How is it that journalists get those juicy quotes or sound bites that the interviewee didn't intend to reveal? Here's one way:
Just because a journalist has put away his or her notebook and perhaps begins to rise, doesn't mean the interview is over. They will often continue talking on the subject, hoping you'll let your guard down and speak more openly than you did in the formal interview.
We've heard tales of camera operators even taping over the light on the camera, so that you can't tell when it's on. They'll leave the camera running after the formal interview concludes, and the reporter keeps you chatting, hoping to pick up a nice sound-bite. If your PR rep is with you, they can jump in at the end of the interview, talking to the reporter about such things as sending photos or follow up stats and usher them out. If you're doing the interview without a rep, remember, the interview isn't over until you see them driving away.
For more tips on handling a media interview, click here.