You’re nervous. Your palms are probably a little sweaty because a reporter just emailed you. They want to "chat." It sounds casual, right? Maybe it’s about that new startup you launched or a local community issue you’re involved in. But here’s the thing: journalists aren’t your friends. They aren't your enemies either, but they have a job to do that doesn't necessarily involve making you look good. If you don't know the right questions to ask a journalist before you start talking, you’re basically walking into a room blindfolded.
The media landscape in 2026 is faster than ever. A quote can go from a Zoom call to a viral TikTok snippet in about twelve minutes.
Most people mess this up. They get flattered by the attention and start oversharing. They treat it like a therapy session or a catch-up with an old college buddy. Don't do that. You need to control the narrative, or the narrative will control you. It starts with your own set of interview questions—directed at the person holding the microphone.
The "Ground Rules" Conversation You Must Have
Before you even agree to a time, you need to establish the "how." The most important thing you can ever ask is about the "on the record" status. Honestly, never assume anything is private.
"Is this on the record?"
It sounds like something out of a cheesy spy movie, but it is the single most vital question in your arsenal. If they say yes, every "um," "uh," and off-hand joke can be printed. If you want to speak "off the record," you have to get them to agree to it before you say the spicy bit. You can't say something controversial and then follow it up with "oh, by the way, that was off the record." It doesn't work like that. The reporter will just smile and keep typing.
What about "on background"? This is a middle ground. It usually means they can use the info but won't put your name on it. They might call you "a source close to the project." Ask them specifically: "How will you attribute this information if I provide it on background?"
What’s the Angle?
Journalists rarely go into a story with a totally blank slate. They usually have a "hook" or an "angle." You need to know what that is. If you ask, "What is the specific focus of your story?" and they give you a vague answer, be careful.
A reporter from The Wall Street Journal looking for a "success story" is a very different vibe than one looking for "examples of corporate mismanagement." You've got to sniff out the intent. If they are looking for a villain and you're the only one talking, guess who gets the black hat?
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Ask them who else they are talking to. They might not give you names—journalists protect their sources—but they might say "competitors," "former employees," or "city officials." This tells you the context of the piece. If they are talking to your biggest rival, you know you need to be extra sharp with your data.
Logistics Matter More Than You Think
Don't forget the boring stuff.
- What is your deadline?
- When do you expect this to be published?
- Is this for print, web, or a podcast?
If their deadline is in two hours, they are in a rush. Rushed journalists make mistakes. If they have two weeks, they are doing a deep dive. You need to prepare differently for each. Also, ask how much time they need from you. A ten-minute "vibe check" is different from a two-hour recorded interview.
Can I See the Questions Early?
This is a common point of friction. Most professional journalists—especially at high-tier outlets like The New York Times or The Guardian—will not send you a list of exact questions. It’s a matter of editorial integrity. They don't want scripted, PR-vetted answers. They want a real conversation.
However, you can (and should) ask for the "areas of interest."
Basically, you say: "I want to make sure I have the right data ready for you. Can you tell me the general topics you want to cover?" This is a fair request. It shows you’re trying to be helpful rather than evasive.
The "Fact-Checking" Myth
Here is a hard truth: You do not have the right to review the article before it goes live.
Wait, let me rephrase that. You can ask, but the answer will almost certainly be no. In the world of serious journalism, letting a source "approve" an article is a massive "no-no." It’s seen as ceding editorial control.
But you can ask this: "Will you be doing a fact-check on my quotes or the technical data I provide?"
Many reputable outlets have fact-checkers who will call you to verify specific numbers or dates. This is your chance to ensure accuracy without overstepping. If they don't have a formal fact-checking process, you can politely offer: "If you're unsure about any of the technical details we discuss, please reach out so I can double-check the figures for you."
Handling the "Gotcha" Moment
Sometimes a journalist will ask something that feels like a trap. It might be. Or they might just be testing your reaction.
If you get hit with a question that feels off-base, you can flip the script. Ask them: "That’s an interesting perspective. What led you to that conclusion?" This forces the journalist to reveal their sources or their logic. It gives you a second to breathe and think.
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You've also got to be ready for the "is there anything else?" question at the end. Journalists love this one. It’s when people drop their guard because they think the interview is over. They say something like, "Actually, I probably shouldn't say this, but..."
Stop. Anything you say until the Zoom call is ended or the reporter has left the building is fair game.
Real-World Nuance: The Small Town vs. The Big City
The questions to ask a journalist change depending on who you're talking to. If you're talking to a local reporter for a small-town paper, they are probably overworked and just want to get the facts right. They live in your community. They aren't looking to "take you down" usually.
If you're talking to a national investigative reporter? They are looking for the "why" and the "who." They want the drama. Your questions to them need to be more strategic and perhaps more guarded.
Why You Should Record the Interview Too
Ask: "Do you mind if I record this for my own records?"
Most journalists won't mind. In fact, it shows you’re serious. Having your own recording is a safety net. If they misquote you—which happens more often because of typos or mishearing than actual malice—you have proof. You can go to their editor and say, "Actually, here is the audio of what I said."
Actionable Steps for Your Next Media Request
When that email hits your inbox, don't reply immediately. Take ten minutes. Research the reporter. Look at their last five articles on MuckRack or Twitter (X). Do they have a bias? Do they write "hit pieces" or "puff pieces"?
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Once you've done your homework, send a reply that includes these specific questions to ask a journalist:
- Confirm the outlet and the specific column or show the piece is for.
- Ask about the "why now"—is there a specific news event triggering this story?
- Inquire about the format (audio, video, or text).
- Set the boundary on "on the record" from the first sentence of the meeting.
- Request a list of "general themes" they want to explore.
If a journalist refuses to tell you the angle or won't agree to basic ground rules, you are allowed to say no. You are not obligated to give an interview. Silence is often better than a story that makes you look like a disaster.
Prepare your "key messages" beforehand. These are the three things you want the audience to remember, no matter what the journalist asks. If they ask about your company's failures, acknowledge it briefly, then "bridge" back to your key message. "We did have challenges in Q3, but what we're really focused on now is our new sustainability initiative."
Keep it short. Keep it honest. And most importantly, keep your eyes open. The press is a tool. If you know how to use it, it’s powerful. If you don't, it’s just a liability.