General announcing involves just you and your audience. Interviewing changes the playing field, but not the game. It is still about communication on a personal level, but this time you don't hold centre stage.

Putting it bluntly, an interview has little to do with what you have to say. It is about communicating the ideas, beliefs, attitudes, policies and/or personality of somebody else. Your job is merely to facilitate that process.

But don't confuse this with compliance. In many cases, you should not only encourage your interviewees' deliberate comments, but try to uncover the things they are hiding.

An interview generally takes the form of questions and answers. However, there are no rules. A confident, articulate interviewee may need very little input from you in order to communicate effectively. On the other hand, someone who feels intimidated by the microphone or is just plain shy will need to be coaxed into speaking freely.

RESEARCH

When planning an interview the first thing you need to ask is: does this person have something to say that will interest my audience? If the answer is yes, the next step is to examine your interviewee's background and research your subject-matter.

Sources of information are many and varied, but these days the Web is arguably the best place to start. Major search engines like Google, AltaVista and AllTheWeb offer useful tips on how to search for information in the most effective manner. And don't just rely on one search engine - use several to widen your net.

Beware of taking things for granted. There's a wealth of information out there, but not all of it is legitimate currency. Be sure you are accessing reliable sources. If you haven't heard of a site before, cross-check the information with another site, and yet another. Then check your facts again!

Good research should profile the interviewee and provide you with a thorough understanding of what's on the table.

DEGREES OF CONTROL

The second thing to consider during the planning process is control. How much pressure do you intend applying to ensure that specific information is revealed to your audience? How can you ensure that the objective is met?

A government official, for example, may wish to steer the discussion away from an embarrassing area and, in doing so, deny your audience access to important information. How do you intend handling that?

At the opposite end of the interview spectrum may be the jaded celebrity. Wearied by predictable questions and a punishing publicity schedule, they may respond better to free-flowing dialogue instead of a tightly structured interview. You may get more out of them by asking less.

When devising your interview, include alternate questions which ostensibly ask the same thing. These can be tucked into the "back pocket" of your clipboard - handy if there is a misunderstanding, or your interviewee avoids the subject the first time around.

PRE-RECORDING

Unless you are an experienced interviewer, it is always best to record your interview for playback during a live show. If things go wrong you can do some edits (without distorting the meaning, of course) before it goes to air. If it is a complete a mess, everything other than the lessons you've learned can quietly disappear.

ENTERTAINMENT VALUE

Lastly, while thorough preparation is crucial, it is no substitute for a good performance. Whether you are recording an interview or chatting live to your guest on air, it is show time. You should be presenting an entertaining and informative mix which you are confident will appeal to your audience.

A radio interview is essentially a conversational interchange requiring some degree of rapport between you and your guest. Even if your viewpoint and theirs differ vastly, listen intently to their responses, maintain eye contact, and indicate through subtle gestures that you understand and are interested in what they have to say.