.
