The job interview is the single most important part of getting hired. You may look great on paper, but it’s your personal presentation that will clinch the job offer—or not. Employers want to see how you conduct and express yourself. They want to feel confident that you can do the job. They want to really like you.

So give all that to them—and more. Get ready for your interview like you’re training for a marathon. The more prepared you are, the more relaxed and comfortable you’ll be when you finally get your chance to shine in the recruiter’s office.

Do your homework

Know everything you can about the place where you’re interviewing. Get on their website. Read the publication or watch the station for at least a week beforehand, so you’ll know what they’ve been covering. Familiarize yourself with the big stories in their region. Know who their audience is. If they’ve won any big awards, you should know about that too.

Research the business side of the operation as well. Who owns the publication or TV station? Who are the players in the organization? What are the recent hiring trends? Have they been going through layoffs? Is a merger on the horizon?

Also, find out whatever you can about the person you’ll be interviewing with. Check the organization’s website; do a computer search to get other clues. Know the person’s name and how to pronounce it, and his or her job title.

The day of the interview, stay up to the minute on breaking news. You may well be asked about it.

Dress to impress

First impressions do count. Even if no one else in the place dresses up, you can’t go wrong by wearing a suit or dress to your interview. Think conservative. It shows respect for the organization and for the job you hope to get. Look neat, crisp, clean—professional.

Bring your tools

Pack extra copies of your resume, reference list and clips or resume tape. The interviewer might want to distribute them to others in the office, or you might meet with several people during your appointment. Also, bring a pad and two pens (in case one goes dry) for note-taking during and after the interview.

If you really want to wow the interviewer, bring along a couple of one-page story proposals. Research stories that have been hiding in the back pages or that you otherwise think need to be told. Write up a paragraph or two saying why the story is important, who you would talk to and, if you're a broadcast or interactive-media candidate, what footage you would show with it. Just make sure your pitches suit the style and resources of the publication or station.

Make the interview soar

Arrive early. Not just on time, but at least 15 minutes early. That will give you a chance to catch your breath, chat with the receptionist and review your notes. (Or to climb the stairs if the elevator’s broken.) Walking in the door even one minute late sends the message that you don’t care about deadlines.

Walk tall. Greet the interviewer with a firm handshake and an enthusiastic voice. Smile! Let the interviewer take the lead, but throw in a conversation icebreaker. It doesn’t have to be profound; maybe a comment about an awards plaque you saw in the reception area, or a compliment about that intriguing poster in the interviewer’s office. During the interview, sit up straight. Always make eye contact, and nod to show that you’re paying attention.

The best interview is not an interrogation; it’s more like a conversation. Don’t interrupt the recruiter. But do speak up about your experience and skills, such as your resourcefulness or ability to work well on deadline. Give pointed examples to back up your statements. Be ready to tell the story behind your clips. Sell yourself. Make every statement positive, and convey self-confidence and enthusiasm. Never trash yourself or a previous employer. Don’t ramble; give detailed but concise answers. And make sure you have questions of your own to ask the interviewer.

One thing not to ask about: salary. Always let the interviewer bring that up first. Usually salary discussions don’t happen until the employer is ready to make a job offer, typically in a second or third interview. But some recruiters will bring up money in the first interview, to gauge whether you’d be willing to work for what they want to pay. So always go into the first interview with a salary amount in mind. Research salary reports and talk to alums and professors. Calculate what you’d need to live in a given region.

Then come up with a salary range of $5,000, with the bottom of the range being the lowest amount you could work for, and the top of the range being higher than what you know you’ll probably get. If a job offer comes, always let the employer name a figure first. That way, if you think the offer is low, you can respond by giving your salary range and explaining why you think you deserve it. Often the employer will then arrive at a figure in the middle—but not at the top—of your range. And you’ll both come away satisfied, feeling that you’ve won something in the negotiation process.

Questions you may be asked in the interview

• Tell me about yourself. (Translation: Why are you here, and what have you done that would interest me?)
• What are your strengths? Your weaknesses?
• Why do you want to work for us?
• Why should I hire you?
• Why are you leaving your old job?
• Where would you like to be in five, 10 or 20 years?
• Tell me about a story you covered that went very well.
• Have you ever failed? What did you learn from the experience?
• How well do you handle deadline pressure?
• What publications do you read? What news shows do you watch? Why?
• What is your philosophy of journalism?
• What do you think of our website/paper/magazine/show/station? How would you make it better?
• What sets you apart from other candidates?
• Would you be willing to move?
• What are your salary requirements?
• What would you like to know about us?

Questions for you to ask

• What would my typical day be like?
• What do you like most about working here? What do you like least?
• Why did you join the website/paper/magazine/show/station?
• What are the opportunities for development and career growth here?
• What happened to the last person who held this job?

Follow up like a pro

When the interview ends, repeat your strong interest in the position and ask what the next step is. Shake hands and thank the recruiter.

The minute you get home, e-mail the interviewer a brief thank-you note. Say how much you enjoyed the discussion and reiterate your enthusiasm for joining the team. Refer to a point you discussed during the interview, and use it to remind the interviewer of what makes you special. Follow up immediately on any requests the interviewer made during the session, such as sending more work samples.

Even if you don’t get the job, stay in touch. Update the interviewer on your progress and achievements, and express your continuing interest in working for the organization. Your persistence may well pay off.